Tearjerkers out as retailers go light-hearted for Christmas ad season
Sainsbury’s has brought in pop star Rick Astley alongside real employees for its advert that asks what Santa eats for Christmas dinner
Retailers are shunning the tearjerkers and taking a light-hearted approach to their festive ad campaigns this year in an apparent attempt to bring cheer to consumers facing a persistent cost-of-living crisis.
Sainsbury’s has turned to a young girl asking what Santa eats for Christmas dinner in a campaign that brings in some star power in the form of a cameo appearance from singer Rick Astley.
The ad features actual Sainsbury’s employees after a company-wide casting call elicited a “massive” response, the retailer’s head of campaigns, Emma Bisley, said.
As the colleagues share their recommendations for Christmas dinner, the items appear on Santa’s dinner table.
Back in the store, Astley suggests: “How about some cheese?”, before a store employee replies: “C’mon Rick, cheese before pudding? You know the rules,” and another adds: “And so do I,” in reference to the star’s familiar tune.
Astley said: “It was a real honour and so much fun to join the Sainsbury’s store team on the shoot – even if they did pull me up on my cheeseboard before dessert suggestion.”
Which advert do you think has got the message right for this year? Vote in our poll
The Boots festive campaign shows a mother and daughter travelling north with a sack of gifts after the girl wonders who gives presents to Santa, handing over a Dyson Airwrap to their pilot, a mascara for the train conductor and a pair of travel flight socks for the man himself.
The Morrisons campaign features oven gloves singing along to Starship’s Nothing’s Gonna Stop Us Now amid scenes of Christmas dinner being prepared.
Waitrose has already debuted its first Christmas campaign from new agency Saatchi & Saatchi with an ad that charts several unfortunate moments at a festive party, such as guests arriving early and others getting locked in the bathroom.
On a chilly Christmas Eve, William Conker invites a motley crew of fruits and vegetable friends to visit his gravy-filled wonderland – and of course, everyone’s favourite festive carrot is there for the ride. See what happens when Kevin and friends visit William’s Christmas Factory in the Aldi Christmas ad.
Say HELLO to Right & Left Mitten, also known as none other than Hollywood superstars Ryan Reynolds and Rob McElhenney! Festive Fairy Dawn French has waved her magic wand once again and brought these two new characters to life to bring mischief and fun as they experience an M&S Food Christmas.
Michael Bublé is a classic part of every Christmas and now he’s even landed a starring role in Asda’s festive advert for 2023.
Whereas most of this year’s entries have attempted to jolly us all up – presumably, deploying Michael Bublé (Asda) or merry house parties (Waitrose) is an attempt to distract us from the misery that is the cost of living crisis – Lidl is attempting to play John Lewis at its own game.
John Lewis, widely considered to have instigated the Christmas retail ad season back in 2007, has released its campaign today!
Amazon’s 2023 Christmas advert is a story about life-long friendships, showing how joyful moments are made even more special when they’re shared with those you love.
Which advert do you think has got the message right for this year? Vote in our poll
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