Christmas Vine Circle
It ’s only in early November that major brands have begun Christmas
Macy's Christmas Marketing
A big wave of Halloween ads has just passed, and Christmas ads are back.
At the end of the year, both consumers and businesses must be busy-those upcoming festivals and festivals, accompanied by heavy snow, reunion and warmth, are creating a festive atmosphere of crazy consumption.
As a result, Christmas seems to have begun in early November. After months of preparing for ideas and strategies, and huge spending on marketing, brands are turning the holiday marketing season at the end of the year into a grand creative competition.
According to the British Advertising Association, in the fourth quarter of this year, spending in the UK advertising market will reach a record 5.6 billion pounds, 300 million pounds more than in 2015. Of this, 2.7 billion pounds will be spent on digital media.
"It's still important to invest heavily in video clips," said James Murphy, CEO of advertising agency Adam & EveDDB. "Videos can be seen by viewers from different channels. There is no doubt that Christmas marketing is very important for brands. If Christmas marketing does Well, sales will be good throughout the year. "
It was Adam & EveDDB who planned a series of touching Christmas commercials for the British supermarket John Lewis, and its successful marketing even triggered the "John Lewis effect"-making Christmas ads the British version of the "Super Bowl" . According to the Guardian, John Lewis' Christmas ad this year will launch on November 8.
Although it is still one and a half months before Christmas, many global brands have already launched Christmas marketing in advance. Let's see what they are:
Burberry: Tell the legend of the founder with a blockbuster
For British luxury brand Burberry, the use of gorgeous Christmas ads to reflect the brand's texture seems to have become the norm. This year, the 160th anniversary of Burberry launched a three-and-a-half-point advertising campaign, telling the legendary story of the brand's founder, Thomas Burberry.
The short film reproduces key historical moments in Thomas Burberry's life in a semi-fictional form. The typical theatrical elements such as war, love, and dreams, combined with blockbuster lenses and soundtracks, the entire commercial is shooting at the level of Hollywood blockbusters.
The advertising film gathered a large number of stars. The protagonist Thomas Burberry is Irish actor Domhnall Gleeson. His well-known works include "Star Wars: The Force Awakens", and he also plays Bill Weasley in the "Harry Potter" series. In the film, he plays Thomas Burberry, who invented waterproof fabrics and designed clothing for the army and explorers. It is a dreamy genius image. The beautifully-dressed charm made both beautiful and brave women fall for it.
Irish actor Domhnall Gleeson as Thomas Burberr
British actress Lily James, who plays Miss Rose in Downton Manor, plays pilot Betty Dawson, a character prototype based on the true pilot Betty Kirby-Green in history. She once flew an airplane in 1973, wearing Burberry-sponsored clothing, flew from the UK to Cape Town, and broke the world record.
Lily James as pilot Betty Dawson
Since its launch, the short film has received more than 2.5 million views on YouTube. Many netizens commented that this kind of plot and texture can be regarded as blockbuster ads very attractive, I hope it is really a movie.
Macy's Department Store: Expressing Feelings with Thanksgiving Parade
In the face of aggressive e-commerce, the days of traditional retail department stores are getting worse. Compared to the dazzling technology marketing patterns of e-commerce, brick-and-mortar department stores hope to use the family-like tradition and nostalgia to capture the emotions of consumers.
This year's Macy's festival marketing focuses on its tradition that lasts more than 90 years, the Thanksgiving Parade. Beginning in 1924, Macy's will organize a grand parade in New York on Thanksgiving every year. The parade included performers in various costumes, floats, and giant floating balloons.
Thanksgiving Day Parade
Thanksgiving Day Parade
So in this short advertising video in cooperation with creative agency BBH, a little boy became the "old friend" of Santa's balloon, and the two met each other on the streets of Manhattan every year. Time passed, and the little boy grew up. From young to middle-aged to white-haired elders, Santa balloon insisted on finding him in the crowd.
"Everyone loves Messi's Thanksgiving Parade," said BBH creative director Hemant Anant Jain. "It has become part of American pop culture and a good memory of many families. So this year, we tried to capture Magic, tell people what it means for so many years. "
Temptations Cat Food: Food for the Cat Owner
Attracting attention with cute pets is a popular marketing routine in recent years. Especially on family-friendly occasions like Christmas, the cats, as one of the family members, also come to share the taste of Christmas.
Cat food brand Temptations has found a group of cats as the protagonists of Christmas ads: they are extremely curious about various beautiful and warm Christmas decorations, and can't wait to rush up and grab and bite. But when the familiar bells rang, they all ran back obediently.
It seems that it is still necessary to tame the cat owner with cat food, and don't destroy it during Christmas.
Last year, Temptations' " apology to cats " ad was also ingenious and impressive.
"The cute little guys are very cute on the Internet, but they are also naughty and destructive in real life," said Denise Truelove, director of customer marketing at adam & eveDDB, who provided ideas for Temptations. "This gives Temptations Holiday series marketing provides an interesting sense of drama. "
Starbucks: Green Christmas coffee cup is another controversy
Starbucks makes articles on its own coffee paper cups every year, making this specially designed, festive coffee cup a popular consumer symbol. But this year, Starbucks coffee cups seem to have caused a lot of controversy.
Unlike the classic red cups of previous years, the limited paper cups launched by Starbucks are actually green! Japanese designer Shogo Ota used "one stroke" to draw characters such as coffee farmers, baristas, hugging family and friends on green paper cups. The idea is to bring the American people together in the forthcoming presidential election and to convey a common value.
Starbucks Green Cup
Japanese designer Shogo Ota
Although Starbucks did not say that this is the limited paper cup for Christmas, this time of year is exactly when the Christmas Cup is launched. So many consumers do n’t buy it: “The paper cup for Christmas is actually green? And it does n’t seem to have anything to do with Christmas?” “Of course, Christmas should be associated with red, snowflakes, and snowmen. This green is What a ghost! "" Why forcibly associate with politics? "
This is not the first time Starbucks has caused controversy over Christmas paper cups. Last year, it launched a minimalist Christmas Red Cup that was spit out because of "lack of Christmas elements", and this year's Green Cup is far from the tradition of Christmas.
It is also very important that many Americans are upset about the upcoming election. This way of forcing people to abandon differences and hug in harmony seems a bit wishful thinking. However, Starbucks paper cups have once again become a hot topic on social networks. From this perspective, this headline method has become a new tradition of Starbucks in recent years.
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