24 DEC 2020
5 MIN READ
At MediaCom we like to see the bigger picture.
So this week we decided to take a look at some Christmas campaigns from a bit further afield to see which festive adverts are capturing hearts, and which should be put in the bin.
Steak Bake Frenzy
In the heady days of January, we were blissfully unaware of COVID-19 and the biggest thing we had to worry about was the planet. After winning Veganuary in 2019 with their vegan sausage rolls, the steak(bakes) were high in 2020 for Greggs and once again came out flying with queues in the early hours for the launch of the new product.
Remind yourself here
*gets ghosted* Me: thank you for the 15-day free trial
Back in February Twitter is celebrated Valentine’s day by taking over London tube platforms and replacing aspirational ads with mortifying stories, cringeworthy confessions, and unlikely advice. The social media giant also created an immersive experience in London’s Covent Garden where visitors could lay flowers to lost conversations in the ‘ghosting graveyard’ or cringe till their faces hurt at the ‘gallery of awkward silences’.
Find out more on Campaign here (login required)
In the UK Mother’s Day is usually celebrated in March and this year Bloom and Wild led the way when it came to sensitive marketing. Last year, they launched an ‘opt-out’ option for potentially sensitive marketing messages like Mother’s Day, giving their customers control of what they do and do not receive in their inbox. This year they went one step further by launching the Thoughtfulness Movement. This movement took last year’s option to a whole new level with those who opted-out seeing no mention of Mother’s Day on the website when logged in, including the homepage, navigation menu and product pages.
Not Just Any Food
Frontline workers were the focus of attention in April. With everyone applauding the NHS weekly, M&S got in on the act by reworking their sponsorship of Britain’s Got Talent to personally thank M&S specific staff members to thank them for their tireless work to help feed the nation.
Find out more here
With Lockdown fatigue well and truly setting in, ITV launched a campaign in May to recreate one of five famous ad campaigns to create a People’s Ad Break. This brought creativity into the homes of closet Spielberg’s and inspired a wealth of material for the TV giant.
Relive the people’s ad break here
June saw L’Oreal donate £445,000 to LGBTQ+ charities during Pride Month after accusations of “gaslighting” in the wake of George Floyd’s death. This focussed on supporting Mermaids – a charity that supports gender-variant and transgender youth in the UK – and UK Black Pride. In addition, they reconnected with their former transgender ambassador, Munroe Bergdorf, to work in a consultancy role for the brand’s diversity and inclusion advisory board. Bergdorf said, “We are all in an exciting time of change. I hope this reconciliation is proof that we can all find a way to put aside our differences and work together to push for a more progressive, fair and equal world.”
Find out more on Campaign here (subscription required)
The Glastonbury Experience
Ordinarily, July would be the festival season but 2020 wasn’t having it this year. Instead, the BBC kept us in the spirit by making an enormous backlog of past performances available to stream, from Bowie in 2000 to Beyoncé in 2011. With celebrities like Adele live streaming themselves watching old performances it went to show you can’t keep a good brand down!
Get the experience here
Lick Fingers at Own Risk
By August the health and safety messages around COVID were being picked up by iconic brands such as KFC who temporarily moved away from its well-known “It’s finger-lickin’ good” slogan in its first-ever global campaign. The ads showed KFC billboards and products throughout the years with the slogan censored, ending with the line “That thing we always say? Ignore it. For now.”
In September Mediacom Edinburgh partnered with the Advertising Standards Authority to promote the importance of keeping all ads ‘legal, decent, honest and truthful’. The campaign, which was developed in partnership with the Advertising Association’s (AA) Trust Working Group, showed a range of different creatives featuring renowned brands including Churchill Insurance, Marmite, IRN-BRU, and Tesco; all of which were generously supported with donated media space.
To celebrate Black History Month in October, TikTok released a campaign titled, “#MyRoots”. The video appeared across billboards and all over the internet to tell the stories of Creators and Artists as they celebrated their Afro-Caribbean roots. The creative featured some familiar faces such as singer and songwriter Cat Burns, footballer Jeremy Lynch, queer creator Lily-Rose, actor Michael Dapaah and comedian Sherice Banton who all showcased their skills, passions and “authenticity” that led them to success on the social platform.
The Show Must Go On
In November the Christmas messaging kicked in and we loved Amazon’s Christmas campaign. It not only focused on the magic of the festive period, but also paid homage to the pandemic we’re living through. Although COVID-19 is a main component in the creative, the focus is primarily on the arts and how much effort is put into that industry by single individuals. The ad is a real reminder of what real art can do and in terms of hitting the mark where Christmas campaigns are concerned, Amazon really did deliver (pun intended!).
Finally, we must end with an apology in advance – December saw us feature an ad from Germany for a Dutch pharmaceutical company called Doc Morris”. With over 8million views on YouTube alone this ad had us weeping into our monitors…
but don’t forget there is no naughty list this year thanks to Tesco, giving us the best review of all the random things that happened this year!
That’s it for this year, we hope you have a fantastic, safe, and healthy festive break.
Our message to 2020 don’t ask 2021 to hold your beer, you need to go home!