Christmas adverts need to change for a major reason-Josie Copson-Entertainment – Metro

‘Sorry, what?’ comes the confused reaction from my American colleague.

In a lively features meeting, we were discussing the phenomenon of the Christmas TV adverts, which have become an intrinsic part of the festive build-up.

The uniquely British tradition has meant that for a few months of the year, we’re actively seeking out marketing campaigns, rather than running away to make a cup of tea when they rudely interrupt TV shows. In most other countries this is not a thing, and the concept can lead to some bafflement from people who didn’t grow up in the UK.

If the adverts are to retain their relevance on this isle to get us in their aisles, then they are going to keep adapting to keep up with our everchanging habits. Rather than booking out a slot during X Factor Big Band Week like years gone by, brands need to be where their consumers are.

Sainsbury’s is the first major shop to release their Christmas advert, and the changes are evident. The first TV slot was during the advert break for tonight’s episode of Coronation Street. However, those who’ve picked up their phone today are likely to have seen it hours earlier. It launched on their social channels in the morning, but you don’t need to be following Sainsbury’s to get a glimpse as there was also a paid advertisement on TikTok.

With less traditional TV being watched by younger generations – according to Ofcom, less than half of 16–24-year-olds in the UK watched live TV in 2023 – they are having to change their strategies to keep up.

Sainsbury’s Christmas advert is out in the world (Picture: Sainbury’s)

‘If Christmas adverts are to keep their importance, we now need to ensure they work on lots of different channels,’ stated Sainsbury’s Head of Campaigns Emma Bisley to Metro.

‘People tend to have shorter attention spans now too, so it’s got to be something snappy that gets their attention.’

They are attempting to keep people focused with the beloved Roald Dahl character BFG (Big Friendly Giant) who goes on a whimsical culinary adventure across the UK. Alongside real Sainsbury’s worker Sophie, they manage to plate up some ‘phizz-whizzing’ Christmas grub before donating it to a family.

In the coming weeks, BFG will be heard on the radio, TV, social media, and even in merchandise. ‘A great idea has to work in more places than just on TV now. We’ve got to be where our customers are,’ Emma emphasised, before adding ‘but still got to give people the warm feeling they expect.’

This shift is happening across the board, including with the OG Christmas star, John Lewis. Taking advantage of the extreme interest in what they create, they’ve teased fans with short snippets of what is to come on Instagram.

John Lewis changed the game (Picture: John Lewis)

Known for their ability to make people cry, even their teasers have been getting people in the feels. In their latest post, a woman is gifted a pink jumper by her mum. She doesn’t totally love it, but it ends up becoming a significant part of her wardrobe. ‘The best presents are the ones that they never knew they wanted 🎁 #GiveKnowingly,’ the caption reads.

John Lewis are largely responsible for the mega significance of Christmas adverts. It all began in 2007 when one iconic advert started a brand new tradition. In the short film entitled Shadows, set to Aubade from Romeo and Juliet by Prokofiev, people stacked objects in a white room to create a shadow of a woman walking her dog on the wall. The words: ‘Whoever you’re looking for this Christmas’.

John Lewis told a story with a strong message – to use imagination – rather than featuring their products as the star of the show.

Their change of tactic wasn’t just to entertain us. To make that kind of financial investment in music rights, concepts, and staging, there needs to be a financial incentive. They are a business after all, and it did pay off. ‘We do know that Christmas adverts drive return,’ Emma stated.

There have been some standout adverts through the decades (Picture: Yellow Pages)

Before this cultural moment, there were standouts such as Oxo’s 1984 advert which saw a young girl narrate a typical British Christmas day. In 1992, a boy used the Yellow Pages to reach up to a girl he liked and secure a kiss under the mistletoe. Of course, the first sighting of Coca-Cola’s Holidays are Coming, 1hich began in 1995, has long been hailed as the start of Christmas. However, now there is an increased regularity and importance.

An annual collection of warm, fuzzy, heart-string-tugging, high-budget adverts from companies desperate to be hailed the Christmas advert winner are guaranteed from November onwards. The continued growth has meant brands host screenings for their offerings, with champagne and sometimes even NDAs. The kind of event usually reserved for the next big TV show or movie.

To create winners year after year, there is often a specific formula that is followed. The story needs a beginning, middle and end, and they have to retain some nostalgic elements.

‘The last thing we would ever do is go too rouge or modern,’ Emma stated.

‘The soul of a Christmas advert is always the same – people want comfort and to go back to somewhere that feels safe.

‘We can push things a little bit, but really it’s those core emotions of traditions, joy, warmth, magic and Christmasiness.’

Like the TV schedule itself, the bosses want to appeal to the whole family. Argos – another early release – have the familiar voice of This Country’s Charlie Cooper as Trevor the Dinasour fulfilling his ambition of becoming a rockstar. The kind of content that can get a snigger out of a three-year-old or 83-year-old.

To create these moments, the marketing team begin work around March, with multiple brainstorming meetings, and focus groups, before the top-secret filming takes place over the summer months.

Emma wants Christmas adverts to retain their value (Picture: Sainsbury’s)

‘We’re constantly thinking about Christmas,’ Emma stated. ‘When you get the right idea, it’s kind of like a wedding dress moment. You just know.’

Rather than now feeling nervous about what they may be competing against, Emma is just as excited as us to see what everyone else has been up to. Although they may be fighting for the same customers, she believes all the brands need to be united in one shared mission… keeping the Christmas advert as important and exciting for future generations.

‘It’s up to us to make sure they’re relevant and we’re in the right places, and evolving with the customers. But there’s definitely always for a Christmas advert. I don’t see that changing,’ she summarised.

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