As the Christmas season approaches, retailers are releasing their holiday adverts, with a notable emphasis on contemporary issues. This year, companies appear to be addressing themes such as the cost of living and masculinity within their festive promotions. For instance, Asda’s advert portrays the Grinch navigating Christmas shopping, reflecting the challenges faced by families trying to make ends meet.
John Lewis’s Christmas advert, which is traditionally seen as a marker for the festive season, is significant for its focus on a father-son relationship. Set to a reimagining of Alison Limerick’s song Where Love Lives, this ad features a teenage boy who struggles to express his emotions for his father through music. The narrative includes the dad discovering a vinyl record, leading to nostalgic memories of dancing with friends in the past alongside his son’s baby photos. Experts suggest that this ad resonates with elements from the popular Netflix drama Adolescence, which also addresses communication challenges between fathers and sons.
Retail analysts highlighted that incorporating current social topics into advertisements can enhance their relevance. John Lewis has stated that their script was developed before the release of Adolescence, but the show’s popularity has reinforced their message’s significance for 2025.
Other retailers, such as Lidl and M&S, are emphasizing affordability and community in their adverts, mirroring concerns over rising living costs. Lidl’s campaign focuses on generosity through its Toy Bank initiative, promoting acts of kindness over material excess. Meanwhile, M&S showcases practical celebrations with a character-driven approach.
As overall ad spending is projected to reach £12 billion this season, marketers face the challenge of accurately reflecting the societal mood anticipated for Christmas. Successful adverts could foster a sense of community and become memorable cultural moments during the holiday season.
Source: https://www.bbc.com/news/articles/c0rp7exwq8ko?at_medium=RSS&at_campaign=rss