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‘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 …read more
Source:: Metro
