When wrapping up their Christmas advertising offerings this year, will marketers be opting for simple gifts – and lots of them – rather than a single, fancily-wrapped and expensive present to be awaited with bated breath?
For Tesco, the Christmas campaign marks the extension of what the company produced last year, featuring the family introduced originally by Bartle Bogle Hegarty. The ads marked a departure from Tesco’s single showpiece Christmas ad. It’s a similar story at Asda. Last year, the supermarket went for the wow factor with a 60-second spot featuring the singer Fleur East. This time, the focus is on shorter clips featuring an extended family in the build-up to Christmas. Lidl has also taken the authenticity route with a Christmas campaign created by TBWA\London. "Extravagant escapism would be out of keeping with the times," Amelia Torode, the agency’s chief strategy officer, says. "Splurging thousands of pounds on a Christmas showpiece would be out of sync."