Every year in England, there is a tradition at Christmas: watching and commenting on commercials on television! They have become a true cultural phenomenon, combining emotion, creativity and above all… colossal budgets. Decryption of these slot machines.
From our correspondent in the United Kingdom,
This year, the highly anticipated John Lewis department store advert features a woman who, while searching for a gift for her sister, relives key moments in their relationship.
The budget? It is never clearly revealed, but it is around 7 million pounds, or almost 9 million euros.
It's because we have to hold the competition for the best advertising, because every year, in the offices of Sainsbury's, Tesco at United Kingdombut also at Coca-Cola or even Amazon, a campaign manager has a great responsibility: winning the Christmas race.
Why this pressure?
To create an emotional connection with the consumer that associates the brand with positive memories. But also, because good advertising returns up to 20 times the money invested.
For Jason Gale, founder of the London Lifestyle Awards, it's the time of year when it's all about emotion.
« People buy from the heart, and Christmas is a very sentimental time. Clever adverts like John Lewis's are about emotions. They are so strong that they are like mini-movies that we remember throughout the year. In my opinion it's worth every penny spent. »
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An advertisement to strike a chord
Last year, advertising spend around Christmas generated almost £8 billion for British brands. For Grace Jacobson, of the Publicis agency, it's always a question of money, but also the opportunity to dream a little. “ At Christmas, people want to get away from it all. They want to see an ad that transports them somewhere else, that makes them feel something, whether it's nostalgia, joy or any other emotion that awakens something in them. Brands like John Lewis, Marks & Spencer, Lidl and JD Sports, which have focused on family and the different forms it can take, are particularly successful in capturing this spirit. And then there is something true about it, in line with what people are experiencing, particularly in the United Kingdom. It's a time when ads don't just seem to say “buy, buy, buy” but rather seek to strike a chord. Even though, at the end of the day, the goal is still to sell a product and make a profit, and win the award for best advertising. »
These advertising treasures are also on the Internet, commented on, classified, some even have their Wikipedia page. And maybe that's the new Christmas stories.
Also readMince pies, a favorite dessert of the British at Christmas
