The Big Holiday TV Ad: From Festive Fumble to Festive Brilliance

Once again, the spotlight is on this year's Christmas - or ‘Holidays’ - television adverts, sparking lively discussions within our industry and more widely. As we immerse ourselves in the festive season, brands find themselves at a critical juncture; not just adorned with tinsel and baubles but armed with a strategic vision aimed at fostering enduring connections amidst the holiday cheer.

Questions get raised once again: Is the revered festive ad losing its lustre in 2023, or are consumers shifting their focus beyond the traditional viewing spectacle to explore other channels and forces vying for their attention? This question gets floated every year - prompting a critical exploration of whether the big Christmas TV ads still wield significance.

In this festive time, the role of TV advertising undergoes heightened scrutiny as budgets are scrutinised and tightened by all manner of experts or bean counters. Questions emerge, with some pondering whether marketing departments and agencies craft these spectacles solely for their own self-promotion or if there's genuine consideration for the broader marketing mix and foundational aspects of the brand. 

Is the big TV moment a relic of the past? Does it now demand innovative ideas that are more entertaining, relevant, and understanding of an audience seeking engagement elsewhere? 

As a mere creative, unwrapping the wide array of festive ads in 2023, a question pops into my mind: What truly distinguishes a brand in this sea of festive sparkle? How does a brand transcend being a seasonal advertising moment to become instead a cultural benchmark? How does it ascend above the sea of sameness? Is being part of the conversation table stakes nowadays or is instead something to avoid altogether as you try different ways to drive reach and love?

Before new scripts are penned - or fetched from agency attics and bottom draws - brands must heed lessons to stay relevant in today’s festive season. In this post-covid landscape consumers have adopted profound shifts in behaviour, including TV viewing. The challenge extends beyond navigating distractions adorned with tinsel; it involves designing a brand that fosters a deeper connection - one that is unique at its core, using the festive season as a pivotal time to illuminate its values in a way which will generate a ripple effect for the rest of the year. Obviously, this is a 365-day task, but this short period is a brilliant time to focus attention on brand whilst also conveying the message, "We get you; we hear you."

These questions resonate deeply in times of dynamic change and reaction. For retailers it's survival stakes as pressure builds to get it just right. 

So, in the interest of spreading goodwill to all, here are some thought starters to shed light on foundational elements that might help prepare for the wrestle for hearts and minds. These ingredients, when matched with the right narrative - let's not undervalue the power of storytelling - can help to elevate a brand to the top of the tree:

From tokenism to genuine diversity

Tokenism is easy to spot. Does your brand embrace diversity, beyond seasonal lip service, in an authentic way? Does it consider factors such as gender, sexual identity, disability, class, and religion? The holiday season looks very different to each individual. How is your brand taking that on board? Tokenism is easy to spot.

Emotion versus utility in brand narratives

Is your brand's narrative a trite cliché, or does it evoke genuine emotion? Consider Apple’s ‘Fuzzy Feelings’ animated short film, which transcends product showcasing to craft a narrative of seeing beauty all around us and celebrating differences. Brands must discern whether emotion is the right tool for their unique identities and, if not, explore alternatives such as utility. This might be more powerful than being heartfelt but, in each case, it’s important to consider the role of the festive ad.

Sustainable strategies

Is sustainability an afterthought, or does it underpin the core of your long-term strategy, including the holiday season? Brands could take cues from IKEA’s eco-friendly approach; pioneering sustainable celebrations beyond a nod to environmental consciousness. Your core values must not go out the door simply because it's the festive season; which tends to come hand in hand with consumerism.

The product as experience

How can your Christmas products transcend commodification, to become catalysts for shared experience and connection? Starbucks turned cups into canvases, thereby embedding itself into the fabric of Christmas. Brands should aim to elevate products, creating moments that transcend transactional exchanges to form lasting memories.

The need for sensitivity

In a time of war and a cost-of-living crisis, brands must strike the right tone; acknowledging the broader context, and displaying empathy. Their actions should contribute positively amid difficult times, building trust rather than avoiding difficult moments and relegating concerns to the ‘too-hard’ basket, or sweeping tricky feelings under the carpet.

In a world of on-demand content, creating a brand goes far beyond TV advertising, but, to my mind, the big Christmas TV moment is perhaps even more important. There's something in our DNA that loves the shared group moment, whether at the pub, by the water cooler, or on the sofa.

At this challenging time, authenticity, sustainable joy, and empathy are arguably even more foundational for brands. Beyond mushy moments and entertainment value, ‘tis the season to put values front and centre set up the year for deeper connections and relationships.

The TV moment is more than a grand spectacle. It’s a strategic investment in the puzzle of brand identity; requiring both thoughtful consideration and financial support. It’s also one that can drive employee pride and confidence in business culture. Thinking of this moment as a consumer, brand and culture tool might help bring more value and affinity - and of course more reasons for investment - as we approach 2024.