Tis the season of giving, receiving and being generally jolly! However, every now and then we need a gentle reminder that the holiday season isn’t always about shopping. Rather, it’s a time to celebrate love, compassion, and generosity. These 12 ads from around the world try their best to tug at our heartstrings. On the first day of Christmas, Lenovo Yoga Tab 3 in the US gave to me: “Holiday Giving”
On the second day of Christmas, Dick’s Sporting Goods in the US gave to me: “The Gift”
On the third day of Christmas, Canal+ in France gave to me: “Best Friend”
On the fourth day of Christmas, Aldi in Australia gave to me: “Now this is Christmas”
On the fifth day of Christmas, Toys r Us in the US gave to me: “Tree”
On the sixth day of Christmas, the National Lottery in Spain gave to me: “Justino”
On the seventh day of Christmas, Mulberry in the UK gave to me: “Mulberry Miracle”
On the eighth day of Christmas, Hallmark in the US gave to me a six spot digital campaign, “Keepsake it”
On the ninth day of Christmas, Coach in the US gave to me: “Give Coach or Else”
On the tenth day of Christmas, Target in the US gave to me a three chapter story campaign, “The Holiday Odyssey”
On the eleventh day of Christmas, Sainsbury’s in the UK gave to me: “Mog’s Christmas Calamity”
On the twelfth day of Christmas, John Lewis in the UK gave to me: “Man in the Moon”
What can we learn from these ads about dialling up emotional appeal?
- All clearly express values that resonate with the Christmas holiday season. They focus on celebrating love and sharing, showing people that we care about them and that we are thinking of them or take a comic approach and adopt a cheeky irreverence that hopes to capture the fun and pure jolliness of the season.
- All clearly express values that resonate with the brand, thus linking the season to the brand in a way that is appropriate.
- All tell a good old-fashioned story.