Creative inspiration: Christmas adverts over the years

The nights are drawing in, lattes are now only available in peppermint or gingerbread, and there are murmurings about who left the fairy lights in a tangle. But nothing heralds the start of the festive season quite like the release of the Christmas television adverts. With this year’s offerings finally emerging, we take a look back at some of our favourites from over the years…

BBC – The Supporting Act (2017) by BBC Creative and Blinkink

Last year’s surprise entry for favourite Christmas advert came from the BBC, and built on the idea of ‘oneness’ that the channel had been focusing on throughout the year. The short film titled ‘The Supporting Act’ features a young girl and her loving, but always busy father, as she practises for an upcoming Christmas talent show.

Thoughts from the team: “It came out of nowhere,” says Ade, our head of marketing. “The BBC aren't necessarily known for being a major player in the Christmas advert space, so it was a surprise to see something that had real heart appear on our screens. It was also stylistically very well done and had as high production values as the big spenders.”

Cake Film – A Merry Hunt (2010) by Cake Film

Many Christmas adverts aim to give you the warm fuzzies, with heartwarming scenes and swelling music. Not Cake Film. Featuring an opportunistic hunter who can’t quite believe his luck, ‘A Merry Hunt’ keeps you thinking “this isn’t what I think it is, is it?” right up until the end.

Not quite the Christmas cake you were expecting (the video description assures us no animals were harmed in the making of this film).

Thoughts from the team: “I think it was the twist that hooked me, that it looked harsh and you thought it would end up all lovely and then it didn't,” says creative services manager Louise. “It also advertises their services as effective filmmakers, so it’s commercially very strong!”

Anuncio Loteria de Navidad – Justino (2015) by Leo Burrnett Madrid

Created to promote Spain’s famous annual Christmas lottery, this short film features Justino, a night security guard at a mannequin factory. The heartwarming story (there were definitely a few sniffles from the team as this was played) won a Cyber Grand Prix at the Cannes Lions International Festival of Creativity in 2015, and shows how Justino finds a way to interact with his daytime colleagues, even though he never gets to see them.

The Spanish Christmas lottery is considered unique as players participate together, buying shared tickets in offices, friendship groups and bars, and the ad captures the joy of not just winning, but winning together.

Thoughts from the team: “I liked that the ad highlighted the theme of loneliness, which isn’t often though about at Christmas,” says graphic designer Ben. “I also thought the narrative and the effective animation worked really well.”

Yellow Pages – Mistletoe (1992)

Iconic even by Coca-Cola’s standards for Christmas advertising, the Yellow Pages ad 'Mistletoe' came way before the days of million pound budgets and teasing hashtags. Simple but effective, the ad is more about brand recognition and identity rather than advertising the intended use of the phonebook…

The young boy in the advert – Dean Cook, six at the time, now in his mid-30s – told The Guardian how he kept mistletoe in his back pocket that Christmas, as his televised kiss earned him some positive attention from the girls at school.

Thoughts from the team: “A true Christmas classic,” says our copywriter Shariff. “This sweet, short spot still inspires nostalgia and warms the heart, from back when Yellow Pages were at the very top of their ads game (see also: Fly Fishing by JR Hartley). They certainly don’t make them like this any more!”

John Lewis – Monty the Penguin (2014) by adam&eveDBB

What list of Christmas adverts would be complete without a nod to John Lewis? The retailer has come to be known as the one to beat, and in 2014 they debuted 'Monty the Penguin' to capture our hearts (and our wallets).

Record numbers were achieved both online and offline for the brand, with Monty merchandise selling £2.5 million worthalone. Footfall increased 9% on the previous year, with web traffic up 17% – an extra 14 million visits. John Lewis’s market share increased to 27.5% – its highest ever. Not bad for a lonely penguin.

What the team think: “I think Monty was so well animated,” says senior graphic designer Liana. “They created such a believable character that it’s hard not to fall in love with him, just as a child sees his favourite toy, no matter how ragged. I just enjoyed the range of scenarios that they managed to squeeze in. Like many John Lewis adverts, it focuses on the feeling one gets from giving a gift rather than receiving.”

Ready to create a Christmas campaign that gives your customers the warm fuzzies? To get kitted out with the latest creative tech, get in touch with the team on 03332 409 306 or email sales@Jigsaw24.com. For all the latest news, trends and offers, follow us on Twitter, Facebook and LinkedIn.