Top 10 Christmas Ads 2010 The Verdict
Retailers are fighting it out to get the major share of our spending this Christmas and for the big players, with a big budget, it is the TV ad that ensures they are top of the list when it comes to Christmas shopping. Independent retail analyst Verdict has picked its favourites for Christmas 2010.
Maureen Hinton, practice leader at Verdict said: “Getting the Christmas TV advert right is crucial for retailers, particularly as this year Christmas spending is set to reach the highest level since 2007. John Lewis has raised the bar with its TV commercials over the past couple of years and its Christmas 2010 ad is another that captures the spirit of the times – though we are facing a tough period ahead this is a chance to make those close to us happy with the right gift.”
“The choice of soundtrack is highly instrumental in achieving the right emotional connection too. John Lewis has Ellie Goulding’s cover of Elton John’s ‘Your Song’ and, with the ad getting a great deal of prime time exposure it is not surprising that the track has already become a top seller.”
“The Sainsbury’s Christmas advert comes second in Verdict’s Top 10. Similarly to John Lewis, Sainsbury’s has captured a current sentiment of forging community spirit and a feeling of ‘togetherness’, with its competition to win a perfect Christmas for you and your neighbours.
“There are still a smattering of celebrities in the Christmas commercials”, adds Hinton, “but this year it is less about celebrity than family and friends having a good time together.”
Verdicts's Top 10 Christmas TV ads 2010
1. John Lewis. Apart from concerns about the dog and kids questioning why parents are hiding presents, this is another winner from John Lewis. The focus being on giving, and thinking of others, stirs emotions and promotes altruism rather than consumption.
2. Sainsbury's. This also ties into the feeling of the times - community and society, with a competition that brings you closer to your neighbours and cleverly drives you to the Sainsbury website.
3. Littlewoods. Festive, high quality ad with a good soundtrack.
4. M&S. Good soundtrack - but you do begin to wonder if M&S' strategy is to see how many celebs it can pack into an ad?
5. Matalan. This is a surprise - most viewers think it is from a big high street player to begin with, rather than a leading value brand.
6. Waitrose. Practical, innovative food ideas that sends viewers straight to the stores to buy.
7. TK Maxx. Reminds you of its USP – brands at bargain prices.
8. Morrison’s. Good food, provenance, kids - strikes all the right notes for Christmas, though we still are not sure kids are that easily won over to Brussels sprouts.
9. Cooperative. Feel good food - with Fair Trade.
10. Tesco. The Hyacinth Bouquet pastiche is a bit passé but it gets the message across - Tesco can provide everything you want at good value prices with a delivery option to suit you.
Do you agree? Comments welcome...
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