With less than six weeks until Christmas, creation of momentum and a festive spirit has begun in many parts of the world. Today I wanted to talk about this pre-holiday time period over in the UK. Known as the equivalent of the US Super Bowl of adverts, this time frame for major companies and retailers operating in this market has become over time a critical period to showcase their Christmas offerings in a creative and touching manner. Whilst UK networks have begun filling their channels with holiday commercials, businesses plus brands compete to gain customer attention, memorable experiences and unforgettable adverts.

I enjoy seeing these advert´s evolution and what resonates most with consumers each year. Last year´s John Lewis “The Bare and the hare” advert  won 2014 best Christmas advert. The Disney like drawing advert emphasized friendship and “Somewhere we know” sung by Lilly Allen reminded consumers of the simplicity of Christmas, impacted plus touched customers.

http://youtu.be/XqWig2WARb0

So what about this year? What is occurring? The supermarket retailer Sainsburry´s is taking the lead and grabbing headlines with their First World War Christmas Truce inspired advert. In less than 24h, their YouTube video had more than 1.8M views  However, can you see the similarities with last year´s winner? They are using the same nostalgic approach towards the creation of impact. So I must question their creativity and innovation. Nevertheless, I must admit that their timing to create an emotional connection with the UK population is perfect as it is the centenary of WWI and the advert was launched days after the Tower of London Poppy event.

Other adverts grabbing headlines this Christmas season in the UK:  M&S, John Lewis, Coca Cola, Waitrose, Aldi , Debenhams, Boots and Sky. Which is your favorite?

But, just a quick thought. What happened to all of the joyful Christmas adverts that make you smile and be happy? Does that not sell and impact consumers anymore (or at least in the UK)? Why so much nostalgia?