Self-care and indulgence

Tesco – No Naughty List

Combining funny pandemic realness (think stockpiling loo roll and lax homeschooling), with the classic trope of Santa’s naughty list, Tesco’s spot was a favourite at Canvas8 HQ. Set to the nostalgic sound of Britney’s ‘Oops!... I Did It Again’, it acknowledges that we all need a treat amid this strange and tricky festive period – a core truth that sings across all Christmases, even in ‘normal times’. And with two-thirds of Britons saying their gift-giving is especially significant during a socially distanced year, people are finding it’s not just the recipient that benefits.

TK Maxx – The Lil’ Goat

How could we resist a beret-sporting goat strutting through the snow? The TK Maxx Lil’ Goat ad sees a wife realise her husband has treated their prize billy to a new designer outfit, complete with pussy-bow blouse and a fuschia fleece. “She’s had such a hard year,” he says, holding back tears. “She bloomin’ well deserves it.” The suggestion we should go ahead and indulge our loved ones is sure to resonate, with Britons set to spend £346 on Christmas gifts in 2020, up 11% on last year. A little harmless excess can’t be b-aaaaad.

Gucci – Gift

A love letter to the office party, Gucci puts a retro, rose-tinted twist on yet another of the rituals we’re missing out on this year. Whether it’s the soundtrack (Yazoo’s ‘Only You’), the gorgeous 70s fashion, or the awkward-charming customs of the annual do, it’s packed with nostalgia for the near-past. By doing so, the brand recognises 2020’s small losses, including chic workwear, and permits us to wear gorgeous things during the festive season, even if it is just for a glass of Prosecco on Zoom.

Kindness and Healing

Waitrose and John Lewis – Give a Little Love

Amid a year of people have realising the power of mutual-aid and a community mindset, John Lewis and Waitrose’s ‘Give a Little Love’ hinges on sharing simple acts of kindness, rather than presents. Playing with a range of storybook styles, including claymation and stop-motion illustration, it takes the universally Christmassy truth about gifting to the next level and makes it culturally relevant. Part of a five-year, purpose-led strategy from the retailer, it also underpins the retailers’ aim to raise £4 million for charities Home-Start and FareShare.

Sainsbury’s – Gravy Song

This Christmas – typically a time based on repetition and tradition – is laced with uncertainty. With over half of Britons believing that brands should acknowledge the pandemic, Sainsbury’s hints at our desire to be together and enact our festive rituals. Its Gravy Song ad, which is part of a four-part series, features a heartfelt phone conversation between father and daughter as they discuss whether they’ll be able to see each other. Interspersed with home-video footage of him serving his infamous gravy (and singing about it), it underscores the ownership people want to take over the festivities and the emotions bound up with potentially missing out.

Papa John’s – Giving More This Christmas

Like M&S, Papa John’s took a different tack to the usual all-singing, all-dancing festive ad. With script written on pizza boxes, the brand spells out its decision to put its 'dough to better use' by donating part of its creative and marketing budgets to Crisis and the Trussell Trust. Stripping it back to the bare essentials of Christmas, the pizza-delivery chain, which has undoubtedly seen profits soar during lockdown, is stating its commitment to tackling poverty and hunger in the UK. If this is a cause they run with beyond Christmas, it could be a powerful pro-social direction. They may even gain new followers, with 37% of people saying they’ve started using a new brand because of the compassionate way it has responded to the pandemic.

Conscious escapism

Lidl – A Christmas You Can Believe In

Did Lidl make the perfect Christmas ad? Holding a desire for frivolity against a knowing wink and nudge, Lidl’s musical number promises a Christmas that people could 'believe in’. The ad balances the desire for escapism and comfort in tradition with an acknowledgment that life – especially in 2020 – is rarely as straightforward as the adverts. And while people do want to escape reality, they also want to acknowledge the year's pain and challenges. At its most meta, this was performed by the skewing of Aldi's Christmas icon Kevin the Carrot. As Kevin is reduced to just another humble vegetable, the brand focuses on communicating value and price instead, tapping into a saver mindset for a nation gripped by economic worries.

McDonald's – Reindeer Ready

McDonald's CGI Christmas story centres around a mum and her moody teenage son who struggles to connect to his inner child and enjoy festive traditions. This changes after a stop at McDonald's, where a packet of reindeer treats sparks a moment of childish joy and release. With the brand taking a maternal role in cheering us up, the promotion of innocence could fail to land. We know that people don’t want to be rescued from a crisis or shielded from what’s going on – 27% of Britons cite a loss of motivation as a deterrent from going outside during the November lockdown. And with the challenges of the pandemic not going away, brands resonate better when they play the role of allies rather than protectors.

Amazon – The Show Must Go On

Amazon’s ‘The Show Must Go On’ features a ballerina-in-training, played by Taïs Vinolo, overcoming lockdown obstacles to give a dazzling performance on a snow-covered roof for her neighbours. Yet with half of all British adults saying they’ve felt depressed or hopeless about what lies ahead, audiences aren’t necessarily filled with positive vibes about their futures. While positioning itself as a source of resilience, Amazon struggles to balance positive messaging against the myriad of call-outs it has faced this year, such as being accused of failing to provide comprehensive PPE and care for its employees. With that in mind, the ad’s breezy approach to overcoming adversity could leave viewers thinking ‘the show must go on – but at what cost?’

Coca-Cola – The Letter

With 51% of Americans not expecting to spend Christmas with their families this year, Coca-Cola’s 2020 Christmas ad is centred around the celebration of togetherness. The ad sees a father embark on an epic voyage to deliver his daughter's letter to Santa Claus after he forgets to put it in the post. The dad travels the world as he makes his way to the North Pole and then hitchhikes home with Santa, where it turns out all his daughter wanted was her dad home for Christmas. Combining magical escapism with an acknowledgment that each of us has endured an odyssey this year, Coke offers equal doses of schmaltz and heart to drive home the power of being with the people you love this festive season.

By India Doyle, Jared Tanna, and Megan Carnegie