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  • Is Lidl’s Christmas ad a little too ironic?
  • Is Lidl’s Christmas ad a little too ironic?
    Lidl (2015) ©

Should Christmas ads be cynical or sentimental?

Has the crop of Christmas ads in 2015 delivered more of the branded values we saw in 2014? Canvas8 spoke to Alex Gordon, CEO of Sign Salad, about why, this year, these ads are split between those who want to keep the magic alive and those offering something more knowing.

Location United Kingdom

Christmas is a loaded time. Happiness, love, new stuff, peace on earth, goodwill to all men, a perfectly roasted turkey; these expectations are precariously piled onto a few short weeks at the end of every year. And it’s brands who have been tasked with delivering them. Not just the material acquisitions – the toasters, shoes and scented candles – but also the immaterial, as we look to household names to capture the nation’s shared values as Christmas time. 

The desire for branded values at Christmas arguably reached its peak in 2014, when Sainsbury’s turned its festive spot into ...



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