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  • Have brands given up on presenting a picture-perfect Christmas?
  • Have brands given up on presenting a picture-perfect Christmas?
    John Lewis (2016) ©
REPORT

Why brands are ‘keeping it real’ in their Christmas ads

After a year marked by divisive rhetoric and seemingly incessant bad news, it’s unsurprising that 2016’s Xmas ads move away from the idea of magical jollity. Canvas8 spoke to Rob Thomas, founder of Practical Semiotics, to understand why the idyllic holiday montage is a thing of the past.

Location United Kingdom

Scope
“There’s this idea of 2016 being this annus horribilis. That it’s been the worst year with Bowie dying, Prince dying, the ascent of Trump, and, of course, Brexit,” says Rob Thomas, founder of Practical Semiotics, who adds that it’s been a challenging year whatever our beliefs. “This year’s ads reflect what’s really happening in the nation, how people feel. It’s been a tough year for many, so the image they are trying to paint is moving away from the suburban, perfect magical Christmas, away from this choreographed and staged setup.”

“I want to find the ...

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