Every year, a new batch of Christmas advertising attracts comments from across the industry (only second to the Superbowl). This year, three advertisers have hit the nail on the head, harnessing the power of nostalgia to pull on heart strings and connect deeper with audiences, at the most sentimental time of the year.
When people think ‘Christmas’ there are three key things that come to mind – food, travel and a touch of chaos. These themes have informed creative strategic direction for decades, and 2023 is no different. Those that have done it well have cut through the clutter, with a shared theme of unity, after another turbulent year.
In 2023, Aldi went for something a bit left of field, standing out from the crowd with a quirky take on Christmas lunch, all to the tune of ‘(I’ve Had) The Time Of My Life’. Whether it’s your cup of tea or not, it’s certainly one of the most memorable campaigns of the season.
Toyota took a leaf out of the ‘Love Actually’ book this Christmas, with a campaign that no doubt hits close to home for many who were separated for the last few due to Covid. Forming the basis of their creative around the ‘airport pickup’ (in a Toyota, of course), emotions ran high in an ad that champions the ultimate symbol of love and service.
Rounding out our top three was Woolworths, with a humorous, light-hearted take on a true-blue Aussie Chrissy. From kids dressed as almost every lunch essential, including prawns and mangoes, to a school recital and a few flashes of the beach thrown in – you can’t beat it.