Wen | Brain Burning Advertisement (Shukewenzhai)
The sharp drop in temperature makes people deeply feel the cold of winter. The white breath that comes out of the mouth also reminds people that even the cold winter has a warm presence - Christmas is coming.
As a traditional holiday in Europe and the United States, Christmas has always been an important marketing node for major brands. Coupled with the reasons of this year's epidemic, the major brands that have been hit want to seize the last marketing opportunities before the end of 2020, and they can't wait to launch Christmas ads early.
John Lewis
It is said that after watching the Christmas advertisement of the British department store John Lewis, it makes people feel that the Christmas season is really coming. Since the launch of Christmas ads in 2007, every year John Lewis's Christmas ads have been eagerly anticipated and loved by fans around the world with their heart-warming creativity and meticulous production. This year, unsurprisingly, it has received a wave of praise, and the ad has already exceeded three million views in YouTube in just three days after its launch.
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《Give a Little Love》
The details copy link opens: https://v.qq.com/x/page/f32040c3ww8.html
The ad was produced by John Lewis' old partner creative agency Adam & eve DDB, and invited British soul singer Celeste to write a song for the ad, and the multi-style animation in the video came from the hands of eight artists, through film and television performances, clay, watercolor, computer three-dimensional technology, felt and other visual expression techniques, bringing the audience into a fantastic story atmosphere, telling a warm story of love.
The story begins with a tree in which a boy's soccer ball is stuck in a branch and helped by a little girl who feels love and saves a snowman who is about to melt. So the love began to pass, the snowman helped a couple repair the wheels, the couple greeted the widowed old man, the old man shared the happy joke to the customer... At the end of the story, love also falls on the little girl at the beginning of the story, forming a cycle of love. The caption emerges at the end, pointing out the theme: "Give a little love, together we can make a big difference." ”
Pippa Wicks, CEO of John Lewis, said he hopes the call for the short film will inspire and encourage everyone to give some kindness in their own way during The Christmas season, especially for those who need it most. As long as everyone is willing to give a little love, the world will be very different.
Macy’s
I believe that many people stole their parents' clothes and shoes when they were young, and combed their hair into the shape of an adult. Based on this insight, this Christmas, Macy's tells a fantastic story.
《in dad’s shoes》
The details copy link opens: https://v.qq.com/x/page/y3206g4zz24.html
A little girl put on her father's shoes and didn't expect to actually become a father, so she experienced a day as a father: taking Christmas wreaths, picking up things, buying clothes... It turned out that Dad was so busy and so tired. After walking a lot, the little girl found that her father's shoes were so worn, so she intimately bought a pair of socks for her father as a Christmas gift. This careful love touched Dad.
"Give, Love, Believe" is macy's long-standing promotional philosophy. This Christmas ad, produced by the New York-based BBDO advertising agency, was inspired by the idea that "someone's shoes in English means empathy." "Giving a thoughtful gift means getting to know someone really, and it's only when you walk a mile in his shoes that you can really get to know him." This gift that I personally selected for my family is intimate and real, because it invests observation and understanding, and truly understands the needs of the family.
Although the idea of this story is simple, the shooting is extremely complicated. The center of the shot of the advertisement always follows the movement of the shoes under the little girl's feet, but the scenery and camera angle are constantly changing. The complexity of the lens language gives this advertisement a texture comparable to that of a movie, which also reflects macy's intentions when shooting advertisements.
Disney
Disney's Christmas commercial, with Mickey dolls as a clue, tells a bland but heartwarming family story.
Magic Is Always There
The details copy link opens: https://v.qq.com/x/page/d3204ui0i6q.html
In 1940, a little girl received a Christmas present from her father. Over time, many years later, the little girl became a white-haired grandmother, so she passed on this gift from many years ago to her granddaughter, but as the granddaughter grew up, she was no longer as close to her grandmother as she was when she was a child, and the grandmother who was alone at home seemed so lonely. But there is always a magic in the family that can connect relatives who are related by blood. Finally, the two grandchildren made a traditional Christmas star lamp together and snuggled up closely together again.
The ad has no narration or dialogue, but instead drives the plot forward with a soft piece of music called "Love Is A Compass", where sweet singing complements the heartwarming story. Tasia Filippatos, Vice President of Europe, Middle East and Africa at Disney, said: "Christmas is a time to give and give back, and we hope that through this easy-to-understand story, we hope to awaken people's attention to traditional holiday customs, in this special period, the holiday tradition can make families feel more like the inheritance of love." ”
McDonald's
McDonald's Christmas commercial, produced by creative agency Leo Bernard London, tells a story about a child's heart.
《Inner Child》
Details Copy link opens: https://v.qq.com/x/page/v3204b1v300.html
A little boy in adolescence, who wants to show in front of his family that he has grown up, puts on a cool look and is no longer as clingy as he was when he was a child. Even on a holiday like Christmas, where play should be unbridled, he was still depressed with childishness. So the mother tried her best to constantly take the initiative to show that she wanted her child to put down the video game and devote herself to Christmas with the family. In the end, the boy finally opened his heart and regained his original childlike heart.
Michelle Graham-Clare, vice president of marketing at McDonald's Restaurants UK, said: "This touching story aims to rekindle the magic of Christmas in the UK and Ireland this winter. ”
The moment the mother and son finally enjoy a reindeer meal in the car, the child's inner resistance and estrangement finally disappeared, and at that moment he truly grew up.
Coke
This year, Coca-Cola celebrated its first 100th anniversary of Christmas advertising, inviting Oscar-winning director Taika Waitit to direct the Shooting of a Christmas commercial about a father who embarked on a magical journey to the North Pole to help his daughter fulfill his Christmas wishes.
《The Letter》
The details copy link opens: https://v.qq.com/x/page/i3203j0kc4m.html
The daughter hopes that Santa Claus will receive his own handwritten letter, and the father, in order to protect his daughter's childlike heart, decides to help her realize this impossible wish. He trekked through mountains and rivers, endured hardships, and finally found Santa's home, but who knew that Santa Claus was out of the house. Fortunately, in the end, Santa Claus appeared in a Coca-Cola Christmas truck. It was also at this time that the father saw his daughter's letter and realized that his daughter's Christmas wish was that his father would accompany him to the holiday.
The Coca-Cola Christmas truck that first appeared in the 1990s was a city with free drinks to bring people joy. However, due to the epidemic, this year, Coca-Cola had no choice but to cancel the "Christmas Truck Tour" and integrate it into the Christmas blockbuster, showing the warmth of the brand's continued companionship.
Walter Susini, senior vice president of European markets, said that physical distance does not prevent people's hearts from being linked, and hopes that through this Christmas advertisement, warmth can continue to be transmitted.
It can be found that these brands that maintain the output of Christmas advertising have their own set of Christmas marketing concepts, and insist on passing love and warmth to people through Christmas advertising every year. Although this is a marketing, it has a more warm taste.
So, do these Christmas ads have the TOP.1 in your heart? I don't know which other brands will launch Christmas ads, so you may wish to wait.