In a festive twist to the format, Drapers’ reporters battle it out to decide who has the best festive campaign.
Victoria Gallagher - Warehouse
Warehouse has made by far my favourite Christmas ad. Not only does it perfectly encompass what the Christmas season is really like for many office workers, but it has a very clear message about why you should buy from the retailer.
The 72-second ad stars an office worker struggling through the day after a heavy night out, but is revived after using Warehouse’s 90-minute delivery service to get ready for another party.
The advert has what so many other retailers fail to inject into their campaigns - humour. With shades of last year’s Harvey Nichols ad Warehouse’s the tongue-in-cheek film got me laughing out loud at my desk. I forwarded it onto friends, inadvertently boosting publicity for Warehouse, a huge positive for the retailer if others like me do the same.
Warehouse has shown a real affinity to its consumer base, as many of its shoppers are likely to attend parties over the festive season and suffer from the occasional hangover.
But leaving aside the amusement, I would be more likely to buy Warehouse’s website using the 90-minute delivery option after seeing it in action.
It’s a far cry from John Lewis’ approach, which as well as being slow-paced, features very little product and fails to showcase their seasonal offer in any great depth.
Aimed perfectly at Warehouse’s target market, the ad is topped off with a cheery take on a traditional festive song. What more could you wish for in a Christmas campaign?
Ruth Faulkner - John Lewis
I should start by apologising to at least half the readers of Drapers, as I give my vote to the John Lewis advert this year.
The department store’s attempts to promote the ‘spirit of Christmas’ via its TV advertising campaigns of the last two years is certainly not everyone’s mug of mulled wine, but it has won me over.
The ad really does the job when it comes to tugging on people’s heart strings - and reminds us of the importance of going the extra mile for the person you love.
A lot of other Christmas adverts this year have gone down the cynical route, the Warehouse offering being a case in point, which means that John Lewis’ attempt is actually rather refreshing.
The most inspired thing that John Lewis has managed to do, once again, is that whether you like it or not it has managed to get people talking. The old adage, that all publicity is good publicity definitely rings true here.