Big brand Christmas ads 'light on perspective' to keep public onside - we compare as ASA confirms no complaints so far
With the bulk of 2013’s Christmas ad campaigns now launched, the Advertising Standards Authority has confirmed this year’s campaigns appear to have been more warmly received that last year’s offerings with no complaints received so far.
Ads from Morrisons, Asda and Boots caused uproar last year after members of the public complained that were sexist and presented irresponsible attitudes towards animals over the festive period.
Last year’s Morrisons ad received a number of complaints for depicting a mum battling through chaos to try and organise Christmas, while Asda’s ‘Behind every great Christmas there’s mum’ campaign sparked 620 complaints to the ASA. In both cases, complainants said the ads reinforced gender stereotypes.
Meanwhile, the depiction of a dog eating Christmas pudding in a separate execution of the Morrisons ad and an offering from Boots showing a young girl drying her dog’s hair with a hairdryer to make it look like a unicorn prompted those with animal rights concerns to complain.
But this year, the inboxes at the ASA have been markedly quiet, and according to Felix Hall, managing director at 23red, brands – even those with generally popular ads, such as John Lewis - have played a much safer game this time around.
“The best advertising connects with people on two levels: establishing a set of shared values with the audience, and developing a perspective or point of view for consumers to take a stance on,” he explained. “This year’s batch of Christmas ads is strong on the shared values with a rich vein of warmth and Christmas spirit to bask in, which makes them easily enjoyable, but perhaps they’re receiving less criticism than last year because they are quite light on perspective or point of view.
“As an example,” he continued, “John Lewis had a strong perspective two years ago (It’s about giving), this year less so (Christmas is wonderful, and wonderful to share). And the snowman in the middle was… in the middle (finding the perfect gift).
“Do you need both? Not necessarily. And sometimes there’s a different emphasis across different elements of the communications mix. But to stand out and change perspectives your brand usually needs to stand for something. And it’s easier to get people to DO something which changes their perspective than the other way round.”
He added: “However, standing for something might, as they say, mean some people stand for you and some against you. And who wants that at Christmas?”
Christmas comparison – Morrisons 2012
Christmas comparison – Morrisons 2013
Christmas comparison – Asda 2012
Christmas comparison – Asda 2013
Christmas comparison – Boots 2012
Christmas comparison – Boots 2013
Christmas comparison – John Lewis 2012
Christmas comparison – John Lewis 2013
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