Aldi’s Amazing Christmas Show has emerged as a viewer favourite this year with Kantar claiming the discounter’s festive campaign as this year's most powerful.
Following a survey of UK viewers, which were asked to rate ads across seven ‘ingredients’ that make them effective, Aldi's ‘Amazing Christmas Show’ was ranked as this year’s most ‘different’ and ‘emotional’ ad, and was also among the top performers on ‘enjoyable’, ‘attention-grabbing’, and ability to create love for the brand.
Excitable Edgar from John Lewis as the nation’s most enjoyable ad.
Not to be outdone Walkers ‘Too Good to Share’ advert after Mariah Carey went down a treat with snack aficionados after being credited as the ad that generated the most ‘love’. Tesco meanwhile topped the strongest branding category with ‘Delivering Christmas’, courtesy of a humble delivery van.
Things were less clear cut in terms of ads which make us feel the most emotional, with a three-way split emerging between Aldi, John Lewis & Partners and M&S’s ‘Go Jumpers for Christmas’.
Lynne Deason, Kantar UK’s head of creative excellence, said: “To create advertising that resonates with consumers, brands must understand what we’re thinking and feeling. Many are making a very deliberate effort to lift our spirits this year.
"They’re earning attention by taking us on a dramatic emotional journey, using entertaining, cinematic stories that bring a magical sparkle and – hopefully – leave us feeling good. This year, lost joy will mean lost sales.”
The findings were drawn from measuring the facial responsiveness of 3,000 consumers to a selection of 19 ads using metrics such as expressiveness, enjoyment and meaning.
Each week in the run-up to Christmas, The Drum has been ranking the most effective new Christmas ads using data from measurement firm System 1.