Ad of the Day: Very continues to make excuses for indulging with follow-up Christmas ad
Online retailer Very rolled out the first installment of its Christmas campaign back in October, igniting the age-old debate of when it is appropriate to launch holiday ads.
Now, as the festive season draws closer, Very and creative agency Grey London have launched the second ad in the ‘It’s the Very Best Excuse’ series.
The spot encourages viewers to celebrate the things we can only get away with at this wonderful time of year – cozily drinking gin in your PJs in front of the TV while binging on period dramas, dressing up babies in festive costumes or even treating yourself to a luxurious gift – set to the tune of Holly Jolly Christmas sung by carol singers.
“At Very, our purpose is about enabling people to purchase what they need – be it treats or everyday items – that create joy ‘this Very moment.’ After Christmas was pared back for many last year by last-minute lockdowns, we wanted to get into the spirit early and unashamedly embrace the season as soon as the leaves start to fall,” said Carly O’Brien, chief marketing officer at The Very Group.
“As the ultimate Christmas enthusiasts and champions of now, we have focused on empowering and enabling our customers to say yes to all the excuses that make their Christmas so wonderful.”
Very received some mixed reviews for its quick off-the-mark festive ad back in October, but justified the early rollout of a Christmas campaign by pointing to search data on its site that suggested people were eager to start their shopping early this year.
The initial 30-second advert played on its earliness, with confused trick-or-treaters turning up at a house decked out for Christmas and a mum giving her kids chores as they try to stay on Santa’s nice list.
Running throughout the festive period, the campaign will continue to cover key consumer touch-points across all media.