The Savile Effect - where did Santa go this year?
Someone important has gone missing from this year's Christmas marketing campaigns - The Drum's news editor Stephen Lepitak discusses why...
It’s Christmas - so where is the round, jolly old soul who brings me all my prezzies each year? I’ve barely seen hide nor hair of him on the telly in recent weeks - what gives?
Now, I don’t remember Old St Nic being blamed for any major scandals in recent times, unlike another apparently ‘kindly uncle’ figure who’s reputation is in ruins following the revelations over his predatory behaviour throughout his life. The Advertising Standards Authority hasn’t banned any Santa related ads that I’ve noticed either.
So where has the old chap gotten to? He used to be everywhere when it came to telly and advertising campaigns leading up to the festive season. This year, he’s barely been present (no pun intended.)
Ok, so thinking over the Christmas adverts that have run in the UK, only one springs to mind that featured the rotund red trouser wearing bearded one, and that was the Littlewoods campaign that also included former One Show presenter Myleen Klass - a partnership no one wanted. But that doesn’t count, in fact it proves my point, the only reason they’ve included him is in response to the outcry after last year’s campaign that indicated that he didn’t exist at all. They HAD to use him this year!!!
No one else has bothered.
So why is this? Could it be that, as previously hinted, the Savile effect has seen brands run a mile from the thought of elderly men sitting children on their knees and asking them what they would like when they show up announced at their houses late on Christmas eve (that wasn’t my original sentence, which would have got me sacked had I included it, but it makes the same point.)
If this is the case, and I strongly suspect that it is, how long could it be before marketers lose their fear of the big guy and return him to his rightful place in the annual marketing calendar?
Certainly, watching the Snowman on Channel 4 this year, the moment where the little boy passionately hugs Santa upon meeting him feels very dated and, I fear, would never have been included in this day and age.
But we need to fight back. Christmas needs Santa. Marketers need Santa - there’s only so many adverts we can watch each year featuring harassed mothers cooking turkey. I want to see plenty of this plump personage back on telly next year.
Christmas isn’t about Santa and receiving presents, but it sure doesn’t feel the same without him.
Have a great Christmas Day everyone. Hope he was good to you.