Let’s talk holiday commercials!
With Thanksgiving behind us, it’s officially time to talk holiday ads (not before because Oct. 31st to Thanksgiving should be meant just for Thanksgiving, thank you very much).
Togetherness
A common theme this year is a sense of togetherness. While this occurs most years, there’s something poignant about the feeling of fellowship with the divisiveness in our current social and political spheres.
Take the very forward Ikea commercial for example. They focus on bringing people together – and have a bold line that suggests our diversity is what makes us great (addressing President Trump’s ‘Make America Great Again’ campaign).
Samsung has a less forward commercial, but also touches on the theme of togetherness. This commercial brings together a father separated from his family for the holidays like the Macy’s commercial that connects a mother in outer space with her family down on Earth.
The commercials remind people that no matter where you are, you can share love and the gift of giving. This can be done by bringing together families – or by sharing your gifts like in the Apple commercial.
Product Focused
On the other hand, another big theme this year is the lack of emotional stories. Don’t get me wrong – there are plenty of beautiful, tear-jerking ads to watch. (Note the a return of the Heathrow Bears and the Elton John commercial.) But, there are a few brands that strayed away from story based commercials.
For example, Target partnered with singer, Sia, and concentrated on the products.
Similarly, Walmart created a cute commercial that highlights the joy children have Christmas morning. It features kids running down to open the toys under the tree.
Conclusion
The holiday commercials this year seem to be a reaction of the present day. From the division in our politics to the increasing competition by other retailers, brands work to touch on these issues by directing their commercials to the theme of togetherness or differentiating points, such as more affordable prices.