Annually, mid-November sees a flurry of excitement as the competition for best Christmas Advert amongst retailers in the UK begins. After much discussion amongst the team at Icon, we’ve decided that this year our favourite is Marks & Spencer’s Paddington and the Christmas Visitor which sees the loveable children’s character confusing a burglar with Santa. By using a recognisable character, it not only helps promote Paddington 2 and appeal to all Paddington fans, but also helps audiences remember the advert that aims to show the joy of giving and kindness.
At Icon, we know that a brand is so much more than a logo, so we really enjoyed seeing how M&S is reinforcing its Christmas theme of giving and kindness in the accompanying festive book which will have its profits donated to the NSPCC helping to strengthen the brand’s moral values to its customers. It was also amusing to see a more playful side of M&S in keeping with the advert, that was a subtle reference to the John Lewis’ advert, showing how social media can also be used to help give the brand a personality and tone of voice, which will help audiences to engage with it.