Christmas Advert Tracker: It pays to recycle at Xmas
It’s week two of the Opinium Christmas Ad review and we already have 24 entries in our league table.
There is a change at the top of our TV ad tree as a returning favourite hits our screen. With the fashion to spend big bucks on new creative each year Cadbury are playing a shrewd recycling game, they clearly know they are on to a winner as their top performing Advent calendar from the past two years comes back again. With the iconic Thunderbirds theme as a backing track and that unmistakable Cadbury purple splashed throughout the Cadbury trucks definitely delivers with consumers at Xmas.
On a similar theme Amazon have also chosen the product journey to star in their Christmas execution. Singing boxes bring both a sense of fun and nice touch of brand linkage for this simple but very effective creative. Perhaps these ads both took inspiration from another Christmas ad involving trucks… “holidays are coming”, ring bells with anyone?
Sticking close to recent advertising heritage is another new high entry into the league table. The Toys R Us ad might not be winning any awards but for a toy retailer at Xmas you need to make sure your voice is heard and what better way to rely on a simple engaging fun story aided by your well known jingle.
Sainsbury’s have taken a very different creative approach from previous years with their ?Xmas sing a long?. So far it?s the ad that consumers think is the most different from others they have seen this year but not necessarily in a good way as it is also the most irritating.
Full results:†
Enjoyment | † | Overall | † | Motivation | |||
Rank | Advert | † | Rank | Advert | † | Rank | Advert |
1 | † | 1 | † | 1= | |||
2 | † | 1 | † | 1= | |||
3 | † | 3 | † | 3 | |||
4 | † | 3 | † | 4= | |||
5 | † | 3 | † | 4= | |||
6= | † | 6 | † | 4= | |||
6= | † | 7 | † | 4= | |||
8= | † | 7 | † | 4= | |||
8= | † | 7 | † | 9= | |||
8= | † | 7 | † | 9= | |||
11 | † | 11 | † | 11= | |||
12= | † | 12 | † | 11= | |||
12= | † | 12 | † | 13= | |||
12= | † | 14 | † | 13= | |||
15= | † | 14 | † | 13= | |||
15= | † | 14 | † | 16= | |||
17 | † | 14 | † | 16= | |||
18 | † | 18 | † | 18= | |||
19 | † | 18 | † | 18= | |||
19 | † | 18 | † | 18= | |||
21 | † | 21 | † | 21 | |||
21 | † | 21 | † | 22 | |||
23 | † | 23 | † | 23 | |||
24 | † | 24 | † | 24 | |||
