Published on 03/06/2014
Everyone still remembers the classic ads starring Clive Arrindell, “the bald man from the lottery”, with their exquisite and effective aesthetic. Without any doubt, the lottery ad practically marked the start of the Christmas campaign, and this year, 2013, it managed to surprise us again, though not precisely in a positive way.
After its presentation, the advertisement soon become the subject of discussion and mocking on social media, where messages of disappointment combined with parodies designed by the most creative internet users. That said, it has become the most watched and commented campaign in recent years, becoming a trending topic and garnering over 80,000 tweets to date related to #LoteriaNavidad (“#ChristmasLottery”). These figures continue to rise, with almost insulting effectiveness.
Something similar happened with Campofrío’s most recent Christmas campaign, in which the audience became allies of the brand (or of the copywriters) and the hashtag #elcurriculumdetodos (“#everyonescv”) became a worldwide trending topic. The case is similar as regards going viral, but not as regards feelings, as Campofrío, unlike State lottery administrator Loterías del Estado, did manage to connect with the viewers’ emotions.
And speaking of going viral and connecting with the audience, we must not forget Coca-Cola and their great Christmas campaigns that press the right buttons and rekindle the magic of Christmas.
But in the midst of so much magic, joy, enthusiasm and excitement, we must not lose sight of the objective of all these campaigns, which is, logically, not only to get us to smile, but also to bring out our more compulsive and consumerist side. Reprehensible? Not as long as it is done subtly, with tact, and even with a bit of humour. There’s a reason that these campaigns are being designed.
The problem comes when there isn’t a balance among these three factors and the strategy designed to reach new audiences and promote loyalty among the consumers becomes a source of criticism and even a loss of prestige for the company. That was the case with the latest initiative by Kellogg’s in the UK: a poorly communicated action in which they promised via Twitter to give breakfast to one underprivileged child for each retweet. (Note: never trivialize or downplay solidarity).
In short, it is clear that Christmas is the branding season par excellence, appealing to the feelings that are such a part of this holiday time. While some achieve that be causing more debate than feelings, others remain in our memories and still bring a smile to our face.
Who could forget Edu and his Christmas greetings? What about the Christmas reunions with the family who consumes El Almendro? How could you forget the walk to the Nativity scene by the Famosa Dolls? Forgetting them would be, is and always will be impossible. Why? Feelings may expire, but they never die. And that is the true essence, the one they were able to capture, the one represented by Christmas.