Christmas done differently

While the Super Bowl is the setting for an explosion of creativity (in the US at least) there’s another event that allows agencies and their clients to shine: Christmas. It’s become especially important in the UK, where the retailer John Lewis set a benchmark with a series of heartwarming films. There have also been classic offerings from Spain and Germany, among others.

This year’s crop is as entertaining as ever. Let’s take a look at a few examples that take a more original approach.

This piece for the homeless charity Shelter at first resembles a conventional Christmas film – then turns darker to deliver an important message. The acting is award-worthy: you can hear the crack in the father’s voice from the very first line.

Talking of actors, this Christmas mystery for the retailer Waitrose (from Saatchi & Saatchi) has a spikier tone than usual. It features a stellar cast, including Matthew Macfayden from Succession, Rakhee Thakrar from Sex Education, Dustin Demri-Burns from Slow Horses and of course Eryl Maynard from Agatha Christie’s Miss Marple.

Staying in the UK – we did warn you that it’s the Lapland of Christmas advertising – VCCP decided on an outdoor-led approach for its client Cadbury’s. The posters count down to Christmas like an Advent calendar. The images were inspired by asking real people what they’re counting down to this year, making the campaign distinctively authentic.

Meanwhile, Krow Communications used digital wizardry to transform real post office staff into chirpy cartoon figures who take the stress out of Christmas. Outdoor and mobile play prominent roles.

We tend to forget that in some parts of the world, Christmas takes place in bright sunshine. So here’s a film from Woolworths and M&C Saatchi in Australia: no snow, but plenty of green fields. And a giant carrot.

Enjoy that? Then take a look at this amusing offering for discount retailer TK Max. You can’t beat a bit of kitsch at Christmas.

Let’s travel to snowy Slovakia, where a film from MUW/Saatchi & Saatchi offers an intriguing take on time travel, for Deutsche Telekom.

For many of us in adland, Christmas isn’t Christmas without the annual offering from UK retailer John Lewis. There was general consternation when the brand left long-term creative partner adam@eveDDB for Saatchi & Saatchi. The agency’s first Christmas film takes a different route, with no cute companion set to become a plush toy. In fact, it’s all about family.