What on earth is the Metaverse?
Psst… Come closer… Have you heard about the Metaverse? No? Well, you’re about to.In this article, we’re going to take a look at what exactly the Metaverse is and why you should care about it.
Psst… Come closer… Have you heard about the Metaverse? No? Well, you’re about to.In this article, we’re going to take a look at what exactly the Metaverse is and why you should care about it.
What is the Metaverse?
Sounding like something straight out of a Marvel flick, or the latest offering from Facebook’s new brand identity, the Metaverse is actually a decades-old concept that has started to gain some mainstream traction now that the question of “what comes after the internet?” has been uttered.
Put simply, the Metaverse is the next iteration of the internet, and is generally envisioned as a completely immersive internet experience where everything is connected in a virtual world. This could consist of virtual reality (VR), augmented reality (AR), machine learning, various forms of artificial intelligence and much more. You can think of it as Internet 2.0.
Virtual worlds and a seamless integration of human minds with technology are not new concepts. From cyberpunk classic Neuromancer to the cinematic masterpiece of The Matrix, science fiction writers have been drooling over the idea since the birth of the genre. Now we (sort of) have the tech to make it happen.
What will the Metaverse look like?
Figuring out exactly what the Metaverse will look like represents a surprisingly challenging task, especially if you try to rationalise it against the standard experiences we have with the real world.
For one vision of the Metaverse, let’s take the cultural shake-up that COVID has given us. For many, home working has meant almost no human interaction, but an awful lot of virtual meetings on platforms such as Zoom. One corner of the Metaverse could well see the transformation of these virtual meetings into something far more literal.
Imagine attendees donning headsets and being placed in a virtual world where everyone is represented by an avatar. You can discuss sales figures around a virtual representation of the classic office environment, or perhaps you could mix it up. Discuss the latest project while on top of Everest, or interview a candidate in a space station orbiting Jupiter. The possibilities are endless, and possibly a little ludicrous.
The Metaverse could also revolutionise how tradespeople do their jobs. Through augmented reality, a virtual heads-up display could be overlaid on top of the real world, providing vital data to complete the job at hand. A faulty component could be highlighted before a mechanic’s eyes, or an electrician could assess a building’s wiring just by looking at it the walls.
Once we’ve cracked the tech, the possibilities are virtually endless.
Is the Metaverse a good thing?
In an age where our personal data is up for grabs and we all walk around with a load of high-tech sensors in our pockets, moving from simply viewing the internet to directly participating in it is an exciting natural progression.
But before we get too excited, let’s stop and take a look at some of the implications of diving head-first into the Metaverse.
Our personal data in the Metaverse
Although the general public is becoming savvier, many people still seriously underestimate just how much information they’re giving away on a daily basis about almost every part of their lives.
Let’s consider a generic millennial. They’re tech savvy, probably have a smartphone, a laptop and perhaps a smart watch. Linked to those devices are search engine accounts, email accounts, music and entertainment subscriptions, various shopping apps, grocery lists, bank accounts, medical information and the treasure trove of past embarrassment that is social media.
All of these accounts and apps are collecting data. The products you click on, the medical symptoms you searched for, what you ‘liked’, how many steps you took, your route to work, and so on. All of this data is valuable. It can be bought, it can be sold, and it can be used, and with data breaches becoming worryingly commonplace, information security is far from guaranteed.
As a friend of mine high up in a technology company once put it, “data is now the most valuable resource on the planet.” Scary when you really start to think about it, right?
Our lives are full of data sharing, surveillance and an utter reliance on technology created and run by companies more powerful than elected governments. So should we really be moving along a path that hands them more data and even more power?
“No” is probably the answer, but for better or worse, that’s exactly what the Metaverse is set to do.
What happens to the real world?
Yet another favourite of the science fiction genre is the post-apocalyptic wasteland, with streets of dust, crumbling cities and only a few feral dogs roaming around.
Now, I’m not suggesting the Metaverse is going to be the end of civilised existence. Well, probably not. However, there is a very real possibility of our inner cities and major population centres becoming an outdated relic. From the 2008 recession to 2020’s COVID pandemic, the high street has been on the decline for a hot minute, and the exciting possibilities of the Metaverse could very well deliver the final blow.
Our urban lifestyles are born out of necessity and convenience. We live, we shop, we socialise and we work all within this confined bubble of life that contains everything we need to be happy and healthy. But this is already far from the only way to achieve these things, and the Metaverse is set to take hold of more and more of our necessary human experiences.
Online shopping means we no longer need rows of shops. Remote working means we don’t need all those office blocks, or the cafés, bars and pubs that thrive on the captive audience of inner-city employees. Cities are noisy, expensive and polluted. If the Metaverse provides us with alternatives to all of the positives or urban living, then what need have we to stay there?
Does the Metaverse hold the answers?
When it comes down to it, the form the Metaverse will take is still unknown. There are signs that it could be a phenomenal advancement in human society, giving us lightning-fast global connectivity in a virtual world that is just as good as, or even better than, the real one.
On the flip side, it could throw us even further into an Orwellian dystopia, with the big players in business knowing absolutely everything about us due to our constant virtual presence, and using this information however they see fit.
Whichever way it goes, the Metaverse is going to shake up the human condition like nothing has since the internet stepped out of the primordial ooze.
I, for one, am terrified.
The importance of colour in branding
Colour in branding isn’t just about jumping on the latest trends and making a bold statement. The shades you use to identify yourself are just as important as the big hitters like brand name, logo, tone of voice, company values and even sound in branding. A carefully chosen colour palette has the power to make your brand instantly recognisable, and the most successful brands are distinctive without even a hint of a logo. Let’s take a closer look at the importance of colour in your brand strategy.
Colour in branding isn’t just about jumping on the latest trends and making a bold statement. The shades you use to identify yourself are just as important as the big hitters like brand name, logo, tone of voice, company values and even sound in branding. A carefully chosen colour palette has the power to make your brand instantly recognisable, and the most successful brands are distinctive without even a hint of a logo. Let’s take a closer look at the importance of colour in your brand strategy.
The psychology of colours
When it comes to branding, your selection of colour will be largely based on the image you want to portray to your target audience.
We’re all familiar with some basic elements of colour psychology. From seeing red and feeling blue to being green with envy, colours have distinct associations with our daily lives and emotions. However, it’s important to remember that different cultures perceive colours in different ways.
For instance, in western cultures, red has the power to spark emotions such as excitement, love and anger. This makes it a popular choice for brands promoting thrill-seeking experiences like iFly, or romantic Valentine’s Day. In some eastern cultures, however, red has connotations of luck and happiness, subtly changing the image your brand portrays.
White is a little more polarising. For western audiences, purity, simplicity, elegance and coldness might spring to mind. This makes it a popular choice for the minimalists amongst us. However, in China, white can be associated with bad luck or death, similar to the western perception of the colour black.
Learn from the best
Some brands have used colour so effectively that a particular hue, even out of context and with no supporting ‘traditional’ branding, can trigger thoughts and emotions associated with that brand.
Here are a couple of great examples of colour in branding.
Starbucks
Starbucks Green is perhaps one of the most iconic branding colours today.
Carefully selected to be unique while being synonymous with their desired image of calmness and dependability, this particular shade of green is recognised all over the world.
The branding experts at Starbucks are careful with their overall colour palette, which shows little deviation from subtly different shades of green and coffee-coloured browns. This creates a distinctive look that ties together nicely across their in-store signage and branded product range.
Lindt
Successful brands don’t have to be locked to one colour to be a hit. Luxury chocolatier Lindt is a wonderful example of how different products can be seamlessly blended within the same brand.
While many of their chocolates have a dominant colour to distinguish the flavours, the masters at Lindt always work in their favoured golds, whites and blacks. These colours ooze sophistication, elegance and unparalleled luxury to back up their message of excellence in chocolate. Even their product-based hues offer richness and luxury through careful colour selection and great graphic design.
Tips for using colour in your branding strategy
Here are some important things to consider when deciding on the colours for your brand strategy.
The right colours for your brand
A colour selection that’s relevant to your brand identity is key. Sometimes the most obvious choice is the right one, and subverting expectations can cause confusion.
For example, cruises are dominated by the blues of professionalism, serenity and the soothing ocean, along with the whites of purity and luxury. Equally, the boldness of oranges and purples is unlikely to feature where seriousness is desired.
It’s also worth considering if your selection today has the potential to be the next avocado green bathroom of the future. Careful colour selections with flexibility are one of the keys to a lasting brand. As we’ve previously discussed, it’s important not to overthrow your existing brand in favour of the latest trend.
Consistency is key
Brands need to be recognisable, with colour being an integral part of that recognition.
Your choice of palette needs to be applicable to everything that sits under the umbrella of your brand and should be liberally applied throughout. A brand without any colour consistency, even when considering different products, is going to cause confusion and lessen its overall impact.
What does your audience want?
Whether or not you believe that the customer is always right, you need to at least consider what they actually want.
If your customer is looking for an eco-friendly product, consider muted greens or browns. If they’re seeking professionalism, deep blues and clean whites could be the way to go.
Whatever you choose, your audience must always be at the forefront of your decision-making process. If you don’t cater to their expectations of your brand, you might find a difficult road ahead.
Need help choosing the perfect colours?
With literally millions to choose from, selecting the perfect combination of colours for your brand can be tough.
If you need help, DWH is here for you. Contact us today and we’ll help you to tackle everything from colour selection to defining your entire brand identity.
Ad World Masters’ Agency of the Year 2021
Hey guys! We’ve won another award! We’re delighted to announce that DWH is one of the lucky few to be awarded Agency of the Year 2021 by Ad World Masters.
Hey guys! We’ve won another award! We’re delighted to announce that DWH is one of the lucky few to be awarded Agency of the Year 2021 by Ad World Masters.
Ad World Masters’ Agency of the Year
Over the year, Ad World Masters ranked over 11,900 agencies across 205 countries, highlighting the very best of what the industry has to offer.
A total of over 160 data points per agency are processed by an AI algorithm on an ongoing basis throughout the year. This is then used to calculate an Agency Score, which is used to determine who gets an award. The score is based on a mix of crowdsourced, raw and verified data, with criteria such as Awards, Reviews, SEO, Social, Web and more.
Of course, Ad World Masters are very secretive about exactly what goes into calculating the score to prevent manipulation. Their recommendation on how to increase your Agency Score is simply to “do great work for yourself and your clients.”
One of the unique things about Ad World Masters’ ranking system is that it’s designed to show the potential of an agency when compared to their competition. This means the result isn’t biased by factors such as size, or other criteria that may not directly reflect the output of the team.
The Elite Agencies
The Agency of the Year title is only given to Elite Agencies scoring 8.5 or higher in their rankings.
The award is split into three categories:
- Gold: Agency Scores ≥ 9.2
- Silver: Agency Scores ≥ 8.7
- Bronze: Agency Scores ≥ 8.5
Of the agencies ranked in 2021, less than 10% received a title. A total of 94 Gold, 607 Silver and 463 Bronze titles were awarded.
So… what did we scoop up?
The gold standard for agencies
You’ve guessed it! With a score of 9.2, we were delighted to hear that DWH was one of less than 100 agencies worldwide to be gilded for the second year in a row!
Just 0.79% of the agencies ranked were given Gold, and only 15 agencies in the UK received this level of award, so we’re absolutely thrilled with this result!
With over 160 parameters being scored as often as up to every 12 hours, this award is testament to the consistent hard work the DWH team puts into every project.
Want to work with an award-winning agency?
If your brand needs the touch of an Elite Agency, it’s been proven by complicated AI algorithms that DWH is one of the very best you could choose.
Head to our contact page and let’s discuss your branding project.
The importance of sound in branding
When crafting a brand identity, what do you think of first? Chances are the answer is something along the lines of a logo, a colour palette or a tone of voice. But have you considered the role of sound in your brand? In this article, we’re going to take a look at sonic branding, what it is, and how it can be leveraged to strengthen the overall identity of a brand.
When crafting a brand identity, what do you think of first? Chances are the answer is something along the lines of a logo, a colour palette or a tone of voice. But have you considered the role of sound in your brand? In this article, we’re going to take a look at sonic branding, what it is, and how it can be leveraged to strengthen the overall identity of a brand.
What is sonic branding?
Sonic branding is, unsurprisingly, all about how your brand sounds.
In the increasingly busy and noisy environment of the modern world, brands are putting more effort into ensuring that they catch your attention. Sonic branding helps your business to be heard and not just seen.
You know exactly what the brand is as soon as you hear it. Think the McDonalds whistle, the Netflix ta-dum, the iPhone default ringtone, the XBOX 360 startup sound… All of these are great examples of sonic branding, and specifically what’s known as ‘sonic logos’.
Your logo in sound
Sonic logos are a great way to improve brand recall and develop bonds with loyal customers.
Because of how quickly our brains process sound, the perfect sonic logo can almost enter the mind subconsciously. By associating a certain tone or jingle with your brand, you can create instant recognition with your audience even if they’re not looking at a poster or reading an advertisement.
Sonic branding encompasses not just these audio signatures but a complete soundscape designed to evoke your brand in an instant.
Why is sound so effective?
Sound has an amazing ability to evoke a reaction within our brains – which shouldn’t come as a surprise if a piece of music has ever given you goosebumps, or you’ve felt a gut-wrenching feeling when hearing a baby cry.
Our bodies actually react to sound quicker than any other sense, helping us to sense danger quickly back when Homo sapiens spent more time worrying about predators than brand identity.
We’re hardwired to react to sound, and we learn what certain sounds mean, both in an evolutionary and a social context. Nowadays, sound can be a helpful tool to let us know that it’s safe to cross the road, that our card transaction has been accepted, or that an error on our computer needs attention.
Sound and music are extremely evocative, which is why they can be an extremely powerful tool to create a brand identity with real depth.
The link between music and emotion
As well as sounds, music can play a huge role in creating a sonic identity for your brand.
Our brains create a neurological link between music and experiences, which is why a song can trigger memories of a certain place and time, or even bring up very real emotions. This is powerful stuff, and can be extremely valuable for brands looking to create a human connection.
Whether licensing an existing song or composing a unique soundscape to accentuate your customers’ brand journey, there’s lots of potential for brands to capitalise on our brain’s deep connections with music.
There are likely certain songs that you associate with brands but have no idea what the actual song is, or even that it wasn’t written for the brand. For example, the piece of classical music adopted by Alton Towers, or the calming guitar-based instrumental used in the once-ubiquitous M&S Food ads.
Thanks to the power of the brain’s connections with music, there’s a decent chance that just hearing Fleetwood Mac’s Albatross will get your mouth watering. Assuming you’ve seen the ads, of course. And for completion’s sake, Alton Towers uses In the Hall of the Mountain King by Edvard Grieg. A personal favourite, I might add.
Do you need sonic branding?
As we’ve seen, sonic branding is an extremely valuable tool but it’s more important for some companies than others.
If you create any of the following, you would most likely benefit from creating a strong sonic brand:
- TV and radio adverts
- Podcasts and vlogs
- Audio or video social media content
- Video how-to guides
- Physical electronic devices
Remember that sonic branding works best as a single ingredient in your overall branding recipe. Make sure the sounds you choose complement your name, colour scheme and general ideals to strengthen the bond between your sonic and visual identities.
Sound like music to your ears?
If you’re passionate about branding, talk to the experts at DWH.
While we can’t guarantee that sonic branding will play a huge part in every project, we’d love to help you to create a strong identity that your customers will not only remember but also be passionate about engaging with.
If you need help with your digital marketing strategy in 2022, contact DWH today and we’ll be happy to discuss the right way to move your brand forward.
Web design and development trends in 2022
The web-based world is undergoing a creative explosion. Advances in web design technology, along with the consistent need for the next big attention-grabbing design, mean new trends are emerging at an unprecedented rate. It’s important that web developers stay up to date with the latest trends, or risk sinking into the black hole of internet hasbeens.Let’s take a look at some of the web design and development trends we can expect to see in 2022.
The web-based world is undergoing a creative explosion. Advances in web design technology, along with the consistent need for the next big attention-grabbing design, mean new trends are emerging at an unprecedented rate. It’s important that web developers stay up to date with the latest trends, or risk sinking into the black hole of internet hasbeens.
Let’s take a look at some of the web design and development trends we can expect to see in 2022.
Scaled-back hero images
Being the first thing that visitors see, it’s long been critical to have hero images that grab and retain the attention of your audience. The tricky part is keeping your designs consistent with the subtle trends in hero image formatting.
2022 will see the rise of more typographically orientated hero images, with a restrained use of images and illustrations. Distractions will be kept to a minimum, while your carefully crafted copy will command the attention of your audience.
This does not, however, mean that design creativity is lost in favour of copy. Focusing on typography alone may seem to limit design options, but with careful colour and style selections it’s possible to create tasteful, creative and stunningly simple designs that allow the words to make an impact.
Minimalism with a twist
The concept of minimalism is nothing new to web design. Back-to-basics designs with lots of white space are both attractive and help to avoid overwhelming your visitors, so they can quickly process the information on your site and find what they need. In addition, classic minimalistic styles allow for a sleek, tidy and professional feel that many brands desire.
Much of this hasn’t changed, although the overuse of monochrome minimalism means this style has somewhat fallen out of favour. Fear not, for 2022 will bring subtle twists to keep the concept fresh. Injections of colour, creative typography and vivid imagery are great ways to keep the minimalist concept alive, but with enough of a kick to entice your audience.
Careful consideration should be given to the colour palette of your designs based on the atmosphere you’re trying to convey. For sophistication and professionalism, perhaps consider a restrained, calming colour palette such as those used on the current Shopify website. For something requiring a little more ‘oumph’, bold, bright colours can be used to maintain a clean canvas while showcasing a vibrant brand personality.
It’s important to remember that minimalism should apply to the copy as well as the design. Text must be kept to an absolute minimum, while ensuring that it conveys all the information it needs to. As with the visual elements of this design style, minimalist copy is much harder to create than you might expect, and it can actually take a long time to write just a few words.
After all, less is more.
Page interactivity
Everybody loves a game; it’s just human nature. One of the most powerful web design tools going into 2022 will be interactive page elements that directly respond to cursor movements or clicks, grabbing the user’s attention and encouraging engagement.
By adding interactivity or even gamification elements to the landing page of your website design, you’re setting yourself up for a significantly reduced bounce rate. The innate human desire to play and examine something that piques our interest overrides the habitual back-click formed by a lifetime of media saturation.
This is a fantastic way to build anticipation, as the user will become increasingly curious to see what will happen next. It also gives extra time for the remainder of your page to drive home your brand’s message and convince the visitor that they should check out the other exciting things you have to offer. A completely outrageous but utterly brilliant example of this comes in the form of a personal resume by Robby Leonardi. I have no innate interest in this guy or his skills, yet I now know all about him. Well done!
I can’t end this section without a mention of possibly the most popular interactive element of any webpage, and something I can almost guarantee you’ve interacted with over the years. The legend. The icon. I am of course referring to the Google Chrome dinosaur game. How much time has been spent on this dropped-connection screen over the years in favour of doing something far more productive?
In 2022, embrace your inner dinosaur game and start encouraging interactivity.
How will you handle web design and development in 2022?
This is but a snapshot of the upcoming trends that will define web design in 2022. With a mix of attention-grabbing interactivity and subtle less-is-more elegance, this year has lots to inspire (and confuse) web developers in all industries.
If you need help navigating the constantly shifting landscape of web design and development, contact DWH today and we’ll happily be your guides.
Digital marketing trends we can expect in 2022
Digital marketing can be a fickle beast. Although it’s important to plan for both the short- and long-term futures, it’s impossible to be certain which way the trends are going to go. However, industry giants do us a great service by performing huge amounts of research on these topics, giving us some insights into expected upcoming trends. 2020 threw the world a curveball that it never saw coming and like many, digital marketers were caught completely unawares. After two years of the ‘new normal’, we’re dusting ourselves down and getting back on track. So, without further ado, here are some of the expected digital marketing trends for 2022.
Digital marketing can be a fickle beast. Although it’s important to plan for both the short- and long-term futures, it’s impossible to be certain which way the trends are going to go. However, industry giants do us a great service by performing huge amounts of research on these topics, giving us some insights into expected upcoming trends. 2020 threw the world a curveball that it never saw coming and like many, digital marketers were caught completely unawares. After two years of the ‘new normal’, we’re dusting ourselves down and getting back on track. So, without further ado, here are some of the expected digital marketing trends for 2022.
Privacy is king
Privacy was perhaps the buzzword of internet-related affairs in 2021 and that shows absolutely no sign of abating. Virtual Private Networks (VPNs), tracking-free search engines and encrypted communications are rapidly becoming the norm, as consumers become increasingly concerned that companies know more about them than they’d like.
While this long-overdue societal shift restores a little faith that we won’t completely descend into a 1984-style Orwellian dystopia, it does pose a challenge for digital marketers. 2022 is the year where brands have to get it right. One wrong privacy-related gaffe has the ability to smash a reputation, and it will take a long time to rebuild that trust.
Data protection strategies need to be reviewed with a customer-first approach, and brands have to accept that they’ll have less data available for digital marketing purposes. Be proactive in assessing the impact this may have on your marketing strategy and consider alternative means of targeting your audience.
Video marketing
Video marketing is rapidly on the rise, with social media platforms consistently reporting increasing engagement over the last few years. In fact, video is the most engaged-with form of social content, with 85% of marketers considering short-form video the most effective form of social media content in 2021.
Thanks to the more human element, videos allow digital marketers to connect with their audiences in a way that no other content form can. Whether it features a friendly-faced presenter or a simple voice over, our brains are hardwired to lock in on it. This makes it far easier to form a bond with your audience, rapidly building credibility and loyalty if managed correctly.
There’s an abundance of data available on the effectiveness of video on various platforms, along with comparisons of different forms of video themselves. Product demonstrations, webinars and live video events form a portion of this list, and each has its place. However, it’s interesting to see that live events tend to be watched three times longer than pre-recorded video and are a very popular way for audiences to learn about new products. This approach taps into the FOMO effect (fear of missing out), as audiences want to be the first to get snippets of game-changing information in a live event.
Any way you look at it, video marketing is going to be a key tool for digital marketers in 2022.
Embracing technology
The march of technology never ceases – it’s part of what makes our jobs so interesting! However, figuring out the direction of the next shift is almost as challenging as the development of a marketing strategy to utilise it.
Of course, advancements in technology take almost limitless forms. Chatbots and AI began to take to the digital marketing stage a few years back, and many brands have been keen to adopt them as part of their websites and social media. However, for smaller companies, figuring out this new tech was a little out of their scope.
As these tools have become the norm, simple, ready-to-use options have surfaced, allowing brands of all sizes to reap the benefits. By establishing an immediate line of communication with customers and giving instant answers, you can provide a great experience that encourages them to make a purchase and return to your brand in the future.
In a similar vein, voice search has also enjoyed continued popularity with consumers, with rapid improvements to reliability in this area of technology offering a convenient alternative to typing. To stand a chance in the SERPs once voice takes over, you need to make sure your website is optimised for voice search by prioritising the who, what, why, when, where and how questions that make up semantic searches relating to your industry. This is particularly important for local SEO campaigns and ranking for “near me” searches.
How will you approach digital marketing in 2022?
2022 heralds interesting times for digital marketers, encouraging us to further evolve with the times and consider the concerns of our audience, and how best to address them.
One thing is clear, the role of marketing is developing far beyond selling products, making an already complex job even more daunting. If you need help with your digital marketing strategy in 2022, contact DWH today and we’ll be happy to discuss the right way to move your brand forward.
Graphic design trends we can expect in 2022
Graphic design exists to serve its audience, and they can be a demanding lot. Trends rise and fall at a dizzying pace and it’s up to us to pre-empt the mood of the people. 2021 was yet another chaotic year, leaving for many of us a gaping hole where the fun once was. One of the many trying to step up and fill that void are the graphic designers, who are looking to inject a little more joy with a definitive shift towards quirky, bright and bold. So, let’s look at the graphic design trends we can expect in 2022.
Graphic design exists to serve its audience, and they can be a demanding lot. Trends rise and fall at a dizzying pace and it’s up to us to pre-empt the mood of the people. 2021 was yet another chaotic year, leaving for many of us a gaping hole where the fun once was. One of the many trying to step up and fill that void are the graphic designers, who are looking to inject a little more joy with a definitive shift towards quirky, bright and bold. So, let’s look at the graphic design trends we can expect in 2022.
The ’90s nostalgia revolution
Tried and tested concepts from a few decades earlier can be a great way to create audience engagement.
This is nothing new, but in 2022 we’re finally saying goodbye to the wave of ’80s nostalgia and welcoming in the ’90s, with its outrageous colours and more than a hint of grunge. From fashion to entertainment, we’re set to be bombarded with an eclectic mix of resurrected franchises, loud colour choices, quirky characters and chunky typography.
It’s fair to say that our lives have been “flipped-turned upside down” over the last couple of years. Reminiscing about less apocalyptic times is a surefire way of invoking happy memories, and is a brilliant way of creating an instant connection between your brand and your customers.
Muted colour combinations
Of course, bold, bright and obnoxious won’t do for every design. Many designers are opting for a much more restrained palette of muted colours. This allows them to create striking pieces that draw the eye while retaining a sense of elegance and grace, which might be the exact opposite of a brazen ’90s-inspired palette.
Designers are utilising these muted themes in a multitude of different ways, from combining them with simple geometric shapes to creating delicately intricate layered designs. Saga, provider of financial services for the over 50s, portrays this perfectly in their 2022 rebrand. They’ve opted for calming blue and turquoise hues, but have layered simple shapes to create beautifully stylish patterns.
Alternatively, muted colours can be incredibly powerful when utilised in the form of minimalism. We’ve moved beyond the effectiveness of the black-and-white designs that define the minimalist trend, with artists looking for new ways to keep their canvas clean but engaging. Muted colours seem to be the answer. Support provider Zendesk perfectly demonstrates the effectiveness of this simple approach, as seen on their current homepage banner.
An evolution in eco graphic design
It’s taken a long time for the world to take real notice of environmental issues. However, 2021 saw such a rush of it that there’s a risk of consumer fatigue with the same old ideas being used to push eco-focused agendas.
The subtle greens and browns, along with the overuse of tranquil landscape imagery and the hands-holding-the-planet cliché have been done to death. As such, they’re quickly losing their impact. This year, designers are going to have to come up with far more creative ways to promote environmentally friendly values.
One answer could be putting your money where your mouth is. There’s an increased focus on the materials and methods used for your graphics, rather than just the graphics themselves. Sustainable materials, planet-friendly inks and recyclable packaging will be key. This will undoubtedly detract from the pristine aesthetics we’re accustomed to, but if done correctly it can instantly show the positive environmental intentions of a brand.
Lose the sheen, keep ’em keen in 2022.
How will your graphic design reinvigorate your audience?
2022 is set to be a bit of a confusing year for the graphic design industry. On the one hand, ’90s nostalgia demands bold, quirky choices, while the muted colour trend calls for elegance and restraint. And how do you flaunt your eco-friendliness while evoking a decade known for tonnes of plastic and waste?
It all comes down to finding the right balance for your brand, and not just following trends because they’re trendy. Need a little help figuring out the right path to take? Talk to DWH.
Branding trends we can expect in 2022
We’ve closed the lid on 2021 and, let’s be honest, it wasn’t the huge improvement on 2020 that we were all hoping for. Luckily, industries weren’t caught napping this time, and the evolution of branding and identity is back to its usual frantic pace. With all of us wanting a little more fun in our lives at this point, we’re seeing a definitive shift in brand identity towards something bolder and more playful that we haven’t really had the pleasure of experiencing in recent years. Let’s look at the branding trends we can expect to see in 2022.
We’ve closed the lid on 2021 and, let’s be honest, it wasn’t the huge improvement on 2020 that we were all hoping for. Luckily, industries weren’t caught napping this time, and the evolution of branding and identity is back to its usual frantic pace. With all of us wanting a little more fun in our lives at this point, we’re seeing a definitive shift in brand identity towards something bolder and more playful that we haven’t really had the pleasure of experiencing in recent years. Let’s look at the branding trends we can expect to see in 2022.
Go big. Go bold. Go bright.
Are you of the generation where you remember starting up the computer, opening Microsoft Paint and just chucking shapes and bright colours around with gleeful abandon? I know I am, but maybe that’s just showing my age.
We’re seeing a shift towards a return of play and a revival of the colour-loving child within. If you want to get noticed in 2022 then you might want to think big, bold and bright. Fun fonts, playful copy and colourful characters are set to be major players in the coming year; the sort of branding that grabs hold of audiences and demands to be displayed on the fridge for all to see.
It will be of little surprise to find out that light-hearted, seriousness-not-required brands are embracing this with ease. UK coffee giant Costa has adopted quirky caricatures for its recently rolled out loyalty scheme, while milk alternative behemoth Oatly has opted for what can only be described as thrilling chaos, as seen on their current homepage. Let’s not even get started on IKEA’s buff bears, one of the most memorable ads of recent months.
What might be a little more thought provoking is that traditionally serious industries have also started to adopt this technique. It’s as if there’s been a mass realisation by those aiming to solve grown-up problems like insurance and finances that they’re not exactly the coolest kids on the block.
GoCompare have adopted bright blocks of colour with a smiling newspaper-clipping style mugshot of their divisive mascot, while mortgage lender Habito, always ahead of the branding trend curve, enlisted swirling gradients and eye-catching illustrations early in 2021.
With these in mind, 2022 is set to be won by the brands that shout the loudest.
Retro vibes
The nostalgia phenomenon seen in all areas of pop culture has continued to grow, no doubt in part due to the all-too-dystopian nature of modern reality. Films, TV, games and music are all flooded with it, and it seems that major brands also want to get in on the action. In 2022, we’ll be seeing a return to logos, campaigns and styles that stir up fond memories of simpler times.
The bold, bright colour blocks, clever use of gradients and in-your-face style discussed in the previous section already go some way to evoking these emotions. However, for some it’s a little more obvious than that. Long-serving brands such as Burger King and Peugeot have already taken a step in this direction, with logo redesigns (or retrodesigns) paying homage to their long history and evoking design elements from the past.
Elegant simplicity
Along with a return to simpler times, design simplicity is also set to be a major player in 2022. Whether it be adopting a minimalist approach in your designs or clever use of negative space, many brands are sticking with the “less is more” mantra.
This style is effective as it creates an uncluttered canvas that affords the brand room to breathe, but it poses a challenge for designers. Logos, typography, marketing collateral and brand personality all need to create the maximum possible impact using back-to-basics elements like constrained colour palettes, an abundance of empty space and simple, limited text. When done right, however, this approach is a fantastic way to create an instantly recognisable brand with a distinct feel of sophistication.
What should your brand be doing in 2022?
Branding in 2022 is going to be incredibly interesting, with a mix of in-your-face visuals and less-is-more elegance. So, which way should your brand lean? Try something new this year, moving away from comfortable norms and taking a risk on something truly outstanding.
Whichever path you choose, branding trends for 2022 suggest it’s going to be a very interesting year indeed.
DWH's copywriter reacts to 2021 Christmas ads (Part 2)
Welcome to the second part of the festive fun, as Claire Baldwin watches the best 2021 Christmas ads according to Creativepool and shares her first impressions. Remember to check out Part 1 if you haven’t already!
After 15 festive ads, I’m still not feeling particularly Christmassy, though my birthday is in December so Christmas legally isn’t allowed to start until after that.
Let’s see if there’s anything in the second half of the list that will get me craving mince pies, mulled wine and cosy firesides…
Tesco: ‘This Christmas, Nothing’s Stopping Us’
While I hadn’t seen the advert already, I did know that there were 5,000 complaints about Santa showing his COVID passport, which I think is an absolutely ridiculous thing to phone the Advertising Standards Authority about.
I could maybe see it being an issue if it was the entire focus of the ad, but it’s just an amusing moment in a 90-second spot about the very British attitude of just getting on with things, even when it’s all gone to shit. I think a lot of kids would be relieved to hear that they won’t miss out on presents because Saint Nick is quarantining in the North Pole with Rudolph. It’s not like Tesco is giving away 500 Clubcard points when you show your vaccination card…
Tesco’s 2021 offering is pretty festive, but I always find it extremely jarring when a song as well known as Queen’s ‘Don’t Stop Me Now’ is chopped up like it is here. Few songs get a crowd pumped like this one, and it seems a bit of a waste to pay for the rights but never quite let it get going.
O2: ‘We’re better, connected’
With 1.5 million homes in the UK not being connected to the internet, O2 is pledging to donate free data to someone who needs it for every plan purchased. This is the true spirit of Christmas!
While the ad itself doesn’t feel particularly festive, and could be from any time of year were it not for the snowy streets and twinkling fairy lights, at least O2 is on the mark with the overall concept of their Christmas campaign.
Along with continuing the use of the network’s bubble motif as a metaphor for the data connection, we also see a return to O2’s slogan “We’re better, connected.” You couldn’t ask for a more perfect line for both the campaign and the first proper Christmas since COVID.
Debenhams: ‘A Christmas Like Never Before’
Here’s my big issue with Debenhams’ advert: the poem is absolutely awful. Nobody is forcing you to write a rhyming poem. If all the budget you have at your disposal for your big Christmas advert can’t deliver a poem that actually rhymes and scans well, then you’ve done something massively wrong. Maybe a kid wrote it and I’m just being a jerk, but that doesn’t stop it from being an objectively bad poem.
Also, “A Christmas like never before, delivered to your door” is a nice sentiment (and it actually rhymes), but I don’t think that’s what people want. We just want a normal Christmas! After trading sprouts for social distancing in 2020, I think we’d all just like to enjoy a completely uneventful day of spending time with family and friends.
House of Fraser: ‘House of Holiday’
This is a bit style over substance for my liking. House of Fraser is definitely aiming for a bit of style and glamour in their 2021 Christmas ad, but it doesn’t really do anything for me. Don’t get me wrong, it’s beautiful to look at, but it’s definitely more on the “please buy my stuff” end of the spectrum rather than the “let’s all enjoy a nice Christmas” end.
The message about finally being back together is nice, but it does feel a bit tacked on, like House of Fraser realised at the last minute that they should probably mention the nice family parts of Christmas instead of just trying to make people buy perfume and sequined gowns.
I also can’t quite understand all of the “House of …” statements. Some of these actors need to enunciate more. “The house of flahhh” isn’t inspiring me at all. And I swear that one lady says “florious”. I assume she’s actually saying “flawless” but it really doesn’t sound like it. She’s literally been paid to say one word and it’s a total miss.
Argos: ‘Baubles to Last Year!’
I quite liked this one! Argos hit the nail on the head with the “we’re all going to say screw 2020 and have a bumper Christmas” message that lots of brands have been tackling this year. Instead of just encouraging people to buy physical gifts, there’s more of a focus on fun, family and festive celebration.
I love the one guy in the office who’s absolutely Christmas mad with his beard baubles and totally tinselled desk. I can imagine a lot of desks looking like that this year! Granny opening the door to a single relative only to be surprised by dozens of guests queuing out the door was also a lovely moment.
As a ‘90s child, circling items in the Argos catalog really brought back a bit of nostalgia, and while the framing device designed to make everything look like it was part of the catalog wasn’t my favourite in terms of visuals, it showed great attention to detail for the Argos brand. The slogan “Baubles to last year!” could be stronger, though.
Very: ‘It’s the very best excuse’
YouTube tells me that Very published their Christmas advert in October, so they’re fully on board with the message of starting Christmas early! I just wish they’d done more with it. I love the image of Trick or Treaters receiving mince pies from a family dressed in matching Christmas jumpers, but the rest of the ad falls a little flat in comparison.
In a statement that will shock nobody who has read this far, I also hate the song. The stress of the syllables in the word “excuse” is totally wrong for half the lines they use it in, which is a real disappointment when it’s the entire concept of the Christmas campaign.
TK Maxx: ‘Christmas to the maxx’
Yes, TK Maxx! This ad focuses on a young lad absolutely stealing the show at the school’s Festive Comeback Concert thanks to the newfound confidence in his amazing holographic boots and I am here for it!
Best parts of this ad:
- Obviously the boots. Magnificent.
- An organ version of Aerosmith’s ‘Walk this way’? Yes please!
- “This is not the Nutcracker! I LOVE it!”
- The “Maxx” setting on the organ is perfection
This ad is just cheesy enough. It brings a smile to your face. Instead of just pushing the concept that you need to buy things to be happy, this ad highlights how the right items of clothing can make us feel more confident and bring out our best.
Asda: ‘Make Christmas Spectacular’
This masterpiece from Asda fully lives up to the message of making Christmas spectacular. Accompanied by Ravel’s ‘Bolero’, we see a family literally skating through all the magical moments that make Christmas what it is.
From the school play to the office party, and from a festive get-together to Christmas lunch on the big day, each scene is filled with beautiful set dressing, tasteful nods to the things you can buy from Asda, and some beautiful figure skating. All in all, it’s a lovely festive ad.
Vodafone: ‘Give the Gift of Connection’
Like O2, Vodafone’s Christmas campaign focuses on the 1.5 million homes in the UK that are without data connectivity. For every device that’s donated, Vodafone will provide a SIM card preloaded with data, calls and texts to someone who needs it.
For me, Vodafone’s ad beats out O2’s in the way it’s presented. Firstly, it feels much more festive, with ‘Here Comes Santa Claus’ instantly putting me in a Christmassy mood. Secondly, it plays on the image of people preparing for Christmas with parcels and gadgets that we expect are presents for family. When they turn out to be generous donations to those who are less fortunate, it’s all the more heartwarming.
JD Sports: ‘JD Street’
Okay. So I’m clearly not in the JD Sports demographic. Other than the fact that there were lots of nice-looking trainers, and all the shops on the street had names that started with JD and taglines “King of [something]” I had no idea what was going on.
However, a quick look at the YouTube comments seems to suggest that those who are in JD’s demographic are big fans of this festive offering. Take this comment from user Jan Spirit: “bro this is how ads should be done not annoying af but include our favourite ballers, content creators and music artists.”
If, like me, you have no idea who KSI, Maya Jama, Aitch, Little Simz, Tobi Brown and Jadon Sancho are, you probably won’t get much from this ad. If, like Jan Spirit, you would include these names in your list of favourite ballers, content creators and music artists, you’re probably already on your way to JD Sports to grab some new kicks.
Waitrose: ‘Best Bit of Christmas’
This delightfully honest and cheeky offering from Waitrose made me laugh. We all know it’s true, so let’s stop pretending: The best part about Christmas is the food.
From becoming entranced by turkey to her intense passion for sprouts that are “mostly pancetta” and a completely unapologetic apology for eating all the stuffing, Ashley Jensen’s performance throughout was absolutely perfect.
This ad is festive, funny and completely brazen in pushing the brand’s products, and it all works. I genuinely loved this one, and the callback to the “favourite aunt” plate is a great touch.
Domino’s: ‘Christmas DOMIN-OH-HOO-HOO’
Oh god, this one’s going to be annoying, isn’t it?
Yodelling is very impressive in terms of technical execution. But it. Sounds. Awful. Why are we yodelling about pizza? Even in the canon of the advert, everybody is confused that yodelling is happening.
It’s not festive, it’s got nothing to do with pizza, and they’re not even yodelling words about pizza. It’s just subtitled yelling. Apparently there’s a festive pizza. Just tell me that.
This was a bad advert.
Deliveroo: ‘The Ultimate Gift’
I like the idea of this advert but I’m not 100% sold on the execution. Why was there a randy cartoon gherkin? It’s all just a bit much to look at. I’d rather there was more of a focus on actual food than the accompanying imagery, although I guess some of it adds more of a festive feel.
There’s some great stuff in here, though. “No-one ever said ‘Did you keep the receipt?’ for a bucket of chicken” is a great line. As someone who recently cleared out their loft to get it professionally boarded, I can vouch for the fact that, generally speaking, we don’t need more stuff.
Buying someone a voucher for tasty food is a great way to treat them to something they actually want without being wasteful. Something about the ad’s intense delivery was just a bit off putting, though.
Selfridges: ‘Christmas of Dreams’
Um… What did I just watch? Are we sure this campaign isn’t called ‘Christmas of Fever Dreams’? Have I been going too hard on the mulled wine?
I can’t tell if this advert is from the past, present or future. All I know is that I hate it.
Thank god it’s only 15 seconds long.
Matalan: ‘Real Moments, Real Magic’
At least we’re ending on a high note! Matalan’s ad shares the lovely message that Christmas is what you make it, and it doesn’t need to be perfect. I particularly love the part about “the magic in those middle moments; the least planned moments.”
With a delightfully real feel to it that in itself feels imperfect in a very genuine way, everything about this advert is enjoyable. It feels festive, the message is great, and Matalan doesn’t shove its products in your face. It barely feels like an advert at all. It’s very understated but it actually made me look forward to Christmas this year
The best of the best
Here are my top picks from the list:
#1 Waitrose: ‘Best Bit of Christmas’
I loved this one! It was funny, festive, honest, beautifully shot and impeccably acted.
#2 Matalan: ‘Real Moments, Real Magic’
A lovely advert that was festive yet understated and genuinely felt like it understood Christmas as a time for real people and not just mindlessly supporting capitalism.
#3 Aldi: ‘A Christmas Carrot’
From the inspired pun ‘Ebanana Scrooge’ to Cuthbert the Caterpillar being arrested, there’s a lot to love here!
#4 Coca-Cola: ‘Real Magic at Christmas’
Heartwarming, fun and with a lovely message at its heart. One of the few longer ads that I genuinely enjoyed.
#5 Asda: ‘Make Christmas Spectacular’
This ad was spectacular to look at and got me in the Christmas spirit!
The worst of the best
And for fairness, here are the ones I hated the most!
#1 Selfridges: ‘Christmas of Dreams’
I feel like this is the sort of stuff Hunter S. Thompson was seeing on mescaline.
#2 Domino’s: ‘Christmas DOMIN-OH-HOO-HOO’
Why. Are. We. Yodelling?!
#3 Smyths Toys: ‘If I Were a Toy’
Grating singing, a bad reworked version of a popular song, and almost no Christmassy imagery.
#4 LEGO: ‘Rebuild the world’
See above.
#5 Boots: ‘Bags of Joy’
I’ll say it again: Wasteful capitalist nonsense.
Let’s wrap this up!
So, there you have it. My rambling opinions on 30 Christmas adverts.
I actually found it harder than I expected to narrow it down to a top 5, and I’m still not sure I chose the right ones. Honorable mentions go to McDonalds, Barbour, Etsy, Argos and TK Maxx, who all put together some great adverts.
With 2021 being the first year ‘back to normal’ since the pandemic, I think we were all expecting a lot from this year’s ads, so it’s to be expected that some would absolutely nail it and some would go off the deep end a little. There was so much creativity this year, and loads of new things that we’ve not seen before, which made sitting and watching 30 Christmas ads back to back much more entertaining than it could have been!
I hope you’re all feeling as festive as I am! Time to go hang up my stocking and hope that Santa doesn’t bring me coal for being grumpy about some of these adverts…
DWH's copywriter reacts to 2021 Christmas ads (Part 1)
It’s that time of year again! The weather is getting colder, the kids are finalising their letters to Santa, and office conversations are dominated by “Have you seen the new [blank] ad?!” In the first of a two-part blog, we've set Claire Baldwin the challenge to watch the top 30 Christmas ads of 2021 and give us her thoughts.
As a millennial, I don’t have TV anymore. I have Netflix, YouTube Plus, and the occasional questionably obtained 4k Bluray rip. So I haven’t actually seen any of this year’s Christmas ads… yet. Join me as I watch them for the first time and share my thoughts.
Creativepool has very kindly gathered the best 2021 Christmas ads into one place, so this will be my festive viewing guide.
As there are 30 adverts on this list, I’ll be splitting this into two parts.
John Lewis: ‘Unexpected Guest’
Knowing that the ad is titled ‘Unexpected Guest’, I thought we’d see an older relative who wasn’t able to visit last year because of COVID. I was not expecting an alien.
The blossoming friendship of the alien and the ad’s young protagonist (with unexpected romantic tension) put me in mind of Stranger Things. The alien learns to eat mince pies, experiences snow and messes with some Christmas lights, which is all pretty festive.
When it’s time to leave, the alien receives an ugly Christmas jumper as a parting gift and we see the line “For a Christmas almost as magical as your first.”
I’ll be honest. I don’t think the alien even knew it was Christmas.
I like the messages of inclusion and sharing but this didn’t leave me with the festive fuzzies I expected from John Lewis.
McDonald’s: ‘Imaginary Iggy’
Awww, I liked this one! I’m not a big McDonald’s fan but becoming emotionally attached to cute characters definitely speaks to me.
This ad follows the classic ‘kid growing up and putting away childish things’ narrative, with Iggy, the fuzzy blue imaginary friend.
Watching Matilda and Iggy put out a plate of ‘reindeer treats’ (a bag of Maccy D’s carrot sticks) brings back memories of leaving a carrot out for Rudolph when I was a kid. I always wondered which of my parents took the bite out of it on Christmas Eve (My money’s on Dad).
When Matilda grows older and puts Iggy away in the closet, my eyes did get a little watery. Flash forward a few years and she sees a child at McDonald’s enjoying some of the very same reindeer treats she once fed to Iggy.
Cue the feels as Matilda rushes home and rekindles her imaginary friendship, and we come full circle as the newly reunited pals put out a plate of carrot sticks for Santa’s reindeer, despite objectively being too old for such things.
This ad was warm and friendly and Christmassy without being over the top. It didn’t make any kind of big statement, it was just a nice parcel of festive feels. Good effort!
Coca-Cola: ‘Real Magic at Christmas’
This one left me with a genuine smile on my face!
Starting out with a single-parent family moving into a sparsely furnished flat, things are looking a little bleak – especially when the son realises that there’s no chimney for Santa to deliver presents! Fortunately, he’s a creative little dude, and puts the moving boxes to good use, crafting a long cardboard chimney.
It’s not long before all the neighbours are getting involved, with the chimney wrapped in fairy lights and winding through corridors, up fire escapes and onto the roof. Even the security guard comes in clutch, brandishing a red Coca-Cola box for the top of the chimney, which is a lovely gesture but that thing is an enormous fire hazard…
When a present finally drops from the chimney, it’s not for the little boy after all; it’s an invitation for their cranky older neighbour (and presumably the rest of the tenants) to join them for a sumptuous Christmas dinner of turkey and Coca-Cola.
The line “Christmas is magic when we share it” is a nice touch. It’s not the neighbours rallying to provide an underprivileged family with a Christmas to remember, but an overall message of the magic of community, sharing and giving back, no matter what you have. Lovely stuff.
Boots: ‘Bags of Joy’
I straight-up hated this one. Wasteful capitalist nonsense.
The ad features Jenna Coleman with a Mary Poppins-esque bottomless bag of Boots products that she proceeds to pour all over the bed and writhe around in like Scrooge McDuck.
The bag is apparently a gift from her nan, accompanied by the note “This is what Christmas feels like.” Yeah. Endless piles of things you don’t need that you’re just going to throw away a few weeks later.
She doesn’t even use the bag for good. No handing out gifts to orphans, no making the community a better place. Do you think you can pull meal deals out of the magic bag? We could end world hunger!
After she’s done gallivanting with her friends and showing up the rest of the family around the tree (and she hasn’t even bothered to wrap any of these gifts she hasn’t paid for), she presents Nan with a bottle of perfume accompanied by the creepy note “This is what love smells like.”
Hated it.
Amazon: ‘Kindness, the greatest gift’
Overall, this ad presents a sweet message about supporting those around you, and sheds light on the rise in anxiety following the pandemic.
It’s another in the ‘neighbours who don’t really know each other come together to look out for each other’ category. It’s not particularly Christmassy, but the message is nice, and it’s pretty heartwarming.
I just find it hard not to scoff at this message of kindness when it comes from Amazon.
Sainsbury’s: ‘A Christmas to savour’
If you suffer from motion sickness, don’t watch this one.
We take a journey through a super-slow-mo Christmas scene, zooming through Grandad’s exploding walnut, a weird fried square, some champagne bubbles and a big gloopy gravy drip, before taking a nasty upside-down spinny journey under the table, where there’s one weird kid who isn’t in slow motion for some reason.
We zoom out to a ‘Last Supper’-style tableau and this strange, time-bending advert is closed out by the words “It’s been a long time coming, so let’s make it a Christmas to savour.”
This was obviously a huge feat to film, and it nods to the fact that many families were unable to get together last year due to the pandemic. The message that we should make time to really enjoy spending the festive season with our loved ones is a good one, but this ad just made me feel quite unwell.
LEGO: ‘Rebuild the world’
Honestly, I would have had no idea that this was supposed to be a festive advert if it wasn’t for the fact it was on Creativepool’s list and there’s a LEGO Santa at the end.
It’s dominated by a cheesy parody of ‘Build me up Buttercup’ that sings about building up, tearing down, mixing up and changing around, which is all fine but it’s just a little grating.
The visuals are pretty amazing, with lots of weird and wonderful real-world creations flying around. From sports cars and fire engines to dragons and Storm Troopers, it’s an exciting mish-mash of the endless imaginative possibilities of LEGO.
While the message “Rebuild the world” is a little on the nose, it’s at least appropriate for the product. It’s a decent advert but it’s not festive at all. I don’t know why I just watched it… and the song was too much.
Disney: ‘The Stepdad’
This one didn’t really grab me, possibly because I’m not a huge Disney fan, and I don’t relate to having or being a stepparent. It’s beautifully animated, though. I wasn’t sure whether I was watching a trailer for a new Disney movie or just an ad.
It’s a lovely representation of a modern family, but I thought the kids were a bit OTT when the gingerbread house got broken. You were the one that dropped it in the first place. Calm down.
According to the description on Wikipedia, this is a continuation of the story of last year’s ad, with granddaughter Nicole all grown up with her own family. And there’s a magic book, which is apparently “a precious item belonging to Max from his birth father.”
I think you’re trying to jam too much lore in your advert, guys.
Sports Direct: ‘Go all out this Christmas’
One of the shorter ads (thank you!) Sports Direct had a pretty fun concept with this one.
Nothing brings people together and brings out their fun, childlike side like going out and playing in the snow! There’s something magical and wondrous about snow, and even the crankiest family member just can’t resist a snowball fight wrapped up warm in some Sports Direct kit.
I’m assuming that the majority of people in this advert are professional athletes and sports personalities. Unless it’s pro wrestling, I’ve got no idea. But I reckon if you’re into sports, these cameos are pretty fun and heartwarming.
Barbour: ‘Paddington, Please Look After This Bear’
Cute! Paddington was a great choice for this advert, as he has both nostalgia potential for older viewers, and has also had a resurgence in popularity thanks to his more recent movies.
Of course, the fact that he’s a lovable, bumbling bear is another good reason. He’s also very practical and resourceful, and re-waxing Mr. Brown’s Barbour jacket is a top-tier Christmas gift if you ask me. No waste, no unnecessary expense, just a lovely thoughtful gesture. Yes, Paddington. You win Christmas!
The famous ‘Please look after this bear’ note makes an appearance, accompanied by the heartwarming addition in Paddington’s messy handwriting (which is still very impressive, considering he doesn’t have hands) “Thank you for looking after me.” No, you got emotional.
All round, this is a great advert. A cultural icon delivering a practical, thoughtful gift accompanied by a heartfelt message. Big fan.
Aldi: ‘A Christmas Carrot’
This is the only advert on this list that someone had mentioned to me before I sat down to watch them all, and it’s a great one!
Here’s my list of why I liked this advert:
- Ebanana Scrooge. BAHAHAHA!
- There’s no cheesy or annoying song.
- It’s not 3+ minutes long.
- It’s a vegetable-based twist on a Christmas classic.
- I literally laughed out loud at Ebanana Scrooge’s origin story for being cranky about Christmas.
- The Easter egg of Cuthbert the Caterpillar being arrested is perfect.
Super little advert! Great work, Aldi!
Lidl: ‘Big on a Christmas you can ALWAYS believe in’
Not the catchiest of campaign titles, guys!
At first, I was very much thinking “What? This is just a completely normal Christmas!” But that’s the point! As we see the same Christmas dinner repeated further and further into the future, some things are different, like the fashions and the tech, but the traditional food and the mundane conversation stay the same.
Lidl pokes a little fun at Christmas being a bit samey every year, wrapped up in the message that “Even when we’re carving turkeys with lasers, we’ll always be Lidl on price.”
Not my favourite, but a clever ad that gets its message across.
Etsy: ‘Give More Than A Gift’
Browsing Etsy is one of my favourite activities when I need a break from work, so hopefully their festive marketing is as good as I’m expecting.
Creativepool shared two of the ads from the series but I’ve hopped onto Etsy’s YouTube channel to watch all of the 30-second spots featured in the campaign, which I’ve ranked below.
- The Recipe: A super sweet ad about family and cultural heritage.
- Bus Stop: A heartwarming tale of support, understanding and friendship.
- Our Santa: A lovely ad highlighting the importance of racial representation.
- The Tradition: A nice little ad about community and embracing new traditions.
Each one is a beautiful work of succinct storytelling, framed by the message that a gift can be more than just an object. Super stuff.
M&S Food: ‘Percy’s First Christmas’
I’ve been a huge Percy Pig fan since I was a kid, so I’m super jazzed about seeing him in his first Christmas ad!
Well, I have to say I’m a touch disappointed. Percy’s reverenced trotting around the store to explore its goodies was very sweet, and the line “I’ve never seen anything so beautiful in all my 23 seconds of life” made me laugh, but I just felt like they could have done more with him.
What impressed me the most was the fairy’s Dawn French likeness. I knew it was her straight away! I’d like to see M&S do more with the animated Percy character, though. I just felt like this ad focused too much on selling the food and not enough on selling Percy.
Smyths Toys: ‘If I Were a Toy’
This is going to be another cheesy reworked version of a pop song, isn’t it…
Yup. Ughhh.
I just don’t get this type of advert. Similar to the LEGO one, it doesn’t feel Christmassy. There’s a Christmas tree at the end but that’s it.
The whole ad is just lots of overwhelming colours and visuals with a sickly-sweet, uninspiring rewrite of a popular song that has nothing to do with what they’re selling other than the fact that “boy” rhymes with “toy” so it’s easy to change. And kid singing grates on me.
Time for a break!
Well, I’m halfway through Creativepool’s list, so it’s time to draw Part 1 to a close.
It’s snowing outside as I type this, so I’m starting to feel a little bit festive, but I’m not quite there yet.
Maybe another 15 Christmas ads will do it?