It’s November and in advertisingland Christmas is already in full swing. Every tv ad-break is filled with cute, smiling kids handing presents shyly and cutely to rosy-cheeked granddads and grandmas. Every home is covered is snow and jolly snowmen & amusing reindeer jostle for position in every high street.
Depressing isn’t it?
Personally I’m not a huge fan of Christmas, full stop; its brazen commerciality, its false bonhomie, its sentimentality and all the rest. Bah humbug etc.
But what really depresses me is the total lack of originality in Christmas advertising. The ads for retail outlets are literally interchangeable. (And I love the way those cheeky ad schedulers seem to make a point of running very similar ads right on top of each other. Well done, you lot!)
There are the ‘oh what a terrible present but I’ll put on a brave face’ ads. There are the small child accidentally meeting Father Christmas ads. There are the giant family around the dinner table scoffing Christmas fare from Aldi/Sainsbury/Asda/Waitrose/Lidl/M&S. There are the black and white with film star perfume ads. Yaaaaaaaaaaawn is not the word.
And of course there is The John Lewis Ad. An event which seems to have taken on an importance equivalent to Christmas Day itself. This year it features a kid looking at the lonely man in the moon. So he gets sent a telescope so he can feel even more lonely as he watches everyone on Earth having a great time with all their family and mates. Thanks a bunch, Earthlings.
Then there is the new ad for Giant Crumpets. Starring the muppets. All of them, from Kermit to Piggy to Fozzie to the chairman of Warburtons.
Who is clearly not a muppet, actually.
Because he or his marketing people have realised that the way to get ATTENTION and MEMORABILITY during the Christmas advertising yawn-fest – and at every other time of the year, too – is to do something DIFFERENT from everyone else.
The muppets ad blasts into your brain like a laser and, doubtless, the giant crumpets will be flying off the shelves the length and breadth of the country.