ALLEGRO
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Allegro this year in excellent form! We got a brilliantly thought-out example of storytelling in marketing for the company’s 25th anniversary. The key asset is the excellent choice of music, which builds emotions and emphasizes the atmosphere of the story.
The creators avoided the exploited theme of Christmas trees or presents, and yet we feel that December vibe. This distinguishes Allegro’s spot from other Christmas campaigns.
Although the script doesn’t surprise us with a sudden “plot twist,” the story is engaging enough to make it a pleasure to spend 2.5 minutes on it.
The story is not as exciting as it could be.
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Consumers still cautious. Will they let their guard down for the holidays?
Smartly combined different target groups, making the ad universal and attractive. Here we have an immersed “Zetka” on a smartphone, a nervous man, a fractious kid and, above all, a warm elderly woman who evokes some of grandma’s fondest childhood memories. In addition, setting the action on a 1990s housing estate, rather than in a modern setting, gives the story authenticity and broadens the target audience to include viewers from smaller towns. The commercial works on emotions, effectively builds a positive brand image and is one of those that stay in the memory for a long time.
More to the point, my 14-year-old son wrote me on IG “Very cool commercial,” and this is the highest and very effusive form of appreciation in the Alpha generation environment.
IKEA
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This spot shows that IKEA has a great sense of social trends. This time in the context of the role pets play in our lives.
According to various data, there are more than 8 million dogs and 6 million cats in Poland – far more than children. Animals have become close members of our families and IKEA makes excellent use of this insight in its Christmas campaign.
And throw in the ability to build tension and introduce a surprising solution with humor and a wink, then we know where we are – at Christmas with IKEA!
T-MOBILE
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You watch this commercial and are transported to a world from Andersen’s fairy tales or the “Nutcracker” ballet. Perfectly chosen music that sounds in your ears stands out in TV commercial blocks and draws your eyes to the TV screen. In addition, a quite cleverly guided narrative based on the quest to connect different worlds, different people, different ideas, where sometimes it is necessary to take radical steps and burst the bubble we are stuck in – just like the characters burst their limiting snowballs.
If Christmas is synonymous with fairy tales for us, then this spot wins everything.
If Christmas is synonymous with fairy tales for us, then this spot wins everything.
It’s a great spot.
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Before the holidays we shop online on Sundays and reward ourselves .
DISNEY
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A 4-minute commercial spot is quite a challenge to hold the viewer’s attention for that long. It was taken up by Taika Waititi, the Oscar-winning director for “Jojo rabitt.” Opinions about this short film are divided. Some lack references to other Disney animations, others accuse the script of being common, but for me it was a very enjoyable 4 minutes. I felt that I was in the world of Disney, I was entertained and moved by the situations presented in the spot for building an abstract friendship… but I was most surprised by the end.
Recommend it to see what true Disney joy in the holidays is all about.
COCA-COLA
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“Closer and closer to Christmas, closer and closer to Christmas” – we all know very well this musical theme that opens the commercials with Coca-Cola trucks . Last year this was missing, the creative idea was for a different concept, based on Santa Clauses. Perhaps it wasn’t a hit, because in 2024 Coca-Cola is going back to the good, tried-and-true theme, in which trucks travel the world, heralding this most awaited time of the year.
It’s a shame that the entire production is generated in AI, because this further emphasizes the artificiality of the ideal American Christmas.
Generally it’s nice, a smile appears, but does the ad stay in the head or heart for a long time? Not likely…. And it should, because that is the function of advertising.
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