CHRISTMAS SPECIAL: THE MOST ANIMATED CHRISTMAS ADS

19. 12. 2023 | 8 min read The Christmas season is a time when the battle for consumer attention requires maximum effort. Animated adverts are among the most powerful marketing tools in every brand’s arsenal. Animation allows creatives to showcase greater imagination and originality, which is crucial in standing out in a highly competitive environment. Let’s take a look at advertisements that have harnessed the potential of animation to its fullest.

CHRISTMAS SPECIAL: THE MOST STAR-STUDDED CHRISTMAS ADS

17. 12. 2023 | 7 min read It’s undeniable that celebrities can be a powerful tool in television advertising. Who wouldn’t want to look like the famous Kate Moss in jeans? A well-known personality can draw a lot of attention to a brand. Celebrity marketing simply works, and this is especially true for Christmas commercials. According to international statistics, the use of celebrities in holiday campaigns has even been on the rise. Let’s take a look at some of the most star-studded Christmas TV ads.

SCREENVOICE TOP 12 CHRISTMAS CAMPAIGNS 2023

15. 12. 2023 | 4 min read The year has come and gone, and famous and lesser-known brands have come out with their long-awaited Christmas campaigns, which unmistakably draw us into the pre-Christmas spirit and put us in the mood for a genuine festive atmosphere.

ADS CAN STRESS PEOPLE OUT, ESPECIALLY AROUND THE HOLIDAYS. HERE’S HOW BRANDS CAN CHANGE THAT.

13. 12. 2023 | 5 min read If you feel your nerves tighten a bit when you hear the sound of holiday bells jingling in a TV ad, you’re not alone. According to Healthline, 62% of Americans describe their stress levels as “very elevated” or “somewhat elevated” during the holiday season – and only 10% say it’s a stress-free time of year for them. Another survey, conveniently conducted by a heartburn medication brand, found similarly that the percentage of Americans who say the holidays stress them out is 88%.

COCA-COLA CHERISHES ITS SANTA CLAUS. HOW DID ONE OF THE MOST INFLUENTIAL MARKETING “ALLIANCES” IN HISTORY TAKE SHAPE?

11. 12. 2023 | 15 min read Although Christmas in the Czech republic is mainly associated with the Christ child, it is not possible to ignore the global popularity of the american Father Christmas, Santa Claus. And in fact, if we take into account the historical context of shaping the image of this character, we are much closer to Santa in our culture than we are often willing to admit. But the legend of Santa Claus is first and foremost a real modern Christmas story in which the marketing of a global soft drinks company played a huge role. And although it is often said that Santa exists because of Coca-Cola, this is not entirely true. But the combination of these two unlikely allies has become so ingrained in the social consciousness over many decades that it is very hard to think of one without the other. But it hasn’t always been this way...

CHRISTMAS SPECIAL: THE MOST TOUCHING ADS

10. 12. 2023 | 8 min read Tears welling up is nothing unusual during the holiday season. Alongside festive decorations and omnipresent holiday music, the tender mood can also be attributed to a heightened sense of togetherness we experience during Advent and Christmas. More than ever, we think about those we have lost and those in need of our help. That’s why advertisements built around touching stories often strike a deep chord with us. Which Christmas ads have hit the most emotional notes this year and in past years?

BRANDS TO SPEND RECORD £9.5BN ON CHRISTMAS ADVERTISING

9. 12. 2023 | 3 min read Media inflation set to lift ad spend by 4.8% this Christmas, according to Advertising Association and Warc data.

CONSUMERS DON’T GET TIRED OF ADS, ONLY MARKETERS DO

8. 12. 2023 | 14 min read Data shows there’s no such thing as advertising ‘wear-out’, so save your new campaign budget and spend it on making your current ads effective for longer.

CHRISTMAS BY “UNUSUAL” HEROES. HOW HAS CHRISTMAS ADVERTISING MOVED FROM NOSTALGIA TO MODERNITY?

8. 12. 2023 | 16 min read Christmas advertising has changed over the years. To some extent, it could be argued that the dominance of Santa Claus and other traditional Christmas characters has ended. They have been replaced by somewhat unusual heroes who, on the contrary, we do not a priori associate with the festive season. However, they do not only bring a festive atmosphere but also complex stories in which tradition as well as important messages that are fully in line with the trends of today play a role. It is not necessarily a stolen Christmas - on the contrary, it is an annual gift of distinctive creativity. CHRISTMAS BY CHEERFUL VEGETABLES One of such “unusual heroes” is the most frequently mentioned mascot of this year’s Christmas season, which is in the spirit of the comeback of the character known as Kevin the Carrot. The character has been closely associated with the British-Irish retail chain Aldi since 2016, and given that Kevin is essentially an animated carrot, this is a very telling example of how the Christmas advertising market is shifting from the familiar and traditional to the more experimental.

TOOLKIT: MARKETERS GEAR UP FOR A BRIGHTER 2024

7. 12. 2023 | 3 min read Despite very real concerns about the economy, the majority of marketers around the world are optimistic and expect business to be better next year than this, according to a new WARC report. The Voice of the Marketer 2024 is a deep dive into The Marketer’s Toolkit survey data of 1,400+ marketers worldwide. Key findings Marketers are optimistic despite economic worries Two-thirds (64%) of marketers indicated that economic recession will have the biggest impact on marketing strategies in 2024, while 41% highlighted inflation and the cost-of-living crisis.

DON’T SHELVE THAT CHRISTMAS IDEA TOO SOON, STUDIES SUGGEST

6. 12. 2023 | 4 min read A growing body of evidence indicates that ideas and advertisements enjoy a much longer shelf life than many have assumed, with vintage favourites like Coca-Cola’s Holidays Are Coming and Aldi’s Kevin the Carrot outperforming the market – so it may be time to rethink how to approach Christmas. Why wear-out matters There is no evidence to suggest that ads become less effective as they age, but it may feel like they do, especially when as a brand or an agency professional you are watching the same piece of creative for the millionth time by mid-October.

CHRISTMAS SPECIAL: THE MOST FELINE-FANTASTIC CHRISTMAS ADS

4. 12. 2023 | 7 min read A Christmas ad must be emotional. An overly commercial approach during the holiday season can backfire for marketers. Each brand approaches the task of bringing emotions into its Christmas campaigns in its own way. Best practices include children, touching stories and, of course, animals. While one might expect exclusively cuddly puppies, frosty little birds, or adorable bears in Christmas ads, many feature cats as the main characters. Why is that, do you think?

STUDY UK: FOCUS ON ATTENTION, CREATIVE AND SPEED IN ADVERTS

30. 11. 2023 | 3 min read Attention, creativity and speed are the three most important factors driving brand return on investment, according to an advertising effectiveness study.

CHRISTMAS SPECIAL: THE BEST IN CHRISTMAS ADS OR THE MAGICAL ELIXIR OF FESTIVE EMOTIONS

27. 11. 2023 | 6 min read The Christmas atmosphere is unique and irresistible, deeply tied to powerful emotions. People are eager to open their hearts - and wallets -while searching for the most beautiful gifts for their loved ones. Companies that strike an emotional chord through their Christmas campaigns have wide-open doors to viewers and thus, potential customers. Our Christmas series of articles will explore various highlights and “bests” of Christmas TV ads.

RMB’S SLICE: WHERE INNOVATION AND EXPLORATION FUEL THE NEXT-LEVEL BRANDED CONTENT

20. 11. 2023 RMB, the Belgian media sales house, is dedicated to transforming its business to make it more resilient with a focus on innovation, exploration, and sustainability. Nevertheless, they feel under pressure from the new players in the market. As a result, in 2022, as an addition to the creative solutions unit launched in 2018 known as Flash, RMB decided to develop a new brand named Slice. This new department serves as a nexus, bringing together brands and content creators such as streamers streamers, YouTubers, gamers, etc. Jointly, they develop next-level branded content for clients. About Slice Officially inaugurated in March 2023, Slice represents an ecosystem that brings together brands and young Belgian content creators. Equipped studios, strategically placed within RMB’s offices, include a lounge room, an audio room, a beauty room, a green room, and a gaming room, expediting the production process. RMB contributes its client relationships and expertise as a sales house. The objective is to facilitate connections between advertisers and innovative Belgian content creators, fostering exceptional long-term collaborations based on shared values and authenticity.

HOW CAN TV ADVERTISING DRIVE GROWTH BEYOND ‘PERFORMANCE’ B2B MARKETING?

13. 11. 2023 | 5 min read We spoke to Matt Hill, Director of Research & Planning at Thinkbox, the marketing body for TV in the UK who help advertisers get the best out of today’s TV. We explore exciting opportunities for companies to reach targetted, localised businesses through low-cost TV ads.

AVOIDING ‘BETTER YESTERDAYS’: THE TRAP OF NOSTALGIA

3. 11. 2023 | 4 min read Nostalgia is a comforting temptation for consumers and brands, explains Trajectory’s Tom Johnson, but there is greater opportunity to be found by looking ahead.

USE MORE VOICES TO SELL PRODUCTS IN VIDEO ADS

3. 11. 2023 | 3 min read The persuasive power of a video ad can be enhanced when its spoken narration uses more voices, finds a new research paper.