You know it’s nearly Christmas when the festive ad battle kicks off, and this year it’s been even more competitive than ever. From star-studded casts and gargling grandmothers, to anthropomorphic carrots and a bouncing boxer; brands really have pulled out all the stops to stand out this Christmas.
No longer pushing products in traditional fashion at this time of year, retailers have instead opted for emotional storytelling techniques, designed to make viewers smile. John Lewis settled upon the simplicity and innocence of a bouncing dog, whilst M&S’s depiction of a James Bond inspired Mrs Claus added a little glamour to the story of Christmas.
And it doesn’t stop there - through Kevin the Carrot’s treacherous journey, Aldi have made viewers yearn for their festive delights once again, whilst the charming tale of the Waitrose Robin has been enough to make even the toughest of viewers feel warm inside.
But who comes up with these ideas, and why? Designed to influence the way viewers think, there’s a lot more to a carrot than meets the eye. Faced with tough competition, retailers need to get people talking about their brand and through effective advertising, such as the Christmas ad battle, they can do just that.
Studying with us
As a student studying Advertising at the University of Chester you could learn these tricks of the trade. From exploring the role that advertising plays in contemporary society, to developing the skills to produce your own powerful, persuasive and creative brand narratives - who knows, in a few years’ time it could be your ad we’re talking about.
To get a taste of what could be in store for you, take a listen to Senior Lecturer Dr Chris Hart, as he discusses a world without advertising.
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