Weird Aldi and Merry Myer: All the supermarket, retail Christmas ads ranked by an expert
’Tis the season when retailers don their creative hats and bombard us with ads that aim to warm our hearts faster than mulled wine on a chilly evening.
But let’s face it, by the time we’ve sung Jingle Bells for the umpteenth time, these commercials are like leftover pudding – everyone’s had their fill.
Here’s a sneak peek at this year’s festive jingles that caught my attention.
Myer – Make your Merry Meaningful
Ever had a Christmas when you’ve felt completely duped and haven’t received anything you really wanted?
This year’s Myer Christmas commercial features Wendell – a wombat-shaped soap who has been thoughtlessly regifted year after year.
I know a few regifters who might get a sweat up watching this ad, but when Aussie households are under financial pressure, it’s a quirky reminder that it’s the thought that counts.
Poor Wendell, though—maybe this year he’ll find a home for good.
Aldi – Go Big on the Little Things
Aldi’s research claims seven out of 10 Australians look forward to sides just as much if not more than the main event at Christmas lunch.
Personally, I’m a turkey man and can get my sides any time of the year, but anyway, let’s go with it.
Picture animated potatoes, mounds of carrots, sausages on the barbecue and oversized sprouts, with people cooking and singing ‘I had the side of my life’ (cue the Dirty Dancing flashback).
Again, playing to Aussies under financial pressure, the idea of go big on the little things is smart, but let’s not forget the carnivores among us pining for a substantial protein fix alongside those veggies.
Target all the way
Not that long ago, Target ads were great but like its shopping experience, Target’s advertising has lost its way.
This year’s Christmas commercial tells a story of how Target is the one-stop shop for all our Christmas needs. Really?
At a time when we know it is following in its big sister’s shoes (Kmart) why try and be something that you’re not.
Coles – Great Lengths For Quality
Coles tells a story of how far they’re going to make sure Aussies have everything they need for a great Christmas.
From sourcing Christmas puddings from the oldest pudding makers in the world, to picking every one of their strawberries by hand (really?). But a Coles commercial wouldn’t be complete without Curtis Stone.
He makes a very brief appearance cooking the quintessential prawn on the barbie, clearly having to honour his 2023 contract.
At least they’re promoting some serious ham – bring on that Christmas feast.
Telstra – Reindeer Rescue
Telstra’s ad stands out like a red-nosed reindeer and rises above all the retail noise at this time of year.
In the commercial we follow Dasher the lost reindeer who journeys through classic Australian landscapes finding herself lost in suburbia but receives a helping hand from Cassie and a trusty Telstra payphone to contact Santa.
A real heart-warmer indeed, reminding us that even tech giants can spread a little cheer, not outages, this time of year.
Woolworths – It’s The Little Things
Did Woolworths read Aldi’s Christmas campaign strategy? They too are celebrating the little things that make Christmas special.
Not animated potatoes this time but school kids dressed in costumes including prawns, pineapples, carrots and apples.
Set to the classic track Everybody Needs Somebody to Love, made famous by the Blues Brothers, the commercial reminds me of watching a rerun of Love Actually, when David aka Hugh Grant is taken to a Christmas school concert by his girlfriend Natalie.
That aside, it makes you feel good and what’s more there are not many gratuitous food shots in the ad … oh that’s right, that’s because the kids are the food.
There you have it, Christmas advertising with all its razzle dazzle – just make sure someone makes the gravy and brings the turkey.
Steve Doherty is a marketing communications consultant and business adviser