The Cost of Christmas Adverts 2018
Cost of Christmas TV Ads 2018
Last year, the BBC reported that brands spent a record £6bn on advertising at Christmas alone. The Advertising Association says it is being driven by intense market competition, especially within the retail sector, and the rise of big-budget campaigns. It estimates that spending on ads has jumped nearly 40% in just seven years. This year, campaigns from major retailers such as John Lewis, M&S and Aldi are now well underway.
Very recently Sainsbury’s was awarded best Christmas TV ad for 2018 by Retail Gazette. The Sainsbury’s ad, which cost around £7m to produce, features an uplifting and emotive, all-singing, all-dancing, school performance.
You can view The Big Night, from Sainsbury’s here: https://www.youtube.com/watch?v=tvXBbsRU83Q
One of the most talked-about ads this year is of course from John Lewis, which features a heartwarming tribute to Sir Elton John, celebrating his music and his career. Not including media spend or production, the luxury high street chain reportedly paid Sir Elton £5 million to star in their ad. There are rumours that the entire ad cost between £10m and £15m to make. However, after some backlash from the media and consumers, John Lewis executives insist that 2018 is in line with previous year’s spend of around £7m.
You can see The Elton John Christmas ad from John Lewis here: https://www.youtube.com/watch?v=mNbSgMEZ_Tw
Then there’s the Lidl ad, with three variations this year. Although we don’t have a confirmed figure, there are speculations that the series of ads themed around ‘upgrading your Christmas’, cost around half the amount to produce than the other big retailers.
Instead of putting a huge amount of spend behind their campaign, they decided to think tactically when it came to their social media approach. Lidl engaged with John Lewis on Twitter with a spot of harmless banter about their ad campaign, pianos, price matching and Elton songs. It all started when Lidl, who called out the department store for promoting a rather pricey piano when you can buy one for just £89.99 at their budget supermarket.
They posted: “Just because you don’t have £872 to spend on a piano, doesn’t mean you can’t be the next Elton.”
Thousands of people liked the post – and even John Lewis saw the funny side. They replied to the tweet saying: “It’s a Lidl bit cheaper” and shared a link to a £15 toy piano for babies on their website.
The Lidl ‘Upgrading Christmas’ ads can be found here: https://www.youtube.com/watch?v=4mjyKuaAKfY
Another popular ad from 2018, is the swiftly banned commercial from Iceland. The ad was deemed as being too political as the supermarket urged an “orangutan-friendly” Christmas. They are campaigning against the use of palm oil in production and Watchdog Clearcast, which assesses ads against the Broadcast Code of Advertising Practice, was “concerned it doesn’t comply with the political rules”.
Iceland’s Christmas ad can be found online only this year: https://www.youtube.com/watch?v=JdpspllWI2o
But let’s forget the big-budget TV campaigns from the high-street stores for just a moment. Our favourite ‘Christmas ad’ this year, ‘Love is a Gift’, cost just £50 to make and proves it doesn’t take money to move people at Christmas. Phil Beastall, a 32-year old filmmaker from Gloucestershire, said the idea came to him during a Sunday run and two days later he started filming. In under three minutes, the film covers love and loss at Christmas for a fraction of what the department stores spent.
Some fans on twitter were so impressed that they said John Lewis marketing team should “watch and weep.” Many people have felt uneasy about the amount of money being spent on Christmas ads, Phil said to Sky News: “Especially with what’s going on in politics at the moment, I just think people would rather not see huge amounts of money being spent in that way.”
Make sure to grab some tissues before you watch Love is a Gift here: https://www.youtube.com/watch?v=JHX0btJYcyI
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