Tom Denford and David Indo from ID Comms: the top Christmas ads of 2017

On this week’s #MediaSnack Tom and David look at the phenomenon of British Christmas TV ads.

The trend to invest heavily in Christmas advertising was kickstarted by John Lewis and now a dozen or so retailers are investing large sums in building anthemic, must-see TV adverts focused on brands rather than products.

Tom and David discuss how the UK Christmas TV advertising market is starting to demonstrate similar behaviours to the Super Bowl in the US, from both advertisers and consumers.

Some brands have begun teasing their ads before release and people are searching for Christmas ads on YouTube before they are even released.

Tom and David agree that the Christmas ad excitement shows that good advertising works and gets people excited, remembering ads and talking about them. John Lewis has shown how this drives business success and the heightened competition amongst brands creates pressure, which produces amazing work.

The goal for the whole marketing business should be to spread this effort right across the year and improve the quality of advertising generally.

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