RehabAI’s Callum Gill: AI’s verdict on the Christmas ads

Teams spend months, sometimes even years, planning and perfecting creative campaigns and content. From initial strategy and concept development to being production-ready, every detail is meticulously crafted. So, when traditional creative testing is introduced at the last minute, it’s no surprise it can ruffle some feathers.

That’s why we created Stress Tester, an alternative way to test work at any point during the creative process. It’s an AI-powered tool that simulates the reactions of real audiences before creative work goes live, giving teams valuable real-time insights and minimizing the risk of public backlash.

The best part? The diverse panel of synthetic personas interacts with concepts by engaging in a conversation, each surfacing a unique perspective. That means creatives aren’t limited to a simple “yes” or “no.” Instead, the personas uncover potential pitfalls and identify new opportunities, all designed to ensure creative work has the biggest impact on audiences without breaking the bank on rounds of testing.

See the personas in action. Here are some Stress Tester responses to this year’s Christmas ads:

Waitrose – Sweet Suspicion

Jamie (20, Male): I love the suspense element of the ad, but couldn’t they incorporate more cutting-edge tech to solve the mystery? Like using smart home gadgets?

Mark (28, Male): Visually, it was appealing. The quick cuts and the mystery element kept it engaging. Great use of lighting and color to create that holiday feel.

Maria (32, Female): It’s cute, but the plot felt a bit overdone. I prefer straightforward and simple messages. This felt a little cluttered with too many characters.

Coca Cola – Unexpected Santa

Sophia (19, Female): It’s trendy and cool, sure, but does it resonate emotionally? The holidays are about feeling, and I’m not sure if AI can capture the essence of what makes this season special.
Maria (32, Female): I understand the innovation aspect, but I miss the warmth and personal touch of traditional ads. Something about AI-generated visuals feels too mechanical for a festive season that values human connection.

Linda (45, Female): The use of real likenesses in digital actors worries me. It’s important to consider how AI could influence diversity and representation in media. Are we moving towards a more homogeneous or diverse visual representation?

Lidl – A Magical Christmas

Ethan (17, Male): Focusing on recycling toys is a great environmental message. It’s about reducing waste and making Christmas more about giving in a sustainable way.

Mark (28, Male): Visually, the ad is stunning. The colors, the festive cheer, it’s all very engaging. However, I did find the return of the raccoon character a good bridge from last year’s campaign.

Jamie (20, Male): I think Lidl’s new Christmas ad using magical elements is clever! The tech integration could have been bolder, perhaps an interactive element where viewers can also make a wish online?

Boots – Make Magic

Leo (34, Male): Integrating tech into the Christmas narrative is a fantastic way to keep things relevant and exciting. It shows innovation and can actually improve efficiency in how holiday tasks are handled.

Linda (45, Female): I love that they’re showcasing Mrs. Claus and her elves in action. It’s about time we celebrated the diversity and the usually unseen helpers behind the magic of Christmas.

Mark (28, Male): Visually, it’s stunning—very on-point with the vibrant colors and festive vibes. It feels like a blend of tradition and contemporary style, making it appealing to a broad audience.

M&S – Fairy and Dawn’s Christmas Party

Mark (28, Male): The upside-down room scene is visually incredible! It really captures a sense of wonder and uniqueness, fitting well with the festive season’s charm.

Linda (45, Female): I appreciate the diversity with the young black girl as the protagonist. It’s important for all children to see themselves represented in media. It sends a powerful message of inclusion.

Grace (38, Female): While the ad is creative, I’m cautious about the tech-heavy approach. I feel such ads might overstimulate kids rather than encouraging simple joys and creativity that come without digital enhancements.

John Lewis – The Gifting Hour

Grace (38, Female): From a parent’s perspective, I find value in focusing on the sentiment and memories rather than just the commercial aspect of gifting. It feels more wholesome.

Maria (32, Female): It’s straightforward and touches on a universal truth—knowing someone deeply helps you give meaningful gifts. It’s simple, no gimmicks needed, and that makes it powerful.

Mark (28, Male): Visually, it was a nice journey through their past. Not too flashy, but the storytelling was solid. It evoked nostalgia effectively, which always works well for a holiday ad.

Starbucks – Drink In, Breathe Out

Leo (34, Male): Tech in ads, when used right, can really help in storytelling. I think Starbucks did just that — the technology used in the ad makes the narrative of finding calm in the holiday chaos very relatable and effective.

Mark (28, Male): Visually, the ad is a knockout. The transition scenes from chaos to calm are particularly well executed. It’s not just an ad, it’s almost like a short film.

Linda (45, Female): I appreciate that they’re showing a diverse range of people in the ad. It’s important that everyone feels represented, especially during the holidays.

Tesco – Feed Your Christmas Spirit

Sophia (19, Female): I love how it merges the old with the new—taking a traditional practice and giving it a festive, modern twist. It’s visually appealing and very much relevant to both young and older audiences.

Maria (32, Female): I appreciate the simplicity of the narrative, focusing on family traditions and memories. It’s straightforward and touches the heart. The gingerbread motif might be simple, but it effectively carries the emotional weight of the ad.

Linda (45, Female): I find the inclusion of Gary’s granddad and reviving a family tradition very touching. It’s good to see a campaign that respects and showcases these intergenerational relationships.

Callum Gill is head of strategy RehabAI.