Christmas Creative 2015: Ben Tollett

Our agency alone made five different Christmas campaigns this year. It’d be rude to pick one. But if you asked for my all-time favourites I’d include Boots Here Come The Girls, JC Penney Aviator, Harvey Nichols Sorry I Spent It On Myself and John Lewis The Long Wait (all below).

Ever since the John Lewis ads first started to grab people’s attention, Christmas advertising in the UK has felt a bit like a snowball rolling down a hill. It started off quite small but now the snowball's picked up so much snow and so much momentum that anyone who comes close seems to get sucked in.

You could be forgiven for thinking that Christmas turns normally mild-mannered marketeers into wild campaigning maniacs. But when you’re a retailer who makes most of your profit at the back end of the year, you’d expect them to spend a little more on marketing around that time.

Other seasonal events don’t tend to have as much impact on consumer spending, or our clients’ ad budgets. I can't see any reason why this snowball won't keep on rolling.