Andy Taylor Opens Up on This Year's Christmas Ads

As Cliff Richard nearly once sang: “Christmas time; mistletoe and the new John Lewis ad.” Or at least maybe he should have. For today, the arrival of the next installment from John Lewis is as eagerly awaited as the arrival of the little baby Jesus or Father Christmas himself.

This year, however, I can’t help but feel a sense of disappointment as adland empties out its sack of Christmas goodies. Sure, John Lewis and Sainsbury’s have stuck to their guns and delivered a couple of stable-storming epics, but everybody else seems to be, ahem… just peddling product.

When Christmas has gone from being a time of sharing to a time of liking and sharing, why are so many brands playing so very safe? Love or hate the saccharin nature of the John Lewis and Sainsbury’s spots, they are doing something right.

They have had more shares between them than there are sprouts in Brussels (not sure this analogy works, but hey, its Christmas so forgive me on this one), John Lewis is the most spoofed ad on the planet and it would be cheaper to buy a Maserati on eBay than a cuddly Mog.

This raises a question. Have the deep pockets of Messieurs Lewis and Sainsbury set the bar so high that other brands would prefer to err on the side of caution than serve up a poor man’s imitation as their Christmas offering.

Instead of pulling at our heartstrings with magical storytelling, they’re tugging at our purse strings by bombarding us with a glittery eyeful of inspiration that our loved ones just won’t want. For such an amazing opportunity that Christmas advertising offers us creative folk, it's a shame that by playing it safe, some of the country's greatest brands have become wallpaper, or should that be wrapping paper? That is unless, of course, you throw Jeff Goldblum into the mix. 

Currys PC World, you are forgiven, for your charming use of Hollywood Royalty has left me with an Intel Powered Microsoft Surface for my wife, a Nespresso Inissia Coffee Machine with an Aeroccino frother for my daughter and a Bosch oven with 3d hot air technology for my boys. All of which I’ll be returning on Boxing Day.