The theme for the leading 2018 Christmas ads has moved away from humour and focused clearly on emotional engagement through story telling. Abject commercialism is also out, replaced with messages of ‘being more than gifts/things” and connecting with the important people in your life.
Most of the global retailers of previous years offer up their best, but the stand out ad is courtesy of electronics retailer Elkjøp, which is the biggest electronics retailer in the Scandanavian countries.
The big budget, four-minute spot is called “To give more” created by the Stockholm-based creative agency Nord DDB. The story centres around a young girl and an older relative she meets at Christmas whom she admits to being a bit scared of.
Visually stunning and beautifully crafted, you will probably need a tissue handy. Here’s hoping everyone’s Christmas has a happy ending.
To one and all, a very Merry Christmas and happy, safe New Year.
