TheMarketingblog

For most brands, the Christmas campaign is crucial and as usual this year, the big guns have piled significant resources into making sure it’s their advert that generates the most interest.  John Lewis went with the story of a little boy and his penguin pal, Sainsbury’s marked the centenary of World War I with their much discussed footie-playing soldiers, and Waitrose had us cheering on a determined young gingerbread maker. These have all performed predictably well, but other brands have decided not to pull on the heartstrings with sentimental adverts, risking something a bit clever instead.