Tis the season: Christmas campaigns


Tis the season: Christmas campaigns

The launch of a big name’s Christmas campaign has become an event in itself in recent years. TB&I looks at what they offer for brands, the secrets of their success and the pitfalls.

What brings Justin Bieber, Martha Stewart and Donald Trump together? US department store Macy’s’ 2012 festive TV commercial, which featured the personalities in a store alongside a rendering of Miracle on 34th Street character Kris Kringle as he appeared in the 1947 film.

In recent years, big brands around the world have been taking advantage of their Christmas advertisement launches as a marketing push to mark the start of the festive season.

In the UK, retailer Marks & Spencer has made something of a tradition of assembling all-star casts for its festive advertisements, with its Believe in Magic and Sparkle clip from 2013 featuring appearances from models Rosie Huntington-Whiteley and David Gandy, and actor Helena Bonham-Carter.

Marketing, advertising, Christmas, television, The Bear and the Hare