22 Nov Whimsy, escapism and nostalgia abound – but where’s the innovation?
It’s fair to say that 2019 has largely been an ‘annus horribilis’ (as the Queen would say..). Our politicians have danced around Brexit like an exhausting version of the hokey cokey (In? Out? Not Sure…Have an election!) and we’re still no closer to a resolution. So it’s little surprise that this years festive ad campaigns from a multitude of big brand names have gone large on feel-good and fantasy and light on reality.
We’ve already waxed lyrical about #EdgartheDragon’s tale of friendship and ‘fitting in’ – but what about the rest?
McDonalds has gone full-on sentimentality with an animated tale of a young girl and her pet ‘reindeer’ whilst Tesco has opted for unapologetic ‘Back to the Future’ nostalgia that even manages to squeeze in 80’s icon Jim Bowen and Bullseye! And while Sainsbury’s has gone big-budget with an epic take on a Dickensian classic with TK Maxx encouraging people to be more creative with their gift giving courtesy of a moustachioed daredevil (circa 1975) – Lidl has gone, well, a little bit real. Innovative in it’s simplicity it celebrates a Christmas we can all believe in.
Innovation comes in all shapes and sizes. It’s those small changes and improvements with a big impact. Brands striving to make the everyday that little bit better, that little bit easier. It’s about pushing at the edges and daring to dance to the beat of your own drum. It’s about standing out for all the right reasons.
Amidst the eye-popping, heart thumping ‘ahh’-inducing bells and whistles it’s sometimes the simple and modest that shines brightest.