Bournemouth University’s Don Parker has featured in the Daily Mirror, offering his thoughts on this year’s Christmas TV commercials.
The advertising lecturer took readers through a selection of this year’s ad’s – from Sainsburys’ timely World War One mini drama to Littlewoods’ celebrity-laden short – and gave his expert opinion on which brands flopped and who got it right this year.
Marks and Spencer’s yearly battle with John Lewis is well known, but, as Parker notes in the piece: “the most successful [adverts] are those that are memorable, have a clear message and have a story at their heart which makes an emotional connection with us”.
Eight commercials were analysed in the piece, with Sainsbury’s taking the crown: “It looks beautiful” says Parker, “but will it still feel special on Christmas Day?”
He is less impressed with Iceland’s cheap and tacky effort, which features Peter Andre, questionable acting and has little relevance to the seasonal joy of Christmas.
One or two of the lesser-known commercials were also subjected to Parker’s analysis, with the BU ad guru noting Littlewood’s “exotic” and “colourful” nature and Boots’ “heartfelt” story conveying “a strong message”.
The article first appeared in last Friday’s print edition of the Daily Mirror, and is available online now on The Mirror website.