It’s that time of year again when brands fill our screens and feeds with enough festive cheer to sink a gravy boat. But how do brands use these campaigns to build tangible uplift in brand awareness and positive engagement? Is a heart-warming story enough? I’d argue not…
In this blog, I’ll explore how brand assets – in all their forms – play a pivotal role in Christmas advertising effectiveness, examining standout examples from two very different brands: Paddy Power and John Lewis.
Plus, I’ll share insights from our recent panel discussion, where we delved into the importance of brand assets in building recognition and emotional connections.
As the Christmas campaigns roll in, it’s impossible to avoid the flood of festive creativity. My socials are already filled with so much festive fodder that I’ve started yearning for the frigid tundra of January to envelop me. If I see one more helpful elf on the shelf tutorial, I might delete insta forever.
A recent post from Paddy Power has been on heavy rotation on my feed with its post-match analysis of the work Christmas do. This creative is strong in its tone and low-key execution. It’s unmistakably Paddy Power even before the distinctive end frame wraps up the reel, giving great support to its first ever Christmas campaign.
At the top end of town, we have John Lewis & Partners (JLP) with its nostalgic, family-focused TVC The Gifting Hour, which ticks a lot of the emotional and narrative-led boxes. Much to the dislike of some, this year sees a reprieve from the unfathomable, esoteric, and fantastical efforts we’ve grown accustomed to from JLP and sees a straight up brand ad that is largely about, well, the actual brand (would you believe it!).
Paddy Power and John Lewis offer two distinct but equally effective lessons in leveraging brand assets. Paddy Power’s work is a great example of a brand mastering tone of voice, creating content that lands with its audience using sharp wit to, I’d argue, generate some strong positive sentiment. As with the lead A shirt’s not just for Christmas campaign, this clever little piece of marketing content just screams brand identity and powerfully leverages audience insight to great effect.
The John Lewis piece is an example of blending emotional connection with some clear brand assets. With plenty of scenes in-store and even early use of the logo, this is work that’s unequivocally owned by the retailer. We don’t have to wait for the big reveal of the final brand banner to build brand associations. It ties together the feeling of Christmas within a story in which the brand is a co-lead character.
It could be deemed lacking in subtlety and no doubt some are cursing the brash use of the store, the logo, and the links in the story to the brand. But you know what? It’s a brand ad. At the very least, it’s meant to raise awareness and hopefully generate some positive associations for John Lewis.
This aligns with a key point made during our recent panel discussion with ITV, where we explored the critical role of brand assets. Defining and consistently using distinctive assets, whether visual, auditory, or tonal, is key to creating campaigns that not only capture attention but also build lasting recognition and loyalty. As the Clear Channel folks highlight in their article – it’s all well and good making cinematic, Shakespearean masterpieces – but without an unmistakable connection to the brand, the message risks being indulgent and ultimately ineffectual.
Why brand assets matter in Christmas ads
So, why is all this important? Christmas ads are more than just seasonal campaigns; it’s an opportunity to strengthen your brand’s unique identity and build stronger connections with your customers. Distinctive assets such as visual identity – but also tone of voice and brand-led storytelling – ensure that investment in creativity results in embedding the brand in consumers’ minds.
Paddy Power’s example really highlights the importance of going beyond the visual when defining and developing assets. I’d argue that this satirical, knowing tone of voice defines Paddy Power’s communication and is one of its most distinctive brand assets – one that should be very carefully defined, measured, and developed further to see Paddy Power carve out an entire universe of brand engagement, all through authentic, witty banter that lands so well with its customers.
But, whether it’s Paddy Power’s humour or John Lewis’ store scenes, the use of brand assets creates these Christmas ads into something more than just an ad. They become part of a brand’s enduring imprint, ensuring that once the Christmas decorations come down, the lasting impression and connection to the brand lingers on!
Anyway, back to my elf-spiration (blurgh!).
John Horgan
Senior Insight Director
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