Christmas ads: Dreaming of the right one

IF television advertising is a purgatory we are forced to endure for 51 weeks of the year, the arrival of those clever Christmas adverts can often make for better viewing than many of the tired specials and movies dominating the schedules.

With advertisers increasingly beginning their campaigns earlier, the cheerful jingle of those Coca-Cola trucks trundling across a snowy landscape is a sure sign that it’s time to make that shopping list — even if the nuts and apples from Halloween are still scattered around the house. Such is the hype around these seasonal offerings, this year’s John Lewis advert was premiered on Channel 4 as an ‘event’ two months ago — complete with the broadcaster giving over a full commercial break and introducing it with a fanfare usually reserved for a major feature film.

If consumers are holding on ever tighter to their wallets during the recession, retailers are spending larger amounts on the Christmas advert.