A Christmas Campaign Roundup

With December already upon us, the preparation for the holiday season is without doubt in full throttle. And as what we hope is a new tradition here on the Marketing Matters blog, we’re going to round up a list of some of the best holiday campaigns that have been released so far, and give credit to brands that are celebrating the festive season in truly innovative and engaging ways.

Burberry – ‘From London with Love’ starring Romeo Beckham

Burberry is always reliable for a great holiday campaign, and this year’s offering is no less of a big deal. Featuring mini model Romeo Beckham, the four-minute clip depicts a musical sequence in which two Burberry trench-clad models are seen to be falling in love at first sight. From a purely aesthetic perspective, the video ticks all the right boxes with rich festive colouring, clear branding and an abundance of whimsical goodness. 

Kate Spade – ‘The Waiting Game’ starring Anna Kendrick

Enlisting all-round superstar, Anna Kendrick for their Christmas campaign, Kate Spade took a more comedic route with this year’s holiday video. The short film style segment sees Kendrick returning from a big shopping trip (with Kate Spade bags in tow), only to realise that she’s forgotten the keys to her apartment. Two minutes of goofing around ensues, and it’s hard not to fall slightly in love with Kendrick’s dorky charm.

Mulberry – ‘#WinChristmas’

Mulberry took a completely tongue in cheek approach to this year’s campaign video. Probably the most non-traditional pick of the bunch, the video depicts a Christmas morning gift opening session in which a young woman opens the presents given to her by various family members. I won’t say much else or I’ll end up giving away the punch line for this one, but it’s worth a watch and will definitely elicit a chuckle or two.

Sainsbury’s – ‘1914 Christmas Truce’ in partnership with The Royal British Legion

In what has probably become the talking point of this year’s Christmas campaigns, Sainsbury’s took a completely different approach to their seasonal video by re-visiting ‘the true meaning of Christmas’ in the context of the First World War. The video is actually based around a real set of events, and pays a touching tribute to the Great War and those who served in it. This was without doubt a refreshing (and slightly emotional) take on the normally quite materialistic campaigns that we see year in and out, and a welcome change from the supermarket giant.

Salil Kumar
Current student in the Master of Marketing program at the University of Sydney Business School