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I did wonder after a year such as this one, what the retail giants would deem appropriate for their biggest marketing push of the year.

The best Christmas Advert in has become the most coveted crown on the high street, supermarkets and department stores go head to head in the race for the most emotive one, frequently pulling our heart strings to the point of snapping (John Lewis 2015, Man on the Moon nearly broke me) But Christmas 2020 is no ordinary festive period, we have all shed enough tears this year for one reason or another, and thankfully the marketeers responsible for these 60 second blockbusters, for the most part felt that humour was the best medicine to supply us mid global pandemic.

At Aldi they went with familiarity so Kevin the Carrot is back for another year, Lidl took this as their cue to poke fun at their discount rivals, Both Sainsburys & Matalan focused on showing us families we could relate to, while Tesco took an entirely different path and gave all the bad boys & girls a free-pass by abolishing the naughty list for 2020 (its fair to say we have all been punished enough) After another tough year of trading Marks & Spencers took the decision not to create a Christmas Fashion campaign, instead they are focusing on what M&S do best, food. VistaPrint blew the lid on the art of re-gifting to the tune of Nat King Cole’s unforgettable, Vistaprint sell personalised gifts so unique to the recipient they are utterly…unre-giftable, see what they did there?

My award for coolest, most aesthetically pleasing advert of 2020 goes to Gucci, their depiction of a retro office christmas party contained just the right dose of nostalgia, set to the original version of Yazoo’s “Only You” its a 1 minute 16 second visual feast, its refreshing to see a luxury brand not take themselves so seriously but still be aspirational enough to make me want everything they sell. Note to other brands, this is how its done. 

Pic Credit @Gucci