天美传媒鈥檚 Don Parker has featured in the Daily Mirror, offering his thoughts on this year鈥檚 Christmas TV commercials.
The advertising lecturer took readers through a selection of this year鈥檚 ad鈥檚 鈥� from Sainsburys鈥� timely World War One mini drama to Littlewoods鈥� celebrity-laden short 鈥� and gave his expert opinion on which brands flopped and who got it right this year.
Marks and Spencer鈥檚 yearly battle with John Lewis is well known, but, as Parker notes in the piece: 鈥渢he 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鈥�.
Eight commercials were analysed in the piece, with Sainsbury鈥檚 taking the crown: 鈥淚t looks beautiful鈥� says Parker, 鈥渂ut will it still feel special on Christmas Day?鈥�
He is less impressed with Iceland鈥檚 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鈥檚 analysis, with the BU ad guru noting Littlewood鈥檚 鈥渆xotic鈥� and 鈥渃olourful鈥� nature and Boots鈥� 鈥渉eartfelt鈥� story conveying 鈥渁 strong message鈥�.
The article first appeared in last Friday鈥檚 print edition of the Daily Mirror, and is available online now on .
