Cubery, the advertising and product development research specialist, has released its fifth annual review of Australian Christmas advertising
Most Australian advertisers chose to adopt sentimental narratives, emphasising the true meaning of Christmas and generally avoiding making reference to COVID-19.
Australia Post, for the second year in a row, took the crown with the most effective Australian Christmas ad, ahead of Bonds and Woolworths.
"The continuation of the brand’s Spread the Merry campaign from 2019 is a testament to many of the advertising basics – storytelling, single-minded message, positive emotional resolve, purposeful brand involvement, and consistency," says Cubery.
Second – Bonds Give a Little, Help a Million
"After being criticised in 2017 for using unrelatable models and presenting a one-dimensional picture of Australia, Bonds have been pushing the boundaries ever since," says Cubery.
"While the brand’s 2019 campaign didn’t quite hit the mark, Bonds bounced back with a fun and down-to-earth spot in 2020."
Third – Woolworths Sharing the Spirit of Christmas
"2020’s Share the Spirit of Christmas built on last year’s ‘fantastical’ theme, which saw Woolworths pivot from more wholesome and family-focused imagery – which shared close similarities with their major rival – to an approach which more clearly distinguished the brand and explicitly conveyed its ‘fresh food’ origins," says Cubery.
The Cubery Rating is a composite measure which assesses:
- Captivate: Does it attract and retain attention, and engage in an emotional way?
- Connect: Does it leverage unique branding properties to create instant recognition?
- Compel: Does it leave people with a lasting impression about the brand?
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