So they’re out. And everyone has their lists. Reviewing. Comparing notes. Who sticks out and who doesn’t. Ands who really managed to completely mess up with 1992 calling that they want their script back?

Xmas TV ads. Yes, they’re all over the place. If you own a device connected to the web or TV cable, you probably have been exposed to one or multiple of them. From big brands to local brands, and especially a lot of retailers, they all went all out.

The nice thing is that people are actually taking the time to watch them, with that anticipation of what may come, the emotional rollercoaster that they embark on (at least, I’m assuming this is the case, I have absolutely no data on this, but if I see all the LinkedIn posts by marketing & advertising people, this is the case).

Back in the day, that kind of emotion was kept when going to a movie theatre to see the next Star Wars movie, or something like Titanic or Love Actually.

John Lewis made a nice one again, and to think of the pressure these people have, with them inventing this genre and now having to live up to it. I’ve seen ads that actually featured the ad of their competitors in them, of which some people commented how bold & funny that is. One might also argue that’s just wasting money, promoting someone else’s brand, as that is maybe the one thing people actually noticed whilst watching. One can argue. But let’s not, as we’re in the holiday spirit.

One thing is for sure, most of them were really nicely made, with a lot of detail, craft and love and… budget. And what do you know, people actually enjoy them. And watch them.

My question… my wondering, pondering, contemplating would be… why not do this all year long? Why not invest to make ads that people engage with, fall in love with and talk about? Why do we need to wait the whole year to be entertained? Why do we need to plough through all sorts of horribleness till December?

It feels like that xmas card you get from a relative who only puts their name on the inside, instead of writing something personal as a note to you. So we’re happy to get this attention around xmas, but the rest of the year it’s breadcrumbs.

Quality is king, that goes for services and products, but also for advertising. I can quote Byron Sharp and Mark Ritson and whomever to make my case, but I won’t, because this one sells itself.

All I want for xmas? Amazing advertising in 2023 year-round.