Halloween has come and gone, and the holiday season is finally upon us! You know what that means- holiday advertisements are going to be constant and non-stop. To businesses; the holidays are the perfect time to take advantage of our willingness to consume their products, and we buy into it because the holidays are all about giving, right? It’s important to be aware of these advertising techniques as we go into the holiday season, but it’s also interesting to see unique holiday advertising campaigns companies come up with during this time in an attempt to make you pick their products over competitors. Check out 5 of the most popular holiday ads from the previous years:
- Hotel Tonight:
Hotel Tonight generated a lot of laughs with their #HotelTonight advertising campaign. They created a series of print ads highlighting the stress that can come with being with your extended family on holidays. By coming across as relatable, they were able to capture a large audience’s attention. Instead of staying at your grumpy grandma’s house this Christmas, they suggested that you visit your extended family- but not stay there for the holidays.
REI created a refreshing ad last holiday season that emphasized the importance of spending time with family this coming season. They offered to donate $10 to Paradox Sports for every picture posted with the hashtag #OptOutside or #OutdoorResearch. By encouraging consumers to take the time to go outside and bond with their families instead of encouraging them to shop at REI, the company took a different take on Christmas.
Publix’s successfully brought the tears in their Thanksgiving ad in 2008. The advertisement shows a nurse on the phone with his mom, explaining how he was upset he couldn’t be with his family this holiday season, as he would be working instead. When the man gets home to his apartment, he finds his entire family there with Thanksgiving dinner all set up. By appealing to pathos, Publix was able to make a relatable and impactful ad that was highly effective.
Another appeal to pathos can be seen in this Polish commercial, advertising for Allegro, an online auction website that offered their Christmas advert, English for Beginners. The ad shows an elderly gentleman teaching himself English, in weeks leading up to Christmas. Finally, he gets on a plane and arrives at his son’s house in America, where he meets his granddaughter for the first time and is able to say, “Hello, I am your Grandfather.” This ad successfully brought all the feels and generated a lot of talk about this previously unknown company.
Heineken delivered a funny, but powerful message to Christmas last year. Their advertisement shows Santa’s sleigh crashed into the snow from drinking one too many eggnogs, delivering the message that Christmas isn’t an excuse to drink and drive. By taking a silly spin on a serious topic, Heineken was able to stand out from the competition last holiday season.
Remember to be a conscious shopper this holiday season! Keep in mind the marketing techniques companies use to make their products seem vital to your holiday shopping list before making your purchases. Bring on the holiday ads!