Sainsbury’s Christmas Advertisements

下面51due教员组为大家整理一篇优秀的代写范文- Sainsbury’s Christmas Advertisements，供大家参考学习。这篇文章讲述的是说到圣诞广告，约翰·刘易斯非常高兴在2015年推出了圣诞广告《月亮上的人》。不久之后，塞恩斯伯里便匆匆在网上发布了其圣诞广告“Mog的圣诞灾难”。比较起来，约翰·刘易斯是英国最有名、最有影响力的百货公司，而塞恩斯伯里则是一家有着一百多年历史的连锁超市。因此，他们的圣诞广告经常被拿来比较。一般来说，他们的广告都能捕捉到消费者与家人在一起的内在需求，然后将其与产品结合起来。与之前的比较不同，我将比较2015年的圣诞广告与2016年塞恩斯伯里的圣诞广告有何不同。

Sainsbury’s Christmas Advertisements

Introduction

When talking about the Christmas advertisements, it was great of John Lewis to launch its Christmas advertisement “Man On The Moon” in 2015. Soon after this, Sainsbury then hurriedly presented its Christmas advertisement “Mog’s Christmas Calamity” online. When making comparisons, John Lewis is the most famous and influential British department store while Sainsbury is a chain of supermarket with more than one-hundred-year history. For this reason, their Christmas advertisements have been used to be compared. Generally, both of their advertisements can capture the consumers’ inner demand to be together with family and then combine this with their products. Different from previous comparisons, I am going to compare how the Christmas advertisement in 2015 is different from the one in 2016 for Sainsbury.

Mog’s Christmas Calamity

    All the family members in the Thomas family were enjoying their sleep at the Christmas Eve while the little cat Mog was having a nightmare. After a chilling night, Mog was waken by a focal flavor, because of the burnt chicken in the oven, thus a fire was approaching silently. Mog jumped up and down, having called 999 and ripped the plug innocently. The arrival of the firefighters saved the Thomas family and the burnt chicken was controlled. The stupid Mog thus became the hero of people. Although Thomas’ house was completely destroyed, leading the Christmas to be a mess instantly. However, this was still a warm and moving Christmas blockbuster. At the end of the advertisement, their neighbors came to help and initiated to share the Christmas with the Thomas family. Mog got his beloved eggs in the meanwhile. The theme of this Christmas advertisement is “Christmas is for sharing”, matching the whole advertisement exactly.

    This piece of advertisement cannot attract everyone by presenting a stupid meow in reality. However, the Mog in this advertisement has its own attractive features.    As a famous meow from the British author and illustrator Judith Kerr, Mog has been the hero in a series of children books since the 1970s. Unfortunately, the true Mog in life died in 2002. Therefore, for a great number of British people ranging from the 1970 to the 2000s, Mog is not a common meow, but one who has grown together with them, with extraordinary significance. Sainsbury has cooperated with Judith Kerr, making this advertisement, the latest Mog album and the accompanied toys of Mog. The profits of these then can be donated to British charity, namely the child literacy to save the children. With Mog, the Sainsbury has succeeded in attracting people to make a further reflection on the meaning of the Christmas and the humanity. After motivating a strong sense of resonance from people, Sainsbury then transfer this kind of emotional feelings to their products naturally. This design is in accordance with the situation in 2015, it is different from other moving advertisements of other companies, but to seek for a new idea to clarify the sharing significance of Christmas. It is the responsibility of a brand to provide the best service for consumers, but it is the qualified ability to share the social responsibility initiatively. Same with the theme of this advertisement, Christmas is for sharing, Sainsbury is practicing its social responsibility and bring warmth to the public beyond this advertisement.

The Greatest Gift

The Greatest Gift is Sainsbury’s Christmas advertisement for 2016. The hero in this advertisement was Dave, who was wandering what to do to send the best gift for his family. However, there was overwhelmed orders during Christmas in his toy factory and the incidents in lives became like a catastrophe His girl made him to realize that the best gift was to accompany his whole family at Christmas. Thus he came up with an idea, producing himself like robots to work for him and some himself like toys for his family. More importantly, he was able to be together with family by himself.

The success of this Christmas advertisement lies in its accessible situations. The audience are able to find their own shadows while watching this advertisement. For example, there are delayed trains causing trouble for people, the granny who keeps counting the coins before the cashier, the endless queue in the supermarket, which most of the people have always experienced in real lives. In addition, the theme song of this advertisement is sang by James Corden, a popular host for a night show program. Besides, the impressive animation part has been playing an important role in producing an incredible charm. This advertisement has a large extent of containment as well. The Dave’s family is composed by members of difference races and colors, indicating a different and modern Britain. Above all, Sainsbury has grasped the psychological activities accurately before the Christmas. People are bothered by work stress, vocation arrangements, and so on. The purpose to give the best gift for family members is to show their love and concern for others. This helps people to realize an ignored fact, they want to be with their family. In this way, the advertisement can motivate the emotional resonance from people and inspire them to be with family. Considering current negative news and political chaos in 2016, the design of the advertisement subtly and successfully deals with the complex relationships in British society. Such positive progress of the advertisement shows the refreshing feeling for the audience.

Personal Idea

If I was given the chance to design the 2017 Christmas advertisement for the Sainsbury, I would do it like this.

Christmas is a day for family to be together, but it is often the case that the younger generation to go back home. However, many young people have to or choose to stay outside limited by time or other factors. Thus I want to design a situation that a young couple decide not to go home for some reason and spend the Christmas themselves. Then, their parents, an old couple overcome many difficulties only to be together with their son’s family. Before the Christmas Eve, they finally reach their son’s house, making the son’s family surprised, deeply touched and a series of other feelings. The purpose of this design is to reflect the current realities, more importantly, it aims to present how parents love their younger generation. Thus Christmas is for caring, not only the young, but also the old.

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