Sainsbury’s unveils its 2017 Christmas advertising campaign

Sainsbury’s unveils its 2017 Christmas advertising campaign


London, 2017-Nov-14 — /EPR Retail News/ — Sainsbury’s has unveiled its Christmas advertising campaign which is a change in direction from the ‘Christmas specials’ of recent years into an extension of the retailer’s year-round Living Well campaign.

Sainsbury’s has unveiled its Christmas advertising campaign which is a change in direction from the ‘Christmas specials’ of recent years into an extension of the retailer’s year-round Living Well campaign. From pigs in blankets to novelty socks, ripped paper hats to Brussels sprouts, “Every Bit of Christmas” celebrates the many ways that Brits live well over the festive season.

The campaign centres around an upbeat, festive song written by lyricist Ben “Doc Brown” Smith and composed by Mikis Michaelides. It features members of the public and Sainsbury’s colleagues singing about the things that help them to live well at Christmas time.  It also includes cameos from well-known festive favourites Ricky Tomlinson and Kermit the Frog.

In a departure from the ‘Christmas special’, this year’s creative is an extension of Sainsbury’s year-round campaign launched in January which celebrates the ways that the nation lives well and the joy of food. Staying true to the year-round creative, the campaign is filmed in black and white, features real people rather than actors and heroes the retailer’s food products.

Laura Boothby, Head of Broadcast Communications at Sainsbury’s, said: “Living well has been at the heart of our advertising all year and there is no better time to celebrate that than at Christmas. There are so many rituals and moments that makes each person’s Christmas special and we wanted to feature as many of these as possible – and all set to a catchy festive tune!”

The campaign launches with a 90 second spot which airs for the first time at 19.45 during The X Factor on ITV, and will be shared simultaneously across the retailer’s social channels: FacebookTwitterInstagramYouTube and Snapchat. Throughout the festive period a variety of films and social content will run across broadcast, print, social media, audio, digital display and outdoor advertising.

The campaign was shot on location in London, Cardiff, Manchester and Glasgow with a cast of 200 people – and some of their pets – as well as three colleagues from Sainsbury’s. It was directed by We Are From L.A, the talented French directing duo famed for making Pharrell Williams’ “Happy” music video.

The campaign is borne from the insight that Christmas is the time of the year that people most enjoy living well and take joy in all the little things that make it so special.  The song’s lyrics feature some of the things that make up a typical modern Christmas in the UK. Research commissioned by Sainsbury’s revealed that cracker jokes and losing the end of the sticky tape topped the list.

The creative agency behind this year’s campaign is Wieden+Kennedy London. The media agency is PHD and digital agencies are Analog Folk and Gravity Road.

Media contact:
0207 695 7295

Source: Sainsbury’s


Argos launches its 2017 Christmas advertising campaign

Argos launches its 2017 Christmas advertising campaign

Action-ready Argos elves pull out all the stops to help Santa deliver gifts in record time

LONDON, UK, 2017-Nov-06 — /EPR Retail News/ — UK retailer Argos launches its 2017 Christmas advertising campaign, breaking tonight with high profile spots during ITV’s Emmerdale and Channel 4’s Gogglebox.

The 60 second TV commercial will transport millions of viewers to a magical Argos distribution centre where a troupe of Argos elves are helping Santa to deliver hundreds of thousands of gifts across the country at record speed on bright red super-sleighs.

The advert celebrates Argos’s commitment to super speedy delivery, with online orders delivered in as little as four hours¹ through its market-leading nationwide Fast Track same-day delivery service.

In a Christmas advertising first, three children will also have the exciting opportunity to feature in the TV advert themselves. From Tuesday 7 November, parents can visit Argos’s Facebook and Twitter channels to submit an image of their child using the hashtag #ReadyForTakeOff.  Three winners will be selected and will appear on national TV in the Argos advert for a whole day each on Friday 10, Saturday 11 and Sunday 12 November.

What’s more, everyone will get a chance to see their child’s face in a personalised social media version of the advert which they can share with loved ones.  Again, they simply need to upload their child’s photo on the Argos Facebook or Twitter sites and include the hashtag #ReadyForTakeOff.

The advert, created by CHI&Partners and directed by Gary Freedman, features a futuristic rocket-powered super-sleigh ready to take off on its mission across the country. The action shifts gear as one child’s long-awaited Christmas present, a Teksta voice-recognition robotic puppy, is found wandering the aisles by an elf.  The quick-thinking elf scans it in at the elf station to reveal its intended recipient on-screen, Tom, aged nine, whose family’s gifts are departing from gate nine.

This leads to a blockbuster-style chase across the distribution centre in which the elf pulls out all the stops to ensure the robotic puppy makes it to Tom in time for Christmas.

Gary Kibble, Marketing Director at Argos, said: “We love this edge-of-your-seat, high-energy Christmas campaign, which aims to surprise and delight across all channels – showcasing Argos’s Fast Track delivery commitment to getting customers what they want, how and when they want it, faster than anyone else.

“Over the Christmas period our teams will deliver 1.7 million items to customers’ homes and process 27 million in-store transactions, and the go-getting elf in the story reflects our hard-working and dedicated colleagues who often go the extra mile to make Christmas happen for our customers.

“We hope our super-swift, stop-at-nothing Argos Christmas elves help us once again to break the traditional retailer advertising mould by adding some excitement, energy and above all speed to the nation’s Christmases this year.”

Yan Elliott, Joint Executive Creative Director at CHI&Partners, said: “Argos is ‘Ready for Take-Off’ this Christmas, and we wanted a thrillingly fast-paced campaign that would really bring to life the lengths Argos will go to make Christmas special for families across the country, in the fastest way possible. We and AllTogetherNow are particularly proud to help make Argos the first UK retailer to personalise its Christmas advert across both TV and social media – and we can’t wait to see Argos fans everywhere become part of the action.”

The Argos ‘Ready For Take-Off’ advert forms part of a 360° campaign extravaganza spanning TV, digital, print and in-store and social media activity.  Media buying was through PHD, PR through Hope & Glory and point-of-sale and digital display through PSONA.

SOURCE: Sainsbury’s

MEDIA CONTACT or call 0207 695 7295.

UK: Currys PC World rolls out 2017 Christmas advertising campaign

  • UK’s leading electrical retailer unveils new £6 million advertising campaign, offering viewers the expertise and advice they need to Get It Right this Christmas
  • New festive campaign dramatises three scenarios in which Currys PC World colleagues have been given products to experience in their own home lives, featuring Apple, Bose® and LG

London, 2017-Nov-04 — /EPR Retail News/ — Currys PC World today (2nd November 2017) unveils its latest Christmas advertising campaign, rolling out across TV, video on demand, social and online (YouTube) in the UK.

The new ATL creative showcases how the UK’s leading electrical retailer helps customers ‘get it right,’ at Christmas, with first-hand advice and recommendations from Currys PC World store colleagues.

For the third year running, humorous family scenarios are used bring to life the difficulties in choosing the right Christmas gifts, presenting Currys PC World as the solution to this problem – with the right gadgets and colleague expertise available to help.

The three installments dramatise a real-life initiative by the retailer which allows store colleagues to try out Currys PC World products for themselves at home, so that they’re able to give truly first-hand advice to shoppers in store.

This year’s campaign features technology from three key brands including a proud Dad attempting to be ‘down with the kids’ while parading his new Bose® product range; a family putting the latest Apple products (and their Father) through their paces and a hilarious Mum-Dad double act declaring a ‘tech free’ Christmas to a bewildered audience, before proudly showing off the latest LG OLED 4K ready TV, in all its glory.

While the ads centre around humour and several light-hearted moments, they also demonstrate that the retailer has an effective blend of the right services, right products and right prices, to help customers ‘get it right’ this Christmas.

The campaign will feature 40” hero TV executions alongside a suite of 10 sponsorship idents breaking over November and December, starting on air from Wednesday 1st November, and is supported by promotional activity throughout November and December.

The ads will appear during some high-profile television slots on ITV (Coronation Street, Doc Martin, Jonathan Ross, The X Factor and Sheridan) and Channel 4 (Ugly House to Lovely House, Celebrity First Dates and The Last Leg) across November, as well as commercial broadcasters including ITV, C4, C5 and Sky Multichannel.

The campaign is one element of a fully-integrated nationwide campaign, set to incorporate all areas of the business right down through to Currys PC World stores.

Georgina Bramall, Head of Brand and Advertising, Dixons Carphone: “As market leaders, it’s our job to set an example and do everything we can to help customers ‘get it right’ at Christmas – so it makes complete sense that our own store colleagues test-out and get hands-on with the products for themselves. Being able to access expert advice from people who know and love technology is not just reassuring – it’s essential. Increasingly, this is what sets us apart from our competitors in the minds of our customers and our suppliers”

Colin Jones and Phil Martin, Creative Directors, AMV BBDO: “This campaign playfully celebrates the important role in-store colleagues play in helping customers choose the perfect Christmas gift, from the wide range of entertainment and gifting lines available at Currys PC World. Each Christmas, gift buying can become a puzzling and dreaded task, but with advice honed by colleagues who have tried the products in their own lives, Currys PC World can help you get it right.”

Working with retained creative agency AMV BBDO and media agency Blue 449, the new ATL campaign from Currys PC World will feature across TV, print and digital platforms. The campaign launches with a 40 second TV spot running until 24th December.

Campaign credits:

Creative Agency: AMV BBDO
Executive Creative Directors: Alex Grieve, Adrian Rossi
Creative Directors: Phil Martin, Colin Jones
Agency Planner: David Edwards, Tom Claridge
Agency Account Manager: Chris Taggart, Alex Bird, Chris Ferguson, Vanessa Wise
Agency Producer: Rebecca Scharf
Media Agency: Blue 449
Media Planner: Lizzie Andrew, Tom Coles
Production Company: O Positive
Director: Brian Billow
Production Co. Producer: Nell Jordan
Post-production Company: The Mill
Audio Post-production: Wave

About Dixons Carphone

Dixons Carphone plc is Europe’s leading specialist electrical and telecommunications retailer and services company, employing over 41,000 people in nine countries. Focused on helping customers navigate the connected world, Dixons Carphone offers a comprehensive range of electrical and mobile products, connectivity and expert after-sales services from the Geek Squad and Team Knowhow.

Dixons Carphone’s primary brands include Carphone Warehouse and CurrysPCWorld in the UK & Ireland, Elkjøp, Elkjøp Phonehouse, Elgiganten, Elgiganten Phone House, Gigantti and Lefdal in the Nordic countries, Kotsovolos in Greece, Dixons Travel in a number of UK airports as well as Dublin and Oslo. Our key service brands include Team Knowhow in the UK, Ireland and the Nordics, and Geek Squad in the UK & Ireland.

Business-to-business (B2B) services are provided through Connected World Services, CurrysPCWorld Business and Carphone Warehouse Business. Connected World Services aims to leverage the Group’s existing expertise, operating processes and technology to provide a range of services to businesses.

For more information, please contact:

Currys PC World press office:

M&C Saatchi PR
0207 544 3600

Source: Dixons Carphone plc