Sainsbury’s Christmas Ad

The main theme of this Sainsbury’s Christmas Ad is togetherness, belonging, worth and value which all melts down to one theme, love, and belonging. The advert is set during the Christmas period in a family home with snowflakes outside surrounding and in a period in which people are typically engraved with themes of sympathy, sharing, nostalgia and sharing with the unfortunate in the society. This advert for Sainsbury’s supermarket could not be any better without positioning their brand positively within the Christmas season where families come together to share amidst a higher spending power within the families and friends during this period.

The Sainsbury’s advert has been said to be the most appealing and successful Christmas commercials. It was strategically acted by using characters such as Robins, Mog, the cat that causes the fire accident, Mr. and Mrs. Thomas and their children, Debbie and Nick Thomas. The characters play different roles of any typical family with the Robins visualized as the binary opposite of the Mog and presented as monstrous, and this scares the Mog with a series of nightmares before the kitchen fire accident. The Robins depict the evil and brings sympathy to the viewers while the Mog presents fearfulness and innocence. The other characters, Mr. and Mrs. Thomas dream of scenes; sports and romance which is typical of masculinity and feminine within any family while the children, after the fire accident look up to their parents and the firemen as if looking for an answer which is also typical of kids in a family.

The main message of this Sainsbury’s Christmas Advert is to show the togetherness and power of sharing during the Christmas period with the aim of bringing attention to the viewers; potential customers by linking themselves to the message through the use of colors, yellow which is represented by the Orange at the start of the ad and scuffs in the middle and the yellow egg york in the end. This is a representation of color is the sign of support for the family by Mr. Thomas’s yellow dressing gown and stability to the brand. Also, after the fire tragedy, the community comes with goods depicted by the yellow color connoting that community support and sharing during this Christmas is part of Sainsbury’s brand.

Motivational appeals in this advert include; fear, love, and belonging, worthiness and value, masculinity and femininity, tradition, empathy, happiness, and joy.

Edeka – ‘Heimkommen’ (Come home)

Edeka, the German supermarket company could not be left out during the Christmas period by coming up with the best holiday advert ever. Unlike the usual adverts, the company designed the advert differently than John Lewis could have thought. The advert depicts the theme of loneliness in Christmas which is unusual of the festive season where people come together to celebrate with happy and joyful moods.

However, Edeka – ‘Heimkommen’ (Come home),the advert is set in a deserted house with grandfather eating alone in distress during the Christmas period while trying to get his family together. It creates a sad ambiance on the start but ends with great joy. The characters in this advert are not many as other Christmas adverts as it features only the grandfather who for years has tried to gather his family together for celebrations but all has been in vain; he ends up celebrating alone. The grandfather goes to an extreme extent of faking his death with the intent to get their attention to come home for the holidays. In a surprising yet happy tone, the family manages to come back sits and eats together with joy.

The advert is accompanied by the classical song “Dad” by Supreme Music entertainment. This advert is very emotional seeing the old man alone during Christmas, faking his death, and later surprising his family on the table.

The advert film ends with a text reminding everyone to come home together during this season to celebrate and share. The scenes engrave the viewers with the message that Christmas is the time for shopping for various stuff and traveling to celebrate and share.

Lastly, the Motivational appeals in this advert include; sadness, leader and innovative, logic, nostalgia, empathy, happiness and joy.

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