Struggling economies affect global Christmas campaign offerings
Christmas advertising has taken a change in direction to compensate for the challenging 2018 retailers have had in a tough economic climate
With Christmas just days away, festive season advertising has perhaps been more low-key than usual – unsurprising, given that 2018 has been a tough year for retail, in SA and globally. Peter Khoury, chief creative officer at TBWA\Hunt\Lascaris and chairperson of the Creative Circle, says that besides the John Lewis-Elton John TVC and Apple’s “Share your Gifts” campaign, there was little in the way of breakthrough holiday pieces. “Locally, the advertising has been largely of a retail hard sell variety, which seems to work better in this tough economic climate,” he says. “It feels to me as though brands went all out on Black Friday and Cyber Monday to overcompensate for what might be a bad holiday season in the weeks ahead.” Though there weren’t any noteworthy big television commercial campaigns from local SA brands, Apple, John Lewis and McDonald’s internationally have all released the kind of campaign that create a fair amount of hype across media platforms, despite the fact that th...
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