2016'nin En Iyi Noel Reklamlari - Best Christmas Ads of 2016
- Dec 25, 2016
- 4 min read
Herkese mutlu Noeller!
Hepimiz aylardir bugune hazirlaniliyoruz. Noel'i kutlayanlar depolardan tozlu cam agaclarini cikarip, bir sene once paketlemesi saatler surmus olan susleri tek tek aciyor, onlarca madde iceren hediye listelerini hazirliyor, Noel aksami yenecek yemekleri kararlastiriyor, en dogru boydaki hindiyi bulmak icin siparisi haftalar oncesinden veriyor. Tipki biz tuketicilerin hazirliklari gibi sevdigimiz markalar da aylardir itinayla bu donemi planliyor. Bizim hediye listemizdeki maddelerin ustleri tek tek cizildikce onlarin stoklari tek tek azalsin diye konseptlerini yeniliyor, magazalarini susluyor ve inanilmaz butcelerle bizlerin dikkatini cekecek en iyi televizyon reklam kampanyasini yaratmaya calisiyor.
Dunyada markalarin bu kadar buyuk reklam savaslarina girdigi 2 donem var. Bir tanesi Amerika'nin Super Bowl'u, digeri ise daha cok Avrupa'nin ilgisini ceken Christmas donemi. Bu nedenledir ki Christmas reklami denince akla gelen ilk isim Ingiliz departman magazasi John Lewis oluyor ve unlu marka son 4 senedir tum Noel kampanyalarini birlikte hazirladigi ajans Adam & Eve/DDB ile resmen 3 altin kurali yaziyor diyebiliriz.
Gelin hep beraber bu Noel Gunu, bu sene yayinlanmis en iyi reklam kampanyalarina bir goz atalim ve bu 3 ogeyi barindirip barindirmadiklarini inceleyelim.
Merry Christmas everyone!
We've all been preparing for today! We've found our old dusty Christmas Tree from the addict, opened all the ornament packages which took us to pack hours the previous year, prepared our loooong gift lists, decided on the food that we're going to serve to our guest for Christmas dinner and done our best to find the best turkey in the town. Just like us, the consumers, our beloved brands have also been planning for Christmas Season for months too. They've been trying to create the best Christmas TV Commercial by allocating incredible budgets only to be the right brand that you choose for your Christmas shopping.
There are mainly 2 big seasons that global brands get into Advertisement Wars. One of them is America's Super Bowl and the other one is more European based Christmas period. Which is why, Britain's famous department store John Lewis has been the first brand that comes to our mind when we talk about Xmas Ads. For the last 4 years the campaings that they have created with their agency Adam & Eve/DDB have become so famous that we can say that they have established the 3 Golden Rules of a good Christmas TV Commercial.
Let's take a look at some of the best Xmas Ads of this year together on this Christmas day and check whether they have these 3 important elements.
Lidl- Santa Clara
John Lewis - Buster the Boxer
Marks & Spencer - Mrs. Claus
Heathrow Airport - Coming Home for Christmas
McDonalds UK- Juliette the Doll
Sainsbury's - The Greatest Gift
Macy's- Old Friends
Mercedes- The Snow Date
Apple- Frankie's Holiday
Kural 1. Duygusallik her zaman satar:
Christmas donemi icin yaratilan reklamlarin hedefleri markalarin ne kadar muhtesem oldugunu vurgulamaktan ya da urunlerin fiyatlarinin uygunlugunu gostermekten cok, duygularimiza dokunmaya calismak oluyor. Bunu bazen Macy'sin Old Friends'i gibi huzunlu bazen Lidl'in Noel Baba'ya laf sokan Santa Clara'si gibi komik ama cogu zaman Mercedes, Heathrow ve Sainsbury's reklamlarindaki gibi ailevi degerlerimize ulasmaya calisan hikayerle yapiyorlar.
Kural 2. Bana bir masal anlat, icinde yeni bir dunya olsun:
Heathrow havalaninda yuruyen sevimli ayiciklar, Sainsbury'nin ayni anda birden fazla yerde olmak isteyen babasi, Buster'a ziplamayi ogreten sevimli hayvanlar... Hepsi yuzlerimizde sicak bir gulumseme, hafizalarimizda pozitif bir yer yaratmasi icin bizlere anlatilan birer Noel masali aslinda.
Kural 3. Icimizden bir kahraman yaratmak:
Apple'in Frankenstein'in sevimli hikayesini anlatmasi, McDonalds'in bizleri hopeless romantic Juliette ile tanistirmasi tabiki tesaduf degil. Bizlere anlatilan karakterlerle ne kadar bag kurabilirsek o kadar akilda kalirlar cunku. Hepimizin evimizden uzakta bir bayram kutlarken kendini yalniz hissettigi ya da ruh esimizi asla bulamayacagimizi dusundugumuz anlar olmadi mi?
Rule 1. Nothing sells as good as emotions:
The goal of a Christmas Ad is actually not to show the greatness of the brand or to highlight the reasonable prices of products, it is to touch our feelings during this heartwarming season. Brands try to achieve that sometimes with touching stories such as Macy's Old Friends or sometimes with funny moments as we see in Lidl commercial but they generally use the family elements to reach our core values just like Mercedes, Heathrow or Sainsbury's.
Rule 2. Tell me a great story and create a world around it:
Those Teddy Bears that walk in Heathrow Airport, the father of Sainsbury's who wants to be at two places at the same time or the adorable animals which teach John Lewis' Buster to jump... They are all Christmas Tales that we're told to create a little smile on our faces and a positive brand image in our memories.
Rule 3. Characters with their own life:
Obviously it's not a coincidence that Apple choose to tell Frankenstein's sweet story or that McDonald's introduce us to Juliette the Hopeless Romantic. It's because the more we can relate to those characters the easier we can remember their stories and hence their storytellers- the brands. After all, don't we all have this moment that we felt homesick during a holiday season or a time that we believed we'll never find our soulmates?
Cogu kisi tarafindan bu senenin favori reklami Marks & Spencer'in yukaridaki tum ogeleri tasiyan Mrs. Claus'i secilmis. Benim kisisel fikrimde bu sevimli hikayenin Noel ruhuna gercekten hitap ettigi ve ayni zamanda Marks & Spencer'in olgun, yenilikci ve feminen ruhuna uydugu yonunde. Buna ek olarakta Apple'in Frankie'si ve Lindl'in asi Santa Clara'si benim aklimda en cok kalanlar oldu!
Everyone agrees that the best Xmas Ad came from Marks & Spencer which contains all these 3 elements. My personal opinion is the surprising story of Mrs. Claus is truly suits to Christmas Spirit and also conveys the brand's mature, innovative and feminine characteristics. In addition to this one, I also loved Apple's Frankie and Lindl's rebel Santa Clara very much!
#noel #christmas #reklam #ad #xmasads #advertisements #commercial #2016 #kampanya #adameveddb #lidl #johnlewis #santaclara #bustertheboxer #marksspencer #mrsclaus #heathrow #cominghomeforchristmas #mcdonalds #juliettethedoll #sainburys #thegreatestgift #macys #oldfriends #mercedes #thesnowdate #apple #frankiesholiday
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