Mince pie? Check.
Christmas ads lined up? Check.
Behavioural science specs on? Check.
Yep, it’s that time of year again. As the Christmas spending juggernaut rolls into town – we’ll spend £46.4 billion on Christmas, says some research – companies are competing as fiercely as ever for our bank balances, our hearts, and our neurons. One surefire way of getting closer to those things? Science.
So, let’s take a bite of that mince pie, tie a bit of tinsel around our heads, and take a closer look at some of the behavioural and brain science we’ve seen in this year’s Christmas ads.
Waitrose (‘Sweet Suspicion: A Waitrose Mystery’)
What happens?
Waitrose’s Christmas ads always ooze class. This year sees Bafta-winning director Lucy Forbes oversee a sharp, vivacious, modern whodunnit. Succession’s Matthew Macfadyen shines as the detective trying to figure out who stole the Christmas dessert.
A series of interrogations (suspects include Fleabag’s Sian Clifford and comedian Joe Wilkinson) over the first of this two-parter ends with Macfadyen declaring, “I’ve solved it!”
Where’s the science?
A whodunnit? In two parts? At Christmas? Full marks to Waitrose for curiosity effects and distinctiveness. A green tick, too, for charming storytelling and humour effects.
Is it any good?
We’re fans. If this was a part of Christmas dinner it would be the gravy.
John Lewis (‘The Gifting Hour’)
What happens?
While whizzing around a John Lewis store, a harried shopper discovers a magical portal. Here, she searches for a gift for her sister through snapshots of childhood (and adulthood) sororal memories – some fractious, some touching. All the while The Verve’s Sonnet croons away melodically in the background. At the end, reader, she finds the perfect sisterly gift.
Where’s the science?
The Pygmalion effect says that we do better when there’s more expected of us. With John Lewis frequently knocking their Christmas ads out of the (snow– covered) park they have a big reputation to live up to.
Yet while there’s tip-top storytelling and nostalgia effects in this, perhaps they could have upped the fluency effects? Some have said they’ve found this ad confusing …
Is it any good?
It’s John Lewis – it was always going to be good. Yet it doesn’t top their 2022 cracker and other classics of years gone by. Christmas dinner rating: roast potatoes.
Aldi (‘Get Into The Christmas Spirit With Kevin The Carrot’)
What happens?
Uh-oh, the Christmas spirit has been stolen. (By humbugs, no less – how waggish.) And it’s up to Aldi’s hero, Kevin the Carrot, to save it.
What follows is an excuse for Aldi to showcase their Christmas treats, crowbar in some bum gags (“Well done Kevin, you’ve cracked it!”) and treat us to some gentle – albeit trope-y – rhyming couplets (“Even the humbugs learned, Christmas is better when goodwill is returned”).
Where’s the science?
Alongside plenty of rhyme-as-reason effects you’ll find serviceable narrative and humour effects. Plus, as it’s a familiar approach from Aldi, we’d say there’s a dash of mere-exposure effects, too.
Is it any good?
It’s not bad. With a sherry and a mince pie, it might raise a chuckle. Christmas dinner rating: carrots.
Asda (‘Gnome of Christmas’)
What happens?
‘What’s up, gnomey?’ So begins Asda’s offering for 2024. In fact, throughout this tale of a snowed-in supermarket, you can barely breathe for gnome puns. (‘Like we gnome-ally do’; ‘Gnome more messing around’; ‘Go big or go gnome!’)
Basically, a bunch of gnome and gnome-like characters, with the help of – confusingly – the A-Team theme tune and other oddities, get a supermarket ready in time for Christmas shoppers.
Where’s the science?
With puns galore there are definitely humour effects, alongside snippets of nostalgia and some so-so storytelling.
Is it any good?
Hmm, it’s probably not our favourite and seems a bit all over the place. But, well, it’s cheery enough. Christmas dinner rating: a (hurried) trifle.
Morrisons (‘Singing Oven Gloves’)
What happens?
Okay, this ad might not actually be called Singing Oven Gloves. But we couldn’t find an official title, so ‘Singing Oven Gloves’ it is. Which is good, really, as it features lots of singing oven gloves.
A chorus of lively, singing oven gloves (told you) chirrup over a putting together of a Christmas dinner – including, this being Morrisons, a baked salmon. “You give a little love, and it all comes back to you; you’re gonna be remembered for the things you say and do,” apparently – something we can totally get on board with.
Where’s the science?
With echoes of Muppet singalongs from a bygone age, there’s rosy retrospection and picture superiority effects in abundance. Catchy tune, catchy visuals – this is likely to be earwormed and remembered.
