Despite a shaky economy, consumers aren’t slowing down this holiday season—and advertisers are reacting in kind. According to the the National Retail Federation, retail sales will increase 3.8%-4.2% during the last two months of the year, compared with the year-earlier period. That equates to $730.7 billion in spending during the holiday period! And advertisers are expected to top last year’s advertising spend mark of $3.7 billion.
With all of that in mind, we gathered our creative leadership team to chat about our favorite campaigns we’ve seen so far.
In this campaign, Gap is celebrating thoughtful relationships and gifting with its heartwarming hero film, The Hoodie. Campaign reviewed by a pair of Dixon Schwabl creative directors, Marshall Statt and Robin Lohkamp.
“It’s an emotional ad … for Gap … that touches on the sentimentality of a much-loved and classic possession. But also, it grabbed me for the single-mother/son story and the way they connect over a hoodie even when he’s too cool to care. What parent couldn’t relate to that?” —RL
“Forget the cheery choreography and khaki-covered models, Gap’s 2019 holiday spot, delivers a heartfelt, cinematic story of a mother, her son and his favorite red hoodie. Holiday marketing tends to rely heavily on nostalgia, but few spots pull it off in such a relatable way—while tying in a product.” —MS
“As it spins off Old Navy, Gap is shifting and honing its focus to a more individualized brand and reinvesting in its kids clothing lines. This emotional, storytelling ad on social channels (not TV) is another step in the right direction to further differentiate itself as an iconic player. I’d love to see Gap push further into even more forward momentum with its clothing design and advertising.” —RL
Argos renames its catalog The Book of Dreams as a dad’s childhood dreams are awoken when he sees the drumkit his daughter has circled. Campaign reviewed by Dixon Schwabl Chief Creative Officer Mark Stone.
“We all dream, no matter what age we are. And The Book of Dreams is the mechanism to bring this dad’s dream alive. It becomes even more special sharing it with his daughter.
No question the unexpected nature of it will cut through and it has the ability to connect with a wide audience range. Plus, who doesn’t like kids at Christmas? Who doesn’t like to play the drums? And who doesn’t like kids that can rock it out on the drums?!
Fun fact: The girl is 9 and really is a drummer with more than 175,000 Instagram followers.”
Sometimes the best gifts can come from the most unexpected places. Campaign reviewed by Dixon Schwabl President Mike Schwabl.
“This spot caught my eye because it starts out making you endure all the hustle and bustle and humbug of the season … and ends by capturing all the beauty of family and the true spirit of what the season should be.”
There are a few other strong campaigns this holiday season, too. Take a look at the videos below and tell us what caught your eye about them!
John Lewis & Partners, together with Waitrose & Partners, shares the festive tale of a little girl and her excitable friend Edgar. #ExcitableEdgar
It’s the time of year to get together. And the Amazon boxes are back singing with everybody who’s in the festive spirit.
We all want to give thoughtful gifts. But with so many choices, finding the perfect thoughtful gift at the right price isn’t easy. That’s why, this holiday season, T.J.Maxx, Marshalls and HomeGoods are inspiring shoppers to spend less and gift better.
For Roots, the holidays are a time to reconnect with family, friends and as a community to be “Nice Together” and celebrate the fact that we can achieve more when we work together.
This holiday, follow the magical story of Lucy, a curious 6-year-old with a few questions for her reindeer friends. With the help of her mom’s Surface and Microsoft Translator, she finally gets her chance to ask the most important questions of the season. Microsoft technology empowers and connects everyone on the planet … well, almost everyone.
Mark has one or two passions beyond creativity and helping brands thrive. He loves road cycling, not crashing his mountain bike, abstract painting, being curious, music and collecting wine.