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We all remember that annual bubble of excitement when we watched the Coca-Cola Christmas advert for the first time – the familiar sound of ‘Holidays are comin’ and the famous illuminated truck careered across our screens meant only thing…it’s Christmas!

The advert itself became a festive staple, later becoming a franchise in itself with the truck touring UK cities giving people the chance to take that all-important selfie.

Fast-forward to 2017 and, while Coca-Cola’s ad still holds a special festive place in all our hearts, yuletide marketing has become so much more than a 30-second commercial.

From discounters like Aldi to high street favourites like Debenhams and M&S, brands work all year round to create the perfect advert. Broadly speaking, the winning formula seems to be a heart string-pulling story (cute kid or pet, optional) set to a parred down rendition of a classic tune.

Of course, nowadays, John Lewis is the King of Christmas ads – it’s the one we all wait for and, each year, it generates a huge amount of buzz and excitement as both the public and industry talking heads try to snatch a glimpse of the final product before it’s officially unveiled.

This year was no different, with us all eagerly tuning in to watch Moz the Monster, set to – you guessed it – Elbow’s cover of The Beatles’ Golden Slumbers. But this wasn’t just an advertising campaign, it was a John Lewis advertising campaign (OK, wrong brand tagline, but you know where we’re going with it!).

Along with the television commercial, the retail giant’s £7 million campaign incorporates a whole host of official Moz merchandise, including glow-in-the-dark pyjamas and a cuddly toy Moz.

Combined with special versions of the advert for social media – which has become a no-brainer for brands all year round – it’s safe to say that John Lewis is well on its way to becoming Coca-Cola’s successor, potentially paving the way for a touring Moz?! For many (including me!), however, the fizzy drink favourite will always be synonymous with start of the festive season – sorry, John Lewis!