Campaign Review: Dom Hickey and Dee Madigan rate supermarkets’ takes on Christmas
Each week, Mumbrella invites industry creatives and strategists to offer their views on recent ad campaigns. This week, Mumbrella asked Howatson+Company's Dom Hickey and Campaign Edge's Dee Madigan to share their thoughts on the Christmas spots works from supermarket heavyweights, Coles, Woolworths and ALDI.
Brand: Coles
Campaign: Value the Australian Way
Agency: DDB
The verdict: A strong insight delivered in an authentic way
Dom Hickey, chief strategy officer at Howatson+Company, gave it a 7/10, saying:
This ad has all the hallmarks of a Coles ad, the produce front and centre, a celebration of diversity, cameo from Curtis, cameo from a delivery driver and a clear value proposition. The strategy is clear. It’s our first unrestricted Christmas in three years and people want to bring the family together. The human moments of dialogue give it a sense of authenticity. It’s well shot and there’s a nice simple story.
Dee Madigan, executive creative director at Campaign Edge, gave it a 7/10, saying:
I really like this- strong topical insight based around people finally being able to come together this Christmas. It’s executed well with a strong visual idea that allows the showcase of products in a natural way and some cute gags along the way.
Brand: Woolworths
Campaign: Woolworth’s Christmas 2022
Agency: M&C Saatchi
The verdict: A nice idea but the execution is clunky
Dom gave it a 5/10, saying:
So much of Christmas is about the seasonal produce and the big moments for us in Australia are the ham, prawns and mangos. The decision to focus on one product and tell a single-minded story makes for an interesting way in but it doesn’t quite land the emotion for me.
There’s something deeply evocative about the smell of mangoes. It’s a good place to start a story but the narrative feels so staged that it’s hard to lean in and connect.
Two things felt very absent in this ad for me. It’s lacking the energy of the previous brand spots and the overt distinctive ownable green assets that bring it home as a Woolworths ad. The second is diversity of cast, as the nation’s biggest supermarket it feels like they’ve missed a beat on inclusivity.
Dee gave it a 2/10, saying:
I like the insight – mangoes really are such an Australian part of Xmas, and it ties in nicely with Woolworths ‘the fresh food people’ brand. Also, the idea of a mango triggering past memories is sweet BUT the execution is cheesy, complicated and makes no sense. Surely if it’s a family member you’d know they were pregnant by the time they were that far along, so why the overacted surprise, and what on earth has it got to do with the idea? Also why the random ham shot in between all the mango stuff? ? And the mango on the tree is super hokey. Basically, the idea is drowned by a ham-fisted (see what I did there) execution. Cute song though.
Brand: ALDI
Campaign: You Can’t Overcook Christmas
Agency: BMF
The verdict: Brilliant – humerous, joyful and well cast and choreographed
Dom gave it a 10/10, saying:
This is a brilliant piece of communication from a brand that consistently creates stand out work. There’s a beautiful, nuanced insight that gives the story the right balance of tension and joy to make this the best of the bunch this year when it comes to Aussie Christmas ads.
The passive aggressive micro moment of two people fighting to not eat the last prawn is a gorgeous window into the conversation that happens at every Christmas table. The payoff at the end is perfectly timed relief.
There’s enough romancing the food to make people want to buy ham and prawns from Aldi, but it doesn’t overwhelm the story. The choreography, cast and music are spot on. Well done to everyone that worked on this.
Dee gave it a 10/10, saying:
Aldi really does own Christmas ads in Australia. They consistently set a high benchmark and meet it, and this year is no different. They have perfectly encapsulated the stress of being polite at Christmas and in a humorous way that is also related to the products Aldi sells. The casting is great and the choreography is fab. Keeps you watching from beginning to end.
As told to Kalila Welch. If you’re a senior creative or strategist who would like to take part in a future Campaign Review, please email Kalila at kwelch@staging.mumbrella.com.au.
Have your say