Compare The Market: Meerkats On Safari
Try as I might, I still can't bring myself to dislike the meerkats. The campaign has been running so long, it should have run out of steam, but when Alexander tells Oleg (you see, I even know their names) he's looking at stripy pyjama horse, rather than a zebra, it still raises a chuckle. I'm surprised to see Compare The Market haven't gone with a big meerkat Christmas spot, but other than that, more power to their elbow. Don't expect these furry friends to disappear anytime soon.
Lidl: The Little Present
Throughout the latter part of this year, Lidl have been making a big noiseabout the idea that folk would surely love their unusually labelled goods, if only they would overcome their prejudices and try them. To that end, they've been showing us scenes in which consumers are praising some grub, only to be astonished by the Lidl reveal. This is the Christmas execution and it's very much as we'd expect. All well and good, but the major flaw is the clearly fictional nature of the scene. If this didn't really happen, then what has Lidl proved? Not much.
Dettol: Surface Cleanser
Here's a formula which has changed little through the years. Show us a mother and child in the home, suggest that home is riddled with bugs and germs, present a spray as the solution. I suppose it must shift some bottles of gunk, because here it is again for 2014. Of course, winter helps this whole thing along as we perceive there to be more chance of infection at this time of year. Indeed, the VO describes it as the 'cold and flu season' - although when I'm poorly, I must say I enjoy hot lemon and honey more than Dettol. Note the 'Campaign For Health on Facebook' call to action here. Trying to involve social media users in a household cleaner account must be an uphill struggle, but that isn't stopping them from trying.
L'Oreal: Three Drops
Speaking of 'health' campaigns, there's no let up in the battle against the perfectly natural process of looking a bit older. L'Oreal go heavy on this stuff around Christmas, urging women to choose their potions as a present, but they don't really deviate from the usual template. For such a competitive market, it's surprising how little difference there is in the work. Here we're told three drops of magic oil is all that's required to turn back the clock. But it's done in such a formulaic way, I'm not sure anyone would notice if they declared they had found the fountain of youth.
Bailey's: Here's To Us
While you may think of Bailey's Irish Cream as a treat your grandma enjoys before bed on Christmas Eve, their marketing people obviously want you to think otherwise. In this new spot, we're encouraged to see the gloopy booze as the natural choice of tipple for a party night out. Particularly if you're female and off to a joint that serves drinks of silver platters. It's all faintly ridiculous and very American looking; but the ad redeems itself by using The GoGo's 1980 single 'We Got The Beat' on the soundtrack. Although, maybe that's just a personal affection. Drink up, granny!
Magnus Shaw is a copywriter, blogger and consultant
