In the mature Western markets, there is an escalation as we move towards Christmas. Advertisers are trying to excel, competing among them, regardless of the field each is in. Their ads stand out because they are reversing the focus. The story-telling is not about the brand, is not about the advertiser. Is about people, is about values, is about emotions. Note that all this goes “upstream”, against all our daily customs. No more “fast food”, no more “cut-versions”. The videos have the appropriate duration to let the stories breath, to let emotions evolve.
- The article that follows through the link below, first appeared on the Marketing Magazine in the UK. And is about the extraordinary story that a German Super Market (est. in 1914) had to say:
EDEKA Weihnachtsclip – #heimkommen