Dec 04, 2020 10:18 AM EST
Coca-cola's heartwarming trailers are crowned as the best Christmas advertisements of 2020.
The iconic "The Holidays are Coming" campaign of Coca-cola got first place and its new advertisement "The Letter" came in second.
In 1995, the Holidays were Coming advertisement first aired and has returned to screens this year, marking the start of the Christmas season for many people.
The drink giant scored top marks in four categories: most enjoyable, most powerful advertisement, the one which generated the most love, and the trailer with the most powerful branding.
Kantar carried out a survey that evaluates more than 3,000 U.K. consumers' opinion as they watched this years' presentations through artificial intelligence to identify emotions, according to The Sun.
Coca-cola's carbonated commercials turned again to the iconic campaign, which was accompanied by a real-world truck tour where the company represents dispensed drinks to thirsty consumers, but this will not proceed this year for some reasons.
Besides, the drink giant cemented its place at the top as well as the second place with a Wieden + Kennedy produced spot directed by Taika Waititi, "The Letter," that seeks to take the brand in a new direction by highlighting an oil rig worker motivated to deliver a letter from his daughter to Father Christmas at any costs.
On the other hand, Disney+, Coca-Cola's closest competitor for the crown, harnesses the power of nostalgia to reap the rewards in the present, focusing on memories of the classic movies to give an appreciation of the newer films in' Make This Christmas Wonderful.'
The Drum reported that Lynne Deason, Kantar U.K.'s head of creative excellence, commented on Coca-cola's dominance, saying, "Getting it right this Christmas was always going to be tough, as brands and creative agencies tentatively walked the tone of voice tightrope."
Deason added that this year's Christmas advertisements show that there are many ways to make the Christmas advertising more effective. She explained that the top-performing ads use unique approaches, including escapism, humor, fantasy, and nostalgia.
Although not every ad expressed a lively scene, any attempt to reference COVID-19 will always be tricky, as per Deason. While some brands have triumphed, others have been misunderstood, although they were very well-intentioned.
Advertisers have the choice if they will address COVID-19 in their message, or they will stick to more upbeat communications directly.
Tesco pulled a technique in which it embraced humor as an antidote to despair. The company aimed to significantly affect its 'No Naughty List 'that hit the funny bone to rank in the upper third place. The British ads brought an enjoyable, engaging, and provocative campaign this year.
Meanwhile, Amazon adopts a unique attack in 'The Show Must Go On,' which refuses to shy away from COVID-19. According to Kantar's research, Amazon's Christmas ad campaign was considered 50% appropriate to the viewers, but it was also found to be less effective by failing to integrate the brand properly.
Journalists love their jobs because they get to interact with people from all sorts of backgrounds and expertises, then turn around and share their knowledge with the world.
As the metaverse takes over more of our digital lives, the commoditization of all aspects of our virtual beings becomes more and more of a reality.
Rustam Gilfanov is a famous IT businessman, a founder of a large IT company, and a partner of the LongeVC Fund.
Bitcoin and cryptocurrency in general guarantee some amazing profits if invested correctly.
In the currency trading business, many individuals make mistakes. Since most individuals join this profession with too much excitement, they forget about efficient strategies. Instead of controlling their investment and execution process, most individuals make poor choices for trading.
In today's digital world, more and more people are investing in cryptocurrencies. These digital tokens have exploded into popularity over the past few years, and have grown to the point that there are now nearly over 6,000 of them, according to Statista.
Following the pandemic, natural calamities, and major employment shifts, a startling new study on the online news site News Nation shows that 1 in 4 Americans don't have an emergency fund.
Generational wealth is a facet of wealth management that is often misunderstood. Labeled trust fund babies, rich kids, and lucky breaks, those who receive an inheritance from families are rare.
Social media has successfully made it to the mainstream consciousness of over half the global population. DataReportal's latest study shows that over 4.33 billion people worldwide are using some form of social networking site this year. That's why it's no wonder many tech companies are interested in investing or forming the next Facebook, Twitter, or YouTube to capture the hearts and minds of the general population.
Ease of access, freedom to choose in which to invest the money and lines of credit designed according to the needs of consumers, are some of the characteristics that have made consumer credit one of the most important financing products in the world’s market.