Ads of the Week: John Lewis spotlights foster care and Aldi channels a Christmas classic
There’s also a fun ad from Nike that settled the score on the greatest football line-up of all time, and an epic eight-minute film from The Macallan that tells the real story of its famous 1926 whisky.
The 2022 John Lewis Christmas ad was a tear-jerker / John Lewis
Every Wednesday, The Drum picks the top global campaigns from our Creative Works. You can submit your new work here.
This week, John Lewis released its much-anticipated Christmas ad that highlighted the plight of children within the care system, viewers were rooting for Kevin the Carrot in Aldi’s Home Alone-inspired film and Amazon’s heart-warming festive spot rolled out a life-size snow globe.
John Lewis: The Beginner by Adam & Eve/DDB
The John Lewis Christmas campaign featured a foster father anxiously learning to skateboard to connect with a child in care when she arrives. The end of the ad noted that 108,000 children within the UK currently reside within the care system.
Aldi: Aldi’s Christmas Ad 2022 by McCann
In homage to the Macaulay Culkin Christmas classic Home Alone, Kevin spent the holidays in his house setting traps for a pesky intruder lurking outside.
As the scene progressed, and his family made a speedy return from Paris, the true identity of the home intruder was made known.
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Amazon: Joy is Made by Lucky Generals
In the film, viewers saw a young child completely captivated by a festive snow globe. Carrying the ornament everywhere, from school to the dentist’s office, the youngster’s father began to notice the obsession and wanted to add to the magic.
He devised a plan to create a life-size version of the snowy world in the greenhouse in their garden, much to the delight of his daughter.
Nike: Footballverse by W+K
To excite football fans in the run-up to the Fifa World Cup, Nike released an ad that saw a team of scientists crack the code and create a world where football legends, past and present, can compete against one another.
Created by long-time agency partner W+K, the short film featured a bunch of Nike athletes, including Alex Morgan, Cristiano Ronaldo, Kylian Mbappé, Ronaldinho and Sam Kerr.
The Macallan: The Spirit of 1926 by Alan Scott
Whisky brand The Macallan took the real-life story of its former managing director Janet Harbinson and turned it into an epic eight-minute short film.
Harbinson, who in 1926 crafted what is now the most valuable bottle of wine or spirit ever (The Macallan Fine & Rare 1926 famously sold for £1.5m at Sotheby’s in 2019), was portrayed by British-American actress Emily Mortimer.
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Apple TV: Ted Lasso by TBWA\Media Arts Lab
The fictional AFC Richmond coach Ted Lasso provided warm guidance to the American soccer team, which will be playing in the Fifa World Cup this month.
Adidas: Family Reunion by TBWA
Adidas dropped a star-studded ad that celebrated how football can bring people together.
In ‘Family Reunion,’ viewers saw Lionel Messi, Karim Benzema, Achraf Hakimi, Son Heung-Min, Jude Bellingham, Pedro ‘Pedri’ González López, Serge Gnabry and Stormzy all together under the one roof.
Waitrose: It’s Beginning to Look a Lot Like Christmas by Adam & Eve/DDB
Waitrose celebrated its partners and suppliers in its annual Christmas campaign. Created by Adam & Eve/DDB, the 60-second spot showcased the level of care and commitment that goes into the supermarket’s food all year long.
The film highlighted the icy conditions farmers work in throughout the winter months, the delicate task of beekeeping and even the attention to detail when it comes to picking crops.
Coach: Courage to Be Real by Ocean Outdoor
Fashion house Coach tapped Lil Nas X as its brand ambassador and featured the rapper in its animated 3D out-of-home (OOH) campaign.
In ‘Courage to Be Real,’ viewers saw the larger-than-life hitmaker walk around, reach out from the screen and grab a handbag. The campaign’s message was about embracing all the different facets of yourself with confidence – and inspiring others to do the same.
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McDonald’s: Wanna Go to McDonald’s? by Wieden + Kennedy
In a high-energy global ad, McDonald’s showed that everyone around the world is asking the same question – albeit in many different languages. Whether it is pleading children, bus riders, A-list celebrities or both happy and sad football fans, the question is the same: “Wanna go to McDonald’s?”
The capper was Jason Sudeikis (acting rather Ted Lasso-ish) when his friend arrives with a bag of McDonald’s. He says in disbelief: “You went to McDonald’s without me? I mean, you could have asked.” When his friend says sorry, Sudeikis retorts: “You can’t eat an apology.”
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