Both spots were very entertaining and well done, however I am not sure what the Sainsbury’s ad said about Sainsbury’s. The Marks & Spencer ad didn’t have a lot more to say about them either but the ad was great and certainly left a good feeling about the brand.

So my 2 cents goes to Marks & Spencer!

The British are sentimental and never more so than when it comes to Christmas. The festive season evokes warmth, family, kids, times gone by, innocence … and spending lots of money. That’s why we love the videos and why retailers spend so much money on them — because they get us in the mood for this season and prepare us for this annual fest of buying. In no other country is there any similar phenomenon — our closest neighbor in terms of consumerism is the U.S. and the Macy’s Christmas advert is currently showing 67,000 views compared to the 20+ million for Buster the Boxer, the leading advertisement by John Lewis. Retailers run the risk of a PR backfire — this year John Lewis has received a flurry of criticism from parents who say that this year’s advertisement will stop children from believing in Father Christmas (“why does the father put up the trampoline and not Father Christmas?”) and wildlife charities (“we rescue hundreds of wild animals caught in netting in people’s gardens”). The number… Read more »

These spots could work anywhere. I prefer the Marks & Spencer spot for conveying the spirit of the holiday. While the message of the Sainsbury’s ad rings true, I don’t see how it ties into the store’s brand.

These aren’t commercials, they’re miniseries … a point I bring up not just for levity, but also to point out the shortcoming (in both of them): they make little or no connection to the brand despite — or is it because of? — their length.

On points, M&S probably communicates better the idea of “get something here and give it to someone,” while I personally like the animation of the Sainsbury spot. But as with the election last month, my ballot will be unmarked.

I have seen “Mrs. Claus” several times before. I like the simplicity of the way it is delivered. It gave me the holiday spirit. I did notice these two are longer than the ones we usually watch.

The second ad did little for me. If I did not have to watch it for this, I would have cut it off minutes before it ended.

Sainsbury’s takes you on a journey (to where?) that ends up like the Wizard of Oz (i.e. there’s no place like home) — so if there’s no place like home, and if you give of yourself, there’s no need to shop for gifts, right?

Marks & Spencer’s ad, a highly entertaining journey, only troubles me because delightful Mrs. Claus has to be secretive about her abilities (so as not to threaten Mr. Claus’ alpha position?). It also doesn’t really lead you to Marks & Spencer for your Christmas shopping, unless you are interested in buying or replacing some sneakers.

I love both spots- British adverts are never really direct (price point and item) but more to evoke emotion and tell a story about the holiday. This round I would pick M&S. I would also give credit to a few other British adverts that are very good this year — Lidl and John Lewis (I love this one!).