Carving up the Christmas ad offerings with Propeller’s Dog ‘n’ Bone podcast

In this festive episode of the Dog ‘n’ Bone the Managing Director of Marketing & Digital at Direct Line Group Mark Evans and System1’s Chief Innovation Officer Orlando Wood share their perspectives on the creativity and effectiveness of 2020’s crop of Christmas TV ads.

Listen to find out why carrots are cool, why referencing COVID was a no-no and where John Lewis’s effort slipped up as Mark and Orlando discuss their favourite festive ad spots here.

Mark draws on his client-side experience to explain the ads he likes and the ones he’s not wowed by, while Orlando explains which ads are top of the tree based on market research company System1’s star rating evaluation method. System1 has a ranking for a global selection of Christmas ads you can find here.

If you want to watch the many ads mentioned as you listen, links to the spots are below timestamped with when they crop up in the podcast conversation.

1) Aldi, ‘Kevin’s Journey’

Timestamp: 2:01

Ad Agency: McCann UK

Watch here


2) Burberry, ‘Singing in the rain’

Timestamp: 3:55

Ad Agency: Riff Raff Films

Watch here


3) DFS, ‘A comfy carol’

Timestamp: 4:05

Ad Agency: Krow

Watch here


4) McDonald’s, ‘Inner Child’

Timestamp: 4:39

Ad Agency: Leo Burnett Worldwide

Watch here


5) Lidl, ‘A Christmas you can believe in’

Timestamp: 6:27

Ad Agency: Karmarama

Watch here


6) John Lewis and Waitrose, ‘Give a little love’

Timestamp: 6:35

Ad Agency: Adam & Eve/DDB

Watch here


7) Barbour, ‘Father Christmas to the rescue’

Timestamp: 10:49

Ad Agency: Illuminated Films

Watch here


8) Sainsbury’s, ‘Gravy Song (part one)’

Timestamp: 11:50

Ad Agency: Wieden & Kennedy London

Watch here


9) Papa John’s, ‘Giving more this Christmas’

Timestamp: 22:12

Ad Agency: N/A (In-house)

Watch here


10) Tesco, ‘No naughty list’

Timestamp: 22:47

Ad Agency: BBH

Watch here


11) Debenhams, ‘#Giftastic’

Timestamp: 30:43

Ad Agency: N/A (In-house)

Watch here


12) Sainsbury’s, ‘Perfect Portions (part two)

Timestamp: 32:04

Ad Agency: Wieden & Kennedy London

Watch here