Last year, I wrapped up my first year on the Martin blog by taking a break from making fun of bad ads to highlight some of my favorite Christmas ads from the year. The winner for me, and still one of my favorite Christmas ads of all time was Allegro’s English. This year, as I built my list, I got to thinking about that spot. The ad, from a Polish company, didn’t air in the US, but everyone I shared it with loved it.
In 2017 there are a ton of great ads, but chances are, if you’re in the US and reading this, you’ve probably seen a bunch of the ones that were on my original list. But America doesn’t corner the market on great Christmas creative. So this year, my gift to you, dear reader, is the gift of great Christmas ads that you may not otherwise get to see.
Without further ado, let’s get started. Here’s Santa Bryan’s top 5 Christmas Ads from Anywhere That Isn’t America:
The Netherlands: Plus Supermarkt—Goed eten is samen eten | kerstcommercial 2017
Admittedly, this is a pretty darn heavy spot to start out on. What I like so much about this ad from Dutch grocer Plus Supermarkt is that it doesn’t focus on the fluff and Santa and reindeer. It focuses on something that, statistically, many children deal with on Christmas each year: divorce.
It feels raw. You can see the tension between dad and mom, and new stepdad. There’s pain here and old memories. But in the spirit of the season, all of that can be put aside for the love of their child. No one wants to go through Christmas alone, which makes this emotional spot very human.
Germany: Penny – The Path
Another ad taking aim at a more realistic, real-world version of Christmas, this spot from German supermarket chain Penny delves into the topic of estranged family. Christmas is a time for togetherness and reconciliation—that’s generally understood, and it’s a topic that other ads have touched on in the past. However, through the lens of a harrowing journey, this ad alludes to the real struggle that exists when trying to mend old wounds.
At this point, you’re probably thinking, “Santa Bryan, you’re a real bummer this year.” I know, I’m sorry! I fell in love with the raw emotion of these first two spots. But I promise, nothing else too heavy. Next!
UK: Waitrose – #Christmas Together
https://www.youtube.com/watch?v=DJZbo5ohVGs
In parts of the UK, it’s not uncommon to spend some of your Christmas day at the local pub, sharing drinks with friends and neighbors. But what happens when a massive storm snows you in to said pub?
Some may think wild times would be inevitable, but if Waitrose is to be believed, a feast is to follow. In this spot, the snowed in customers of the Tan Hill Inn come together to create a lovely meal. When interrupted by their would-be saviors, the crowd is actually disappointed. It fits the chain’s theme of “Eating Together” for the holiday season perfectly. Shot in black and white, and focused on very convincing human emotion, this spot makes me smile every time I watch it.
With this third spot, I hope you’re noticing what I picked up on. Grocery chains in other countries make some awesome Christmas ads. Step it up US grocers!
New Zealand: Air New Zealand – A Very Merry Mistake
Here’s a little real talk for you. I love to travel, and I’ve met a lot of people from all over the world. Communicating with someone when you don’t have a shared primary language is hard. I’ve spoken to Germans in Spanish, I’ve muddled my way through ordering dinner alone in a restaurant in France, and once convincingly mimed “beer” at a bar in Geneva. It can be tough, it can be embarrassing, but it’s always rewarding.
So what happens when you speak the same language as someone else, but due to an accentual difference, you just can’t get on the same page? My wife and I recently had this experience, again and again, while on our honeymoon in Scotland. Perhaps that’s why this spot from the land of the Hobbits hits home for me.
https://www.youtube.com/watch?v=2mDoqrhiem0
I love love love how this spot gently pokes fun at the Kiwis’ own pronunciations. The fact that the advertisers went so far as to create all of these fantastical toys “requested” by the kids makes it all the better.
France: Intermarché – J’ai tant rêvé
This spot from French supermarket chain Intermarché isn’t just my favorite international ad this year, it’s my overall favorite.
The genuine concern of the young boy (for admittedly self-motivated reasons) is met with the steadfast support of big sister, in a fun, light way that tugs at the holiday heartstrings.
Everything about it is great. The kid actors are phenomenal. There are some truly great shots (the shopping cart full of radishes is one of my favorites). The song in the background. The food looks great and authentic, as if the kids really did make it themselves. The genuine fun and reactions from everyone, including Santa. The whole thing is very French, very well done, and hit me right in the now-three-sizes-bigger heart. I’m not crying, you are.
Americanable Mentions
Even though I focused on international ads, there were quite a few American spots I loved this year. Links below, in case you haven’t seen them and want to check them out:
- Old Spice’s twisted take of the Yule Log
- Apple’s creatively choreographed spotlight dance
- Audi’s raucous races for the last parking spot
- M&M’s much awaited follow up to its classic spot, 21 years in the making
- Amazon’s silly singing boxes
- Ebay’s way too truthful challenge to our usual shopping habits
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And there you have it, my favorite international ads from 2017. I hope you enjoy the list. Do you have others you love? Be sure to let us know on Facebook.
Thank you for reading. See you in 2018!
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About the Author: Have you ever seen Santa and Bryan in the same room at the same time? Didn’t think so.