MARKETING
‘TIS THE SEASON: CHRISTMAS CAMPAIGNS
What brings Justin Bieber, Martha Stewart and Donald Trump together? US department store Macy’s’ 2012 festive TV commercial, which featured the personalities in a store alongside a rendering of Miracle on 34th Street character Kris Kringle as he appeared in the 1947 fi lm.
In recent years, big brands around the world have been taking advantage of their Christmas advertisement launches as a marketing push to mark the start of the festive season.
In the UK, retailer Marks & Spencer has made something of a tradition of assembling all-star casts for its festive advertisements, with its Believe in Magic and Sparkle clip from 2013 featuring appearances from models Rosie Huntington- Whiteley and David Gandy, and actor Helena Bonham-Carter.
Dan Smith, director and head of Wragge & Co LLP’s advertising and marketing law team in London, says there has been a change in the style of marketing Christmas campaigns in the UK. “Christmas advertising has become more of an event, which has been compared to the advertising around the Super Bowl in the US,” he says.
Iain Stansfi eld, partner and head of the commercial group at Olswang LLP in London, says that Christmas advertisements are now seen more as a “marquee-type event”, and as viewers become more interested in what they have to off er, “they’re an opportunity for a brand to make a statement about what their brand values are”.
www.worldipreview.com Trademarks Brands and the Internet Volume 2, Issue 4 17
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44