COMMERCIAL BRANDING DURING THE FESTIVE SEASON

Has another year gone by? Is it that time of the year again? Judging by the fall in temperatures and darkened early evening skies in the northern hemisphere we can safely say ‘yes’ to that question!

With the festive season upon us and Christmas decorations going up everywhere it’s not just time for families and friends to get together and plan a feast, but also time for brands (local and internationally) to step up their campaign strategies and start the battle to win the ‘top spot of the season’ in the advertising world. There are clear trend setters in the world showing us every year how creative they can get. The messages these short films send out are usually made to tuck on our heart strings and get our emotions moving. In my opinion most, if not all, are usually winners. 

                         Someone's lucky day is coming...

This year though I stumbled across a great piece of work from Spain - a country which I love - being it mainland or Balearic Islands. As a true lover of ‘all things Spanish’ I was delighted when I saw the Christmas Lottery commercial - the ‘Anuncio Loteria de Navidad’. I know about this special lottery event since I visited Barcelona many times in the run up to Christmas. It is an event that grip the nation and even if one is not Spanish and have little Spanish vocabulary it is not rocket science to figure out how important this event is for the Spaniards. There are many kiosks all over the place that sells tickets. And if you are lucky enough to be in town a few days or so before Christmas you will witness the queues buying some ‘numbers’ in hope they have the winning combination.

This year the lottery has a remarkable advertisement that is created very crafty and is very imaginative. Not only is the story very touching it is also executed beautifully. The style in which the creativity enfolds is superb. With enormous time spend on details within every frame it also is colourful and you find yourself smiling occasionally. It obviously won’t be as good as it is if you don’t get emotionally involved. Here the creators took time to make sure you follow the story behind the main character Justino’s everyday life. The build up to the end makes you want to fast forward quickly to see the outcome yet it also prevent you from clicking those double-arrows since Justino’s story is so compelling. The end, needless to say, is pure jubilation! 

Anuncio Loteria de Navidad’ leaves you with a warm, happy feeling. Even if there is a hint of a tear in your eye you will soon be overcome with merry emotions. All in all the perfect Christmas ‘heart-string-tucker’ for me! 

Feliz Navidad to one and all… or Merry Christmas in the universal language of the world!