Many Christmas campaigns on the Czech market have in common an effort to avoid clichés or sentimentality.
Christmas campaigns have been running on the Czech market since the end of October this year. The festive advertising spots usually focus on well-being and spending time together. Even so, many of them try to avoid common clichés. Here is a selection of them.
This year, T-Mobile decided to invite people to pause in the pre-Christmas rush and think about who they have not spoken to or met in a while. “We want to inspire everyone to care more about their loved ones and the people around them,” said Ladislav Báča, T-Mobile’s Director of Brand & Marketing Communications. The campaign was created by Deutsche Telekom for all European countries.
O2 is promoting its wireless headphones and smart noise cancellation features in its Christmas campaign. A key element of this is the use of in-ear headphones. Free Andy Agency is behind the creative.
Vodafone focuses on the clichés associated with seniors and their digital literacy. The main face of the campaign is once again actor Martin Hofmann. This time, he finds himself in a seemingly hopeless but is helped to solve his problem by a group of enthusiasts of advanced age. The campaign is the work of McCann Prague.
Kofola has launched its traditional Christmas advert with a wild boar together with the promotion of this year’s Christmas sweets-inspired limited edition. The new flavours of Linzer cookies and vanilla rolls are also communicated through visuals depicting the world made of baking paper. The original spot was created by Barbora Novotná, while this year’s part is the work of Kaspen/Jung von Matt.
After a pandemic break, Coca-Cola is again on the road with its Christmas truck in the Czech Republic and Slovakia. The activation is accompanied by a campaign with the claim “Christmas always finds its way”, which includes a consumer competition for a trip to the North Pole.
Albert continues its tradition of campaigning with Darebáček and his sister Sara this year. The main message is to reward Czechs for good deeds. “We care about everyone being able to afford better food at Christmas, which is why we have decided to put an extra CZK 30 million a week into discount promotions in the run-up to Christmas,” explained Magdaléna Nováková, Brand Marketing Manager at Albert. The campaign was produced by VCCP.
Albert Xmas from VCCP Prague on Vimeo.
Billa’s campaign is based on the fact that for adults, Christmas preparations are usually marked by running around and trying to make everything perfect and as expected. Children, however, see the season as a time of magic and wonder. In a light-hearted way, Billa shows what magical Christmas preparations look like in the eyes of children, using Czech idioms to do so. Some people are puzzled, some are rushed off their feet, others are at their wits’ end. McCann Prague is the agency behind the campaign.
Lidl’s Christmas campaign tells the story of a small, crooked tree with irregular branches, but which exactly matches the picture in the hands of a little boy. “Through the spot, we want to convey the message that it is not important whether everything is perfect. What matters is who you spend Christmas with,” said Michal Farník, Lidl’s statutory director responsible for marketing.
Rohlík is continuing its campaign featuring Jiří Bartoška as the parish priest this year, bringing a “Peaceful Angelic Christmas". The campaign, which mainly aims to avoid Christmas clichés and show how the pre-Christmas preparations can be spent without queues and fights for parking spaces, was prepared by Punk Film.
Its competitor Košík, which presents “Christmas brought to perfection”, also relies on convenient shopping without queues. The online supermarket goes through all the stages of Christmas preparations - cleaning, baking, cooking, buying gifts and finally celebrating New Year’s Eve.
Luxor bookstore offers suitable gifts for everyone in its campaign. “We wanted to avoid sentimentality in the multitude of Christmas campaigns, so we chose a lighter story of the actual buying of gifts, connected by funny moments, because there is nothing worse than being caught by another family member while buying presents,” commented Michaela Jónová from VCCP, which is behind the campaign.
In its “Alza’s Christmas Mall” campaign, Alza communicates the benefits of online shopping and the breadth of its portfolio with a focus on toys. This time, children’s toys, led by a teddy bear, are “helping” Alzak prepare for Christmas. The campaign was prepared in-house.
The shopping guide Heureka also draws attention to the right choice of gifts in its campaign. “As part of the campaign, we are appealing to choose the right gift at the right price. At the same time, we are trying to point out that people should not spend on unnecessary things, which is especially important in the context of today’s times,” added Jiří Struk, Head of Brand at Heureka Group. The campaign was created in-house.
Komerční banka created its Christmas campaign with the help of artificial intelligence. It is based on the authentic memories of Czechs materialised in the form of illustrations. Anyone could share their memories on the campaign website, and a few selected ones appeared in the Christmas spot. The creative was provided by DDB Prague.
Zonky’s campaign again warns of the danger of borrowing for Christmas presents. With the Zonky mascot and the voice of Kryštof Hádek, it explains that it is more important to be with your loved ones at Christmas than to go into debt because of expensive presents. The campaign was developed by Boomerang Communication.
Source: mediaguru.cz
