Hailed as the champion of Christmas creative, John Lewis, since their first Christmas ad landed in 2010, we’ve seen other brands looking to them as a type of Christmas advertising checklist. And the result? A series of warm-hearted moments, all blurring into each other, and not particularly distinct to the advertised brands. A “sea of sameness” that has become a trend in its own right, joining other unwelcome trends in advertising’s pantheon, such as COVID-19 and Sustainability. All saying the same thing in the same way.
So, imagine our joy when we came across an ad launched at this time of year that is, well, a bit different. Belvedere Vodka Presents Daniel Craig, directed by Academy Award winning New Zealand filmmaker, actor and comedian, Taika Waititi. While not referencing Christmas, the ad certainly has a place in the Christmas fanfare, at the top of the tree, or as the ultimate New Year’s celebration ad, lighting up social media, at the time of publishing with an impressive 3.5M views on YouTube. Based on this view count, it is clearly content people are enjoying and seeking out. The question is, does it have the potential to drive sales and grow the Belvedere Vodka brand?
In this paper, Ipsos reveal why the campaign is a true 'Misfit' advert and explore the creative drivers behind this stellar creative and other effective ads in the drinks category.