Asda’s ad highlights workers facing weather-induced challenges, while Tesco explores family grief during Christmas, reflecting the shift towards addressing real-world issues amid holiday cheer.
This year, retailers like Matalan and Tesco focus on stark realities—stressful parenting and loss—addressing deeper emotional themes rather than traditional festive imagery.
With prevalent economic anxiety and recent political turmoil, ads showcase the disconnect between idealized holiday experiences and actual struggles people face during this time.
Vicki Maguire, chief creative officer at Havas London, notes the impact of economic factors on families, justifying the ads' focus on relatable challenges during the holidays.
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