.avi_000532599.jpg "a tad of christmas cheer")
But the stunt appears to have backfired and BrewDog has been accused of being "hypocritical", as it will still show World Cup games in its bars as well as sell beer in Qatar. The brewer also said it would be donating all profits made from its Lost Lager brand sold during the World Cup to causes fighting human rights abuses. Give Me Football, which features the likes of Eric Cantona and Thierry Henry, plays with the stereotypes of a common Christmas ad to deliver something unexpected.Īnd in a left-of-field move, Scottish brewer BrewDog said it was a proud to be a World Cup "anti-sponsor", referring to the competition as the 'World F*Cup'.
A TAD OF CHRISTMAS CHEER SERIES
Meanwhile, Sports Direct's TV Christmas campaign, called Give Me Football, unites some of the biggest names in the game for a series of spin-offs that subvert the traditional Christmas advert arms race.
Products for sale, on top of Kevin and his carrot girlfriend Katie include football-themed characters Messy, Ronaldi and Marrowdona. In the Aldi spot, the retailer pays homage to Nike's famous Airport 1998 World Cup ad, with the nation's much-loved carrot Kevin making a comeback in a teaser campaign for the supermarket's festive ad campaign.The ad appears to have been a hit, with thousands of shoppers queuing online and outside physical stores to get their hands on Aldi toys and merchandise based around its advert. Examples include retailers Aldi and Sports Direct- two spots which have been largely acclaimed by observers.
Some brands have been brave (or some might say foolhardy) and converged their Christmas advertising and World Cup activity. Factor in inflation, which has been hitting TV hard (with advertising costs increasing by over 30 per cent compared to pre-pandemic levels) and add to that World Cup inflation, then one gets an idea of the dizzying challenges facing marketers.īrands across Christmas and the World Cup Regular Christmas advertisers, meanwhile, will be faced with a wave of new challengers for consumer wallets, as alcohol and delivery firms ramp up their activity to cash in on the World Cup fervour. For example, normally World Cup advertisers would carry out a full-funnel campaign (across broadcast, brand building, activation), but, amid the Christmas clutter, could it be smart for brands to swerve expensive TV ad and just concentrate on just activating off the shelf? Drilling down, there are other questions for brands to deliberate. So, is it best for brands to ignore the World Cup and focus on Christmas or just focus on the World Cup and ignore Christmas? Or perhaps focus on the World Cup but not address the elephant in the room: Qatar.
For brands, such as retailers, Christmas is crucial and messing up their festive advertising activity with some Frankenstein-like Santa kicking a football ad could prove ruinous.
A TAD OF CHRISTMAS CHEER HOW TO
So, the big question facing marketers is whether they should ignore the World Cup in their Christmas advertising?įor the past few months, brands, media agencies and advertising agencies have been deliberating how to best dribble around a controversy-filled World Cup in Qatar taking place during the run-up to Christmas. Despite the toxicity surrounding this year's World Cup, it is still a World Cup, an event that for marketers is too good to let go of, with an engaged global audience of high consumers running into the billions. But 2022 is a one-off year, with the run-up to Christmas chiming with a controversy-filled World Cup in Qatar. For brands such as retailers, advertising is maxed up during the so-called golden quarter, the three months to the year-end when the retail industry hopes to make the most profit. The unseasonable timing of the winter World Cup in Qatar poses a raft of questions for brands wanting to advertise over Christmas. Combining Christmas and World Cup advertising in one piece of creative could achieve standout amid an advertising year-end clutter but experts believe it's a tricky path to navigate, particularly when the World Cup is being hosted in a controversial country.
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