John Lewis ad launches tonight, Tesco reveals food bank ad, Mars promotes social good roots, and Aldi’s Kevin the Carrot returns for blockbuster Christmas

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A round up of stories from our industry that have hit the news over the past seven days…

John Lewis Christmas advert 2017: the wait is over

John Lewis will tonight (Friday 10th November), launch it’s 2017 Christmas advertising campaign; the latest in a line of heart-string tugging festive commercials.

This year, we meet Moz the monster, who hides under a little boy’s bed, encourages nocturnal play, and consequently leads the young chap to suffer bouts of sleepiness during daylight hours.

The £7m campaign has been filmed by an Oscar-winning director, Michel Gondry, the director behind Eternal Sunshine of the Spotless Mind, and features as its soundtrack, Elbow’s cover of a classic Beatles tune, Golden Slumbers.

The ad will premiere in the advertising breaks during tonight’s Gogglebox on Channel 4.

Adversaries have clearly taken note of the decade of success John Lewis has experienced with its festive advertising, with the likes of M&S getting super-cute with Paddington this year, and Aldi upping its game with the creation of character, Kevin the Carrot.

‘Everyone’s Welcome’ at Tesco this Christmas as it launches food bank partnership ad

Focusing on the festive prep of the Christmas turkey, Supermarket Tesco has launched its seasonal ad drive with a commercial which focuses on different families’ preparation of the turkey.

The ad called ‘Turkey, Every Which Way’ lasts 60 seconds and will run across multiple platforms, marking the start of Tesco’s ‘Everyone’s Welcome’ campaign.

In addition, the retailer will also be donating £1 for every fresh turkey sold to food charity partners FareShare and The Trussell Trust.

Alessandra Bellini, chief customer officer of Tesco, said: “This year, our campaign will celebrate the many ways we come together at Christmas, and how food sits at the heart of it all. We want our customers to know that however they choose to do Christmas, and no matter what they need, we can help – Everyone’s Welcome at Tesco.”

Lindsay Boswell, chief executive of FareShare, added: “Christmas is the one time of year that brings everyone together however, FareShare is seeing an increased demand to support charities who help people experiencing food poverty or who are alone at this time of year. This generous initiative from Tesco is perfect timing – it means we can help 6,700 charities across the country to continue providing food and life-changing services to those in need this Christmas.”

The donation scheme will run from 6 November to 25 December.

Mars unveils new brand GoodnessKnows to communicate its social good roots

Combining social good with snack bars, confectionery brand Mars Chocolate UK has launched its debut TV ad for its new GoodnessKnows range – a line of treats from which 10% of all profits go to support good causes.

In the ad, ‘Mr Nasty’ fronts the ‘Done Some Bad? Do Some Good’ campaign, which is spreading the do good message to consumers.

Michele Oliver, vice president of marketing for Mars Chocolate, said: “We were thrilled to launch Mars Chocolate’s first brand in 20 years this summer and it’s even more exciting to see GoodnessKnows on television screens around the country.

“The campaign highlights what GoodnessKnows is all about – providing consumers with a delicious treat that matches their values by spreading a little goodness across local communities across the UK.”

The ad will run on TV and YouTube, culminating a £4.6m spend to supplement the launch.

Aldi’s Kevin the Carrot returns for Christmas sequel

Aldi has brought back the star of its 2016 Christmas campaign Kevin the Carrot, (who we last saw in 2016 as the nose of a snowman), as he takes on a movie-themed festive adventure.

Jim Broadbent narrates Kevin’s new quest where he finds himself aboard a glamorous train, and falls for love interest, Katie the Carrot.

With references to films Orient Express, Titanic and Die-Hard, our hero dodges a gingerbread murder victim, and flying peas before uniting with Katie at the end of the ad.

Adam Zavalis, marketing director at Aldi UK, said: “[After the 2016 campaign] we’d given ourselves a John Lewis problem – how do we repeat that success?”

The original Kevin the Carrot was considered a hit with the discount retailer, helping to deliver the company’s best Christmas performance of a million additional customers plus £1bn in extra sales.

“We started [planning for 2017] thinking we would move on but there was overwhelming demand for it to come back,” Zavalis continued.

The advert and the supporting spots, including 14 product oriented sub-campaigns running as 20 and 30 second TV spots, have all been peppered with references to famous films.

“That it was set on a train was very much a coincidence but then the opportunity presented itself to build on Murder on the Orient Express in a fun way,” said Zavalis.

The campaign will run in theatres to coincide with the cinematic release of the film as well as on TV, digital, social, outdoor, press, radio, and in-store. In addition, playing on the romantic theme of the campaign, a profile has also been created for Kevin on dating app Happn where users can talk to him on the chat function.

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