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Christmas adverts hit the screen

first_imgWith the major grocery retailers having broken their Christmas adverts for 2015, British Baker picks apart their strategies.AsdaWith its bright dance soundtrack and emphasis on people going about their ordinary Christmas preparations and celebrations, the advert marks a sharp break from the sentiment-heavy trend best represented this year by John Lewis’ £7m Man on the Moon campaign. Skating snowmen, dragging the Christmas tree home and a pug in a daft hat seems to scream: “Hey, isn’t Christmas meant to be fun?”Hashtag: #becauseitschristmasMorrisonsA trio of adverts focus heavily on provenance and service for Morrisons, promoting the idea that these things make Christmas magical. One focuses on the freshness of the produce, including that the Christmas vegetables come from British farms, while another emphasises the range of services staff will carry out for customers, from building a party platter to lending wine glasses. The third advertises that Morrisons is making as many of its products in store as possible. In terms of baked goods, this includes its Chocolate Panettone, Fruit Panettone, Stollen, Tear & Share Christmas Tree Panettone, Luxury Deep Filled Mince Pies, Short-crust Mince Pies and Christmas Pudding Bread.Hashtag: #makeitmagicalTescoSticking firmly with its new Tesco family featuring Ruth Jones as Mum and Ben Millar as Dad, Tesco has released a series of short adverts focusing on various festive ranges including the party food and Finest range. Most innovative is its promotion of its gluten-free range, though some might argue the message of all the adverts becomes lost in hammy story and none feel particularly festive.Hashtag: NoneSainsbury’sAfter last year creating an advert based on the 1914 Christmas truce and raising money for the Royal British Legion with a tie-in chocolate bar, Sainsbury’s has taken a similar tack with its 2015 offering. Teaming up with HarperCollins Children’s Books and Save the Children, it has commissioned a special book from children’s author Judith Kerr. Mog’s Christmas Calamity features her much-loved character, Mog, and all profits are going to improve child literacy in the UK. The advert is a CGI/live-action adaptation of the tale and features the hapless cat nearly ruining Christmas for the Thomas family. Instead of grocery products, the advert is much more focused on building up feelings of goodwill towards Sainsbury’s.Hashtag: #ChristmasIsForSharingWaitroseWaitrose’s advert starts with a question “What makes Christmas, Christmas?” before emphatically answering it with a montage of food and home-cooking clips. Set to cheerful jazz number and featuring a lot of shots of Waitrose products, the advert firmly anchors the idea that Christmas needs high-end food to work in the mind of the consumer and makes for a far lighter touch than parent company John Lewis’ advert.Hashtag: #MakesChristmasAldiWith the discounters going from strength to strength from a sales perspective, it was always going to be interesting to see what they came up with for advertising this year. Aldi has produced a version of My Favourite Things from the Sound of Music. Its products are subtly presented throughout an advert that features a typical selection of domestic, Christmas scenes to cheering effect.Hashtag: #AldiFavouriteThingsLidlIn contrast to Aldi’s warm and traditional Christmas advert, Lidl has decided to have more fun with its ‘School of Christmas’. Students are schooled in spoof subjects including Christmas pudding lighting and fairy light untangling. Each lesson features in its own extended cut to complement the grand montage of the main advert. Much like Sainsbury’s, the campaign seems to be more about brand awareness and image than promoting specific products and manages to raise a smile with its imaginative silliness.Hashtag: #SchoolOfChristmaslast_img read more

O’Shea: Ireland will reassure Keogh

first_imgJohn O’Shea has promised the Republic of Ireland will help to soothe Richard Keogh’s play-off final heartache. O’Shea’s international team-mate found himself a key figure in a dramatic conclusion to Saturday’s multi-million pound Sky Bet Championship showdown between Derby and QPR with Barclays Premier League football at stake. It was Keogh’s late error which handed Bobby Zamora the chance to fire 10-man Rangers into the top flight after the Rams had dominated at Wembley. He, Jeff Hendrick and Conor Sammon are due to meet up with the Ireland squad, as is QPR striker Kevin Doyle, ahead of Saturday’s friendly against Italy at Craven Cottage, and O’Shea will put an arm around his fellow defender. He said: “Richard will get over it. He’s a fantastic player – he’s probably been one of Derby’s best players, if not the best player, this season. “It’s just one of those things in football. His disappointment was clear to see for everyone, and if he comes into the squad, it will be great if we see him because we will pick him up. “I know Richard, the type of lad he is. He’s a fantastic player and a fantastic fella as well, so he will get over it and come back bigger and better and stronger.” Rangers were forced to fight a desperate rearguard action after Gary O’Neil’s red card for a cynical challenge, and they were indebted to another Irishman, Richard Dunne. The 34-year-old turned in the kind of performance he has done so often for his country over the years to keep Derby at bay and remind international boss Martin O’Neill of his enduring quality. Dunne made himself unavailable for the Republic’s end-of-season friendlies, but O’Shea has few doubts about what he still has to offer. He said: “You have no need to tell me that, I have played alongside Richard long enough to know what a quality player he is. “He had his magnet hat on again. Everything was just directed to him and he was in the right position, experience, cleared it all away. “Especially when they went down to 10 men, he was a vital player for them. “It’s hugely disappointing for the Derby lads, the Irish lads especially, because we know how hard they worked and how well they have played all this season too. To come down to that is gutting for them. “But obviously for Kevin and Richard, it’s pleasing for them.” Sunderland defender O’Shea, 33, could play his 50th game of the season against the Italians before heading off for a well-earned rest after being excused Ireland’s trip to the United States to meet Costa Rica and Portugal, and he admits he is ready for a break Asked how his body was holding out, he said: “Fine, not too bad at all. “Obviously when the season finished against Swansea, I literally had a few days off and then had a few days on a coaching course and then meeting up with the squad, so there has not really been too much time to have a rest yet. “But it’s not too far away. We are nearly there, nearly there.” Press Associationlast_img read more