Turn Key Blog. Things we've done and the things we love.

Christmas is finally upon us and as we reach the end of the countdown, it’s time to reflect on the adverts that have defined our Christmas 2012.

As October leads into November, there is always the same sense of anticipation; who will make us cry? Who will make us laugh? And who will make Mr Jones from Norwich ring the ASA to complain? This year certainly didn’t disappoint; from walking snowmen embarking on a quest for love to talking aliens, we’ve seen it all.

However, as everyone’s Twitter and Facebook statuses acknowledge, it just simply isn’t Christmas until we’ve seen the iconic Coca Cola advert, making it the favourite ad not just this year, but every year.

Another company which has felt a great deal of pressure to follow the success of its previous hit is John Lewis. In 2011 we followed a young boy and his countdown to Christmas day taking us back to our childhoods and putting a smile on even the sternest of faces. This year the snowman advert did not let us down, but perhaps this is more to do with the popularity of the song ‘The Power of Love’ rather than the initial sentiment of the commercial itself? Nevertheless, it’s certainly a heart warmer!

Two brands in particular that received a great deal of criticism and complaints for their adverts are Morrisons and Asda, who (arguably) portray Christmas day to be more of an ordeal that mothers must suffer and endure. Asda’s strapline ‘Christmas doesn’t happen by magic’ has been considered sexist and offensive. Although the message may offer up some truth, no one wants to be reminded of that by a Christmas advert!

In comparison, the Morrisons advert tackles a similar subject but with a sense of humour, finding the mum in a boxing ring with a Turkey. Although the undertone emulates the sense of stress and dread that the majority of us face at Christmas, the advert provides a great deal of entertainment and humour; particularly during the cold and dark winter months.

Perhaps the most arguably unique Christmas advert of 2012 is Waitrose’s ‘Giving more this Christmas’. The advert is supposed to dispel feelings of commercialism by providing a reminder of those less fortunate, choosing to donate the money to charity than a big budget production. It’s very simple, but is its charitable simplicity enough to stand up to the competition?

The one viral that particularly struck a chord in the Turn Key office is Warehouse’s ‘Morning After Edition #SOS’ which brings a whole new meaning to the 12 days of Christmas. The viral campaign is witty and relatable, promoting the brand’s sense of humour and getting us in the mood for the party season! We’re certainly very glad our Christmas party is on a Friday this year…

The Christmas countdown has commenced at TK HQ and we’re feeling very festive indeed. The office has been transformed into what can only be described as a grotto, with a great big tree in pride of place and stockings hung up for the whole team.

As our Christmas party looms, we’ve been getting into the yuletide spirit by picking our secret Santa. And who better to deliver the lucky dip than Father Christmas himself?

The boys from studio have finally agreed to play some classic festive tunes on the sound system and we’re all looking forward to a slap-up meal at Brasserie 44 to celebrate the beginning of our December break. Merry Christmas everyone, keep an eye out for our most memorable Christmas card ever, coming to your inbox very soon!

Our PR intern Richard Burgess gives his views on celebrity endorsement, the pitfalls and the triumphs…

As celebrities are becoming more and more influential with the use of social media and having the public sphere at the touch of a button, the price on a celebrity’s head will continue to rise. From the Kardashians to the so-called ‘celebrities’ on Big Brother, it is crazy to think that you can become a ‘celeb’ over night, with no talent required.

Nowadays, celebrities are endorsing anything from handbags and perfume to toothpaste and potatoes! The knowledgeable “Father of PR”, Edward Bernays, would no doubt be turning in his grave if he knew what society called celebrity endorsement these days. In the 1920s Bernays mixed the world of consumer with the world of models for his campaign ‘Torches of Freedom’ to break the taboo of women smoking in public. Nevertheless, the power of celebrity endorsement is now huge in the 21st century.

With celebrity endorsement at an all time high, it is no wonder the well-known online clothing brand Littlewoods.com has had its first social media sell-out ; even if you never thought you’d see the day. Myleene Klass in her sexy but sophisticated fuchsia number sold out as soon as the advert had been aired online, through Twitter, Google+ and YouTube. So, this could either be a great example of how celebrity endorsement can work, or a prime instance of the ‘copycat’ mentality of today’s society.

But as I am sure you are all aware, using a celebrity to endorse a brand can also backfire. The recent campaign by English clothing firm Boden proved how choosing the wrong celebrity can end in disaster. Boden’s customers were unimpressed with stunning supermodel Helena Christensen as the face of the brand which is traditionally portrayed as wholesome and ‘mummsy’ – making it hard for customers to relate to.

I think celebrity endorsement can work if retailers use a celebrity that is relevant and on-brand. It is important that if you use a celebrity to front your campaign that you do it for the right reasons. Don’t let your brand fall into the trap!