As we head into a festive season like no other, brands have begun launching Christmas and seasonal campaigns but without the usual fanfare.
Indeed, it was a curious tradition to anticipate the Christmas ads of household names like John Lewis (this year’s was almost cancelled). 2020 sees it playing out a little differently. Gone is the buzzy merriment, frenzied shopping and extravagant decorations. And with them, the Christmas films we used to herald in the season.
I suspect the reason is ‘feelgood’ being such a rare commodity these days. And it is no leap of the imagination to assume that we’re all fresh out for what ought to be the feelgood event of the year.
Brands in the luxury space have caught on. So instead of attempting to bolster our flagging spirits and possibly falling flat, they’ve taken on another tack. They’ve created films and campaigns that are more curious, abstract and maybe even downright twisted than the usual festive fare.
But together, it’s all so wonderfully inspiring.
And perhaps that’s what these creative visionaries think we need. Rather than hollow offerings of good tidings (there aren’t any) and very little cheer to gift (except maybe that vaccine), luxury brands have created seasonal greetings designed to divert, entertain and raise an eyebrow or two - flagging spirit or two in the process.
Festive Film 01 - 'It’s about that fearless spirit and imagination when pushing boundaries.'
by Burberry
Inspired by the youth, for the youth. Burberry’s depiction of a grungy London made magical through the power of dance is entrancing for its escapist quality.
It’s also a potent metaphor for braving the harsh circumstances with elegance and edge, making it one of the most talked about campaigns thus far.
Festive Film 02 - 'Gucci Gift 2020' by Gucci
Gucci’s retro-infused take on a 90s office holiday party - replete with stylish sweaters and quirky characters in a conga line - is the year’s mother of nostalgic throwbacks.
Taking us back to simpler times, Gucci imagines a world where the strangest thing to happen might have been Ernest from accounting performing karaoke.
Festive Film 03 - 'The Atelier of Dreams II' by Dior
Dior’s Holiday film takes us out onto the streets of Paris and leads us through the wondrous doors of its ‘Atelier Of Dreams’, where its iconic products await.
An evocative take on a store tour (aided in no small part to the voice of Fredrika Stahl), Dior speaks to that part of us that delights in the thrill of exploring and hunting down that perfect gift for a loved one.
Festive Film 04 - 'Best Wishes' by Saint Laurent
Saint Laurent would simply like to send us their ‘Best Wishes’ in what just might be the bizarre festive film yet.
Eschewing the seasonal tropes, they‘ve opted to beam us into their vision of the future. Building on the hypermodern codes of the past FW 2020 season and accompanied by synthpop sounds that rule the airwaves of the moment, Dior prepares for a surreal jump to the future that is faster than light.
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