Consumers want brands to portray real stories over fictional characters in 2020 Christmas campaigns

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 17, 2020, 6:13 PM UTC

OnePoll and Truman Films surveyed 2000 adults to understand their preference for Christmas ads this year.

Three out of four people think brands should focus on real people in their Christmas campaigns this year, instead of producing their usual style of festival ads. 36% of consumers said most Christmas campaigns are overrated, indicating scope for brands to rethink their creative approach.

63% of survey respondents also said brands should not spend money on big and lavish Christmas ads. Moreover, one-third of consumers would feel “less positive” about companies, which would spend a huge amount on Christmas TV ads.

Jeremy Ervine, the executive producer at Truman films, said that consumers now look for more “real-life” and “authentic” content. He further added that in the wake of COVID-19 pandemic, people would want heart-warming content filled with emotion and humour this Christmas.

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