Les 10 publicités de Noël 2020 à ne pas louper !

Noël est LA période à ne pas louper dans la communication et le marketing. En effet, c’est souvent à ce moment que les marques rivalisent d’ingéniosité et de créativité pour sortir LE spots qui saura se démarquer des autres. Chaque année, les publicités de Noël de certains annonceurs sont (très) attendus par les consommateurs comme John Lewis, Amazon ou encore Disney.

Alors en cette année 2020 marquée par la pandémie de Covid-19, est-ce que les annonceurs ont décidé de prendre le parti d’en parler ou nous changer les idées en cherchant simplement à nous faire rêver et voyager ?

Les publicités de Noël ne sont pas exclusivement réalisées à titre promotionnelles, elles sont surtout l’occasion pour les marques de faire véhiculer un beau message chargé en émotions et de travailler sur une image de marque plus sympathique et bienveillante.

Alors à quelques jours de Noël, voici un panorama de 10 publicités de Noël 2020 qu’il faut voir (ou revoir). Alors installez-vous confortablement, prenez un plaid pour vous tenir chaud et préparer la boite de mouchoir (on ne sait jamais !)

1. Amazon : Show must go on

Alors que les polémiques à l’encontre d’Amazon et de son impact sur les commerces en ce temps de pandémie s’accentuent, dans sa campagne de Noël, le géant du e-Commerce a fait le pari de parler du contexte actuel tout en se montrant inspirant et bienveillant.

Dans ce spot crée par l’agence Lucky Generals, le message est simple : ne jamais abandonner, le spectacle doit continuer et en cette année difficile, c’est un message qui fait écho à beaucoup.

Pour illustrer la publicité, on retrouve la ballerine française Taïs Vinolo, qui, à cause de la crise du Covid-19 a vu son école fermée et son spectacle annulé mais qui, malgré cela, continue de s’entrainer et même performer devant un public (dans le respect des règles sanitaires).

2. Disney : le mini-film de Noël

Rien que d’entendre parler de Disney, on pense déjà à la féerie. Alors quand il s’agit de faire un film de Noël, la marque met tout en œuvre pour être à la hauteur de sa réputation.

Cette année, Disney nous a présenté un court métrage de 3 minutes intitulé « from our family to yours » ou en français : « la magie d’être ensemble ». Une publicité tendre et nostalgique, axée sur la famille. Sur une musique interprétée par Griff, la publicité, sans dialogue, met en avant une relation entre une grand-mère et sa petite-fille.

Dans ce court-métrage dont la réalisation aura duré 1 an, on peut retrouver quelques éléments qui font la réputation de Disney et de ses licences Marvel, Star Wars, … Cette campagne publicitaire marque également les 40 ans du partenariat entre Disney et l’association Make A Wish.

3. John Lewis : Transmettez de l’amour

La marque britannique est un emblème des publicités de Noël avec des campagnes très attendues tous les ans.

La marque a choisi de mettre en avant la bienveillance et la gentillesse avec des actes que les personnes peuvent accomplir au quotidien. Dans un univers créatif avec des personnages qui évoluent, ils forment une chaine de cœur. Une invitation à ce que chacun transmette un peu d’amour autour de lui dans son quotidien.  Une histoire crée par 8 artistes mélangeant slow motion, animation 3D, images de synthèse, …

4. Coca-cola : La lettre

Pour sa 100ème publicité de Noël, Coca-cola a décidé de mettre le budget qu’il fallait. D’ordinaire, tous les ans aux États-Unis la marque à l’habitude de fêter cette période avec une tournée de camion traversant les états. Mais comme tout le monde le sait, cette année n’est pas comme les autres et donc la 10ème édition a dû être annulée.

Afin de rappeler cette tradition, le film appelé « La Lettre » et réalisé par le scénariste et réalisateur oscarisé Taika Waiti va remettre sur le devant de la scène ces camions. La signature est simple : « La plus beau des cadeaux, c’est vous ».

5. Bouygues : La polémique

En cette année compliqué la marque de téléphonie française a décidé de jouer la carte de l’humour avec une publicité intitulée « Le Van de Noël » sur une musique de Joe Dassin.

Dès sa sortie la pub a fait parler d’elle mais malheureusement pas pour les bonnes raisons. En effet, les ostréiculteurs se sont insurgés contre l’allusion faite dans la publicité originelle avec « les huitres, il y en a toujours un qui tombe malade ». Ils se sont indignés de la mauvaise image que pouvait donner la pub sur les huitres à l’approche des fêtes en cette année difficile.

Bouygues s’est donc excusé et est même à aller jusqu’à modifier sa publicité.

Aujourd’hui, une nouvelle version est diffusée, toujours en présence d’huitre mais cette fois-ci qui sont toutes mangées avant l’arrivée au repas.

Première version :

Version actuelle : 

6. Nutella : Capturer l’instant

Non sans rappeler la publicité de Mc Donald pour le Happy Meal, Nutella joue également la carte des moments que l’on cherche à conserver.

La publicité met en avant des moments de bonheur simple, en famille, avec un petit garçon qui cherche à capturer ces moments dans des pots de Nutella vides qu’il va ensuite offrir à Noël à ses proches. De quoi donner envie de savourer des moments (et du Nutella) ensemble.

7. Carrefour : Cher Père Noël

Dans cette publicité de 60 secondes crée avec Publicis Conseil, la marque mets en avant une petite fille qui écrit sa lettre au père Noël après une année particulièrement difficile.

Carrefour a décidé de mettre également en avant les différents collaborateurs de la marque qui travaillent tous les jours et aident les clients dans ce contexte particulier. Elle a prit le parti de montrer directement la réalité dans un contexte Covid pour montrer une image authentique.

Ce film est également le premier film « groupe » ce qui veut dire qu’il est également diffusé en Belgique, Espagne, Italie, Pologne, Roumanie, Argentine avec quelques adaptations afin d’être plus réaliste.

8. Cultura : RIEN

Vous voyez ce type de personne quand on leur demande ce qu’ils veulent à Noël et qu’ils répondent « rien » ?  Le pire c’est qu’ils savent très bien que dans tous les cas ils auront quelque chose mais non, ils ne veulent pas nous simplifier la tâche.

C’est ce même constat qu’à fait Cultura. Une publicité crée par l’agence St John’s qui a décidé de montrer que ce non-choix à même déprimé le Père-Noël qui a donc décidé de ne plus rien faire.

9. Auchan : Deux pour le prix d’une

Ce n’est pas un mais deux films qu’Auchan a décidé de diffuser cette année. C’est l’agence Orès qui a créé cette nouvelle campagne qui retrace avec des scènes du quotidien, des petits gestes en créant du lien entre les membres de la famille. Des films réalisés par Vianney Lebasque avec une signature : « ce sont toujours les gens qui font le différence ».

Le premier film, “La console” a été diffusé du 11 au 16 décembre.

Le second film, “L’œuf” du 17 au 22 décembre.

10. McDonald’s

En Angleterre, McDonald’s a choisi de jouer la corde sensible afin de raviver la magie des fêtes. Une vidéo réalisée en animation, sans texte, qui raconte l’histoire d’un garçon qui essaie d’enfouir son âme d’enfant. C’est grâce à un repas dans la célèbre enseigne qu’il va la laisser ressortir et ainsi partager avec sa mère les festivités de Noël.

En France la marque a décidé de mettre à l’honneur également les enfants. Réalisée par TBWA, McDonald’s veut mettre en avant les 30 derniers jours avant Noël. Un bon moyen de booster la marque mais également de proposer une offre promotionnelle pendant ces 30 jours tel un calendrier de l’avent avec chaque jour une nouvelle surprise.

BONUS. Burger King : Noël en Juillet

Parce que je ne pouvais pas finir ce top sans parler de Burger King. Et oui, la marque connue et reconnue pour sa communication, cette année ne fera pas l’exception. En effet, c’est eux qui ont lancé la saison des publicités de Noël, et ce … dès le mois de Juillet !

C’est l’agence David qui a imaginé une opération un peu spéciale après plusieurs mois de confinement mondial et alors que cet été la « normale » n’était toujours pas revenue, la célèbre marque de burger a pris le parti de célébrer Noël dès Juillet afin d’arriver plus vite à la fin de l’année.

Alors, aviez-vous vu toutes ces campagnes ? Quelle est celle que vous avez préférée ?

En tout cas, je vous souhaite de très belles fêtes de fin d’année et on espère le meilleur pour l’année qui arrive et que les publicités de Noël 2021 seront encore plus créatives !

Pour plus d’article sur les Tops et Flops du marketing ça se passe par ici !

Justine C

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