New Year's ad with a dog on TV. The story of Coca-Cola's Christmas ads with Santa Claus. year of entering the international market

What comes before each New Year? It's easy to answer: elegant Christmas trees, champagne, the warmth of a family holiday, tangerines and champagne, and, of course, a Coca-Cola advertisement featuring Santa Claus and holiday trucks with a great soundtrack. The brand succeeded in something incredible, because he managed to create a series of commercials that cause such warm feelings in many.

It so happened that for many of us, the launch of the New Year's advertisement for the world-famous drink automatically gives a start to the New Year's bustle: "The holiday comes to us, the holiday comes to us ..."

I wonder how the Coca-Cola Company managed to create such a powerful advertisement that kicks off the New Year? We will tell you about it!

How it all began

In 1995, the company set out to create a unique advertising campaign that would become another integral attribute of the New Year. For help in implementing this idea, the company turned to the advertising agency Doner Company (formerly W.B. Doner & Co.), which is located in Southfield (Michigan, USA). Doner Company was chosen for a reason, as it is one of the 50 best advertising agencies of the 20th century.

Several dozen trucks were used to shoot the video, which were decorated with 30 thousand lamps. By the way, at the end of the 90s, part of the trucks really drove through the cities of different countries of the world.

1996 - "Santa packs" advertisement

What a surprise it was when the Coca-Cola ads not only returned to screens but also received an update the following year. This time, the manufacturer has launched the "Santa packs" campaign.

Russia was especially warmly greeted by Coca-Cola advertising, beginning to taste the life abroad. In the Russian version, the advertising slogan was translated as "The holiday is coming to us", despite the fact that the original version sounded like "Gifts from Santa are coming".

Here the familiar image of Santa Claus appeared, which was created by the artist Haddon Sandblom. He has worked with Coca-Cola for over 30 years and has been creating posters for a famous brand during that time.

Haddon Sandblom's first Coca-Cola poster "Hats off to this freshness", 1931

1998 - the year of entering the international market

1999 - a video of signs about the appearance of a truck from the fireplace

To create another video for the New Year 1999, three trucks were used, which, using computer graphics, turned into a whole caravan. Snowy Vancouver (Canada) was chosen as the filming location.

The main characters of the video become witnesses of a Coca-Cola truck bursting into their house from the fireplace. Since then, every child in the world has dreamed of being in their place.

A special role in the New Year's video was played by Melanie Thornton's composition - Wonderful Dream, which was remembered by everyone, especially in Russia. For example, in 2011 it was covered by Ivan Dorn.

2005 - the year of a failed advertising concept

In 2005, the Coca-Cola Company decided to take a chance and launch an updated format for their New Year's ad called "The greatest gift."

However, no one understood this, so Coca-Cola was simply bombarded with requests to return the previous video, after which it was decided to leave "The Holiday Comes to Us".

One of the most effective ways is to promote through the holidays. It is not only possible, but also necessary to use the theme of the holidays in your commercial interests! The New Year is rapidly approaching - everyone's favorite, the most massive and longest holiday. This is a super-option to remind about yourself;) And if you are going to use it, then you need to throw your energy into preparation immediately.

Why is the New Year an excellent advertising and informational occasion?

At the end of the year, work in many areas of B2B intensifies, because this is the hottest time in terms of employment. Managers and employees have already left their vacations and managed to join the work process. Before the end of the calendar year, you must complete all the work you have started so as not to enter a new one with "tails". Realizing existing budgets in order to start getting returns from them is also very important. Yes, and it is necessary to distribute the remaining funds allocated for advertising.

In general, winter is a time of general apathy. It is cold and frosty outside, everyone dreams of warmth, recalls the summer and does not want to do anything at all. Is that sitting at home under a blanket with a cup of cocoa. Therefore, people need to be motivated! Encourage them to make purchases, cheer them up, create the image that the best winter leisure time is shopping and making big purchases. Delight your colleagues and clients, and they will not remain in debt to you.

We share ideas for using the New Year theme as an investment in a brand and increasing loyalty to the company. Hurry up to jump on the last car of the departing holiday train!

The first idea is a gift to everyone personally: colleagues / partners / customers.

New Year is a holiday, and on holiday everyone loves to receive gifts. Colleagues, partners and customers of your company as well. Presenting a gift is a way to show concern for them and remind them of their existence. This is a demonstration that you value them, love and value the existing relationship. In addition, in this act, in addition to the gesture of "good taste" and the impulse to do something pleasant, there is a delicate calculation. Even a small present, such as a souvenir with the symbols of the coming year or a branded calendar, automatically has a benevolent attitude towards the company, wins sympathy and forms a positive attitude.

The second idea is mass congratulations of colleagues / partners / customers.

If there are no plans to congratulate each person personally, then do it en masse. There is no shame in "bestowing" everyone in one fell swoop. Approach the holiday wish in many ways: order outdoor advertising and a banner on the site, post a video on the Internet, send a postcard in a holiday email newsletter, etc. This method of informing the company saves time on creating a message for one, the other and the third, and is addressed immediately to all addressees.

The third idea is an image reminder of yourself.

As noted earlier, during the height of the holidays, people tend to shop a lot. In addition to gifts, various little things are purchased, including those purchased accidentally and impulsively. This is the mentality of a Russian person: to save money for a long time in order to spend everything on vacation. It is the same with the New Year holidays: during the year they saved money, now you can not deny yourself anything, we will buy everything - both necessary and unnecessary.

It is important for businessmen not to miss this moment when consumers themselves are eager to make purchases. Therefore, it is necessary to remind about yourself and about the existence of a product or service. Run a Christmas-themed ad. For popular brands, image advertising is suitable, just to indicate their involvement in the holiday and wave your hand to potential buyers: "Hey, we're here!"

Moreover, image communication helps the company to manipulate the consumer, creating a direct association “company \u003d holiday”. This happens due to the substitution of concepts, when instead of advertising a product, a “New Year's mood just like that” is offered.

This effect can be traced on the example of "Coca-cola": every year, smartly decorated trucks and white bears signal the approach of the New Year. Such a good advertising tradition has firmly linked the image of the holiday with this carbonated drink.

The fourth idea is an action.

Discounts and sales are often timed to coincide with a specific holiday. And for good reason. Pre-holiday chores and holiday vacations are characterized by high costs. People buy gifts for themselves and their loved ones, toys and decorations for the Christmas tree, new clothes, food for the New Year's table and much more. The promotion will be a good motive to buy your products and right now, while the offer is valid. Encourage buyers who are willing to spend money to do it with you.

The fifth idea is an open summing up of the results of the year.

The coming of the New Year is the time to sum up the results of the company's work for the year. What has been achieved, how many products have been sold, how many new employees have appeared ... share it with others! It is better to present such information visually, for example, in the form of infographics. She can be serious with dry numbers and facts, or not so in an entertaining manner and with funny statistics. Send it to your colleagues and clients, as well as post it on your website and in social networks. Believe me, this will generate great interest.

New Year is a universal advertising occasion. Having set goals (to increase awareness and loyalty, increase sales, strengthen corporate culture, etc.), choose the appropriate way to achieve them. The main thing is to remember that the New Year is still a social event, so it is definitely not worth showing your “I” vividly. Do something nice to others and then you will get the result.


Click on play - the holiday mood is guaranteed!

Penguin in love



The 2014 Christmas ad from John Lewis was filmed in the best traditions of New Year's melodramas. The touching story of a penguin in love has become the leader in views among Internet users. For a month and a half, the British retailer's video has received more than 22 million views and almost 100 thousand likes.
The musical accompaniment played an important role in the success of the video. The soundtrack for the advertisement was the song Real Love, written by John Lennon and covered by a young English performer John Odell. The popularity of the John Lewis video clearly proves: on the eve of the New Year, everyone especially desperately wants love.

Good fairies


Another fairy tale for the new year 2015 was shot by the Marks & Spencer chain of stores. The story of fairies who fulfill everyone's cherished desires will appeal to both adults and children. The video, titled Follow the Fairies, was produced by British advertising agency Rainey Kelly Campbell Roalfe / Y&R, and the soundtrack is the acclaimed jazz composition Fly Me To The Moon performed by Julie London.

Failed holiday



IKEA proposes not to take preparations for the New Year too seriously. The main dish of the New Year's table burned out? Couldn't unravel the Christmas tree garland? Wrapping paper suddenly ran out at the most inopportune moment? It doesn't matter, because the holiday is not made by things, but by loved ones! A soulful video in which everyone recognizes himself and his family.

Soulful iPhone



If it seems to you that young people are spending too much time buried in gadgets, then ... you only think it. Apple is convinced of this. Apple's series of New Year commercials show that sitting on an iPhone or iPad isn't always wasting time on social media. A 2014 video with a completely unexpected ending.

Cute leopards



What is a compilation without cats? According to the jewelry brand Cartier, gifts are brought not by Santa Claus or Santa Claus, but by little leopards living in the sky over Paris. This is what Cartier's 2014 Christmas ad Winter Tale looks like.

This video is a continuation of the story of 2012, when the company presented a three-minute advertising film L`Odyssee de Cartier about the revived decoration "Cartier" in the form of a leopard. Then it took 2 years to shoot the video, and the budget was $ 5 million.

Surprise for air passengers



Another promotional film was shot by WestJet. It is dedicated to the Christmas Miracle action. At several departure airports, the airline installed an interactive screen where all passengers could convey their New Year wishes to Santa Claus. And during the flight, WestJet representatives managed to buy gifts and hand them over to the arriving passengers.

Retro dear to heart



A classic of the genre - it is this commercial that most people associate with the coming of the New Year. He was released on Russian screens more than 10 years ago, but many still remember him. And the phrase "The holiday comes to us" has become a winged one.

It was based on an English-language Coca-Cola video from 1993 called Holidays are coming , for which they came up with Russian voice acting.

Fun fact: After several years of rotation, Coca-Cola decided to replace the Christmas video with trucks with a new video, The greatest gift. But then the company was attacked by protests from thousands of TV viewers who asked to return their favorite video, arguing that without the usual advertising they do not have a festive mood.

Alena Yarkova charged with New Year's mood

sasha savina

Christmas commercials have long become an integral part of the holidays: for many of us, red Coca-Cola trucks are the first sign of the approaching New Year. Companies start releasing thematic ads in the fall - most often these are touching videos about the importance of spending time with family. We've already covered about the elderly teddy bears, the holiday video about dogs jumping on a trampoline, and Wes Anderson's Christmas video for H&M. To summarize, we've rounded up a dozen more great ads to help you get in the mood for the holiday season.

English for beginners

Perhaps the best holiday ad this year belongs to the Polish online auction house Allegro. The main character of the three-minute video is an elderly man Robert, who lives in Poland and actively learns English: whenever possible, he repeats new words, watches films in English and sticks stickers with English names on all objects in the house. At the end of the video, we finally find out why he does it - and here it is impossible not to cry.

Reward those who are not seeking rewards

Ferrero Rocher has released a video about the lighthouse keeper: he works without weekends and holidays and the best reward for him is “silence on the air”, which means that everything is calm and ships pass the difficult area without problems. On New Year's Eve, a guest arrives at the hero and brings him a gift - sweets and a video in which the sailors thank him for his work. The roles in the advertisement were played by ordinary people whose work is connected with the sea. The creators of the video wanted to convey a simple but important message: we are used to taking the work of many people for granted, although it is very important.

How the Rebels Saved Christmas

This video was released back in October, but it's about Christmas and the Star Wars movie, Rogue One, which was released in December. The video tells the story of the patients of the children's hospital as they play as Resistance fighters on a dangerous mission - to deliver the R2D2 droid to its destination. The funny video also carries an important message: it was created in support of Children’s Miracle Network hospitals.

Frankie's Holiday

In its holiday video, Apple decided to tell the story of not the most Christmas character - the Monster of Frankenstein. He records the melody of a music box on his smartphone and sets off from his secluded hut to the city center to sing the song “There’s No Place Like Home for the Holidays”. At first they are wary of him, but then they begin to sing along. Universal unity - isn't that the spirit of Christmas?

A Priest and Imam meet for a cup of tea

E-commerce giant Amazon reminds us that not everyone celebrates Christmas, but the holidays are primarily an excuse to take care of others, regardless of beliefs. The ad featured Vicar Gary Bradley and Imam Zubeir Hassam: in the plot, the characters gather for tea, and then order each other the same gifts for the holidays - knee pads, which should help them cope with pain in their legs during prayer.

The Tale of Thomas Burberry

The holiday ad that Burberry released to mark the brand's 160th anniversary is more like a trailer for a full-length movie. No wonder: It was directed by Asif Kapadia and starred by Donal Gleeson, Sienna Miller, Lily James and Dominic West. The video tells about important events in the life of the founder of the brand, Thomas Burberry (played by Gleason). Sienna Miller plays Burberry's wife, Lily James plays pilot Betty Dawson (prototype of the heroine is Betty Kirby-Green, who flew from England to Cape Town in record time in 1937), and Dominic West plays Antarctic explorer Ernest Shackleton. True, the facts in the video were treated freely: for example, by the beginning of World War I, Thomas Burberry was actually about eighty years old.

Keep them busy

Everyone who has a cat at home knows that on New Year's and Christmas you need to be more careful, especially when dressing up a Christmas tree: there is always a risk that the animal will take down the tree and break the toys. Temptations, a cat treats company, has released a video about just that: in a one-minute video, twenty-two cats and a kitten are spreading a playground with Christmas decorations together. The cats were trained for three weeks, and the way they destroy the set was filmed for three days - but the result is definitely worth it.

Kevin the carrot

Aldi supermarket chain ran an ad about a carrot named Kevin. This is a new version of the famous poem "Christmas Eve" by Clement Moore: a carrot on Christmas Eve really wants to see Santa, and then unexpectedly goes on a trip with him (the video has continuation explaining what happened to the hero). After the cartoon "Full Raskolbas" it is difficult to treat the talking carrot calmly, but the video is still very cute. True, even better additional materials to it - for example, a sketch in which Kevin waiting a new ad for John Lewis (a chain of department stores every year touching videos), or a recording casting for the main role.

The Greatest Gift

Sainsbury's supermarket chain has released a Christmas musical about the importance of finding time for loved ones in the midst of endless activities, especially during the holidays. This is a fairly common idea in holiday videos, but it was supplemented with funny details: for example, on the eve of Christmas, city residents queue up to get in line at the store - everyone who tried to buy gifts at the last minute was in a similar situation. The song for the video was sung by James Corden and written by Bret Mackenzie of Flight of the Conchords. The ad took seven weeks to produce, and the creators used proprietary 3D printing technology - so it's worth appreciating the effort.

New Years Eve is a great time to try to win customers with ads. Thousands of famous brands break their brains to create the most memorable and most touching videos. The portal "1000 Ideas" has made a selection of 35 best, in our opinion, New Year's advertising videos of 2016.

An advertisement for the confectionery company Ferrero Rocher entitled “Reward those who are not seeking rewards”. The video tells about a lighthouse keeper who goes on duty every night to ensure safe passage for ships through dangerous areas.

In The Getaway video, HUAWEI recalls the unpleasant tradition of kissing under the mistletoe and explains why it is so important to have a smartphone with a fast battery.

Milka video is about a boy who decided to bring Christmas closer and invent a time machine. The parents decided to play along.

Temptations Cat Treats ran a New Year ad that highlighted the relationship between cats and Christmas trees and tree decorations.

Have you ever thought about the personal life of Santa Claus? About whether he has a wife at all? And if so, what does she do while grandpa delivers gifts? This is exactly what the video of the Marks & Spencer store is about.

A Christmas story from Mercedes Benz intertwining youthful love and the superpowers of the German car industry during a snowy winter.


A very cute Christmas video about a grandfather learning English to talk to his granddaughter from Great Britain. The creators of the video are the Polish online store Allegro.pl.

How can you draw attention to chocolates in a supermarket? Here's a recipe from Swiss chocolate brand Frey.

British "McDonald's" decided to tell a good story about a seller of children's toys and his doll, which every year unsuccessfully searches for his love.

A story about a father and son living in the wilderness and deciding to make an airstrip for Santa's team. While he “walked under the tree”, the flying device was stolen.

A story about a gingerbread cookie that no one likes, appreciates, or eats. The video was authored by American home goods retailer Lowe’s and BBDO agency.

How can grandparents drag their children and grandchildren to the New Year? The main condition is the presence of a Wi-Fi router in the house, according to Comcast.

New Year's video from the Czech office of the world famous mobile operator Vodafone called “Share the joy with us”.

The story of how the cake of the Italian company BAULI almost became the cause of a family drama.

Pandora Christmas performance at Birmingham New Street Station in Birmingham.

Italian Decathlon demonstrates how to decorate a herringbone with athletes and sports equipment.

From the types of New Year advertising from Coca-Cola, you can make a separate rating. In the Russian version there is a New Year's clip from Dima Bilan for everyone's favorite song “The Holiday Comes to Us”. 4 million views on YouTube since early December 2016.

A funny video of the Sky.at channel, about the annoying Christmas choir, which is at the house of the German actor Elias Embarek

A video about an old man who was given a Playstation 4 for Christmas. “A gift can tell you everything,” according to representatives of the Norwegian online store Elkjøp


“New Year's Tale” from the Credit Bank of Moscow about a busy business mother, a child suffering from a lack of attention, and Santa Claus, who is supposed to change this situation. The video caused a wave of indignation among the people, since the kind wizard in it looks more like a maniac.

A series of videos about children who, in collusion with their parents, beg for Lexus from Santa as a Christmas present




The story of friendship between the girl Anna and the cloud. The video was invented by Three Ireland, an Irish TV and Internet provider.

The story of the teddy bears who came to life and decided to go shopping. Posted by Ballymena Business Improvement District.

Christmas Eve through the eyes of a rabbit to be eaten. The video was created by the bol.com online store.

Video from the American retail chain MEIJER. The idea of \u200b\u200bthe story is that “Santa is among us”, but only children who know how to believe in a miracle know about its existence.


London's busiest Christmas Eve International Airport, Heathrow, encourages passengers to return home as soon as possible and celebrate the holidays with their loved ones.

Our, Russian Sylvester Stalone, in the New Year's advertisement for high-speed Internet from MegaFon.


Energy company E.ON Sverige gives a master class on festive home decoration.

 

It might be helpful to read: