Last week, we put out the call to ESM readers across Europe to vote for what you believed was this year's best retailer Christmas commercial, in our annual 12 Ads of Christmas showcase.
And vote you did, with a Santa's sackload of responses flooding in from across Europe right up until we closed the contest this morning.
This year's 12 Ads of Christmas included festive offerings from Germany (Aldi Süd and Edeka), France (Carrefour), Italy (Conad), the Netherlands (Albert Heijn and Jumbo), Ireland (Dunnes Stores), Switzerland (Coop), Spain (El Corte Inglés) and the UK (John Lewis Partnership/Waitrose & Partners, Tesco and Sainsbury's) and feature and array of Yuletide tales – you can view all 12 videos by clicking here.
But which advert will have pride of place under the Christmas tree this year?
In reverse order, here are the top three.
3. Jumbo (Netherlands)
What's Japanese for 'Merry Christmas'? As a mother heads off to Tokyo on a business trip, she leaves her family to prepare Christmas dinner as best they can in this humorous short.
2. Coop (Switzerland)
Who says in-store announcers don't have feelings? This heartwarming commercial shows how true love can blossom even for those working in a retailer's back office.
1. Dunnes Stores (Ireland)
It's an oft-used cliché that people in Ireland are obsessed about the weather, so Dunnes Stores put it front and centre in its Christmas ad – as a heavy snowstorm threaten's Santa Claus' arrival. Enter a group of enterprising children, who take matters into their own hands and light up the town.
The campaign, which calls on viewers to #MakeChristmasForEveryone, was developed by creative agency Chemistry. Congratulations to Dunnes Stores for winning ESM's 12 Ads of Christmas contest!
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: The European Supermarket Magazine
