Although Christmas has past, we can still reminisce on the past years festivities and celebrations. We've all experienced Christmas in various phases - the happy joy of opening presents and stuffing your face at dinner and the stressful christmas shopping.
Some of you may be wondering what is Edeka Weihnachtsclip. To be completely honest, I had no clue until I saw this commercial. Edeka is the largest supermarket corporation in Germany. Weihanchtclip simply translates to christmas clip. This ad was released on November 28, 2015 as an emotional christmas ad.
Target: Everyone. Busy People.
Insight: By using an emotional connection by using the song Dad by Supreme Music along with the images of the old man alone, resonate with many people who often neglect family during the festive holidays.
Brand Idea/Positioning: "Zeit heimzukommen".
Time is best spent with family rather than worrying about what to do. In this particular ad, Edeka highlights that it's "Time to come home". Their christmas campaigns urge people to spend more time in the moment as it may be limited.
Objective: I believe that Edeka is trying to achieve an emotional connection with its viewers. As a major grocery store, you may not associate them with tear jerking commercials. Therefore, it is important because they want to create an emotional connection with the people that shop at their store.
Strengths: They did a great job in evoking emotion especially during the holiday season. Like the ad showed, the old man's family was too busy to attend Christmas dinner year after year. Many people are guilty of being obsessed with work or to-do lists that they don't realize how much more family means. The clips of the old man eating alone along with his death strike a chord that made my eyes bawl. But they turned it around by creating a happy ending where the family enjoys christmas together rather than alone.
Weaknesses: I'm not sure if Edeka's goal is to gain customer base or what their brand goal really is. As the largest retailer, this ad certainly strikes some emotions but doesn't really demonstrate the product.
P.S. Grab a tissue before you watch the ad!
Articles:
http://www.telegraph.co.uk/topics/christmas/12026746/Move-over-John-Lewis-this-is-the-most-tragic-Christmas-advert.html
http://www.usatoday.com/story/news/world/2015/12/01/german-supermarket-chain-edeka-heimkommen/76644268/