It’s the second winter I’ve been back in the UK and it’s beginning to feel a lot like Christmas. Without wanting to alienate my Melbourne colleagues, the UK knows how to ‘do Christmas’. The cold, dark nights compliment the Christmas lights being turned on, it’s entirely appropriate to be thinking about mulled wine and in the Knott household, the preparation for the Christmas pudding is well underway. While I might miss the unpredictability of a Melbourne Christmas (is it going to be 40 or 18 degrees?), the seafood platters and the customary shutting down of most businesses until Australia Day, it feels good to be home where the competition for best Christmas advertisement has begun in earnest.

John Lewis delivered a knockout blow this year – as they have in the past – with #MontyThePenguin. It delivers a Christmas message that still promotes the John Lewis values and brand and is inoffensively shareable. Launched on a Thursday (based on research that nearly half of all video shares are done between Wednesday and Friday), the ad was shared 200,000+ times in the first 24 hours of launch. It’s a feel good advertisement that ties in well with Christmas. For those not familiar with the advertisement, have a watch below!

On the other hand, Sainsbury’s has caused more of a commotion with their Christmas ad – again, below for those who haven’t seen it.

Expressing a personal opinion rather than an expert one – take the advertisement out of context – it’s visually stunning and a beautiful story – and one that does resonate with the British population. However, put it back into context, and there lies the controversy, with many people concerned that Sainsbury’s is using such a poignant event from The First World War for commercial gain. While all profits from the Belgian chocolate bar seen in the advertisement are donated to The Royal British Legion, there was an outcry from the British public.

From a brand perspective, we know the importance of brand storytelling and how good storytelling, anchored in the truth, appeals to the heart as much as the head – which this does. But you can’t create cynicism around the storytelling – and this is where Sainsbury’s has failed. Despite the execution and elements wrapped around the creative, for the British public, it’s still perceived to be a means to increase profits and the bottom line. If John Lewis’ sales in stuffed Penguin toys went up by 500% as a result of their advertisement – no one would bat an eyelid; but the fact that Sainsbury’s is making a profit through the use of the sensitive and emotional topic of war will certainly cause upset.

What is your favourite Christmas ad of the year? Let us know on Twitter @BrandHook