Christmas ads: the musical view, part two

Like a child on Christmas morn will relish just one more present to tear open and discard, I can state that my willingness to comment further on this year’s Christmas adverts was equal and welcomed. 

Here then is part deux of the music supervisor’s view on Ad land’s 2020 Christmas offerings…

O2

Lately… 
I’ve been… 
I’ve been… 
… slightly obsessed with Macy Kate’s vocals on this track as I can’t recall a more bizarre delivery. Particularly intriguing is her ability to add extra vowels and consonants to words – begun becomes beguiiiwin, argument becomes arguewmint, back becomes baauck, minute becomes minnneeeeeehhhh, thoughts become thutts, and she’s not even a Kiwi! 

If that wasn’t discombobulating enough there’s further affectation at play in the form of what I think is meant to be vibrato but what actually sounds more like the noise Hannibal Lector makes when recalling a tender and delicious human liver and fava beans combo washed down with Chianti. 

But this is all very subjective. I should talk about whether it works for the ad? Well, yes it does if your intention is to (I’ve used this phrase before) do a John Lewis. But why would an agency and brand want to copy something so done even the inventors of the formula are now themselves over it when there’s a world of possibilities?

Why would an agency and brand want to copy something so done even the inventors of the formula are now themselves over it when there’s a world of possibilities?

But perhaps the most alarming thing of all is that this ISN’T an ad-land music commission. No, someone was motivated to record this on their own dime, presumably inspired by that ad land genre now… (please Santa!!) defunct! Can it be true ladies and gentlemen, that the brands are influencing the musical landscape? 

Time for some Coltrane and a bag of brown to make the world seem orderly again!

Sainsbury’s

I’m really quite enamoured with this first spot, somehow relatable even though it bears little resemblance to my own family Christmases from my youth. It’s a neat narrative that allows the brand to acknowledge the times. Huge creds to directing duo Thirty Two and their commitment to authenticity, from the 90s-esque home video footage complete with VHS tracking lines to the cheap and charming film stills, it’s clearly a labour of love from those guys and a journey they and W+K have revelled in. 

Dad’s gravy is a bit on the thick side for my liking. 

Completing the feast, a beautifully subtle piece of composition offering just a shaving of Christmasness and a couple of micro-levers of emotion, enough to elevate us to a fizzy nose while also bedding in comfortably most of the time and not getting in the way. 

Proper good, although Dad’s gravy is a bit on the thick side for my liking. 

Sports Direct

It’s hard not to draw parallels here with one of the greatest advertisement films ever -  Nike’s Nothing Beats A Londoner, especially with comrade Mr Pape on music supervision duties, but this is still a strong turn from everyone’s fave high street COVID deniers. 

Economical use of a super chameleon remix of a track by MC Fioti.

I do feel for our main protagonist here as she’s somewhat forced into choosing a sport when clearly she’s just not that bothered. Fair play though as she quickly flips to owning game. In fact, most of the games to the point where her mates ask her if she’s doing a bit too much… sound familiar anyone? 

Economical use of a super chameleon remix of a track by MC Fioti, a cut that transitions from a dark trappy bounce to a club banger as neatly as hospital corners. And, not a bauble in sight! 

Coca Cola

Goodness W+K have been busy in the grotto this Christmas haven’t they? 

In total contrast to their Sainsbury’s piece they’ve gone completely Hollywood daft in this epic for red drink. It’s something of an achievement when you think about how challenging shooting this would have been in current climes. Smart then to pen a story about a man’s solo pursuit across land, sea, land, river, land, lake, land, land, snow, snow, ice and more snow to deliver a letter to Santa for his daughter. I can’t help thinking that it might have been slightly less effort to just post the damn thing. 

I can’t help thinking that it might have been slightly less effort to just post the damn thing. 

And so, while completely and stupidly implausible it’s a fantastically crafted and very watchable piece of work. Special mention to comrade Baronowski, for his beautiful score, dialling up the feels in just the right amount to lift this cinematic piece. Full real orchestra, choir and everything!

Can I just ask, when is Santa going to change up for a hybrid? 

Burberry 

I’ll say it again… this is the one Christmas ad I genuinely wish I’d been a part of. It’s a stunning piece all round but the track does a seldom seen trick of breaking the mold of advertising commissioned re-records. It’s original, it’s youthful, it’s infectious, it sounds like an artist’s interpretation of a classic song and not music by committee, something which ad-land is SO very guilty of. 

It sounds like an artist’s interpretation of a classic song and not music by committee, something which ad-land is SO very guilty of. 

Much like a good director is sometimes permitted the freedom to realise their vision, Ad land must learn to trust musical artists, producers, musicians and writers to realise theirs. Take note people this is how it’s done from now on. 

Here endeth the lesson.