This New Edeka Ad Conveys That the Holidays Should Be About Family
Riley von Niessen — November 22, 2016 — Marketing
In preparation for Christmas, a new Edeka ad was released. Much like its 2015 holiday spot, the German brand aims to include a moral message in the video's plot -- making it appeal to consumers in a more genuine way and standout from the many commercials that will soon saturate televisions.
Targeting the obsessive nature many take on when Christmas draws near, this Edeka ad shows people rushing to get everything perfect in time for the big day. They bake the perfect sweets, clean their homes until they're spotless and stock their trees full with presents.
As they do so however, they seem to forget about those around them, valuing superficial presentations and materialism over what's most important: their families. Near the end of the Edeka ad, people are shown doing the opposite however, illustrating that the holidays are about spending time with loved ones, rather than things.
Targeting the obsessive nature many take on when Christmas draws near, this Edeka ad shows people rushing to get everything perfect in time for the big day. They bake the perfect sweets, clean their homes until they're spotless and stock their trees full with presents.
As they do so however, they seem to forget about those around them, valuing superficial presentations and materialism over what's most important: their families. Near the end of the Edeka ad, people are shown doing the opposite however, illustrating that the holidays are about spending time with loved ones, rather than things.
Trend Themes
1. Ethical Advertising - Disruptive innovation opportunity: Explore advertising strategies that convey moral messages to appeal to consumers in a genuine way.
2. Family-centric Marketing - Disruptive innovation opportunity: Develop marketing campaigns that emphasize the importance of spending time with loved ones over materialistic pursuits.
3. Anti-consumerism Movement - Disruptive innovation opportunity: Create products or services that align with the values of consumers who reject excessive consumerism and prioritize more meaningful experiences.
Industry Implications
1. Advertising & Marketing - Disruptive innovation opportunity: Integrate moral messages into advertising campaigns to resonate with consumers on a deeper level.
2. Retail - Disruptive innovation opportunity: Develop retail experiences that encourage customers to prioritize family and meaningful connections over materialistic purchases.
3. Hospitality & Travel - Disruptive innovation opportunity: Offer travel packages or hospitality experiences that promote family-centered activities and foster deeper connections among loved ones.
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