Manor presents the new Christmas campaign - created by BETC Paris
Manor's Christmas TV commercial this year is set to enchant Switzerland. The story, which centers on a little boy, takes viewers to the North Pole and into the magical world of the Christmas elves.
"Special Christmas" is the motto of this year's Manor Christmas campaign, which kicks off with a lovingly produced TV commercial that makes both children and adults dream. The animated film tells the story of the obstacles Santa Claus has to overcome in order to fulfill a boy's longing wish - he is unable to interpret the child's drawn wish list. In the end, the message becomes clear: for a very special Christmas, Manor is prepared to fulfill every wish, no matter how unusual.
The commercial, which will be broadcast throughout Switzerland, can be seen on TV for 40 and 20 seconds and in cinemas for two minutes. The uncut 2:15-minute version will be shown exclusively on Manor's social media channels and in Swiss cinemas.
Specialists from various areas of film and a variety of animation techniques were used to realize the commercial. In a process lasting almost a year, the idea for the plot was developed in collaboration with the agency BETC Shopper and the production company Passion Paris, the music was composed and all the characters were created and brought to life. The latter is the responsibility of none other than Peter de Sève, world-famous and multi-award-winning illustrator and character designer for animated films, who also developed characters for the Find Nemo and Ice Age films.
"We decided to create something very special for this Christmas, which reflects the theme of this year's Manor Christmas campaign. Special Christmas in a surprising and emotional way," explains Sandra Kottenauer, Marketing Director at Manor, to Werbewoche. "When working with BETC as an agency, creativity, convincing storytelling and the innovative idea were decisive factors in the implementation."
The Christmas motto "Special Christmas" is a derivation of the Manor claim "Special Everyday". "The focus is on the continuity and coherence of Manor's communication," explains Kottenauer. "This should be perceived as typical Manor at first glance." The aim is to ensure that Manor is recognized as "unique" and "unmistakable" in the long term.
A very broad media mix tailored to the heterogeneous Manor target group is intended to generate attention and recognition. "We select the ideal media mix for each project accordingly," says Kottenauer, who has been Head of Marketing at Manor since April 2015.
It remains to be seen whether the "Special Christmas" commercial has what it takes to become a viral hit. However, the chances of it being seen outside Switzerland are certainly good. Not only because it is produced and animated to an international standard, but also because it paints an equally international picture of Christmas: Santa Claus, elves and the North Pole instead of Santa Claus, donkeys and the Christ Child. Globalization does not stop at Christmas - at least in advertising. (hae)
