![]() ![]() Mog the cat has been a firm favourite on children’s bookshelves since 1970, when author and illustrator Judith Kerr published Mog the Forgetful Cat, the first of 16 books based on Kerr’s family and their egg-loving cat. This year, Sainsbury’s has revived ‘Mog the Cat’ through a TVC and a printed book. It is not just the TV commercial which is great but the integrated approach. When it comes to Christmas adverts, it is getting difficult to decide which of the major UK retailers’ work is better – there’s great work all around. Here are my picks for the week ending 13th November 2015. As with advertising in real life, only a handful are memorable. It was the most-viewed ad on YouTube in the UK last year, pipping John Lewis’s Monty the Penguin, which was more popular globally.Between bookmarked sites, Twitter and RSS feeds which showcase advertising, I come across many new creative ideas every week. In 2014, Sainsbury’s launched an epic festive TV campaign focusing on the truce in the trenches on Christmas Day 1914, pushing the ethical marketing angle with a partnership with the British Legion, which came in for criticism for using the first world war as a promotional tool. Sainsbury’s focus on an emotional story is in sharp contrast to ads by rival supermarkets all of which feature their products and services ahead of what is likely to be a tough Christmas for the grocers who have been embroiled in a price war for over a year. “We want reading, which is the key to a child’s future, to become a national mission,” said Tanya Steele, Save the Children’s executive director of marketing, fundraising and communications. ![]() One-in-five children leaves primary school with substandard reading skills, the charity said. Sainsbury’s will be selling the book in stores for £3 and a Mog soft toy will be available for £10, with all profits from both items going to Save the Children’s work to improve child literacy in the UK. “For many families the sharing of stories is an important part of their Christmas celebrations and is often a tradition that is passed down through generations,” said Mark Given, director of planning and propositions at Sainsbury’s. Sainsbury’s launched the TV ad with a major push across 50 TV channels simultaneously, known as “road blocking”, with an extended 3 minute 30 second version. The heart-warming tale, which sees the neighbours come together to share what they have so Mog’s family can have a perfect Christmas, may well give John Lewis’s £7m tear-jerker Man on the Moon a run for its money as best ad of the festive season. Luckily, she accidentally dials the fire brigade while walking over the telephone and ends up saving the day. ![]() In the 3 minute ad, the accident-prone cat wreaks havoc in the kitchen on Christmas Eve, and setting fire to the Christmas tree. Kerr, who has also created children’s classics “The Tiger Who Came To Tea” and “When Hitler Stole Pink Rabbit”, has written and illustrated a book to accompany the advert. A year after its controversial advert showing a Christmas Day truce on the Western Front, Sainsbury’s called upon the powers of children’s writer Judith Kerr to create a heart-warming Christmas ad that rivaled John Lewis’ festive campaign.Ĭhildren’s writer Judith Kerr revived Mog the forgetful cat for this year’s Sainsbury’s advert, which got 18 million YouTube views in less than 2 weeks. ![]()
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