Christmas adverts need to change for a major reason [Video]

‘Sorry, what?’ comes the confused reaction from my American colleague.

In a lively features meeting, we were discussing the phenomenon of the Christmas TV adverts, which have become an intrinsic part of the festive build-up.

The uniquely British tradition has meant that for a few months of the year, we’re actively seeking out marketing campaigns, rather than running away to make a cup of tea when they rudely interrupt TV shows. In most other countries this is not a thing, and the concept can lead to some bafflement from people who didn’t grow up in the UK.

If the adverts are to retain their relevance on this isle to get us in their aisles, then they are going to keep adapting to keep up with our everchanging habits. Rather than booking out a slot during X Factor Big Band Week like years gone by, brands need to be where their consumers are.

Sainsbury’s is the first major shop …