Christmas 2016: Marketing Week’s best (and worst) campaigns

Michael Barnett, print editor
Cracker: Sainsbury’s
I hate this ad: it’s far too long, the song is annoyingly repetitive and I think James Corden really does believe that the greatest gift you could ever give is him. But like Gio Compario for GoCompare, it sticks in the mind and from what I can tell the investment in prime media is huge, so I’d be surprised if it doesn’t deliver the biggest seasonal sales increase of all the brands doing big-budget ads this Christmas.
Tur