The art of matching music to Christmas campaigns 

Jess Nicks
Audio Network

'On trend' or 'on brand'?

Follow the herd or take a gamble on a different path, hoping it's the yellow brick road? Either way your creative – and music – for your Christmas campaign better be on the money or you'll be forgotten like all the unwanted Christmas gifts.   

A key early consideration when exploring the use of music in a Christmas campaign is deciding whether to go 'on trend' or 'on brand'. Creatives need to decide if they are jumping on a popular bandwagon or sticking with what their brand is known for. For those deciding to follow a trend, which in Christmas campaigns is minimalist cover versions of popular classics, it is imperative this is done brilliantly, otherwise the ad will appear derivative and will be in danger of getting lost in the blizzard of seasonal ads.