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It might barely be November, but the battle for the best Christmas advert is already in full flow, with John Lewis launching its festive offering today.

And while they might be a staple of our Christmas diet now – as much a tradition as pigs in blankets or carol singers – the hype around festive adverts wasn’t always such a big part of the calendar.

Today’s clip from John Lewis comes a week after Asda revealed their Christmas ad, which used classic footage from the 2003 film Elf, and hot on the heels of festive clips from Tesco, Argos, Morrisons and Aldi.

But with food bills rising, surging energy bills, mortgage hikes and reports of Britons cutting back ahead of the festive season, retailers have a difficult sales pitch to make this year.

A topic that is ‘so much bigger than Christmas’

John Lewis used their 90 seconds to shine a spotlight on an “often overlooked issue” – children in care.

The Beginner – set to a cover of Blink 182’s All the Small Things by US artist Mike Geier – shows a man as he struggles painfully to master skateboarding in the build-up to Christmas.

EMBARGOED TO 0001 THURSDAY NOVEMBER 10 Undated handout image issued by John Lewis and Partners of their 2022 Christmas advert "The Beginner", which launches qat 8,00am on Thursday. The campaign is set to a soundtrack of All The Small Things, a cover of the Blink 182 song by Mike Gier, and raises awareness of children in care. Issue date: Thursday November 10, 2022.

Viewers are left questioning the motive behind his perseverance until the final scene, when a social worker arrives with young teenager Ellie, who has arrived at her new foster home carrying her skateboard.

Kate Hardcastle, a consumer expert and chief executive of Insight with Passion, told Sky News: “Getting the tone of voice was really important for this year, and it was probably quite guessable it was going to be around corporate social responsibility because how can you do anything other else right now?

“But this is an incredibly fragile topic and needs handling with care.”

The ad was created with input from partner charities Action for Children and Who Cares? Scotland.

Alongside its longer-term work providing apprenticeship opportunities within the John Lewis Partnership for people leaving care, the retailer said it would make donations of Christmas decorations, food and gifts.

EMBARGOED TO 0001 THURSDAY NOVEMBER 10 Undated handout image issued by John Lewis and Partners of their 2022 Christmas advert "The Beginner", which launches qat 8,00am on Thursday. The campaign is set to a soundtrack of All The Small Things, a cover of the Blink 182 song by Mike Gier, and raises awareness of children in care. Issue date: Thursday November 10, 2022.

Ms Hardcastle said: “I would never say it missed the mark because the topic matters so much to me and I think any awareness is important.

“But I think the topic is much bigger than a Christmas advert and that’s because our care system support is needed 365 days a year, not just for Christmas.”

The ad is almost entirely devoid of product placement except for two brief glimpses of the retailer’s Lewis Bear toy.

But consumers can still purchase a number of products linked to the story including the £30 bear, £19 Lewis Bear pyjamas, a £5 Lewis Bear tote bag and a Rampage Skateboard for £34.99, with 25% of the sales going to the two affiliated charities.

The retail giant declined to reveal its budget for the ad.

How John Lewis changed the Christmas game

In the early 2000s, adverts were filled with as “many products as you could find” because “every frame costs money, so you want to show as much product as possible”, said Ms Hardcastle

This was seen with Marks and Spencer, who ruled the roost for years with their product-heavy offerings.

But in 2011, John Lewis changed the game with The Long Wait, a story of a young boy waiting desperately to give his mum a Christmas present.

Dr Hanlon told Sky News: “John Lewis did it differently. They told a story, rather than saying ‘here are the products, please buy these’.

“It is a classic marketing technique, it is telling a story, and it takes us back to that childhood notion of storytelling and it’s a comfortable place to be.”

And from there the battle for best Christmas advert, as it is know it today, began.

How to sell during a cost of living crisis

But as Christmas approaches this year, almost half (48%) of Brits have said they are planning to cut down on purchases – including festive activities and gifts – to save money, according to a report from Barclaycard.

Of these consumers, six in 10 will be spending less on gifts for family and friends, 44% will cut back on festive food and drink, including turkey and mulled wine, and two-fifths will curb their spending on Christmas parties and socialising.

Ms Hardcastle said John Lewis made the right choice picking a lower-priced toy as their feature product – the £35 skateboard.

She said: “This understands where people are right now. If they had put a £200 product on there, there would have been an immediate backlash of ‘how are people meant to afford this?'”

EMBARGOED TO 0001 THURSDAY NOVEMBER 10 Undated handout image issued by John Lewis and Partners of their 2022 Christmas advert "The Beginner", which launches qat 8,00am on Thursday. The campaign is set to a soundtrack of All The Small Things, a cover of the Blink 182 song by Mike Gier, and raises awareness of children in care. Issue date: Thursday November 10, 2022.

Brands ‘played it safe’

Matt Bourn, from the Advertising Association, said: “It is clear that advertisers and their agency and media partners are sensitive to the mood of the nation, the importance of being together, gifting and helping people to celebrate despite the geopolitical issues impacting us all.”

But Dr Hanlon said most of this year’s adverts “fell flat”, which indicates brands “don’t want to demonstrate they are spending millions on an ad when people are wearing extra jumpers and not putting the heating on”.

“I don’t think this year was meant to be a year for an iconic advert,” added Ms Hardcastle.

But she said she understands why brands have played it safe: “To have got it wrong this year, you would have been as villainous as the queue-jumping scandal.

“I think everyone just wants to say, let this Christmas be kind, let this Christmas be safe.

EMBARGOED TO 0001 THURSDAY NOVEMBER 10 Undated handout image issued by John Lewis and Partners of their 2022 Christmas advert "The Beginner", which launches qat 8,00am on Thursday. The campaign is set to a soundtrack of All The Small Things, a cover of the Blink 182 song by Mike Gier, and raises awareness of children in care. Issue date: Thursday November 10, 2022.

“And that’s how we feel about Christmas this year ourselves. No one’s telling you, they’re going to do some massive flash thing.

“Everyone’s saying we just going to keep it simple. We’re just going to go back to basics, getting the family together, with fewer presents, maybe a bit less food, and the currency of the adverts fits in with that.”

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Plenty of concern about UK gilt yields and economic health but this isn’t a Liz Truss moment

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Plenty of concern about UK gilt yields and economic health but this isn't a Liz Truss moment

How worried should Rachel Reeves be about the fact that the interest rates on government bonds have leapt to the highest level in more than a quarter of a century?

More to the point, how worried should the rest of us be about it?

After all, the interest rate on 30-year government bonds (gilts, as they are known) hit 5.37% today—the highest level since 1998. The interest rate on the benchmark 10-year government bond is also up to the highest level since 2008.

Higher government borrowing rates mean, rather obviously, that the cost of all that investment Keir Starmer has promised in the coming years will go up. And since these rates reflect longer-term expectations for borrowing costs, in practice it means everything else in this economy will gradually get more expensive.

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There are short-term and long-term consequences to all of this. In the short run, it means it will be harder for Ms Reeves to meet those fiscal rules she set herself. Back at the budget, she left herself a (in fiscal terms) paper-thin margin of £9.9bn not to overshoot on borrowing vs her new rules.

According to Capital Economics, based on recent market moves, that margin might now have been eroded down to around £1bn.

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And, given that’s before the Office for Budget Responsibility (OBR) has even decided on changes to its forecasts, it’s now touch and go as to whether Ms Reeves will meet her fiscal rules. As my colleague Sam Coates reported this week, the upshot is the Treasury is poised to pare back its spending plans in the coming years – a depressing prospect given the chancellor only just set them. But that won’t be clear until the OBR’s updated forecasts are published in March.

However, fiscal rules and political embarrassments are one thing – the bigger picture is another. And that bigger picture is that the UK is being charged higher interest rates by international investors to compensate them for their concerns about our economic future – about rising debt levels, about the threat of higher inflation and about fears of sub-par growth in the years to come.

How does this compare to the Liz Truss mini-budget?

But perhaps the biggest question of all is whether, what with long-term bond yields higher now (over 5.2%) than the highs they hit in October 2022, after the infamous mini-budget (4.8%), does that mean the economy is in even more of a crisis than it was under Liz Truss?

The short answer is no. This is nothing like the post mini-budget aftermath. Investors are concerned about UK debt levels – yes. They are repricing our debt accordingly. There was even a moment for a few days after the budget last autumn when the yields on UK bonds were behaving in an erratic, worrying way, rising more than most of our counterparts.

But – and this is the critical bit – we saw nothing like the levels of panic and concern in markets that we saw after the mini-budget. But don’t just take it from me. Consider two data-based metrics that are pretty useful in this case.

The first is to consider the fact that back in October 2022 it wasn’t just that the interest rates on government bonds were rising. It was that the pound was plummeting at the same time. That’s a toxic cocktail – a signal that investors are simply pulling their money out of the country. This time around, the pound is pretty steady, and is far stronger than it was in late 2022, when it hit the lowest level (against a basket of currencies) in modern history.

Is this just a UK problem?

The second test is to ask a question: is the UK an outlier? Are investors looking at this country and treating it differently to other countries?

And here, the answer is again somewhat reassuring for Ms Reeves. While it’s certainly true that UK government bond yields are up sharply in recent weeks, precisely the same thing is true of US government bond yields. Even German yields are up in recent weeks – albeit not as high as the US or UK.

In other words, the movements in bond yields don’t appear to be UK-specific. They’re part of a bigger movement across assets worldwide as investors face up to the new future – with governments (including the UK and the US under Donald Trump) willing to borrow more and spend more in the future. As I say, that’s somewhat reassuring for Ms Reeves, but I’m not sure it’s entirely reassuring for the rest of us.

One way of looking at this is by measuring how much the UK’s bond yields deviated from those American and German cousin rates in recent months. And while there was a point, a few days after Ms Reeves’ Halloween budget, when UK bond yields were more of an outlier than they historically have been after fiscal events, in the following weeks the UK stopped being much of an outlier. Yes, it was being charged more by investors, but then given the budget involved large spending and borrowing increases, that’s hardly surprising.

Now compare that with what happened after the mini-budget, when the UK’s bond yields deviated from their counterparts in the US and Germany more than after any other fiscal event in modern history – a terrifying rise which only ended after Kwasi Kwarteng stood down. Only when Ms Truss resigned were they back in what you might consider “normal” territory.

Now, it’s hard to compare different historical moments. The mini-budget was happening at a tense moment in financial markets, with the Bank of England poised to reverse its quantitative easing. Not all of the roller coaster can be attributed to Ms Truss. Even so, comparing that period to today is night and day.

Investors are not exactly delighted with the UK’s economic prospects right now. They’re letting this be known via financial markets. But they’re certainly not horrified in the way they were after the mini-budget of 2022.

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Power grid operator scrambles to avert blackout risk

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Power grid operator scrambles to avert blackout risk

The UK’s power grid operator has issued a call for electricity providers to bolster output this evening to avert the risk of blackouts.

The National Energy System Operator (NESO) issued an alert “to encourage market actions to increase system margins”.

It was the first such precautionary measure of the winter to date and issued at a time when much of the UK is shivering under sub-zero temperatures.

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The NESO is worried about a lack of spare capacity in the grid from 4pm until 7pm due to “system constraints”.

The body, which is in public control having been part of National Grid until last autumn, said in an update that it was seeking 1,200 megawatts (MW) of power as part of the so-called system margin notice.

Such notices are a call for a greater safety cushion between power demand and available supply.

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The NESO was at pains to point out that it does not signal that blackouts are imminent or that there is not enough generation to meet current demand.

Read more: Why UK energy bills could rise

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Sky’s Ed Conway explains why your energy bills look set to rise this winter.

There is strain on the system due to a lack of wind and bitterly cold temperatures, which stoke stronger demand for electricity and gas.

Lows of minus 16C, the coldest of the winter so far, are forecast for parts of the UK on Thursday.

A yellow warning for snow and ice has been issued for northern Scotland and Northern Ireland from noon on Wednesday until midnight on Thursday.

Sub-zero temperatures are expected across the country for the foreseeable future.

It is the first winter the UK has seen in living memory without coal power forming part of the domestic electricity generation mix.

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The number of such power stations held in reserve was gradually drawn down under efforts to reduce the country’s carbon footprint.

Ratcliffe-on-Soar power station shut down in September.

The UK has reciprocal arrangements with neighbouring countries to draw power via so-called interconnectors if and when required to help keep the lights on.

National Grid data showed that more than 50% of the UK’s power was being generated through natural gas.

Renewables accounted for just 16% while France and Norway were helping provide 10% of output, with nuclear and Biomass accounting for the bulk of the balance.

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Piers Morgan to leave Rupert Murdoch’s News UK in deal over YouTube venture

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Piers Morgan to leave Rupert Murdoch's News UK in deal over YouTube venture

Piers Morgan, the broadcaster and journalist, is leaving Rupert Murdoch’s British empire to focus on expanding his Uncensored YouTube channel in the US and other international markets, underlining prominent media figures’ accelerating shift away from traditional outlets.

Sky News can exclusively reveal that Mr Morgan and News UK – publisher of The Sun and The Times and owner of Times radio – have agreed a deal that will see him taking ownership of the Uncensored media brand and its existing 3.6 million-strong YouTube subscriber base through his production company, Wake Up Productions.

He is understood to have struck a four-year revenue-sharing deal with News UK that will see the Murdoch-owned company receiving a slice of the advertising revenue generated by Piers Morgan Uncensored until 2029.

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Mr Morgan returned to News UK in January 2022 with a three-year deal that included writing regular columns for The Sun and New York Post, as well as presenting shows on the company’s now-folded television channel, Talk TV.

People close to the situation said a book deal with the Murdoch-owned publisher Harper Collins would still go ahead, with Mr Morgan expected to complete that project later this year.

He will also continue to write occasionally for News Corporation’s newspapers, according to one insider.

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Mr Morgan’s future had been the subject of growing speculation following the expiry of his three-year contract with News UK at the end of 2024.

As part of his new arrangements, Mr Morgan has also signed a deal with Red Seat Ventures, a US-based agency which partners with prominent media figures and influencers to help them exploit commercial opportunities through sponsorship and other revenue streams.

Piers Morgan on TalkTV. Pic: PA
Image:
Piers Morgan on TalkTV. Pic: PA

Among those Red Seat has worked with are Megyn Kelly, the American commentator, and Tucker Carlson, the former Fox News presenter.

Mr Morgan is also understood to have received expressions of interest in other commercial and broadcasting deals from American media groups, having been one of few Brits to present his own TV chatshow on a mainstream US network.

Fond of the phrase “One day you’re the cock of the walk, the next you’re the feather duster,” during various phases of his career, his latest deal reflects the shifting dynamics in media consumption.

Responding to an enquiry from Sky News on Wednesday morning, Mr Morgan said in a statement: “I have had a great time working back at News and am delighted that we will continue to be partners.

“Owning the brand allows my team and I the freedom to focus exclusively on building Uncensored into a standalone business, editorially and commercially, and in time, widening it from just me and my content.

“It’s clear from the recent US election that YouTube is an increasingly powerful and influential media platform, and Uncensored is one of the fastest-growing shows on it in the world.

“I’m very excited about the potential for Uncensored.”

Mr Morgan declined to comment on any other aspect of his new arrangement with News UK or his expansion plans ahead of an official announcement, which is understood to be scheduled for later on Wednesday.

His decision to strike out on his own – albeit with a continued relationship with News UK – is said to reflect his belief that broadcast audiences will increasingly shift away from mainstream channels to platforms such as YouTube.

“He thinks YouTube will be a dominant broadcasting platform in terms of audience share within a couple of years,” said one.

It was unclear what the precise revenue split would be between Wake Up Productions and News UK during their four-year partnership.

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He is expected to focus his efforts to expand Uncensored on US audiences initially, with a wider international plan to follow that.

On Tuesday, Mr Morgan posted on X that he believed an interview with Elon Musk, the Tesla founder who has sparked a firestorm in British politics in recent weeks, was “getting closer”.

Among the other interviewees on his YouTube show have been Donald Trump during his first presidency, the Ukrainian president Volodomyr Zelensky and Cristiano Ronaldo, the footballer.

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