Mercator has tackled this year’s holiday season in the best Christmas tradition of world-class retailers: fifty days before the holidays it already had both holiday spots ready, recorded and edited. Both?
Yes, this year’s season’s advertising began on 9 November with an introductory spot in which Mr. M. checks whether everything in the store is ready for holidays. He stops at key holiday product categories: delicacies, cheese, meat, biscuits and sweets. The ad is once again signed by the Slovenian director with the Berlin address, Sašo Podgoršek, and in the main role, among Mercator’s sellers, the star was Sašo Stojanov.
But that’s just the first half of Mercator’s holiday series: when the store is all set up and ready, our Mr M. can dedicate himself to another holiday adventure. When the festive lights lit up the city, in the best spirit of socially responsible and emotional messages, characteristic of corporate New Year’s Campaigns, Mercator shows that the most precious gifts are attention and kindness we give to others.
In Christmas-New Year’s Eve ad, Slovenian viewers will have the chance for the first time to hear an unplugged version of Alice Merton’s No Roots, whose original song strongly characterized this year’s Mercator’s communication. The fact that Merton has crossed many borders proves the fact that since April, when Mercator opted for that song, the number of views of the song on YouTube has risen from 13 to 61 million. Already at the beginning, creative from the agency Arnold Vuga loved the unplugged version of the song, but because of improvised footage on one radio it was unavailable for widespread use. That’s why Alice Merton recorded an acoustic version exclusively for Mercator. And the company’s Christmas spot will certainly bring her under many Christmas trees in Slovenia.
And the slogan? A single letter can enrich and warm up the message and change it into a sincere congratulation. By coincidence, in Slovenian language that letter is ‘m’: it starts with Vse dobro (All that is good) and ends with Vsem dobro (Good for all).
The idea by Aleš Kočevarj, under the creative direction of Stojan Pelko, was directed by Sašo Podgoršek, and photographed by Primož Bregar. Design under the artistic direction of Radovan Arnold was signed by Anže Veršnik, and project leader was Urša Kovačič, both from Arnold Vuga agency. Of course, crucial part of the process were directions and suggestions of the client, so it could also be said under the spot: “powered by” Andreja Zadnik Andoljšek, Tina Bajde and Viktorija Radojević.
