Christmas ads. They’re as divisive as they are wholesome, and a good campaign sticks in buyers’ minds long after the decorations are down and the January sales are over.
But what actually makes a good Christmas campaign? We asked our team to find out:
Best
Sainsbury’s – “Christmas 1914” (2014)
Dora Papp-Sutcliffe, Operations Director:
“This was one of the first Christmas campaigns that really made me pause. It went beyond selling a product and told a story about humanity, connection, and perspective during one of the darkest moments in history. It wasn’t just a “feel-good” Christmas ad. It captured both the weight of history and the warmth of humanity, creating something that was powerful, moving, and thought-provoking. It stood apart because it dared to do something more meaningful than the usual festive tropes.
That being said, there was debate at the time around whether it was appropriate to use the First World War as the backdrop for a supermarket ad. Some felt it blurred the line between commemoration and commercialisation. But it was also widely praised for its production values and emotional impact, and it generated a lot of discussion, which in itself made it one of the most memorable Christmas campaigns of that decade.
For marketers, I think this ad stands apart because it is proof that storytelling is everything, and don’t skimp on production! When brands tap into universal human emotions and tell a story with authenticity and care, they can create work that connects on a deeper level and is remembered long after the campaign ends.”
John Lewis – “Man on the Moon” (2015)
Chris Kane, Digital Account Manager:
“They captured Christmas perfectly! They really captured the curious relationship between kids and grandparents/oldies and also pushed a really important message.”
Coca Cola – “Holidays are Coming” (1995-)
Mark Wiggins, Content Strategist:
“I was 7 when this campaign first debuted and the magic of Christmas was at its peak for me in my childhood. It has everything a Christmas advert needs – a song with plenty of sleigh bells, Santa, snow, the lot. It’s pure nostalgia. The song became a bat signal for Christmas getting close.
It pulls on the feeling of Christmas as a child, something that’s probably helped it stand the test of time with a millennial audience. It doesn’t try to be clever or funny, and it doesn’t make sickly sweet attempts to conjure up an emotional reaction (see John Lewis and their annual contrived attempts to make people cry and flog some advert merch. Gross.)
For marketers, it’s a good example of ‘if it ain’t broke, don’t fix it.’ In this example, Coca Cola haven’t tried to reinvent the wheel every year. They’ve developed it to keep it relevant (for instance, diversifying the crowds on the side of the road in the ad) but the song and the theme have remained the same. In my opinion, when it comes to Christmas, many of us feel an emotional reaction based on tradition and memories of the past – this advert has that in spades.”
Irn Bru – “Snowman” (2006), and the sequel (2018)
Christian Shone, Creative Director:
“This ad is a brilliant example of humour done well as it uses its parody of the classic The Snowman film and song as a vehicle.
Christmas is usually a bun fight for who has the best ad/spends the most/bags the most famous celebrity to appear in the ad. In sum, they’re generally complicated and forgettable! This is a simple, engaging idea. (Even though the product is rank!)
The ad’s sinister twist did spark discussion, with some viewers enjoying the dark Scottish humour and others feeling it was disrespectful to the original material. The ad and its sequel, however, became a beloved and recognised part of the Scottish Christmas season and it’s completely true to the Irn-Bru brand.
The takeaway from these ads? Simplify the idea. Distil the creative.”
TK Maxx – “Festive Farm” (2023)
Abbie Harrop, Marketing Manager:
“It’s a stark contrast from the emotional, heartstring pulling, (dare I say it) boring ads we see all the time. It’s fun, it’s whimsical, and it doesn’t take itself too seriously. Also using ‘Let Me Blow Ya Mind’ for a Christmas ad is SO camp and really fits with the tone of the ad (as well as being an unwelcome reminder that I’m of an age to be successfully nostalgia-baited now).
The key to a good campaign is brand authenticity, all the way from visual identity to the actual consumer experience. This ad hits on everything customers considering TK Maxx would want at Christmas – something a bit extravagant, something unexpected, one of those rare ‘TK Maxx finds’ that has sparked the viral video trends of people finding all sorts of ridiculous merchandise on their shelves. I think this ad hits the nail on the head from this perspective.
It’s also more about the joy the buyer gets from giving as well as the joy the recipients feels which I think is (selfishly or not) a huge motivator.”
Worst
Coca-Cola – “Secret Santa” 2024
Dean Punchard, Head of CGI:
“I have literally boycotted Coca-Cola over this hideous AI crap. I’m still VERY wary of AI, so to have this slop replace a creative studio makes me feel really sad. AI will rip creative, marketing, and a whole load of industries apart, and allowing rubbish like this to pass as “good enough” is never a good thing!”
Aldi (2016-) & M&S (2023-2024)
Sue Doherty, Finance Manager:
“I hate the Kevin carrot ad and the M&S with a mini Dawn French flying about! It’s too unrealistic. Why is Dawn French in miniature flying around? I don’t get it!
I hate the way most Christmas ads portray the perfect family life – is Christmas really like that for anyone? Or is it me? Some reality at Christmas would be nice. Some fun, and a good portrayal of the modern Christmas.”
So, what’s the formula to a good Christmas ad?
- The best ads are aligned with the brand values AND the customer experience.
- An iconic soundtrack goes a long way.
- Hook viewers in by drawing on universal emotions – joy, love and belonging – but don’t overdo it.
- Consistency is key. Don’t fix it if it ain’t broken.
- Nostalgia goes a long way when it’s aligned with the brand’s identity and positioning.
- Keep the story in line with cultural moments and audience sentiment to avoid coming off tone-deaf.
