Christmas ads have become more than seasonal marketing; they are now cultural moments that define the holiday spirit. I have been reviewing all the Christmas ads from around the world for over a decade and each year, we see retailers from around the world compete to create campaigns that do more than sell products—they tell stories, evoke emotions, and establish connections. In 2024, we have seen some movement - perhaps something to do with the geopolitical, economic or media environment but there has been a pull back in the lavish extravaganzas and I imagine more about reaching shoppers 121 through digital.
There are still some incredible blockbusters, big stars, great stories and significant productions that have been brought to life. This year our focus was the UK, USA, Australia and New Zealand. I did find an incredible piece of storytelling from the Norwegian Postal Service which is a must watch for a spectacular and funny piece of storytelling that only the Nords can do.
This year’s campaigns reflect the evolving expectations of audiences, blending the familiar warmth of nostalgia with the urgency of modern values like inclusivity, sustainability, and community giving. It’s not just about showcasing products (although retailers are here to sell product), it’s about delivering magic, a knowing giggle, and relevance in ways that capture attention and hearts alike. From blockbuster soundtracks to high-concept visuals, Christmas ads in 2024 continue to set the standard for creative storytelling.
With a mix of laughter, tears, and awe-inspiring moments, this year offers much to discuss. We’ll explore how brands successfully tapped into timeless emotional tropes, which narratives stood out, and why some campaigns resonated across generations better than others. And for the first time, the USA claims its place as a leader in producing world-class festive campaigns.
Key trends observed in 2024
Nostalgia still rules the season: Retailers continue to lean into the heartwarming power of tradition. Themes of childhood wonder, family connections, and festive nostalgia dominate many campaigns, evoking goosebumps and emotional memories. Ads like John Lewis’s focus on imaginative Christmas adventures are textbook examples of how nostalgia can capture the heart.
Humour and light-hearted fun take centre stage: Humour is having a big moment this year, with retailers like Myer using cheeky, Grinch-like characters to bring charm and chaos to the holidays. M&S use of Dawn French and out-loud, highly relevant comments brings a sense of relatability to the campaigns. This approach makes campaigns stand out in a crowded marketplace, while lightheartedness resonates especially with younger audiences. And have a "if you know you know" moment is social currency.
Modernisation of traditions: Campaigns are reinterpreting Christmas through contemporary lenses. From Target’s stylish reimagining of Santa Claus to Boots providing a spin on Mrs Claus we see Christmas becoming more relevant in a compelling way with younger audiences.
Philanthropy and sustainability: Giving back and doing good remain key pillars of many campaigns. Whether it’s messages of community, charity, or environmental consciousness, these narratives resonate deeply with consumers seeking to make the holidays more meaningful. We see this also feature strongly through local providence messages such as seen through Woolworths and Sainsbury.
Celebrity sparkle: Leveraging recognisable faces has been a strong trend, with brands like JD Sports using sports and entertainment stars to drive attention and Waitrose creating a whodunnit mystery with a cast of famous suspects. This strategy bridges generations and builds excitement.
Let's get into it 🎄
THE USA PRODUCES SOME CRACKERS
TARGET
Meet weirdly hot Santa - Kris, the newest Target team Member. There are a series of ads that leverage emotional connection while selling product. The following two ads say it all. 'SLEIGH' is genius when you see it and the Black Friday Ad is a nice weaving of the festive thread.
BLACK FRIDAY
DICK'S SPORTING GOODS
I simply love this ad for so many reasons (even through I had to look up the star and his family), NFL legend J.J.Watt. This features his brothers, Derek and T.J. alongside parents Connie and John. Bring in nods to Home Alone and Elf and you effectively find a big kid stuck in his version of a candy-store.
COCA-COLA
While not a traditional retailer we need to include this because of the controversy it has caused. Coca-Cola has reimagined its iconic "Holidays Are Coming" ad using generative AI. The three commercials blend festive traditions—snowy landscapes, Coca-Cola trucks, and Santa—with AI-generated visuals, eliminating costly live shoots.
While the innovative approach has sparked mixed reactions—some praising its creativity, others critiquing the lack of human touch—Coca-Cola highlights the blend of human and AI collaboration in modernising its holiday campaign.
AMAZON
Possibly my favourite ad of the season and definitely the best from the US this season. It has all the essential ingredients. A goosebump tingler and set to "What the World Needs Now Is Love," celebrates a theatre caretaker’s hidden singing talent. Surprised by colleagues who arrange a performance, he finds a microphone, a backing track, and a tuxedo from Amazon waiting for him, enabling him to live his dream on stage in a magical moment.
AUSTRALIA BRINGS A CHRISTMAS SMILE
I kind of expected Raygun to cash in but thankfully not. There are however two campaigns that have distinctly stood out from Myer Department Store and Woolworths. All the rest are just a bit ordinary.
MYER DEPARTMENT STORE
Myer’s Christmas campaign humorously tells the story of a grumpy character who, despite resisting holiday cheer, is won over by Myer’s festive offerings. Through playful contrasts and heartwarming moments, the ad highlights Myer’s ability to brighten the season for everyone, even skeptics, blending humour and warmth to show there’s magic for every “humbug.”
WOOLWORTHS
All you need to do is make kids the hero, add in a challenge and bring a community together to delivery a solution... and the rest comes together. Woolworths’ Christmas campaign celebrates Australian traditions, highlighting the role of fresh, local food in bringing families together. This is delightful.
A KIWI CHRISTMAS
Let's be realistic. I think Kiwi brands could invest in one campaign and continue to use it year after year....however....this year we see the supermarkets delivering the Christmas cheer. Literally.
NEW WORLD
Without doubt one of my absolute favourites for 2024. "Find Your Wonderful" captures the spirit of Christmas through a relatable story. When a daughter calls to say she can’t make Christmas dinner due to her hospital shift, her dad brings the celebration to her - showing how love and togetherness can overcome any obstacle.
WOOLWORTHS
Another delightful campaign shares the story of Zoe, a young girl who lovingly grows carrots all year for Santa’s reindeer, only to find them harvested and showcased at Woolworths for all to enjoy. The campaign highlights the warmth of the season, emphasising affordability and practical tips for festive joy within budget.
Now you will have to read Part Two - the UK to discover the most magical ads of them all. 🤶
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