What makes a great Christmas ad?
Some of these ads are heartwarming, some are funny. Some are cinematic, others are simple as can be. But they all share the key elements that make an effective ad:
- They evoke an emotional reaction. Whether that’s a warm feeling of nostalgia, a tug at the heartstrings, or making us chuckle. That makes these ads memorable, worth talking about, and worthy of sharing with others.
- They communicate something about the brand’s values. This is particularly key at Christmastime. It’s a tough balance to strike — the goal of any advertising campaign is sales — but it’s also a season when many consumers are aware of the sometimes over-the-top commercialism of the holiday. Ads that try to capture or convey the “true meaning” of Christmas tend to work well. Themes of family, togetherness, and giving are especially common.
- They capture the brand’s voice and identity. Whether fun and playful, classic and familiar, or thoughtful and heartwarming, the best ads communicate the spirit of the company, in order to appeal to the audience they want to reach.
- They end with a call to action (usually). The conventional wisdom is that an ad must tell the viewer what they should do next (visit a website, buy a product, etc.) But Christmas ads are often more subtle. Sometimes they simply wish the viewer a “merry Christmas from X brand.” And that’s OK too! Christmas is a great time for brands to build trust and brand awareness, even if it doesn’t immediately lead to a purchase.
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Now to check out a few of our favourite Christmas ads below:
Hershey’s Kisses “Christmas Bells” (1989)
This iconic commercial has aired every holiday season since it first debuted in 1989. At just 15 seconds it’s short but sweet (much like a Hershey’s Kiss!)
Today it’s Hershey’s longest running commercial ever, and it remains as timeless as the candy itself. Which makes it all the more surprising that it wasn’t originally signed off on by the brand — an employee made the ad first, figuring he’d sell his boss on it later — and the rest is history.
John Lewis – Monty the Penguin (2014)
I dare you not to melt completely after watching Monty the Penguin. Little boy Sam and his penguin pal Monty do everything together, but the latter feels there’s something missing, especially when it hits Christmas time. He just wants a lover. Sam surprises him on Christmas morning with a girlfriend as Tom Odell hits the crescendo of Real Love, but the actual twist comes just moments later as you realise Monty and his new lover are just Sam’s toys and that’s the real love. (We’re not crying, you are.)
Irn-Bru – Snowman (2006)
Irn Bru’s “The Snowman” Advert refers to an seasonal advertisement that was created for the promotion of the Scottish beverage, Irn Bru in 2006 which parodied the 1982 animated short film The Snowman. The music featured during the advert is a parody of the 1982 song, “Walking in the Air” which was created for The Snowman. A sequel to the original advertisement was released in 2018 which carried on where the first left off. The advertisement said to by many in Scotland as ‘the sign of Christmas coming’.
Mcdonalds – Inner Child – (2020)
McDonald’s Christmas advert last year had a lot of us feeling emotional, with some fans of the fast food being left in tears.
After what has been already a difficult year for many due to the ongoing coronavirus pandemic, McDonald’s left us reaching for the tissues. The 90 second advert shows a single mother trying to encourage her teenage son to embrace his inner child over Christmas.
However, young Tom is more interested in playing computer games and declines spending time with his mother.The advert hits an emotional note with the mother attempts to make her son laugh by putting on some festive reindeer ears while out shopping, but leaves him storming off with his headphones on. However, once they stop by the McDonalds to pick up that bag of Reindeer Treats, Tom finally listens to his inner child and finds his Christmas Spirit.
As the day goes on, Tom starts to join in with the festivities, no longer battling between his inner child and the teen he longs to be. Through the love of his mum and the rituals of Christmas, Tom learns that you can embrace both.
The campaign re-emphasises the innocence and escapism Christmas brings, and celebrates the unique role that McDonald’s plays in the lives of the nation at Christmas, often a familiar pit stop amid traditional rituals.
Yellow Pages – Mistletoe (1992)
Capturing hearts and minds for almost three decades, there are few adverts that look more classic 90s than this Christmas cracker. It has it all: young romance, a real-life desk phone AND a Yellow Pages that doubles as a step. And for those among you who are too young to know what a Yellow Pages is – it was a free telephone directory that could be found in most homes, a relic of the pre-internet era.
Coca Cola – Holidays are coming! (1992)
With the arrival of the Coca Cola lorries and catchy ‘holidays are coming’ chorus, you know Christmas can’t be far behind the first appearance of this advert. Short, simple and not even particularly emotionally engaging, it hasn’t needed changing or updating since 1992.
Coca Cola have the budget to create something new and exciting each and every year (as with the other brands mentioned on this list) but this advert has become a part of the fabric and tradition of Christmas – something very few brands have ever managed to achieve.
Boots – Special Because (2014)
A hearty Christmas ad with an unusual twist, Boots took a refreshingly new creative route with their Christmas campaign. Focusing on early morning boxing day, the commercial pictures several different families getting up on a dark, snowy morning on December 26th piling into cars and wrapping last minute presents before they sleepily hit the road. Their destination eventually becomes clear in a touching finale, which highlights the importance of family and togetherness during the festive season – even if it isn’t on the actual day.
Sainsburys – Mog’s Christmas Calamity (2015)
A heartwarming advertising campaign featuring one of the nation’s best loved children’s book characters, Judith Kerr’s Mog, to highlight the importance of sharing at Christmas. The campaign helped raise vital funds for Save the Children to improve child literacy across the UK, because every year, 1 in 5 children in England are leaving primary school behind in reading which can have huge consequences for their futures.