A creative agency’s favourite Christmas campaigns

The power of seasonal advertising

The festive season is well and truly upon us, and what better way to kick it off than by reminiscing with our favourite festive ads from the last decade?

Alongside the annual putting up of the decorations, festive food, and let's not forget the films - Christmas adverts have become part of the traditions, with retailers eager to deliver the most memorable marketing campaign.

But what makes a great festive advert? Is it a meaningful and heartwarming storyline, a deeper message, or something a little bit different? With so many great examples over the years, it's been difficult to whittle it down. Here are some of our top picks.

John Lewis - Man on the Moon (2015)

John Lewis is renowned for delivering heartwarming storytelling in their Christmas adverts. Take a moment to remember that famous Bear and the Hare advert from 2013 or their Elton John edition from 2018.

For us, their Man on the Moon production is one that’s stuck in our minds.

Partnering with Age UK for the advert, John Lewis highlighted the importance of showing people they’re loved at Christmas, with a particular focus on the elderly, a great way to incorporate a targeted audience message.?

Sainsbury's - Christmas 1914 (2014)

To commemorate 100 years since the start of World War I, Sainsbury’s joined forces with the Royal British Legion to deliver a powerful advert centred on real-life events from Christmas 1914.?

Drawing focus on the Christmas Day truce, when British and German soldiers downed their weapons to meet in no man's land and spend the day together; they even had a game of football.?

The advert captures a scene where a British and German soldier forge a connection, engaging in a heartfelt exchange as the British soldier presents his counterpart with a thoughtful gift, highlighting the importance of giving over the festive period. We think this is a great showcase of using storyline messaging to gather an emotional response that viewers will remember.

Coca-Cola - Have Yourself a Merry Christmas (2020)

Whether it’s in person, a short call, an awkward video message or a simple text - making time for our loved ones is what’s important at Christmas!

This memorable ad from Coca-Cola focused on an off-shore worker and his tireless struggle against the elements to deliver his daughter's letter to Santa in time for Christmas.?

Amid some uncertain times, Coca-Cola was able to remind us that regardless of the circumstances, the Christmas spirit will always exist. We liked how Coca-Cola used the pandemic as a source of relatable messaging, knowing that audiences worldwide would be able to relate.

Ikea - Silence the Critics (2019)

Set alongside a D Double E soundtrack, Ikea's Christmas advert put a fun alternative spin on the dread of hosting at Christmas.

The advert is set around a family of 3 living in a small flat who are hosting friends for dinner. Filled with ‘home shame’ around the state of the flat, the mother isn’t exactly enthralled by the occasion. However, as she is ridiculed by a range of living ornaments she decides to take charge and ‘Silence the critics’ by embellishing the home with a range of new Ikea furnishings.?

Comedic elements are what make this one memorable, along with brilliant product placements.

Google - Home Alone (2018)

If you haven’t seen Home Alone, where have you been? Arguably one of the most famous Christmas films of all time returned almost 30 years later for a festive advertising campaign.

With several nods to the 1990 classic, a now 38-year-old McCauley Culkin returned to screens once again as Kevin McAllister. While 8-year-old Kevin had to pull off all his stunts himself, all he has to do now as an adult is ask Google’s Home Assistant.?

The advert brings a feeling of nostalgia to viewers, Home Alone is a Christmas classic that remains relevant to this day, and this advert delivered an iconic modern twist.

Apple - Share Your Gifts (2018)

A campaign dedicated to creativity and sharing, this animated advert hit home among creatives.

Set alongside the Billie Eilish song ‘Come out and play. - the animation follows a baker who lives a double life, hiding her creative impulses throughout the day and bringing them to life when no one is watching.?

The lyrics “Don’t hide” relate to sharing our gifts with others and being proud of our talents - rather than them hiding away. We love the creative use of animation in this ad, with some animators on our team, we can relate to the creative techniques used to deliver this message.

Why we love Christmas advertisements

For us, Christmas adverts are very much part of the festivities. They can bring to light a variety of emotions, from happiness and joy to sadness and humour whilst focusing on some thought-provoking topics.

The fact that we can remember these festive adverts long after they were first shown speaks volumes about the effectiveness and memorability of a strategic marketing approach in adverts. A powerful festive campaign can set a brand apart from its competition at one of the busiest times of the year.

What’s your favourite campaign? Is there anything that we’ve missed? Let us know in the comments.