Christmas ads have become a cherished tradition much like Christmas songs or movies, marking the start of the festive season. British Christmas advertising in particular has pioneered a specific storytelling approach that centres around emotional narratives, creating a style that is now influencing markets globally, particularly in how brands balance commercial goals with genuine emotional resonance. Here’s our guide to crafting memorable Christmas ads, spotlighting examples that stood out to us this year.
Tell emotional tales that ‘sleigh’ 🛷
The best Christmas ads tug at heartstrings, combining nostalgia and emotional narratives to evoke the season’s spirit. Research we ran last Christmas on the John Lewis campaign, involving 256 UK consumers revealed that emotional connection (44%) and engaging storylines (34%) were key to its appeal. Consumers expect Christmas ads to do much more than just promote products.
Spotlight: Sainsbury’s "The Big Friendly Christmas" - This ad masterfully combines the comforting nostalgia of Roald Dahl’s BFG with Stephen Fry’s iconic voice. By showcasing community values and the joy of holiday feasting, Sainsbury’s ad exudes warmth, celebrating its suppliers, its local produce, its employees and its festive range.
Spotlight: John Lewis’ "The Gifting Hour" - John Lewis captures the bond between sisters over time and reflects on the thoughtful essence of gifting. John Lewis did a great job of showcasing a real and relatable sibling relationship. This shift toward relatability may be a thoughtful response to feedback from last year’s ad, which some consumers found confusing and disconnected. By embracing this change, John Lewis demonstrates a keen awareness of its audience, reinforcing its commitment to delivering ads that resonate deeply with viewers.
Deck the halls with brand trust 🎄
Christmas ads are a powerful tool for brand building. They offer brands a chance to express their values, showcase what they stand for, and create emotional connections with their audience. For instance, 42% of consumers said they felt more connected to John Lewis after watching their ad. However, it's important to recognise that audiences are diverse, and a one-size-fits-all approach simply won’t cut it. Overemphasising 'traditional' families or festive norms risks leaving a large portion of your audience feeling excluded.
Spotlight: JD Sports’ "A Family Portrait" - By celebrating diverse families and Gen Z’s values, JD Sports’ ad rewrites the definition of what a family is and emphasises identity and individuality. It’s a prime example of aligning storytelling with target audience values and does a brilliant job of fostering inclusivity and authenticity.
Spotlight: Boots’ "The Christmas Makeover" - Boots balances representation with commercial goals brilliantly, showcasing inclusivity and challenging festive gender narratives while cleverly highlighting its expanded beauty range.
Create social media buzz 🐝
Social platforms have turned Christmas ads into cultural phenomena, with campaigns generating massive earned media value. Last year, half of our surveyed John Lewis ad viewers saw it online before on TV. Social provides a great opportunity to increase reach and therefore prioritising shareability and positive resonance helps brands harness this potential without risking backlash.
Spotlight: JD Sports’ "A Family Portrait" - Incorporating British celebrities boosts this ads social media appeal by leveraging their online popularity for virality while also delivering a strong value-led message
Knowing your audience is the gift that keeps giving 🎁
Understanding your audience and their unique traditions is crucial for brands aiming to create impactful, emotion-jerking campaigns. By truly understanding rituals around the festive period brands can powerfully tap into these and connect themselves to these occasions.
Spotlight: Tesco’s #FeedYourChristmasSpirit - Tesco’s Christmas ad thoughtfully portrays the ups and downs of the Christmas spirit, emphasising the vital role of reconnecting with loved ones in navigating difficult times. The ad celebrates the comforting power of home and the significance of unique, personal rituals that make the season special. By weaving its products seamlessly into these cherished moments, Tesco not only showcases its offerings but also forges a deep emotional connection with consumers, aligning its brand with the heartwarming traditions that matter most to them.
Balance innovation and tradition 💡
Christmas ads evoke strong emotions, requiring careful navigation to avoid polarising audiences. High expectations can quickly turn into deep disappointment, and shifts in ad style can elicit mixed reactions. While it's admirable for brands to evolve their festive advertising with purpose, they should strive for inclusivity and progressiveness, without straying too far from the qualities that have endeared them to consumers. Balancing innovation with familiarity is crucial for maintaining emotional resonance and brand loyalty. By deeply understanding their audience and staying true to the festive spirit, brands can create Christmas campaigns that leave a lasting impact.
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