Christmas TV ads are a staple of British culture. Every year, the bar gets higher, and more often than not, Christmas ads give us more than just festive feelings. They offer a window into consumers' emotions, values, and behaviours. As we dive into the 2024 lineup, it’s clear that brands are tapping into a mix of nostalgia, feeling, and sensory delight to capture the nation's hearts (and wallets). What can we borrow from the TV when it comes to digital marketing?
I’ve rounded up a few of the season’s most talked-about campaigns, explaining what they tell us about today’s audience, why some are succeeding more than others and how they can inspire our own campaigns in the world of digital marketing.
JD: Winning at Modern Festivity
JD’s ad is my top pick for 2024. It feels fresh and relevant and captures a sense of community in a style that resonates with younger audiences. The campaign leans into cultural moments without losing the festive spirit, proving that brands don’t need to lean on clichés to make an impact. There's often a lot of pressure around Christmas, but for me, this strips Christmas back to what matters most.
Takeaway for digital: Consumers want modernity wrapped in tradition, and ads that align with current culture while staying festive seem to win attention.
Experiment with Nostalgia-Infused Content:
- Use retro-inspired visuals or storytelling (e.g., 90s-style graphics or classic holiday moments) to tap into nostalgia. We worked with our client Skydiamond, a very modern brand, with a new nostalgic gifting campaign for the women in their life. We used 90s styled polaroids paired with products to evoke emotion for the viewer, you can see this here.
- Pair this with modern formats like Instagram Stories, TikToks, or AR filters to engage younger audiences while resonating with older ones.
Amazon: Emotionally Charged
Amazon’s ad is a close second for me—it’s incredibly emotional and tugs at the heartstrings. This approach reflects how consumers are drawn to stories of connection, generosity, and the “human touch,” especially during the holidays.
Takeaway for digital: Storytelling matters just as much today as it always has. We can clearly see here the importance of humanising an online brand experience, focusing on human connections, and creating an experience.
Experiment With Emotional Storytelling
Create Mini-Story Campaigns:
- Develop short-form storytelling content that evokes emotions—joy, nostalgia, or generosity. Use reels, TikToks, or carousel posts to narrate a festive tale.
- An example is “A Day in the Life of [Your Product] at Christmas,” which shows its role in creating Christmas magic.
Use Emotional Ad Copy:
- Craft ad messaging that connects emotionally with your audience. Tap into shared holiday experiences, like family gatherings or cosy nights, to humanise your brand.
- Example: “Bring your loved ones closer this Christmas with [Your Brand].”
Interactive Storytelling:
- Let your audience participate in the story. Use Instagram polls, choose-your-own-adventure Stories, or gamified email campaigns to involve them.
- Example: “Help us build a Christmas story—choose what happens next!”
Focusing on human connections and emotional storytelling can elevate your brand’s digital presence and create a memorable holiday experience.
Experience The Amazon Christmas Feeling
Boots: Fun with a Side of Controversy
Boots’ campaign is super fun, but it’s receiving mixed reactions. Combining culture, storytelling, and gaming, the ad leans into the behind-the-scenes of lighthearted Christmas planning. They have targeted women in a light, fun-poking moment, and I hate to say it, but if we check the statistics of Christmas preparation… They’ve hit the mark!
Takeaway for digital: Playful campaigns can be a hit if done well. Where appropriate, try to leverage humour and lightheartedness in your campaigns to engage your viewers and make your content memorable. Understand your audience dynamics to stay relevant, and be mindful of execution to avoid polarising your audience.
Experiment With Humour, but make sure it’s funny to YOUR audience
- Use lighthearted content to connect emotionally and make your brand memorable. Test ideas on smaller segments first to gauge responses and ensure the tone aligns with your brand values to avoid missteps.
Disney’s Short: A Touch of Magic
It's not quite an ad, but Disney’s short supporting Make-A-Wish is magical and full of Christmas spirit. In classic Disney style, they have leaned into storytelling to remind us of the power of goodwill messaging. Capturing everyday moments of friendship and childhood, Disney have connected their audience to the feelings deeply rooted at Christmas, and I for one loved it.
Takeaway for digital: Consumers appreciate campaigns that give back, particularly during the holidays. But you need to be aware that consumers are smart and can sniff a fake “giving back” video a mile off, so make sure yours is genuine. Here are some simple steps for social:
Experiment with “Giving Back” content. But make it real
- Incorporate a Giving Component: Align your campaign with a cause (e.g., donate a portion of sales to charity, match customer donations, or sponsor community initiatives).
- Highlight Impact: Use storytelling, such as videos, infographics, or testimonials, to show how your campaign is making a difference.
- Encourage Customer Participation: Create interactive initiatives like “Buy One, Give One” programs or social media challenges (e.g., every share = a donation).
- Be Transparent: Communicate the impact of your efforts to build trust and inspire further engagement.
Tesco: Sensory Appeal Over Storyline
Tesco’s ad didn’t wow me narratively—it felt a bit generic—but its sensory advertising for food was spot on. This speaks to a shift in consumer focus on tangible, sensory experiences. Is anyone else stuck on the ASMR TikTok algorithm?!
What We Can Do with Digital Marketing:
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Use High-Impact Visuals: Create drool-worthy, close-up shots or videos that highlight the texture, colour, and detail of your food or products. Think melting chocolate, steaming pies, or frothy hot cocoa. Instead of using simple product imagery and pricing, you can see here how we use sensory visuals with our client Threshers.
- Leverage Sensory-Focused Videos: Use slow-motion, ASMR, or “making-of” videos to showcase the sound, movement, and appeal of your products (e.g., the crackle of a Christmas cookie being broken).
- Interactive Content: Launch polls, quizzes, or carousel posts asking followers to pick their favourite Christmas flavours or textures (e.g., “Are you team smooth icing or crunchy sprinkles?”)
Aldi: Falling Flat
Unfortunately, Aldi’s ad didn’t impress me this year. It lacked the spark needed to stand out in a crowded space, proving that not all holiday campaigns land well.
Takeaway for digital: In a season of storytelling and arguably the most competitive advertising space of the year, mediocrity gets lost. Go bold or go home (talking carrots - not bold).
Sainsbury’s 1914 Ad: Timeless Perfection
We of course have to end with my favourite of all time (believe it or not, watching Christmas ads isn’t my full time job)… For me, the benchmark remains Sainsbury’s 1914 ad from 2014. Its emotional depth, historical nod, and storytelling are unmatched. The fact I (and many others) will still recall this ad as a favourite, is proof that a well-executed concept can stand the test of time.
Final Thoughts
We’re no longer looking for products; we’re looking for emotion. Christmas is arguably the most emotional time of year; whether those emotions are positive or negative, they are felt. Creating deeper connections with your audience will mean they subconsciously think your products are more desirable. 2024’s Christmas ads show that consumers continue to value authenticity, emotional resonance, and sensory appeal more than ever. As brands compete for attention, the winners are those that go beyond selling to connect.