As Christmas approaches, the days shorten, it gets colder outside, and people tend to spend more time at home, often in front of their TV screens. Families with children are already looking forward to the Christmas load of their favourite fairytales.
It is a benevolent time when consumers are much more receptive to ads interrupting their favourite shows. They feel happier, are flooded with “holiday spirit”, and according to scientific studies, their brains respond positively to images with festive themes. Psychologists say that nostalgic memories from our childhood play a role in this.
Christmas symbols must not be missing
This year’s study focused on Christmas advertisements broadcast in European countries and the USA from 2019 tested 174 Christmas ads and included a total of 18,000 respondents. Its conclusions show that Christmas symbols such as Christmas trees, Christmas decorations, or Santa Claus are used in advertisements almost always (94%). Among the five most frequently used visual elements are family (75%), children (69%), food (59%), and snow (57%).
Santa Claus has been successfully used by Coca-Cola for decades. The connection between Santa and Coca-Cola dates back to 1931 when the brand was relatively successful but struggled with low sales during the winter season. The slogan “Thirst Knows No Season” didn’t solve the problem. Salvation came with the idea of enhancing the advertising campaign with Santa.
Video: Coca-Cola – The Legend of Coca-Cola and Santa Claus
And it is clear that it really works, even today:
Video: Coca-Cola – The World Needs More Santas (2023)
Each country is different
Naturally, there are some differences between countries. For example, food appears less frequently in Christmas ads in Sweden (39%) and the USA (36%). On the other hand, the Dutch are less focused on gifts (35%). Children, by contrast, appear most frequently in Christmas ads in Germany (80%) and the USA (86%).
Source: dvj-insights.comEmotion wins over humour and animation
Advertisements that appeal to emotions clearly dominate. The most emotional nation is Germany (60%), while emotional appeals are significantly less common in Sweden (28%) and the USA (36%). In the UK, humorous ads are the most frequent (48%). In the Netherlands, voice-overs and references to current topics are common. Only 20% of all tested Christmas ads are animated. These are most commonly seen by British (35%) and American (29%) viewers.
Source: dvj-insights.comHowever, the fact that fewer emotional Christmas ads air on the American market does not mean that American brands lack touching ads. On the contrary, they not only know how to bring tears to the eyes but also manage to combine seemingly unrelated elements, ensuring their ad’s immortality. This was the case in 2016 when Apple, in its Christmas ad, had a lonely Frankenstein sing “There’s No Place Like Home.” With this original ad, they sent a message to viewers that the holiday season is about embracing differences that make us unique, and that Christmas should be a celebration of goodwill, inclusion, and the joy of belonging.
Video: Apple – Frankie’s Holiday (Christmas - 2016)
The fact that Apple shows no signs of slowing down and continues to set the bar incredibly high is evident in its 2023 Christmas ad, Fuzzy Feelings. In this ad, Apple successfully combines animation, emotions, and a beautiful musical backdrop with George Harrison’s song “Isn’t it a Pity”, creating one magical piece.
Video: Apple – Fuzzy Feelings (2023)
Just emotions are not enough
The study of Christmas advertising also revealed that Christmas ads are rated more positively by consumers than regular ads. However, the level of brand recall in Christmas ads is generally quite low. Additionally, Christmas ads often have lower brand alignment and brand understanding.
Although Christmas ads are highly relevant, positively rated, and capture attention, they do not always pay off for the brand, as the connection to the brand is weak and its recall lags behind. Another disadvantage is that understanding the key message of the Christmas spot often requires watching the commercial all the way to the end. This is not a very realistic scenario, as a significant portion of consumers will not do so. Therefore, it is important to focus on a few other factors that can help increase the memorability of a Christmas ad:
- Frequent mention of the brand name: If the brand offers a specific product, it is important to show it to the viewers multiple times depending on the length of the commercial video.
- Consistency with the brand message: What identifies the brand as such and the message the company sends to the viewers must not differ, as this could lead to customers losing trust in the brand.
- Multimedia campaigns: Although television is still the most powerful medium, especially for Christmas ads, running a campaign across multiple platforms and media is beneficial.
- Originality: Most brands think alike. If a brand wants to stand out, it must infuse its advertisement with a sense of uniqueness and deliver a moment of surprise to the viewers.
- Call to action: The message alone may not be enough. A textual, visual, or audio call to action at the end of the content can encourage the viewer to take the desired action, which is, of course, the purchase of the product or service.
Making the most of the opportunity
Most sales are generated in the last four weeks of the year, so brands have the opportunity to increase brand awareness, earn the trust of their customers, and wish them happy holidays. And if they want to make the most of the Christmas season, they can take inspiration from the best, like John Lewis, which traditionally wins over viewers with its Christmas adverts every year.
Video: John Lewis – Snapper: The Perfect Tree
