A celebrity in an advertisement is a stimulus, a motivation. They become not only an element to capture the consumer’s attention but also to retain it, and most importantly, to create positive associations with the brand, which ideally leads to purchasing products from that brand.
One reason ads with celebrities are so successful could be the deeply rooted human need to create and idolise icons. The days when humanity could admire famous warriors and heroes are long gone. As ordinary mortals, we now have to find our heroic figures in famous personalities, especially from the fashion and film industries, music, or sports.
Everyone has a role model they want to resemble, whether it is in terms of appearance or fashion style. In the case of a brand associated with a celebrity, consumers get the sense that by purchasing the product, they are also buying the name and the glamour of the celebrity promoting it. In doing so, they feel they can somehow get closer to the celebrity and gain an aura of being exceptional. At the same time, they are also expressing their personal positive stance towards both the celebrity and the brand.
Celebrities abroad have a green light in Christmas campaigns
This year, an unprecedented trend appeared in Christmas advertisements. According to a detailed analysis by the British company 75Media, 2023 saw the highest use of celebrities in Christmas campaigns by major retail chains. Their ten-year overview of 18 leading retailers shows a remarkable shift in advertising strategies, with a significant increase in the presence of celebrities compared to previous years.
There is therefore a clear shift away from traditional holiday advertising stories. While in 2020 only 11% of leading retailers included celebrities in their Christmas advertisements, in 2023, there was a dramatic jump to 50%. This shift raises interesting questions about consumer preferences and the evolving landscape of Christmas campaigns.
Source: 75MediaKaty Conway, 75Media’s Marketing and Communications Director, commented on these findings: “2023’s spike in celebrity-driven Christmas adverts is a fascinating development in the retail world. Our analysis shows a clear shift towards using star power to capture audience attention. Retailers are recognising the value of celebrity appeal in their campaigns, which is reshaping the traditional Christmas advert narrative. It’s a strategy that’s proving to be effective, judging by the increased audience engagement and search trends.” Now, let’s take a look at the most star-studded Christmas ads, both from Czech and international campaigns.
Elton John in John Lewis’s Christmas ad (2018)
The brand John Lewis is famous for its touching advertisements, and in this Christmas campaign, they managed to add a touch of musical stardom to the emotions. The emotional retrospective journey of Elton John and his hit “Your Song” through the various stages of the famous singer’s life received a great response – and rightfully so.
Video: John Lewis – Christmas advert 2018
Naomi Campbell and Zoe Kravitz in Tiffani’s Christmas ad (2018)
The Christmas campaign of the luxury jeweller Tiffany presents a dreamy world where Zoe Kravitz plays the role of Alice in Wonderland, while Naomi Campbell portrays the Mad Hatter:
Video: Tiffani – Dream Holiday
Jeff Bridges in UGG’s Christmas ad (2016)
The famous actor, known to Czech audiences from films like King Kong and Iron Man, plays his probably most famous role in an ad for the footwear brand UGG – Jeffrey Lebowski, who has gradually become an incredible couch potato. The ad shows him in a cosy living room with a fire burning in the fireplace. Suddenly, the Christmas tree shakes, and Jeff receives the most amazing gift – a pair of comfortable slippers.
Video: UGG – Do Nothing
John Travolta in Capital One’s Christmas ad (2023)
The 69-year-old John Travolta, who rocks in a Santa Claus outfit to the tune of Saturday Night Fever just like in his younger days, is sure to stick in viewers’ minds - just like the credit card he’s promoting in the advert!
Video: Capital One – Holiday Night Fever
Julia Roberts in LANCÔME’s Christmas ad (2020)
The advertisement for the perfume La Vie est Belle with the “pretty woman” in the lead role feels dreamy, even magical. The message of the Christmas campaign with Julia Roberts is that every moment spent together is a beautiful gift.
Video: Lancôme: 'La Vie Est Belle' film with Julia Roberts
Lady Gaga and Tony Benett in Barnes & Noble’s Christmas ad (2015)
Lady Gaga enters, shivering from the cold, into the Barnes & Noble bookstore, where she browses the shelves and begins singing “Baby, It’s Cold Outside.” Tony Bennett, who is also in the store, joins her. “You never know who you’ll meet at Barnes & Noble,” is the key message of this star-studded Christmas campaign.
Video: Barnes & Noble – Christmas Campaign 2015
Václav Neckář in LIDL’s Christmas ad (2020)
“Put aside all your worries for a moment and enjoy beautiful moments with your loved ones” is the main message of this beautiful Czech Christmas campaign. The central song of the campaign is one of the most beautiful Christmas hits of the last decade – “Půlnoční” by Václav Neckář and the band Umakart. “We organised a big Christmas happening and re-recorded Půlnoční with more than 250 performers. After ten years, Václav Neckář sang the song again, and his brother Jan Neckář took on the role of conductor," said Michal Farník. The brothers’ collaboration emphasises LIDL’s main message: the most important thing is to be together.
Video: LIDL – Půlnoční with Václav Neckář
Chuck Norris in T-Mobile’s Christmas ad (2010)
Czech people are fond of humour and appreciate it even in Christmas advertisements. And when humour is combined with a celebrity, success is guaranteed. Saatchi & Saatchi is behind the now-iconic commercial spot. Initially, the agency had John Travolta in its sights, but the brand eventually decided on Chuck Norris. The campaign became one of the most successful creative works and spread across social media as widely as popular Chuck Norris jokes.
Video: T-Mobile – Christmas 2010
Petr Čtvrtníček in Chance’s Christmas ad (2014)
The Czech audience is truly unique. Not only do they welcome humour in Christmas ads, they can also handle a good dose of irony, as demonstrated by the successful Christmas ad from the betting company Chance featuring Petr Čtvrtníček.
Video: Chance – Christmas with Petr Čtvrtníček
Ivan Trojan in T-Mobile’s Christmas ad (2017)
It seems that humour really suits Czech Christmas ads. In the “Starry Gifts” Christmas ad for T-Mobile, astronaut Ivan Trojan and orangutan Láďa unwrap gifts on a spaceship. The focus is on second phones or smart gadgets offered by T-Mobile with selected Huawei models. The monkey also has its eye on them but is not understood.
Video: T-Mobile – Starry Gifts
It is necessary to find balance
The increasingly frequent use of celebrities in Christmas advertisements suggests a strategic shift in the retail sector. However, the data shows that the most memorable and impactful Christmas ads are those that manage to strike a balance between captivating storytelling and the star power of celebrities. Brands thus face a difficult task: to balance the appeal of celebrities with the essence of the holiday season, ensuring that the true spirit of Christmas is not lost in their Christmas advertisements.
