For many of us, the Christmas holidays are the most wonderful time of the year, even if we are no longer children. The Christmas spirit is a well-known feeling of joy, warmth, and nostalgia that arises when the sound of jingling bells begins to fill the air. But what is the scientific basis behind this festive feeling?
In 2015, scientists from a Danish university conducted an intriguing study. Twenty participants were shown images with either Christmas or non-Christmas themes, while their brain activity was monitored using a functional MRI scanner. The scanner highlighted areas of the brain where activity either increased or decreased in response to the images. And when activity increased during the experiment, the corresponding brain region lit up - much like a Christmas tree.
Many scientists once believed emotions were hardwired, pre-programmed responses in the human brain. However, current research suggests that emotions result from a combination of three sources of information in the brain. The brain integrates information about a person’s physiological state, their environment, and their personal experiences to create a subjective feeling. According to researchers, people feel positive while watching Christmas adverts because they associate Christmas with joyful experiences. Their hearts beat faster because some part of them recalls the excitement these ads evoked in childhood, expressing this feeling physically, often through facial expressions. Furthermore, the more positive Christmas-related experiences the brain has stored, the easier it becomes to generate that holiday spirit “on demand” in the future.
Loneliness can be truly heart-wrenching
Christmas is traditionally associated with images of family happiness and social connections. However, not everyone has the chance to spend the holidays with their loved ones, whether because they are far from home or have lost someone dear. One of the most touching ads on this theme is undoubtedly the short Christmas film “Love is a Gift” (2014), which can bring even the toughest hearts to the brink of tears:
Video: Phil Beastall – Love is a Gift (2014)
The touching story of a man who counts down to Christmas each year to listen to a recording his mother made for him before she passed away was created by Phil Beastall. The filmmaker originally shot his short film in 2014, but in 2018, he posted it on his Facebook profile in response to the lavish excitement surrounding the John Lewis Christmas commercial featuring Elton John and other celebrities. Unlike the undoubtedly substantial budget spent by John Lewis, Phil Beastall reportedly made his film for just £50, yet its success and viewership rivalled that of the globally renowned brand.
Loneliness, however, can take many forms. At times, it feels as though entire worlds separate us. John Lewis, in collaboration with London agency Adam & Eve/DDB, sought to express the kind of loneliness so vast it seems insurmountable in their commercial “The Man on the Moon.” In this Christmas story, a young girl discovers an old man on the Moon through her telescope. After numerous attempts, she manages to send him a gift using a balloon. Set against the backdrop of the song "Half The World Away" by Oasis, performed by Norwegian singer Aurora, the advertisement beautifully creates the poignant atmosphere of one of the most touching and best Christmas ads ever made:
Video: John Lewis – The Man on the Moon
Children and their perception of Christmas
Children often perceive Christmas as a magical time full of miracles. For most of them, the holiday season is the pinnacle of the year – the family is together, there is no school, the Christmas tree is decorated, the house smells of cookies, there is a special atmosphere everywhere, and most importantly – gifts will soon be unwrapped. Children’s imagination plays a significant role here, often surpassing the understanding of adults. And it was precisely this element that Saatchi & Saatchi captured this year with an extraordinary Christmas advertisement for John Lewis about the perfect Christmas tree, in which not only children but adults as well are moved at the end:
Video: John Lewis – Snapper: The Perfect Tree
Reunion
Humans are social beings, driven by the desire for connection with others. This instinct is deeply encoded in our organism. And because Christmas is a time of forgiveness and peace, many people try to reconnect with estranged or distant family members during the holidays. Mutual forgiveness can heal the pain associated with past disagreements and mend strained relationships. And then there are reunions with those we haven’t seen in a long time. A great example is the former young Elliott, who, after 37 years, reunites with his friend, a character created by Steven Spielberg, in the touching Christmas ad by Sky in 2019:
Video: Sky – E.T. Came Home for Christmas
During Christmas, it is usually children who suffer the most from being separated from their loved ones. In the story of a father who wants to deliver his little daughter’s letter to Santa Claus, the global brand Coca-Cola aimed to convey its message in 2020 that the greatest gift can be giving oneself and one’s time.
Video: Coca-Cola - The Letter (2020)
The German retail chain Edeka also built its Christmas advertisement around the theme of reuniting with family. However, unlike other ads, its 2015 holiday spot sails on the wave of depression to some extent. The story of an old man who cannot come to terms with spending Christmas alone, despite having a large family, leads him to send his own obituary to his relatives. This story sparks discussions about the appropriate limits of emotional appeal. Yet, the depth of the theme justifies crossing those boundaries, and Edeka’s Christmas ad undoubtedly deserves a spot on the list of the most touching advertisements.
Video: Edeka Christmas Commercial 2015
A Christmas reunion doesn’t necessarily have to follow a period of separation. It can happen even when we’ve been together the whole time. This year’s Christmas advertisement by Chevrolet truly hit the mark with its theme of reminiscence. Chevrolet collaborated with the Alzheimer’s Association on an ad telling the story of a granddaughter and her grandmother suffering from Alzheimer’s disease. “We talked a lot about reminiscence therapy,” said Steve Majoros, Chevrolet’s marketing director, to CarBuzz. “It’s not a cure or a solution, but the power of music and memories are things that can help a person going through it feel better. And also help the people who care for them feel better.”
Video: Chevrolet – A Holiday to Remember (2023)
Czech companies also know how to tell touching stories
An example is Pilsner Urquell, which in 2016 captivated viewers with its Christmas ad “The true Christmas is when we are together,” appealing to each of us to spend time with our loved ones during the holiday season.
Video: Pilsner Urquell – The True Christmas (2016)
Children are often more perceptive in the pre-Christmas period than their parents, who are consumed by Christmas stress and preparations. The fact that not only adults but also children can bring about a little Christmas miracle was captured in Penny’s creative work last year. The Christmas ad, focusing on the need for help, support, and good neighbourly relationships, undeniably won the hearts of Czech viewers. The story of an elderly lady who loses her dog before Christmas and finds herself alone should serve as an inspiration for each of us.
Video: Penny – Christmas ad (2022)
In the next issue, Christmas emotions will spark laughter
Marketers know that sentimentality isn’t the only emotion the target audience is open to during Christmas. That’s why next time, we’ll take a look at the funniest Christmas ads. After all, according to an AKA survey, Czech consumers prefer humour in ads over an excessive dose of pathos. So, get ready – next time, we’ll be laughing out loud at Christmas ads.
