Not all advertising is the same. Christmas campaigns are a bit different from regular commercials. Of course, it’s all about getting consumers to open their wallets or take out their credit cards and “grab” as much of the consumer's Christmas budget as possible for your brand. But encouraging buying behaviour is not the only goal of pre-Christmas advertising efforts.
The time when the year is definitely coming to a close is the perfect time for brands to establish a strong emotional connection with their customers and increase brand awareness. And, of course, they can also strike a chord for social responsibility with consumers. It’s during Advent and Christmas that people around the world are in a reflective mood and more than ever are able to recognise the needs of those in need, feel a sense of belonging, have a willingness to right wrongs and try to mend broken family relationships.
What themes did global brands focus on this year, and how did they do it? We have ranked the top Christmas TV ads in 2024.
1. Disney: The Boy and the Octopus
In the Czech Republic, octopuses are a common part of Christmas thanks to the famous children’s series, without which the Christmas holidays would not feel the same. Abroad, the octopus is not a typical Christmas animal, so using it in Disney’s Christmas campaign was a bit of a step into the unknown. But the ad about a boy with an octopus attached to his head is charming in every way - offering story, poignancy and subtle humour. Adam&EveDDB has once again proved its qualities. The ad - completely wordless, just underlined by festive music - will put a smile on the face of even the biggest Christmas Grinch.
Video: Disney - Christmas ad 2024
2. Waitrose: Sweet Suspicion - Mystery and Revelation
You wouldn’t expect a detective story (and a sequel at that) in a Christmas campaign. Honestly, finding an original theme to make a brand stand out in the flood of Christmas spots is a real nut to crack, which Waitrose has managed to do. That is one of the reasons why this ad earned a lovely second place in the rankings. This year’s Christmas campaign is made up of two parts, so it offers a 2-in-1 and scores points for its cast and performances as well as its originality.
The first episode of the campaign made by Saatchi & Saatchi was released in advance and had an open ending, allowing viewers to guess who the culprit behind the Christmas dessert theft was. The female part of the audience certainly appreciated Matthew McFadyen in the lead role. What woman wouldn’t love Mr. Darby from the famous adaptation of Pride and Prejudice? And he is far from the only star in this ad. Eryl Maynard also has a role in the spot. After all, she certainly has plenty of detective experience as the former Miss Marple!
Video: Waitrose – Christmas ad 2024, part 1
In the end, it’s not Grandma who solves the crime. So, who stole the delicious dessert? Find out in the second part of Waitrose’s Christmas advert:
Video: Waitrose – Christmas ad 2024, part 2
Dear detective story viewers, have you spotted the criminal? We didn’t, we guessed the cat. But it sure was fun. If it wasn’t for the fact that the second part lags a little behind the brilliant first part of the ad, this creative spot could be fighting for the top spot in the ranking.
3. Sainsbury’s: A really BIG Christmas
Sainsbury’s has chosen the book by British author Roald Dahl, which was the basis for the 1989 animated film The BFG, for this year’s Christmas campaign.
The ad is a perfect blend of real scenes and animation. The result is beautifully fairytale-like and absolutely non-violent. The Christmas story of a Sainsbury’s employee and a giant who embark on a journey together to find the best local produce warms the heart. The successful advert, which is not any worse than Spielberg’s film adaptation of the charming book (and may even be slightly better), is from the creative agency New Commercial Arts.
Video: Sainsbury’s - Christmas ad 2024
4. Barbour: Shaun the Sheep and wool sweaters
Barbour and Aardman Studios, the company behind the brand’s Christmas campaign this year, were probably inspired by the musical groups and choirs performing in freezing weather at Christmas markets.
The chorus of sheep shivering with cold and their noses covered in frosting evokes the Christmas spirit more than anything else. Bitzer the German Shepherd, who conducts the choir, has the perfect solution. The clothing brand draws attention to its typical fashion accessories and focuses on giving the gift of warmth for winter in its playful, cute and, at the same time, funny spot produced in the popular stop-motion style.
Video: Barbour - Christmas ad 2024
5. Chevrolet
The famous car brand has followed up on its Christmas campaign last year in terms of style and has once again relied on a touching family story. And was very successful. The Christmas spot, dominated by memories of a deceased grandfather who left a deep imprint on the hearts of family members, brings tears to the eyes. It is at Christmas that we often think of those who are no longer with us and who will always be missed. Of course, this year’s spot also features an old Chevrolet that has nostalgic value for the family.
Video: Chevrolet - Christmas Ad 2024
6. John Lewis: The Hour of Giving
John Lewis’s Christmas ads have been benchmarks for years. Until a John Lewis Christmas ad airs on TV, it doesn’t feel like the holiday season has truly begun. This year’s campaign, ‘The Gifting Hour’, is from Saatchi & Saatchi and features the story of a girl called Sally who left buying a present for her sister until the last minute and now heads to a John Lewis department store to find the perfect one. But amongst the racks of clothes with lots of hangers, she stumbles upon a magical passageway. She journeys back in time to her childhood, reliving key moments with her sister. The premise and story are nice, but the ad itself is a bit confusing. While it’s not up for the top spot this year, it’s still an ad that catches the eye.
Video: John Lewis - Christmas Ad 2024
7. TK Maxx: Holiday Farm
Staged animals from the TK Maxx holiday farm will make you smile from ear to ear. An alpaca in a knitted jumper and a crossbody bag, a pair of geese - one with a string of pearls and a silk scarf, the other with striped granny panties and a pink bow tie - and a hedgehog with a pink hat with a big pompom... Plus scenery that looks like it’s straight out of one of James Herriot’s books about life as a vet in the English countryside. The Christmas spot from Wieden+Kennedy London is backed by the song Let Me Blow Ya Mind by American rapper Eve and singer and fashion designer Gwen Stefani and encourages shoppers to buy big brands for little money. Cute Christmas!
Video: TK Maxx - Christmas Ad 2024
8. Tesco and the gingerbread world
Tesco followed up on last year’s ad, but this year’s has a lot more nostalgia and goes more in-depth. The main character takes a bite of a gingerbread house his grandfather gave him, and things start happening. Everything turns into gingerbread, even the supermarket checkout receipt, the fish in the aquarium or the snowflakes. The commercial offers beautiful effects and also a bit of thought. And there is a touching moment when, at the very end, the grandson and grandfather bake a gingerbread house, just like his grandmother used to, who is now on the other side. And you get the urge to bake gingerbread. Or go to Tesco to buy some...
Video: Tesco - Christmas Ad 2024
9. Aldi: Kevin the Carrot and his “mission impossible”
Kevin the Carrot has been given a very important task by Santa - he must undertake a mission impossible. He must invade Humbug Headquarters and recover the stolen holiday cheer. Tom Cruise could learn a thing or two from Kevin! The Christmas spot, which Aldi commissioned McCann to create, scores again with a great idea and perfect execution.
Video: Aldi - Christmas Ad 2024
10. Amazon - Midnight Opus
The top ten Christmas spots are rounded off by the story of an elderly employee who sings What the World Needs Now Is Love while cleaning an empty theatre. Amazon’s Christmas campaign shows how even small acts can bring joy. The colleagues from the theatre decide to give the cleaner a surprise... The ad is somewhat predictable, and it is clear early on where the plot is headed, but that doesn’t matter. The impression the spot leaves in people and the message conveyed is perfectly Christmassy...
Video: Amazon - Christmas Ad 2024
Conclusion
This year’s Christmas ads have once again set a high standard, whether it is because of the deep story, the kindness, the light humour, the ability to evoke a sense of belonging, or the impeccable craftsmanship and effects. We believe that brands that have managed to pull the ace out of their sleeve will see their investment in their Christmas campaign deliver the results they expect. After all, television is still one of the most effective media channels and TV advertising has the highest ability to hold the attention of viewers.