According to statistics, traditional tangible gifts still dominate among Czechs, with 9 out of 10 (89%) of those surveyed giving them under the Christmas tree. In addition, according to Ipsos’s survey, 70% of people indulge in foods they do not normally buy during the year at Christmas. Compared to the 2021 survey, the number of people who spoil themselves with food at Christmas has risen by more than 5%. Clearly, that’s worth advertisers’ effort at the end of the year.
How did creative agencies and brands tackle the challenge of Christmas campaigns this year? We have a ranking of the top ten Christmas spots on the Czech market this year. And we have even awarded a wild card!
1. T-Mobile - Where barriers end, connections begin
This year, T-Mobile brings a perfectly crafted fairy tale story of two girls who live in worlds separated by a glass wall. Gradually, they grow closer despite the barrier and eventually decide to give each other the most beautiful gift - to break through the glass wall. The campaign from MUW Saatchi & Saatchi shows through an emotional story that even small steps towards understanding can lead to big changes. In addition to the Czech Republic, the campaign is also running in nine other European countries.
Video: T-Mobile - Christmas ad 2024
2. Tesco - Magical Generous Christmas
A nostalgic story with a gingerbread flavour. The protagonist bites into the gingerbread his grandfather gave him, and the world around him begins to change. Everything turns into gingerbread, even the supermarket checkout receipt, the fish in the aquarium or the snowflakes. Tesco’s advert, with its creative concept developed by BBH London, is bursting with beautiful effects and will move you to tears by the end.
Video: Tesco - Christmas ad 2024
3. Footshop - Your Christmas, Your Rules
Twelve years after its founding, Footshop, a brand that specialises in streetwear and sneakers, has decided to enter the world of television advertising. The result is pleasantly novel and impresses not only with the cast (Tomáš Hanák and Anna Marie Puric) but especially with the idea that everyone can behave according to their own feelings and preferences. During a Christmas Eve family gathering, a young girl rebels against the established stereotypes, not knowing that her father is not exactly her adversary. The theme of intergenerational contradictions is not typical for Christmas campaigns, and Footshop in cooperation with Socialpark has mastered the challenging topic to perfection.
Video: Footshop - Christmas ad 2024
4. Lidl - The magic of Christmas
Unlike last year’s animated raccoon, Lidl has bet on an emotional human story this year - and it has done well. “When the bell rings, make a wish,” says the well-crafted Christmas spot, which reminds us that miracles do happen, but more often than not, it’s we humans who make them happen.
Video: Lidl - Christmas ad 2024
5. Vodafone - The gift everyone wants
Vodafone has conceived its advertising spot quite actionably this year. The result, created by McCann Prague, is pleasantly fresh and entertaining. In this year’s pre-Christmas rush, Martin Hoffman races against time, as well as the new mascot Flex, who symbolises Vodafone’s innovative Flex suite of services.
Video: Vodafone - Christmas ad 2024
6. Allegro - Good Soul
Like last year, Allegro has bet on nostalgia and emotions. This year’s Christmas ad from DDB Warszawa offers a deeply human story about how good deeds come back to us...
Video: Allegro - Christmas ad 2024
7. Albert - Christmas doesn’t have to be perfect
Christmas doesn’t have to be perfect to be beautiful. That’s the main idea behind this year’s Albert Christmas campaign, created by creative agency VCCP. The advert, set to the beautiful What a Wonderful World by Louis Armstrong, tells the story of a family encountering unexpected complications.
Video: Albert - Christmas Campaign 2024
8. Dr. Max
The narrative Dr. Max ad develops the story of Zdravíkov, a magical town where people value their health, symbolised by the glass ball Zdravonka. The ad spot from the creative agency McCann Prague was filmed in the Barrandov film studios and includes drone footage.
Video: Dr. Max - Christmas ad 2024
9. Hörmann ČR - We also see more behind the door
Door and gate manufacturer Hörmann has come up with a beautifully nostalgic advert from Playground13. The main character is a boy who can’t wait for presents. The door represents much more than just a gateway to the house... In addition to the Czech Republic, the campaign runs in Slovakia and Romania.
Video: Hörmann ČR - Christmas ad 2024
10. Rohlík - Forget the queues
In its Christmas campaign, Rohlík is targeting busy mothers, building on its autumn campaign. The main slogan of the Christmas spot created by B&T is "Forget the queues. Enjoy time with those you care about."
Video: Rohlík - Christmas ad 2024
Wild Card: Mixit - Mikýř and Mixit save Christmas
A truly bizarre advertisement that catches you by surprise and sticks in your head for quite a long time. It’s hard to say whether customers will go out and buy a gift set after watching the Mixit Christmas spot, but they will definitely have tears in their eyes. In this case, tears of laughter. Or tears of horror.
Video: Mixit - Christmas ad 2024
See the world from a fresh perspective
And finally, here is a nice Christmas advice that Prague Airport sends to current and potential passengers. Advertisers and creative agencies alike can embrace the challenge of “Don't aim low, it's time to see the world from a fresh perspective”. What better way to stand out in the clutter of Christmas campaigns than with originality and a fresh approach?
Video: 2024 Prague Airport Christmas ad