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Every holiday season we’re ready to open our hearts for the best storytelling of the year. Traditionally, Kitcast collects the best Christmas marketing campaigns of 2024 to give you something to watch to get in the festive mood. Tearjerkers, animated masterpieces and moving stories are there. Here are the most touching Christmas ads in 2024.
1. The Gifting Hour – John Lewis
Why: John Lewis is at it again. The British retailer delivers yet another classic Christmas marketing campaign with “The Gifting Hour.” Created by Saatchi & Saatchi, it tells a phantasmagoric story of a woman who looks for a perfect gift for her sister. Retailer’s Oxford Street store in London serves as a backdrop for all the action.
In a true Narnia wardrobe-that-takes-you-somewhere-else fashion, the protagonist keeps opening doors to the past. There she sees her sister in the different moments of her life. This time-travel element makes the Christmas ad more heartwarming and touching. The commercial ends with “The secret to finding the perfect gift? Knowing where to look.”
The song “Sonnet” by British musician Richard Ashcroft (a frontman of The Verve that gave us “Bitter Sweet Symphony”) serves as a soundtrack. It’s a good touch for British audiences as Ashcroft has been recently announced as a supporting act for the long-awaited Oasis reunion tour.
John Lewis wanted to make this Christmas marketing campaign relatable.
“We’ve not presented a relationship as perfect, because there are ups and downs, especially with somebody that you’ve probably known for 25 years,” says the company’s chief customer officer Charlotte Lock. “There’s tension, there’s joy, and there’s heartache and grief and all of those things that combine to make your relationship special. We’re saying that’s where to look, make it personal, make it meaningful.”
2. Holiday Road – Coca-Cola
Why: this may look like a classic holiday ad from Coca-Cola, but the context matters. The beverage giant got into hot water for unveiling a fully AI-generated “Holidays are coming” commercial earlier in November.
Here it is:
The response from the general public was swift and unapologetic. Creatives started expressing strong opinions about the company’s stance on generative AI. YouTube comments under the video are full of users slamming the brand for resorting to artificial intelligence.
But Coca-Cola seems to double down on its AI commitment even though consumers clearly voiced their frustration with such a direction.
“The Coca-Cola Company has celebrated a long history of capturing the magic of the holidays in content, film, events and retail activations for decades around the globe. We are always exploring new ways to connect with consumers and experiment with different approaches. This year, we crafted films through a collaboration of human storytellers and the power of generative AI. Coca-Cola will always remain dedicated to creating the highest level of work at the intersection of human creativity and technology,” the official statement from the company said.
Still, to be safe, the beverage brand released another Christmas marketing campaign called “Holiday Road” that features real people. The video tells the story of a boy taking a long road across the country to see his family on Christmas. People loved it. We loved it too.
3. Sainsbury’s BIG Christmas – Sainsbury’s
Why: Here is the bronze of our TOP of Christmas marketing campaigns. British retailer Sainsbury’s takes a collaborative approach to craft its Christmas marketing campaign in 2024. Produced by New Commercial Arts, the ad features a lovely giant BFG from the magical lore of the British author Roald Dahl (Matilda, The Witches, Fantastic Mr Fox).
The mini-animated film is a safe play by Sainsbury’s to bring the classical festive atmosphere through the well-known IP.
“The Big Friendly Giant meets the Big Friendly Grocer – two fabric of the nation brands, bringing the magic of Christmas home to families,” describes the campaign Ian Heartfield, CCO and partner of New Commercial Arts.
4. Helping Feed Your Christmas Spirit – Tesco
Why: Tesco follows Sainsbury’s and releases a classic holiday atmosphere-inducing Christmas marketing campaign that doesn’t have any controversy. All it has is gingerbread. Lots of gingerbread.
It’s a tale of loss, humanity and family told in a fantasy manner. The main hero of the video, Gary, tries to overcome the feeling of sadness from losing his grandmother. As they used to bake gingerbread together, the world around Gary turns into gingerbread as he walks.
“We appreciate that even if you love Christmas, there can be little things that eat away at your Christmas spirit as well as things that help to feed it. We’re here to top up your Christmas spirit wherever we can,” commented Tesco Group Customer Director Becky Brock about the video.
The campaign has a nostalgic “On Melancholy Hill” by The Gorillaz in the background and it unlocks memories for sure.
5. Get into the Christmas Spirit with Kevin The Carrot – Aldi
Why: if it’s Christmas, Kevin The Carrot will be there to cheer everyone up. Year after year Aldi delivers amazing animated stories featuring the beloved veggie hero. It’s his ninth appearance for the retailer’s holiday ads. This time it’s an action movie in the style of Mission Impossible.
The Christmas Spirit is stolen. Santa needs Kevin’s help to restore it. Carrot superstar takes his wife, Katie, and embarks on an adventure to make this Christmas more enjoyable for everyone. It’s a delight to watch.
“Would it even be Christmas without Kevin the Carrot on our screens? We’re delighted to bring back everyone’s favorite carrot for a ninth year to help the nation get into the Christmas spirit,” said Jemma Townsend, marketing director at Aldi UK.
6. Gnome of Christmas – Asda
Why: although it’s the same story over and over, it’s hard to resist the charms of this “saving Christmas spirit” ad from British retailer Asda. The video is brilliantly done and features gnomes. Yes, the porcelain underdogs take the central stage with their effort to help two Asda employees decorate the store for Christmas.
All of the action is poignantly set to The A-Team theme. In the end, we also hear Chris Rea’s “Driving Home for Christmas” (Asda seriously invested in music royalties in 2024).
“This year, we wanted to create something which felt completely unique to Asda,” Havas London CCO Vicki Maguire said about the campaign. “We took inspiration from a much-loved existing Asda product—gnomes. Fans wait for the latest gnome characters to come into the store, and people proudly place them in their gardens and homes. Some even give them names.”
7. Midnight Opus – Amazon
Why: Here is the last of the best Christmas marketing campaigns. Amazon chooses powerful storytelling for its Christmas ad in 2024. A music theater janitor is humming the 1965 song “What the World Needs Now Is Love” by Hal David and Burt Bacharach. It turns out that he’s been a stage singer in his youth.
To make a special gift to the man on Christmas, the theater employees choose to surprise the janitor by organizing his performance.
The video is all about the everyday acts of kindness.
Here’s our previous list of the best Christmas marketing campaigns of 2023
Although it’s still November, brands are already competing for customers’ hearts by releasing superb Christmas ads. And we love this season, one can expect a boom in creativity and fun. That’s why we’d like to invite you to take a look at the best Christmas marketing campaigns 2023.
1. Joy Ride – Amazon
Why: for the 2023 Christmas ad Amazon has decided to have no mercy on our emotions. Their “Joy Ride” video is a tear-inducing advertising gold. It tells the story of three older ladies who overlook the sledding hill. One of the women decides to give a special present to the other too for Christmas. She orders a seat cushion for everyone.
As ladies gather at the hill the next day, it’s not for observing but for rolling down. As they sled images from their childhood come alive and goosebumps form on your skin. Amazon gave us one of the best Christmas marketing campaigns 2023 without any doubt.
2. Make this Christmas Incredibublé – Asda
Why: Michael Bublé’s voice is something no Christmas goes without. Canadian crooner’s renditions of the classic festive songs are holiday staples. British retailer Asda decided to partner with the singing superstar for their 2023 campaign and the result is surprisingly wholesome.
Michael surely can act. The star gives his all serving as an “Asda chief quality inspector” in a new video. The singer’s enthusiasm is electric as he goes through various products and meals that will be served at Asda supermarkets this holiday season. But Bublé won’t be Bublé without gracing us with a musical number. The end of the ad sees Michael singing Bing Crosby’s “Winter Wonderland” in front of the supermarket with a choir.
3. The World Needs More Santas – Coca-Cola
Why: Coca-Cola has always delivered some of the best Christmas marketing campaigns 2023 and their this year entry doesn’t disappoint. The video takes on a question of what it means to be a “Santa”. The first part of the commercial takes us to a fictional town where Santas live their daily lives going to the gym, doing laundry, and taking the subway. What is evident there, though, is that kindness is widely practiced, we see Santas helping each other.
However, this town is an illusion, we’re transported to the real world where ordinary people are doing small acts of kindness like holding the train doors, helping with a snowman, or coming home for Christmas with a family gift. That’s a heartwarming commercial from Coca-Cola and one of 2023’s best.
4. Give Joy – Boots
Why: “mum, who gives presents to Santa?” asks the little girl and we start wondering too. That’s the plot of the “Give Joy” commercial by the British health and beauty retailer Boots. What follows is the beautifully filmed quest of mother and daughter to deliver presents to the man whose job is delivering presents to others. But there’s a catch, the pair is giving little presents to people they meet along the way. Boots does a great job of showing how even a little gift can brighten up someone’s day. You can’t hold back emotions when you see those hard-working people smile when receiving precious presents from a little girl.
Finally, when they arrive at the destination there’s a problem. They’ve run out of gifts. The mother saves the day, though. It turns out that there’s one final gift left and Santa is surprised to discover a pair of “flight socks” falling through the chimney. What a brilliant Christmas commercial it is. Well done, Boots!
5. TK Maxx – Festive Farm
Why: someone should have released a sillier take on Christmas marketing campaigns and in 2023 it’s TK Maxx. We’re introduced to the vibey farm dwellers who sport colorful clothes and groove to Eve feat. Gwen Stefani’s “Let Me Blow Ya Mind”. Yes, it’s the sample behind this year’s inescapable Central Cee’s “Doja”. Some swear words are blipped with animal sounds, a cheeky detail. The whole ad is hilarious and the exchange between the grandparents is adorable. The end is alpaca sneezing on the candle, what not to like about this Christmas marketing campaign?
6. This Christmas, one little girl asks one BIG question – Sainsbury’s
Why: Sainsbury’s takes quite a similar approach to plotting their 2023 Christmas campaign as Boots. It’s the little girl who asks a question. If the health and beauty retailer showed us who gives presents to Santa, in Sainsbury’s case it’s more prosaic. What meals does Santa have for Christmas? The girl asks the question through the supermarket’s microphone so the whole place rushes to answer. Randomly Rick Astley (the star behind “Never Gonna Give You Up” a timeless classic) happens to be in the supermarket and also shares his opinion. The singer says that cheese is definitely present among the dishes but gets immediately scolded by the supermarket staff because “c’mon Rick, cheese before pudding?”. And that’s it, we don’t see any more of Rick Astley.
That’s an interesting approach from Sainsbury’s. When Asda gives Michael Bublé the central stage and builds the promotion around his persona, the British supermarket chain simply sidelines Rick Astley in a memorable but super short and middle-of-a-video kind of performance. Still, the commercial works because it shows people helping each other and depicts lots of delicious Christmas food (that you can buy at Sainsbury’s, of course).
7. William’s Christmas Factory – Aldi
Why: Kevin the Carrot has been a fixture for Aldi’s Christmas promotion for some time now. Audiences love the character and the company always delivers great visual content to tell us more about the adventures of this cute veggie fellow.
In 2023 he’s paying a visit to William’s Christmas Factory where different vegetables and other ingredients compete to take part in the big Christmas celebration. “Take part” means volunteering to actually “become” the festive dishes. Probably, nobody survives in the end, but the commercial is not about that. It’s about the holiday joy and a sense of belonging to something bigger than yourself. The animation is gorgeous, the music is just what’s needed for a fairytale atmosphere, and Kevin the Carrot is as cute (and a bit naughty too: “that’s huge Willie”) as always.
Here’s our previous list of the best Christmas marketing campaigns of 2022
Cozy up, make yourself some tea, get gingerbread ready, and turn on your gas fireplace (if you’ve got one), these are the best Christmas campaigns of 2022. You will laugh and you will cry, you will smile and you will get nostalgic. You know the drill, the best Christmas marketing campaigns are always giving us the ultimate holiday vibes. It’s the best season for creativity and remarkable stories.
Let’s watch the best Christmas marketing campaigns of 2022.
1. One of a kind-ness – Barbour
Why: UK retailer Barbour gets old-fashioned for this charming animated story about choosing the right present. The brand employs the one and only Paddington bear as a protagonist that finds the perfect gift for Mr. Curry. It is accompanied by fantastic music and sends the most positive Christmas vibes you can imagine.
2. Share The Magic this Christmas – Celtic FC
Why: Scottish football club Celtic reminds the world that the best Christmas marketing campaigns are not only reserved for brands. It’s an earnest, simple, and cheering commercial that is guaranteed to put you straight into the holiday mood.
While not having the mind-blowing cinematic chops, it is honest in its goal of making Celtic fans happy about their club and happy about Christmas.
3. It’s Beginning To Look A Lot Like Christmas – Waitrose
Why: British supermarket brand Waitrose (that is owned by none other than Christmas campaigns king supreme John Lewis) shows us the supply chain of products that end up on the holiday table. And does it in style.
There are two parts to the story here. One of the farmers who work hard to make sure that you’re getting the best of the best for your Christmas family dinner. Another is the family dinner itself where we even get a beautiful act of holiday sharing performed by the little girl who gives a piece of sausage to her crying brother.
This Christmas campaign is beautifully shot, wholesome, and simple. Just as we want it.
4. The Gift – Disney
Why: you simply can’t beat Disney at telling tear-jerking stories. There are no words in their 2022 Christmas campaign but the emotions will overwhelm you by the end of the video. It’s all about the family, appreciating little things, love, and sharing love. Definitely one of the best Christmas marketing campaigns. But what else can you expect from a company that owns Pixar and Marvel?
5. The List – McDonald’s
Why: Academy Award-winner Tom Hooper (Les Miserables, King’s Speech) is no stranger to the best Christmas marketing campaigns. It was he who directed “Christmas with love from Mrs. Claus” from M&S that made it to our list of the best holiday ads of all time. The director applies his magic touch again, albeit on a smaller, more intimate level for this brand’s Christmas campaign of McDonald’s.
It follows a boy making a long, very long list of Christmas wishes. The list follows him around town as he adds more and more things to it. Suddenly, the winter wind blows the list away leaving the boy frustrated.
But he has a loving family and they go together to McDonald’s and that’s a beautiful moment. The ad is all about the importance of non-material things and cherishing what you have. And that’s one of our list of the best Christmas marketing campaigns 2022.
6. The Beginner – John Lewis & Partners
Why: are you ready for some goosebumps? John Lewis is known for their Christmas campaigns but this one may be one of its most poignant ones. The ending is guaranteed to knock you off your comfort zone.
It starts with an ordinary British man trying to learn how to skate. It’s adorable. It’s also the Christmas season, we see him decorating the house with his wife and preparing festive food. A shot of him watching a YouTube video showing skating tricks while in a super typical British cubical is for the ages. But the “why” is burning in the air. What is the ad trying to say really with this skating story?
We have the resolution at the end of the video. There is a ring on the door, and the couple is rushing to greet the visitors. A girl with a skateboard is standing at the entrance there accompanied by the foster care agent. The video’s protagonist was doing all the skating practice to better blend in with the new member of the family.
We’re not crying, you are.
7. Once Upon a Pud – Sainsbury’s
Why: choosing a lighter, trope-free approach to a Christmas campaign is a winning move for Sansbury’s this year. They invite us on a feast of a demanding The Countess (played with bravado by British TV personality Alison Hammond). The cooks queue up to impress her with their Christmas meals. But there’s one chef that brings pudding. The Countess hates pudding, he should have known, the hangman is preparing his blade, and the crow proclaims an “o ooh”.
Chef wants to prove himself to the Countess and reimagines the same pudding adding different ingredients. New tasting is organized and the queen loves it. The chef is saved, everyone is having a good time, and the hangman gives a high five to the court official. Merry Christmas, we guess?
On a side note, we absolutely loved this Bridgerton-inspired slightly macabre Christmas campaign soundtracked by the medieval version of Wheatus’ ‘Teenage Dirtbag’. That’s how you do creativity in 2022.
