Christmas is the perfect time to outshine your competitors. From heartwarming to hilarious, discover the Christmas campaigns that stole the show this year.
Christmas is the season to spend on gifts, good food, and marketing budgets! With the opportunity for moment marketing, generating awareness, and distinguishing your brand from others, brands don the Santa hats to deliver the perfect Christmas ad. With brands going beyond the traditional ways to market to their customers, it is almost a competition amongst the brands to resonate with the Christmas spirits. This year, several marketing campaigns stood out with their unique storytelling, emotional resonance, and innovative use of technology.
Let’s take a closer look at the top 7 Christmas campaigns of 2023:
Top 7 Christmas Marketing Campaigns of 2023
Coca-Cola | The World Needs More Santas
Coca-Cola continues its legacy of spreading holiday cheer with “The World Needs More Santas,” a campaign celebrating the power of kindness and giving. Imagine if you lived in a world where everyone was a Santa! That is the essence of Coca-Cola’s 2023 Christmas advert. The heartwarming ad features individuals going the extra mile to brighten someone’s
day, reminding us all that anyone can be a Santa Claus and even small deeds such as showing up to parents’ dinner on Christmas Eve is also a present for them.
PETA | Tessa the Turkey
PETA’s heartwarming animated film “Tessa Turkey” takes viewers on a unique Christmas journey. Follow the charming Tessa, voiced by Jane Horrocks, as she guides us through a delightful winter wonderland. The film beautifully captures the festive spirit but with a twist. Through subtly altered Christmas carols and scenes, Tessa reveals the harsh reality of
traditional holiday meals. The film’s message is clear: “Kill the tradition, not a turkey. Try vegan this Christmas.”
PETA’s extensive online presence ensures its message reaches a global audience. By owning various domain extensions and redirects, they guarantee users land on the official site, preventing misinformation and protecting their brand.
IKEA | Take a Holiday from the Holidays
Amidst festive cheer, Ikea Canada’s “Take a Holiday from the Holidays” reminds us to prioritize peace. The heartwarming ad, featuring Tiffany’s “I Think We’re Alone Now,” captures the authentic reality of the season – sometimes we need to step back and recharge. Just like an Ikea piece assembled from diverse elements, the brand name itself reflects its core: creating something beautiful and unique through individual components.
AMAZON | Joy Ride
Amazon’s 2023 Christmas campaign, “Joy Ride,” takes us on a heartwarming journey celebrating enduring friendship and the timeless joy of youth. Three elderly women observe children playing on a sledding hill, their faces filled with nostalgia and longing. Inspired by the youthful spirit around them, one woman turns to Amazon, ordering sled cushions. The arrival ignites their adventurous spirit, and soon they’re reliving the thrill of the hill, proving some joys never fade. The ad, accompanied by an instrumental version of The Beatles’ “In My Life,” beautifully weaves past and present, reminding us that some friendships and experiences stay with us forever.
JOHN LEWIS | Snapper: The Perfect Tree
John Lewis’s heartwarming 2023 Christmas advert captivated audiences with its quirky twist on holiday traditions. The story follows a young boy who plants a seed, hoping for a perfect Christmas tree. Instead, a mischievous Venus flytrap named Snapper sprouts, bringing unexpected joy and chaos to the family. Snapper’s love for Christmas is undeniable, but his size becomes a problem. Moved outside, he watches the family from the window, yearning to be included. The boy, recognizing their special bond, gives Snapper a Christmas present, leading to a heartwarming realization: Snapper possesses a unique talent – sorting and delivering gifts!
John Lewis’s ingenious strategy seamlessly blends emotional connection with customer experience. By weaving the charm of their Christmas story into an interactive shopping experience, John Lewis strengthens brand recognition and fosters loyalty.
APPLE | Fuzzy Feelings
This year, Apple’s holiday ad, “Fuzzy Feelings,” tugs at our heartstrings with a heartwarming story about perspective and kindness. We meet an animator named Sam, who finds an outlet for her frustrations by depicting her grumpy boss in humorous, stop-motion animations. Between late deadlines and harsh criticism, Sam’s boss seems like a total Scrooge.
But on the eve of a holiday party, everything changes. Sam witnesses her boss hand out personalized gifts to his employees, revealing a hidden warmth beneath his gruff exterior. This unexpected gesture unlocks a new perspective for Sam, prompting her to revisit her animation.
In a beautiful twist, Sam transforms her depiction of her boss, replacing humor with genuine kindness and understanding. The ad concludes with a poignant message: “Creativity has the power to change the way we see each other and the world. Sometimes, seeing things through a new lens can make all the difference.”
Apple’s “Fuzzy Feelings” is a captivating reminder that judging others based on first impressions can be misleading, and there is warmth to those even with stone-cold hearts. The ad encourages us to embrace the power of creativity to foster empathy and understanding, making the holiday the season even more meaningful.
Vodafone | The Connection
Vodafone’s heartwarming Christmas ad campaign tells the story of Lily, a tech-savvy little girl who sets out to capture Santa Claus on camera with the help of her mischievous toy elf. Powered by Vodafone’s reliable network, Lily’s plan unfolds, leading to a moment of pure joy and wonder on Christmas morning.
The 30-second ad, directed by Sam Cartmell, perfectly captures the spirit of the holidays and underscores the importance of connection during this special time. It intelligently showcases how Vodafone’s technology bridges distances and brings families closer, reminding us that the greatest gift of all is the joy of being connected with loved ones.
A Trip Down the Memory Lane: Top 3 Ever-loved Campaigns
While these current campaigns capture the essence of the Christmas spirit, some timeless classics continue to hold a special place in our hearts.
Here are the 3 ever-loved Christmas campaigns:
M&S: “Mrs. Claus”
While Santa Claus gets all the attention, M&S’s “Mrs. Claus” campaign reminds us of the woman behind the man. The ad celebrates the strength and resilience of women, showcasing Mrs. Claus as the busy and dedicated force behind the North Pole operation.
Sainsbury’s: Unexpected Heroes and Emotional Impact
Sainsbury’s “Mog’s Christmas Calamity,” an ad released in 2015 featured heartwarming moments leaving viewers feeling touched and inspired. The ad tells the story of a cat named Mog who accidentally ruins Christmas dinner. However, through a series of fortunate events, Mog manages to save the day and become the hero of Christmas.
John Lewis’s “Somewhere Only We Know”
The 2013 animated Christmas campaign, showcasing a hare gifting her bear friend an alarm clock to wake him up for the holiday, charmed its way to the top of our festive ranking. It shows the story of friendship and evokes a sense of belongingness, striking the emotional cords of the viewers.
Coca-Cola: A Christmas Legacy
Coca-Cola is one of these few brands that changed the world for marketing and branding teams alike. Especially when it’s the Christmas season. You can really “taste the feeling” with those brightly-lit Coca-Cola Christmas campaigns.
It was not until 1931 that this soda elixir set foot in the Christmas vibes. While the brand certainly did change the image of Father Christmas forever, it is also said many people believed Coca-Cola to be the harbinger of Santa Claus – this was the craze for its ads.
Inspired by the Clement Clarke Moor Poem, “‘Twas the Night Before Christmas”, Coca-Cola commissioned an illustrator in 1931 to create an image of Santa Claus drinking Coke. This image, combined with careful brand building transformed their Santa into the definitive icon of the holiday season.
Coca-Cola’s brand identity goes beyond its festive links, showcasing its unique brand voice and engaging its target audience by connecting a brand image with ideas of community, joy, and experience.
The most important lesson emerging companies can learn from Coca-Cola’s branding efforts show that great brands come from an emotional place. Coca-Cola’s USP isn’t about producing a better product, it’s a promise to deliver an exceptional and “joyful” experience.
Looking Ahead: The Future of Christmas Campaigns
With technology constantly evolving, it’s no surprise that brands are utilizing moment marketing during the Christmas season.
The good news?
Ad technology advancements are proving to be a major asset for marketers, allowing for even more effective advertising strategies. Brands can also expect to see an increased focus on social media and influencer marketing. By partnering with relevant influencers or creating relevant mascots, brands can reach a wider audience and create a more authentic connection with consumers.
Ultimately, the most successful Christmas campaigns will be those that can emotionally connect with consumers and create a sense of wonder and excitement for the holiday season.
