With Christmas just around the corner, the festive advertising season is upon us, showcasing some of the most creative and heartwarming campaigns we've seen. Major brands like McDonald’s, Coca-Cola, John Lewis, and others are stepping up their game, and everyone seems to be vying for the title of the best Christmas ad of 2024. This year, the ads range from nostalgic to humorous, and many are stirring up strong emotions and reactions.
Let's start with the iconic Coca-Cola, which has been synonymous with Christmas for decades. This year, enthusiasts were prepared for the traditional "Holidays Are Coming" jingle paired with scenes of the brand's festive truck traversing snowy landscapes. Unfortunately, fans were left disappointed when the new ad showcased instead featured the slogan "Anyone can be Santa". The ad depicted various ‘Santa Claus’ characters engaged in everyday activities, from sharing drinks to working out at the gym. Social media erupted with outrage, as loyal fans noted the absence of the beloved jingle. One viewer lamented on X/Twitter, "So #cocacola have released a new Christmas advert.... No just no. How do we know the holidays are coming if it doesn’t jingle to us.... Bring back #holidaysarecoming." With viewers expressing their discontent, it's clear the Coca-Cola campaign might face steep criticism this season.
Next up is the much-anticipated John Lewis ad, which has long been recognized for expertly blending emotional storytelling with festive spirit. This year’s campaign took viewers back through the memories of siblings, exploring the ups and downs of familial love through various stages of life. The ad begins inside a John Lewis store, where one woman embarks on the quest to find the perfect Christmas gift for her sister. Throughout her exploration, magical flashbacks reveal heartwarming moments between the two, invoking nostalgia and stirring sentiment. Though the ad was visually stunning and emotionally charged, some felt it lacked the whimsical charm of past campaigns. Nonetheless, as fans expect tears and feels from John Lewis, this year's effort certainly didn't disappoint on all fronts.
Over at McDonald's, the brand is taking us on another kind of festive adventure. Their ad opens with weary holiday shoppers who are simply trying to enjoy the season—until they spot the glowing Golden Arches adorning the skyline. The scene shifts to vibrant Christmas lights pulsing to the beat of Benny Benassi’s club track “Satisfaction.” With each flash of light, viewers are reminded of the cozy comforts of the season, all anchored by the brand’s signature menu items. If there’s anything more inviting than the promise of warm fries and holiday cheer, it’s the transformation of dark winter streets to bright festive displays. This ad succeeds by tapping directly to your cravings and holiday spirit simultaneously.
Morrisons has taken a quirky approach this year by envisioning oven gloves as singing characters serenading the Christmas turkey. Leaping away from the traditional ad formats, the Morrisons ad features animated glove puppets delightfully celebrating the joys of cooking and togetherness throughout the holiday season. This charming aura brings forth memories of classic children’s characters, merging nostalgia with humor—everything one might expect if you're shopping for the perfect festive feast.
Meanwhile, Tesco decided to make gingerbread the star of its holiday campaigns. Their advertisement showcases the transformation of everyday items and places—like houses or even animals—into delightful gingerbread versions. While showcasing the sweetness of the season, the underlying narrative nods to the feelings of loss and remembrance during holiday gatherings. The warmth of this ad generates the perfect dose of festive cheer, attaching emotional significance to the joy of bonding over shared traditions and culinary creations.
Argos isn’t shying away from controversy, with hilariously explosive ads featuring the Chad Valley Trevor Talk Back Dino. This year's campaign positions stressful parenting moments as the backdrop for humor and fun. The ad depicts the loud, light-up dinosaur toy as every parent’s nightmare come true, pushing boundaries of marketing humor.
On the other hand, Marks & Spencer’s Christmas offering takes on a different tone, bringing Dawn French to the fore. She finds herself overwhelmed with holiday preparations but receives help from magical fairy decorations. While visually captivating and festive, many viewers felt there was something oddly unsettling about the ad. The premise of enchanted decorations takes familiar holiday tropes and gives them quirky twists, but there’s still been talk on whether it resonates with everyone.
Boots has brought Mrs. Claus to the spotlight this season, personified by actress Adjoa Andoh. The festive narrative revolves around her taking charge of Christmas preparations when Santa is nowhere to be seen, and the elf team gets to work wrapping millions of gifts. While some have voiced concerns about old-fashioned gender roles from the ad, it succeeds on many levels by cradling the spirit of collaboration. With Andoh’s delightful portrayal, the ad mixes elegance, humor, and holiday brilliance.
With these captivating displays, among others like Sainsbury's, which takes viewers down memory lane with sentimental costumes, or TK Maxx, choosing to focus on centrepieces surrounding cost-saving shopping, this year’s Christmas advertisements are positioned to evoke laughter, nostalgia, and possibly even tears. From humorous puppets to nostalgic moments of sibling rivalry, brands are competing to capture the hearts of viewers everywhere.
While the festive ad season rolls on, it's clear each brand is channeling unique experiences to craft their stories, making this Christmas one to be remembered not only for festive gatherings but also for the creativity and thought behind the ads illuminating our screens. Whether you prefer the laugh or the tear-jerker, 2024 seems to promise something special for everyone with each passing commercial, showcasing the real spirit of togetherness, cheer, and sharing through the holiday.
