A festive deep dive into the art of Christmas ad campaigns

Christmas adverts aren’t new. In the 19th century, companies often ran newspaper commercials to promote festive goods. One of the first of these was Macy’s in the US. They were simple and focused on products like toys and clothing. Macy’s is also credited with starting the idea of a Christmas window display, which became a big part of their holiday marketing—a sort of proto-visual Christmas ad! 

It was the mid-20th century that completely transformed things, though, turning Christmas advertising into a visual spectacle. In the winter of 1995, Coca-Cola’s “Holidays Are Coming” campaign launched, featuring those iconic red trucks. 

Suddenly, Christmas ad campaigns were more than just flogging products; they were selling a feeling! Some companies, like Budweiser, didn’t even show the brand, like in their 1987 advert with Clydesdale horses pulling a sleigh through a snowy neighborhood.

The advert ends in a still that resembles a Christmas card, with a voice-over that wishes everyone a happy Christmas from Budweiser—the only time the brand is mentioned!

In the late 1990s and early 2000s, brands focused more on storytelling and playful visuals. 

Gap’s 1999 Christmas advert featured kaleidoscope-like dancers decked out in their clothing, spinning and skating around in the snow in fancy patterns. This was all about fun and joy, tapping into that Christmas spirit.

Brands like Sainsbury’s in the UK focused on family and harnessing emotions, advertising products that could be part of a giant Christmas Day family meal with a dash of John Cleese’s British humor.

Also, in the early 2000s, brands started experimenting with online platforms to complement their traditional media Christmas campaigns. Things like introducing interactive Christmas e-cards and festive microsites meant that companies could engage directly with their consumers in a more personalized way. This was also when the idea of viral marketing started to grow, and holiday-themed content could spread across the internet to a much bigger audience. 

Elf Yourself, created by OfficeMax in 2006, was one of those early viral Christmas ad campaigns. It invited users to upload photos of themselves and their friends to make funny Christmas-themed dance videos. This was genius; people wanted to share the results, so it kept reaching more people. It was so successful that they did it again the following year.

Nostalgia can be a powerful tool in advertising and perhaps even more so in Christmas commercials. Brands tap into memories of Christmas to create a connection with the audience, and this generally appeals to a wide range of demographics. It’s one of those rare things that can bridge generational gaps.

Christmas is supposed to be a time when families come together, so Christmas ads highlight those moments of connection. They tend to resonate because they reflect the emotions many associate with the season. 

The theme of generosity is closely tied to the spirit of Christmas, so many brands make ads that focus on acts of giving, whether that’s a kid sharing their favorite toy or a neighborhood coming together to help others in need. These ads remind us that Christmas is about more than just receiving—it’s about giving and spreading joy.

While many Christmas ad campaigns are going for gentle schmaltz, some aim to be more light-hearted and entertaining. In the UK, Aldi’s Kevin the Carrot series of Christmas adverts became a huge hit; so much so, in fact, that their promotional cuddly toy series repeatedly sold out. They’ve been viewed millions of times across social media and have done wonders for Aldi’s brand awareness.

Like any video project, you need to know your target audience before creating a Christmas ad campaign. What is it about Christmas that really makes them tick? Younger people might be more drawn to themes such as sustainability or humor, while older folks might appreciate traditional, nostalgic narratives. Tailoring the content to your audience’s values and expectations is the first step to creating a successful Christmas ad.

As we’ve seen from the examples here, storytelling is central to many successful Christmas ad campaigns. Narratives should be simple but compelling; the best stories make us feel something and leave a lasting impression. 

As technology has advanced, we’ve come to expect a minimum level of quality for audio and video work. High production values in Christmas commercials help create the sense of magic and wonder associated with the season. Using stock video, music, and design templates can help keep everything looking professional.

One of the biggest challenges in Christmas advertising is including the brand or product into the story without it being too obvious or feeling forced. Remember, the brand doesn’t have to be plastered everywhere to make an effective Christmas campaign, it can be in the character, or a subtle product placement. 

Trends can change quickly, and what lands with audiences one year might not work the next, so it’s essential to stay on top of current trends and be open to adjustments. 

As social media platforms have grown, they’ve become a great way to get Christmas ad campaigns out to more significant audiences. This has included brands leveraging influencers to boost them by creating sponsored posts, giveaways, or hosting events.

In the late 2010s, beauty and fashion influencers started creating “Christmas gift guides” and festive content featuring sponsored products. These give personal recommendations and showcase products in real-life Christmas-like settings to make them feel more genuine and relatable. Some of these seem soulless compared to the more narrative Christmas ads.

Check out Sleigh or Nay: Do we need celebrity Christmas gift guides? To learn more!

For video creators, designers, and marketers, Christmas ad campaigns can be a challenge and an opportunity. 

Christmas ad campaigns have evolved from simple product promotions to more complicated, narrative narratives that capture the feeling of the ho-ho holiday season. By focusing on emotional connection, consistency, and quality, brands can create something audiences will love.

For more inspiration and to get you started, check out the best Christmas templates & holiday season designs, the coolest Christmas design trends, and Christmas motion graphics for holiday projects.