At Hello Social we're feeling festive, which is why we wanted to share some of our favourite Christmas ads and what you can learn from them!
Christmas adverts have become a cherished tradition, an annual spectacle that captivates hearts and sparks the spirit of joy in the build up to the festive period.
From the anticipation of the iconic John Lewis and Coca-Cola ads to the surprise early ad that comes out in October, Christmas adverts form a very important part of our overall Christmas experience.
Advertisers are expected to spend a record £9.5bn this Christmas season, according to data from the Advertising Association and Warc, a 4.8% increase on the same period last year largely attributed in part to inflation.
Brands have upped the value of their investment in both emerging and traditional media. Broadcast video on demand, for example, is set to increase by 20.2%, while out-of-home will grow by 10.3%, and online display by 9.1%.
Despite a record amount being spent, WARC says that much of the growth can be put down to inflation with real terms growth in the fourth quarter is forecast to be just 0.3%.
2023 has also marked a changing of the guard in the Christmas advert stakes. The soundtracks are getting punchier, the punchlines are getting funnier, and the stories are getting less slushy.
Here, we’ve rounded up the brands that we think have the best Christmas adverts for 2023.
John Lewis: Let Your Traditions Grow
This year, John Lewis is introducing a new festive character: Snapper, the energetic and mischievous flytrap. At the heart of the advert is the story of a little boy and his family as he attempts to grow the ‘perfect Christmas tree’. However, that doesn’t quite go to plan, and he ends up growing Snapper.
Aldi: Kevin And The Christmas Factory
Inspired by the Charlie And The Chocolate Factory story, Aldi’s Kevin the Carrot is back for another Christmas adventure alongside a whole host of new festive vegetable-inspired characters, including William Conker. In the gravy-filled wonderland, they all come together to embrace the kindness and generosity of Christmas, while having fun, of course.
TK Maxx: Festive Farm
Animals dressed in designer outfits? This is not your typical farm, that’s for sure. For its 2023 ad, TK Maxx’s tag line is ‘spoil all your loved ones for less’ with the 45-second clip featuring an array of farm animals in silk scarves, fluffy slippers and knitted jumpers.
Barbour: “Shaun the Sheep x Baa-Bour”
The Barbour Christmas advert 2023 stars none other than Shaun the Sheep. Created by Aardman studios, the ad follows Shaun, Bitzer and the Flock as they decide to repair the farmer's well-worn Barbour wax jacket. It's a festive tale brimming with heart and mischief.
Paul Wilkinson, Group Commercial Director at Barbour says...
"This Christmas, we wanted to demonstrate the importance of extending the life of our garments and we've been able to achieve this through our partnership with Aardman. Working with Shaun the Sheep and his friends, we've created a light-hearted and engaging film that we hope will make people smile this festive season."
Morrisons: The Humble Oven Glove
A host of animated gloves sing Starship’s classic 80s ballad “Nothing’s Gonna Stop Us Now” as they shepherd their precious cargo from oven to table.
The gloves dance, sing, sway, make heart signs and are generally adorable. It’s a masterclass in perfectly executing a simple idea.
This Christmas, Morrisons is also inviting the nation to get involved and share the glove love, with an interactive oven glove karaoke competition on social media. The #GloveOke challenge will invite people to post their own gloves ‘singing’ a duet for the chance to win their Christmas shop. The competition will run on TikTok and other social media platforms with influencers, creators and fans kicking the activity off.
The wider campaign will run across radio, press, digital display, social media and out of home with activity including ten 20” adverts highlighting great Christmas deals across TV and VOD and partnerships with Magic radio and Immediate Media.
There is an ongoing debate over the commercial impact of all this TV advertising spend around Christmas, but Maisie McCabe, UK Editor at Campaign magazine, is in no doubt over its effectiveness.
“TV advertising works, it gets people to switch brands, buy things and change their behaviour,” she says. “Research has shown time and time again that the brands that advertise through recessions are the ones that come out stronger.
Cringe-worthy and cliché, heartwarming and wholesome…However you feel about them, Christmas ad campaigns are part and parcel of the holiday season.
With 70% of young adults relying on them to ‘get into the festive mood’, Christmas adverts have become highly-anticipated cultural events in their own right.
However brands choose to engage their customers with seasonal advertising, the key to success is a solid understanding of your audience, a clear strategy and tangible goals. Knowing what works for your business might mean skipping the Christmas fuss altogether – as Marketing Week columnist Mark Ritson says, for some brands it’s better to save the budget and ‘make your current ads effective for longer’.
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