Some brands really go all-out at Christmastime, and we love it! Every year when the weather turns chilly and the warmth of Thanksgiving fades into memory, big brands pull out all the stops to delight us with an array of TV, digital and print holiday campaigns that bring excitement and light to the darkening days of winter. Some people even time the start of the holidays every year to the release of Coke’s latest Christmas TV commercial! In the spirit of the season, we decided to put together a list of our favourite holiday marketing campaigns of all time. We hope these festive ads bring you as much joy as they bring us and inspire you to embrace the holidays with your own brand.
Coca-Cola's Family Tearjerker TV Commercial
(Image from Manchester Evening News)
In 2020, Coke’s iconic holiday truck is back—this time to deliver a dad home to his daughter in time for Christmas. Directed by Oscar winner Taika Waititi, this advertisement emotionally captures the authentic essence of Christmas, emphasizing the act of prioritizing others over oneself. It resonates particularly with fathers and their daughters, as the dad in the commercial literally hikes to the end of the Earth to deliver his little girl’s letter to Santa on time. When everything looks as if it’s too late for dad to pull it off, it warms the heart to see the Coke holiday truck pull up and save the day. This is such a great use of the classic holiday truck plus a fresh new take on Coke’s holiday commercials. It’s the ideal emotional marketing experience, earning a place among the top Christmas advertisements.
Google Assistant & Kevin McCallister
(Image from Hollywood Reporter)
Next up, a favourite with everyone who was a child or a parent in the early 1990s—Google’s revamp of iconic Christmas movie Home Alone! Featuring the 38-year-old Kevin McCallister home, alone, once again, the ad connects with millions who grew up watching the film. The strategic ad targets millennials, who, having watched the movie in their childhood, are significant users of Google Assistant. Kevin uses the smart home device throughout the ad to set reminders and ultimately deploy “Operation Kevin” to keep those pesky burglars out of the house. This campaign taps into childhood nostalgia at its finest.
Air Canada Buys Everyone in the Pub a Round...Trip, that is
(Image from FamousCampaigns.com)
Considered one of the most timeless Christmas PR campaigns, this ad features two Air Canada pilots generously distributing free round-trip tickets to joyful Canadians in a London pub who would otherwise spend Christmas away from home. The ad resonates with millions worldwide who miss annual Christmas celebrations at home while studying, working or building a new life overseas. It also cements Air Canada’s reputation at home and abroad as Canada’s most reputable and trustworthy airline—and probably gets international communities thinking about visiting Canada, too!
Disney’s Old Mickey Mouse Doll Brings Grandma & Granddaughter Together at Christmas
(Image from ClickOrlando)
In this heartwarming ad, a granddaughter and grandmother bond over their Christmas tradition of crafting star lanterns. However, as the years pass, their Christmas routines fade away until a Disney Mickey Mouse doll reignites the granddaughter's passion for festive bonding. It’s a quintessential “magic of Disney” moment when the grown granddaughter realizes that her decision to spend the day away from home has left her grandmother all alone. She slips back in quietly and repairs the old Mickey Mouse doll the two always play with at Christmastime, gifting it to her grandmother the next morning. What a number this ad does to our heart strings!
LEGO’s “And I Think to Myself” Campaign
(Image from LaCreaturaCreativa)
Top toy brand LEGO released a fun Christmas ad in 2020 that showcased all the ways LEGO lets kids use their imaginations to improve the world around us all. Updating the lyrics of “What a Wonderful World”, the ad spot highlights how children, driven by unbridled creativity and imagination, perceive the world differently from their parents. The ad speaks to and advocates for children, illustrating how they uniquely envision the holiday season in their world, emphasizing the significance of seeing holidays through a child's innocent eyes. Blue horses, sausage trees, giant space crabs or astronauts at a wedding—anything is possible with imagination and the right tools.
Apple’s 2018 “Share Your Gifts” Animated Short
(Image from Daily Mail)
“Share your Gifts” is on the long side for classic TV spots, but what’s that matter in the days of digital marketing and brand shorts? Coming in at just under 3 minutes in length, this Christmas video focuses on a young lady writing her heart out and hiding the work in a box in her bedroom. Her dog accidentally-on-purpose sends the papers flying out into the wintery street below, where passersby pick them up and read the girl’s words. Realizing that they like what they’re reading, the girl hands out more papers and feels the joy of having her work known and appreciated.
This newfound confidence enables her to share her writing gifts with a broader audience, mirroring the way we share joy and gifts with more people during Christmas.
Amazon’s “Give” 2017 Commercial
(Image from TheBrandGym)
Highlighting the festive spirit of gifting, this ad personifies the order fulfillment process, portraying Amazon as the bearer of love (in the form of packages) sent to locations worldwide during Christmas. The ad aims to leave recipients with a joyful Christmas smile—and it works, if you ask us. Lots of the iconic Amazon smiley boxes zoom around the sorting facility, airplanes and delivery motorcycles on their journey as Christmas gifts, singing Supertramp’s “Give a Little Bit” the whole way. The commercial culminates in a small Amazon box reaching its destination, where a little girl with no front teeth smiles joyfully. We don’t even get to see what’s inside, but it doesn’t matter because we already have that warm fuzzy feeling that comes of giving. Well done, Amazon.
Starbucks’ 2017 Give Good Campaign
(Image from Starbucks’ Stories & News)
Starbucks' "Project Give Good" was a significant social initiative during the Christmas season in 2017. The campaign aimed to spread goodwill, engage with communities and embrace the spirit of giving. The company gave away Starbucks Cards loaded with a total value of $1 million during community celebrations and events throughout the holiday season. The initiative was community-focused, contributing to the joy and festivity of the season while connecting with customers on a personal level. By distributing Starbucks Cards, the company encouraged customers to share the joy with others, fostering a sense of community and generosity.
Starbucks used social media to amplify the impact of Project Give Good, allowing customers to share their experiences and stories of giving back during the holidays. The campaign contributed to enhancing Starbucks' brand image by aligning the company with values of generosity and community involvement. Overall, Project Give Good exemplifies a strategic approach to holiday marketing by emphasizing community engagement, generosity and the joy of giving, reinforcing the brand values customers expect from their favourite coffee purveyor.
Coca-Cola's Ongoing Christmas Truck Convoy Campaign
(Image from YouTube)
Coca-Cola began its Santa Clause-centric Christmas marketing in the 1930s, when Haddon Sundblom designed the red-coated and red-hatted Santa character we know so well. That particular image of Santa Claus—who theretofore had been described in various ways and in many outfits—is based on the description in Clement Clarke Moore’s “A Visit from St. Nicholas” (better known as “’Twas the Night Before Christmas”).
Sundblom’s artistic vision of St. Nick was used annually by Coca-Cola from 1931 to 1964, and even now the company’s artists draw from those original illustrations. When Coca-Cola marketing hit TV screens, however, the company focused on networking with Disney and having its actors sing “I’d Like to Buy the World a Coke” in a snowy city scene instead of bringing in their jolly old, red-cheeked elf.
Then, in 1995, more Christmas magic happened. Working with Industrial Light and Magic—a special effects veteran from Star Wars, Raiders of the Lost Ark and Forrest Gump—Coke debuted the holiday truck caravan. These Coke delivery trucks were adorned with Christmas lights and images of chubby-cheeked, smiling, red-outfitted Santa Claus holding a red-labelled bottle of Coca-Cola. The caravan travelled through dark, wintery stretches of road and as it passed, the world lit up with strands of Christmas lights.
“Holidays are coming!” sings the unseen choir. Like Coke, it’s a classic, and the holiday truck caravan was an instant hit. Even more impressive than this single commercial success was Coca-Cola’s use of the truck caravan theme throughout the 1990s and even now—to the delight of generations of families.
Apple’s Misunderstood Kid
(Image from iPhoneInCanada )
During the Christmas season of 2013, Apple introduced its iPhone 5s to the world with a commercial that featured a large family of all ages gathering together for the holidays at home. Titled “Misunderstood”, the commercial shows everyone arriving at the house, chatting, playing together and doing Christmas stuff over the course of the holiday season. Meanwhile, a young teen stays quiet during the festivities and family talks, intent on his iPhone and seemingly uninterested in much of anything else. At the end, that same teen connects his phone to the TV and plays a special video he’s been creating the whole time: “A Harris Family Holiday”. Of course, everyone loves it! We see that the iPhone 5s is amazing and that its owner was enjoying the family celebration all along. Heartwarming, right?
M&Ms & Rudolph’s Nose
(Image from AdForum)
M&M’s always get in on the action at Christmastime. The popular candy company creates festive holiday bags for their candy, candy advent calendars, stocking-stuffer-sized treats, toys, and of course they publish cute, clever images and videos in their seasonal marketing campaigns. One such print ad features Santa’s lead reindeer, Rudolph, harnessed and ready to fly on Christmas Eve at the head of the sleigh-drawing pack. Except, instead of Rudolph’s famous glowing red nose, we see the red M&M character tied onto the end of the reindeer’s snout.
The look of annoyance on the M&M’s anthropomorphic really completes the picture—M&Ms are always fun, like the ad says! We get all the warm, happy feelings of Christmas from this image thanks to the snowy rooftop and the stoic reindeer, and then a gleeful laugh at the expense of the long-suffering M&M. And it makes you want some candy, too.
KitKat’s Santa Claus Has a Break Print Ad
(Image from Photoline)
Even Santa Claus needs a break from time to time! That’s what this cute KitKat holiday image implies, showing the classic Santa beard discarded in favour of some “me-time” alone with some good chocolate. During a long night of flying around the globe and delivering presents, we can definitely understand the urge to hide away for a little while with your favourite treat!
What we love about this Christmas marketing campaign is the use of traditional, cozy imagery like the red wing-backed chair, the floor lamp with filigree detailing, and the almost Victorian-esque striped wallpaper. Even the Santa beard and moustache seem old-fashioned with their long, curling locks of white hair. This is exactly the type of imagery that appeals to Christmas lovers around the world, so much so that there is no need for an explanation in words. It’s warm, it's inviting, it’s quiet and reflective amongst the hustle and bustle and cold outside.
Why a Christmas Marketing Plan is so Important
Christmas marketing is crucial for businesses for several reasons, and effective campaigns during this festive season can significantly impact a company's success. Not only does effective Christmas marketing help you create much more brand awareness in your market, but it can boost sales this Christmas season and all year long. Here are a few crucial reasons why Christmas marketing is important, no matter what your company sells and when your busy season usually takes place.
- Increased Consumer Spending
Retailers often experience a surge in sales during the Christmas season. For instance, Black Friday and Cyber Monday, which kick off the holiday shopping season, are marked by extensive marketing campaigns from various businesses, enticing consumers with discounts and promotions. Take advantage by planning an entire holiday campaign that reaches from Canadian Thanksgiving in October to New Year’s Day the next year. - Fostering Emotional Connections
Coca-Cola's Christmas campaigns, such as the one mentioned earlier, evoke emotions by focusing on family and the joy of giving. These emotional connections can lead to increased brand loyalty as consumers associate positive feelings with the brand. - Creating a Festive Atmosphere
Starbucks' Christmas campaigns, like "Project Give Good" in 2017, contribute to creating a festive atmosphere. Giving away Starbucks Cards during community celebrations aligns with the spirit of generosity and goodwill, enhancing the brand's image. - Standing Out in a Crowded Market
Google's 2018 Christmas campaign, inspired by the movie "Home Alone," demonstrates the importance of creativity and uniqueness. By tapping into nostalgia and creating a relatable and amusing experience, Google stands out in the crowded holiday marketing landscape. - Boosting Brand Awareness
Amazon's 2017 Christmas campaign personifies the order fulfillment process, emphasizing the joy of giving gifts. This not only enhances brand awareness but also positions Amazon as a reliable and caring entity during the festive season. - Taking Advantage of Seasonal Trends
Example: LEGO's 2020 Christmas campaign showcases the brand's awareness of seasonal trends. By highlighting how children perceive the festive season differently and emphasizing the importance of seeing holidays through a child's eyes, LEGO taps into the trend of family-centric celebrations. - Encouraging Customer Engagement
Apple's 2018 Christmas campaign, featuring an animated teen sharing her literary creations, encourages customer engagement. By telling a relatable story, Apple creates a connection with its audience, encouraging them to share in the joy of creative expression. - Building Anticipation and Excitement
Many companies launch Advent calendar-style promotions, unveiling special offers or exclusive products each day leading up to Christmas. This builds anticipation and excitement among consumers, keeping them engaged throughout the holiday season.
Merry Christmas from Symetric Productions!
Interested in putting together a digital marketing plan for 2024? Get in touch and we’ll start brainstorming together! Whatever your marketing plans this Christmas, we hope you enjoy the holiday season! May your business boom and these next snowy, chilly months be festive and merry.