The holiday season is all about counting down to the big day, with Christmas ads becoming the cue to start getting excited. Despite their dazzling production value, the best Christmas ads stay rooted in simple, shared experiences: connecting with loved ones, showing kindness, or finding joy in the little things, underpinned by emotion.

Stirring up heartwarming emotions and fond memories to create lasting brand loyalty, brands use the magic of storytelling to pull at our festive heartstrings. So much so that advertisers are set to spend a record-breaking £10.5bn this Christmas season. Wrapped in cosy visuals, catchy jingles, and a sprinkle of generosity. These ads have also evolved into massive online events, spreading joy (and maybe a little shopping fever) across social media. But the magic remains the same: retailers know it’s all about evoking that warm, fuzzy feeling of Christmas, a moment when the nation collectively cosies up for the festive countdown.

With Christmas fast approaching, we’ve been on a trip down memory lane. Unwrapping a treasure trove of festive favourites from seasons past. Featuring old but gold John Lewis ad ‘Buster the Boxer’, Sainsbury’s 2014 ‘The Story Behind 1914’ made in partnership with the British Legion, to a recent favourite ‘The Gift of McDonald’s’ and more.

Can you read “Holidays are coming, holidays are coming.” without singing the iconic Coca-Cola jingle? Of course not! That festive earworm has jingled all the way into the nation’s collective conscience since the mid-90s. Like many other brands, Coca-Cola saw Christmas as a prime opportunity to spark a connection with their audiences. But with both long-term brand building and short-term ad campaigns having their unique advantages, which reigns supreme?

Long-term brand building around Christmas often involves creating iconic characters or symbols that become synonymous with the holiday season. Aldi’s Kevin the Carrot is a perfect example. Introduced in 2016, the plucky little vegetable has become one of the nation’s favourites. Embarking on new festive adventures each year, Kevin’s narrative continues to dodge the compost heap, pulling on our heartstrings and building a strong emotional connection between Aldi and its audience.

In contrast, short-term approaches like those of John Lewis—the master of the one-off Christmas ad—focus on creating unique, standalone Christmas ads each year. While there are no recurring characters or themes, they have become highly anticipated events in their own right. John Lewis’s strategy relies on storytelling that resonates emotionally with viewers, featuring heartwarming or poignant narratives that capture the spirit of Christmas. Each ad, a fresh, creative endeavour that has followers in a frenzy, cementing John Lewis as a symbol of Christmas anticipation.

Whether it’s the long-term charm of Kevin the Carrot or the short-term sparkle of John Lewis’s annual tearjerkers, both strategies bring the nation festive cheer. Long-term brand building creates a sense of tradition and familiarity, while short-term campaigns keep things fresh and exciting. At the heart of it all? A sleigh-load of savvy brand positioning to decide which strategy is best for the brand, ensuring our Christmases stay merry and bright, year after year.

In recent years, it’s not just tear-jerking TV ads getting people pumped for Christmas. Packaging is playing its part too. Highstreet brands are putting Christmas in the public’s hands. Literally. The Starbucks cup you were cradling on your morning commute, the festive Coca-Cola cans during your weekly shop, or (our totally unbiased festive fav) Popeyes’ new Festive Superstack packaging—designed by yours truly.

Whatever jingles your bells, limited-edition Christmas packaging always puts us into that fa-la-la-la feeling. They strengthen brand loyalties as customers build associations with the warmth of the holiday season, creating a sense of excitement and anticipation, encouraging consumers to buy not only for themselves but also as thoughtful gifts for loved ones.

Now we’ve got you well and truly into the Christmas spirit, we’re serving a slice of festive cheer with a shameless (but oh-so-ho-wholesome) plug. Our final case study of 2024 features a festive throwback that captured the hearts of pizza lovers alike, championing the season of sharing.

Born out of a desire to raise funds for homeless charity, Crisis, the Papa Johns ‘Christmas is better shared’ campaign was created. Featuring Yanni the yeti, Stan the snowman and Penny the penguin, the illustrative campaign created an emotive Christmas story around isolated figures who come together for a festive feast, tapping into shared moments, the power of connection, and the importance of reaching out for support. Every slice sold contributed to Crisis, with proceeds from pizza and exclusive merch helping spread warmth where it was needed most.