The art of Christmas advertisements: the best of 2023


Christmas, with its timeless charm, is much more than just a holiday; it is a time of year when magic and human warmth seem to envelop every moment, turning days into special occasions charged with emotion and ancient traditions. As a result, in advertising, Christmas emerges as an unparalleled opportunity for companies to connect with their audiences in deeply emotional and lasting ways. Indeed, advertising campaigns launched during this season have the power not only to increase sales, but also to create lasting emotional connections with consumers, using storytelling and imagery to touch their hearts and resonate with their personal experiences. Below, we will look at the best of 2023.

Snapper: The Perfect Tree” by John Lewis.

British department store chain John Lewis‘ Christmas campaign, “Snapper: The Perfect Tree,” is an excellent example of innovation and surprise in the world of advertising. This advertisement, created by Saatchi & Saatchi, features a giant singing Venus catcher, Snapper, who breaks with the traditional Christmas tree image. The originality of this campaign is further enhanced by the collaboration with tenor Andrea Bocelli, who created and performed the song “Festa” for the occasion.

Love thismas (not thatmas)” by Marks & Spencer

British chain Marks & Spencer ‘s Christmas campaign, “Love Thismas (Not Thatmas),” on the other hand, showcases a fresh approach to Christmas traditions. Featuring celebrities such as Tan France, Hannah Waddingham, Zawe Ashton, and Sophie Ellis-Bextor, the campaign challenges the notion of “obligatory” Christmas traditions, inviting people to celebrate the holidays in the way they prefer. This advertising strategy reflects an understanding of the pressure customers may feel during the vacations, encouraging them to focus on what they really love.

Share More Joy” by Frito Lay

The “Share More Joy” campaign by Frito Lay Canada, a potato chip and snack company, offers a playful alternative to the traditional choice of leaving cookies in the night for Santa. In fact, the campaign encourages people to consider leaving a salty snack, such as Lay’s chips, as an alternative to the usual sweets. This initiative reflects an innovative and fun approach that embraces those who prefer savory food even during the holidays.

The World Needs More Santas” by Coca-Cola.

Coca-Cola, with its touching “The World Needs More Santas” campaign, highlighted the immense power of kindness and generosity, fundamental pillars of the Christmas spirit. This compelling campaign presents a city where people, inspired by the iconic figure of Santa Claus, are dedicated to helping and supporting others. The visual narrative and message emphasize the idea that anyone can become a kind of “Santa Claus” in real life by embracing acts of kindness and generosity. Through this story, Coca-Cola not only promotes its brand, but also sends a universal message of love and caring for each other.

Amazon’s “Joy is Shared

Amazon, with its “Joy is Shared” campaign, created a moment of pure emotion and human connection, celebrating the bonds of friendship that stand the test of time and the value of small, everyday joys. The campaign’s main video, “Joy Ride,” is an affectionate and nostalgic portrayal of three elderly women who, for a brief moment, forget their years to relive the carefree nature of childhood. Sliding down a hill on cushions purchased on Amazon, they rediscover the sheer joy of shared play and laughter. This scene not only emphasizes the importance of sharing happy moments, but also that small actions, such as buying a pillow, can be the catalyst for creating unforgettable memories and strengthening emotional bonds.

Turning Christmas into excitement

The campaigns we analyzed reflect the incredible potential that Christmas offers in the world of advertising, a unique season when emotions are most palpable and the desire to share and belong becomes the focus of our daily experiences. At Spada Media Group, we are keenly aware of this power: every campaign we develop is a journey to capture not only the typical Christmas imagery, but also the deeper and more universal essence of this holiday. We are committed to ensuring that every message is not merely heard, but truly felt, touching people’s hearts and souls. This approach allows us to create advertising campaigns that are not just promotional, but become an integral part of people’s Christmas traditions, strengthening the bond between brands and their audiences in a deep and authentic emotional dialogue.

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