The top 7 Christmas video ads of all time

Video is king. It takes up most of all internet traffic, and whether that video is a movie or an ad, people are interested. According to Wyzowl, 89% of consumers wanted more videos from brands in 2024. The potential for video advertising is enormous. Combine that with the lucrative Christmas period, and what do you get? Magic. 

So, let's examine why video ads work and the seven best Christmas ad examples. As we did in our blog post on high-performing display awareness ads, we'll break down the best practices in depth.

Why video ads work

Video ads can uniquely captivate audience attention in ways other mediums can't. Consider how TikTok and Instagram Stories have revolutionized content consumption by offering short, engaging videos. These platforms underline that users are drawn to concise yet compelling video content.

This is because videos can distill complex messages into digestible snippets that are easily understood and memorable. They're particularly effective in breaking down language and literacy barriers, making your message accessible to a broader audience.

The statistics support this trend. According to Wyzowl, 90% of video marketers have seen increased brand awareness through video content. The same source reports that 91% of businesses used video as a marketing tool in 2024, and 82% of marketers say video content increased dwell time on their websites. 

The rise of CTV advertising

According to eMarketer, in 2023, the U.S. Connected TV (CTV) advertising expenditure was anticipated to reach $25 billion, with a substantial $21 billion allocated to programmatic advertising. This translates to approximately 86% of all CTV advertising funds being spent programmatically.

The importance of the first 5 seconds

The initial five seconds are pivotal. This brief window is your golden opportunity to seize the viewer's attention and set the tone for the entire message. This is when the viewer decides whether to continue watching or move on to something else, so instantly captivating their attention is critical.

1. Coca-Cola: "Holidays Are Coming"

The iconic Coca-Cola "Holidays are Coming" advertisement is a quintessential example of a Christmas video ad that has stood the test of time. First aired in 1995, this ad marked the beginning of the festive season for many and showcased the power of emotional storytelling in advertising.

Why it worked

The ad didn't just sell a product; it sold an experience—the joy and warmth of the holiday season. Brands strive for emotional resonance in their advertising, as it builds a more potent and longer-lasting relationship with the audience.

Nostalgia and tradition: The repeated airing of the ad year after year has made it a Christmas tradition. Nostalgia is a powerful tool in advertising, and Coca-Cola leveraged this by keeping the ad's core elements unchanged over the years. This consistency has allowed generations to associate Coca-Cola with Christmas nostalgia.

Strong branding: The ad cleverly used Coca-Cola's traditional red and white color scheme, making it instantly recognizable. The visual of the lit-up Coca-Cola trucks driving through a snowy landscape became an iconic symbol of the brand and Christmas cheer. Strong branding like this ensures that viewers immediately connect the emotions evoked by the ad with the brand itself.

Inclusive spirit: The ad featured a wide range of people enjoying the festive season, promoting a message of inclusivity and unity. In today's increasingly diverse society, ads that embrace and celebrate this diversity tend to resonate more with a global audience.

To add some more context to the ad's iconic success, analysis by Neurons shows that:

• Branding: The Coke logo never leaves the screen for more than 3 seconds.
• The ad pattern: Happy faces. Coca-Cola. Repeat.
• Throughout the ad, the brand reinforces the same message: Coca-Cola equals happiness.
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2. John Lewis: "The Long Wait"

The holiday season is synonymous with heartwarming advertisements, and John Lewis's "The Long Wait" is an all-time classic. This ad, released during Christmas, captured the essence of anticipation and the spirit of giving, setting a benchmark for emotional storytelling in advertising.

Why it worked

The story of a young boy impatiently counting down to Christmas not for the gifts he’ll receive but the ones he’ll give, tugs at the heartstrings. This emotional hook is key to making the ad memorable and impactful.

Relatable storytelling: The ad's storyline is simple yet profound. It mirrors the universal experience of anticipation and the joy of giving. By tapping into shared human experiences, the ad created a deep and lasting connection with viewers.

High-quality production: The ad's production values were exceptional, with meticulous attention to detail in every frame. From the cozy home setting to the expressive acting of the young protagonist, everything about the ad screams quality and care.

Soundtrack: The choice of music played a significant role in the ad's success. The cover of a classic song, not only complemented the ad's emotional tone but also became iconic in its own right, further enhancing the ad's memorability.

An emotional testing report by Realeyes studied over 15,000 adverts and concluded that “The Long Wait” is the most effective John Lewis Christmas ad. It scored an 8.8 out of 10 for overall effectiveness based on a methodology that measured:

• EmotionAll® Score – A 1 to 10 performance score that compares videos' emotional engagement across 10,000 previously tested videos.
• Attention Volume – The average volume of attention respondents paid to the content.
• Attention Quality – The proportion of the video that respondents managed to keep continuously attentive, on average.

The ad recorded some impressive stats:

• The advert was  mentioned in more than 10,000 tweets and 190 blogs, with over 183,000 shares over seven days following the release.
• The ad brought in more than £500 million in Christmas sales.
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3. John Lewis: "Man on the Moon"

In 2015, John Lewis presented a Christmas ad transcending typical commercial expectations, taking viewers on a poignant journey titled “Man On The Moon.” 

This ad, part of their annual festive campaign, narrates the story of a young girl who discovers an older man living alone on the moon. Through her telescope, she witnesses his solitary existence and sends him a gift, thereby bridging the vast space between them.

Using the emotional time of Christmas, this collaboration with Age UK raised awareness about the fact that one million older adults go for a month or more without speaking to anyone. 

Why it worked

John Lewis’s “Man On The Moon” succeeded as a holiday advertisement and a short film that captured hearts and minds.

Narrative depth: “Man On The Moon" delved into themes like loneliness and the spirit of connection. This narrative depth created a more meaningful and memorable experience for viewers, tapping into a universal human experience.

Subtle brand integration: John Lewis's branding was remarkably understated in the ad. The focus was not on products or overt marketing but on storytelling. 

Music choice: The soundtrack, a cover of "Half the World Away" by Oasis, performed by Norwegian artist Aurora, added a haunting and melancholic layer to the ad. This choice of music played a crucial role in setting the emotional tone.

According to MarketingWeek, the ad showcased some impressive numbers:

• The ad significantly boosted sales, as indicated by the first weekly sales total surpassing £100m for the season.
• The total sales amount of £110.4m marked a 1.5% increase compared to the previous year and a substantial 15.8% increase from the week before the ad's launch.
• The 'Man on the Moon' advertisement was highly popular, gaining 22 million views within its first week.
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4. H&M: "Come Together"

In the bustling realm of holiday advertising, H&M's "Come Together" stands out as a masterclass in cinematic storytelling. Directed by the inimitable Wes Anderson, known for his distinctive visual and narrative style, this ad transports viewers into a whimsical yet relatable world. The short film features Adrien Brody as a train conductor who, faced with travel delays, orchestrates an impromptu Christmas celebration for the passengers.

Why it worked

The charm of this ad lies not just in its heartwarming narrative but also in its meticulous attention to visual detail, a hallmark of Anderson's work.

Distinctive aesthetic: Wes Anderson's signature style - symmetrical compositions, a pastel color palette, and meticulous attention to detail - rendered the ad instantly recognizable and visually captivating. This uniqueness helped it stand out amidst  typical holiday advertising.

Star protagonist: Adrien Brody's performance added a touch of Hollywood glamour, attracting a broader audience. His portrayal of a compassionate and resourceful conductor elevated the story’s emotional impact.

Universal appeal: The ad transcended cultural and geographic boundaries. Its focus on universal themes like kindness, community, and the joy of giving made it relatable to a global audience.

Nominated for the D&AD Award at Cannes Lions, the ad has to showcase some fantastic milestones:

• The four-minute hero film of the “Come Together” campaign reached over 860 million people online.
• It received more than 19 million views on YouTube, marking a 220% increase year-over-year (YoY).
• The hero video post garnered 62.6 million viewers across Facebook, Twitter, and Instagram, a 95.8% increase year over year (YoY).
• #ComeTogether trended worldwide on its release day, sparking widespread conversation throughout the campaign.
• The campaign indirectly contributed to a 6% YoY growth across the H&M group.
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5. Edeka: "Homecoming"

Edeka's "Homecoming" ad tells the story of an older man who spends multiple Christmases alone, as his busy family members cannot visit. In a twist that brings his family together, he fakes his demise, only to reunite with them during the holidays.

Why it worked

The ad's narrative arc is surprising and emotionally engaging, effectively capturing the essence of family bonds and the season's spirit.

Relatability: The story taps into the universal theme of loneliness among older generations. This evokes empathy, making the ad resonate on a personal level.

Subversion of expectations: The plot twist — where the family believes the patriarch has passed away — is a bold move that subverts the typical festive ad narrative. It creates dramatic tension that captivates viewers.

Narrative innovation: Unlike typical Christmas ads that focus on joy and celebration, Edeka chose a narrative that revolves around loneliness and reunion. This unexpected storyline grabs the audience's attention, making it memorable and impactful.

Currently sitting at 70 million views, the ad was a discussion point in 2015 and a reference point today.
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6. Sainsbury's: "1914"

The 2014 Sainsbury's "1914" Christmas ad poignantly commemorates the 100th anniversary of the World War I Christmas truce. This emotionally charged ad reenacts the historic moment when soldiers on both sides of the conflict emerged from their trenches to share a brief peace and camaraderie on Christmas Day.

Why it worked

It's a masterful blend of history, emotion, and brand messaging, subtly integrating Sainsbury's chocolate bar as a symbol of sharing and togetherness.

Historical resonance: This ad stood out because it tapped into a deeply emotional and historically significant event. Recreating the 1914 Christmas truce connected viewers to a poignant historical moment, making the ad memorable and impactful.

Cinematic quality: The attention to historical detail and superb acting and direction elevated it from a commercial to a short film experience.

Social message: It conveyed a powerful social message about peace, unity, and the spirit of Christmas. 

According to Modern Retail, Sainsbury’s ‘1914’ campaign made a profit of £24 for every £1 spent on it. The ad currently sits at 25 million views on YouTube.
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7. Allegro: "English for Beginners"

In the 2016 Christmas ad by Allegro, a leading Polish e-commerce platform, viewers are taken on a heartwarming journey with an elderly Polish man who embarks on the challenge of learning English. 

Why it worked

The ad perfectly combines heart, humor, and uses mystery to keep the viewer peeled to the screen.

Relatable character arc: The protagonist, an elderly man, is not your usual ad hero. His determination to learn a new language at his age creates an inspiring narrative that resonates deeply with viewers.

Cross-cultural connection: This ad transcends borders by focusing on the universal theme of family connection, making it relatable to a global audience. The effort to bridge the language gap underscores the importance of cross-cultural understanding.

Humor as a narrative tool: Rather than just for laughs, humor progresses the storyline and character development, making the man's journey more engaging and memorable. Moments like the man labeling his dog as "dog" and practicing English phrases in unlikely scenarios add an amusing and endearing light-heartedness.

In just four weeks following its release, the ad recorded up 56 million views across YouTube and Facebook.