Why Christmas adverts are still effective in a world of skips and streaming

Halloween ends, pumpkin spice is replaced with gingerbread flavouring, and spooky decor is swapped out for twinkling lights. And as we all start to shop, embrace the holiday spirit, and prep for the festivities, we find ourselves waiting eagerly for John Lewis, CocaCola, and M&S to release their annual Christmas adverts.

Considering 64% of digital audiences skip adverts on platforms such as Youtube – why is it that the Christmas adverts have almost become as traditional during the holidays as a trip to the Christmas markets, or putting up the Christmas tree?

Brands usually go above and beyond for their Christmas adverts, where they combine a variety of effective marketing techniques to create powerful video adverts that captivate audiences, even in a digital space where skips and streaming dominate.

The power of storytelling

With streaming services having replaced the majority of live TV, digital video adverts have risen in place of the traditional TV ad; but with a skip button readily available after only a few seconds, advertisers really need to work on capturing the audience’s attention immediately.

Essentially, the advert itself has to become the entertainment.

How do Christmas ads fall closer to the realm of entertainment, than they do advertisements?

A mini movie

What makes Christmas adverts so captivating is their power to tell a story in a short minute or two, giving audiences what is essentially a short movie to watch.

They captivate audiences in the same way a good movie or book does, presenting a mystery or problem that audiences wish to learn the conclusion to. So they wait, and they watch, just to learn what happens next.

Many Christmas adverts use psychological tools such as metonymy – a technique where the storyteller uses intentional visual gaps in the story, allowing viewers to complete the picture on their own, deepening their connection to the story and its outcome.

This combination of captivating storytelling adverts within a short clip just a few minutes long is what captivates audiences, and encourages them to continue watching.

Relatable characters

Many of the Christmas adverts cleverly include characters we can all relate to: whether it’s Edgar the excitable dragon (John Lewis, 2019), or Aldi’s Kevin the carrot – who is returning in 2024 for his 9th year of adverts.

The power of creating inhuman characters is that they could represent anyone – our friends, our mothers, our children – even ourselves, which makes them all the more lovable.

Human emotion

There is no hard-sell in these stories, instead the brand is selling their brand identity and values; it is implying how audiences might feel by gifting or receiving the products within the adverts – tapping into human emotions.

Nostalgia is used to provoke warm and happy memories, allowing us to associate those memories with the brand. These ads often feature sentimental scenes from childhood or family traditions, evoking feelings of warmth and comfort. Heartwarming stories can make us feel joy, sadness, or empathy towards characters. Christmas ads also often use some comedy to lighten the mood and leave a lasting impression, making the brand more appealing to consumers.

Soundtracking the season

Beyond the visuals, the soundtrack that accompanies a Christmas advert can have just as much of an impact on the audience that goes further than the advert itself. Many of the songs that overlay Christmas adverts end up on Christmas playlists for years to follow – and many people will remember the advert, if not the brand, associated with that song.

In 2013, Lily Allen’s cover of Keane’s “Somewhere Only We Know” accompanied the John Lewis advert that year – which told the story of a bunny gifting his friend bear an alarm clock for Christmas morning, to awake him from hibernation so he can join the forest festivities.

This soundtrack remains on Christmas playlists over a decade later, despite it not technically being a song about Christmas – because people associate it with the John Lewis Christmas advert, making the song synonymous with Christmas.

Associating memory with song is another clever psychological technique brands employ this time of year; every year when that song is played on their Christmas playlists they will remember the ad, and therefore your brand too.

Similar songs have had the same impact, and remain Christmas playlist staples:

• Ellie Goulding’s cover of “Your Song” for the 2010 John Lewis campaign established her singing career.
• “The Power of Love” by Gabrielle Aplin (John Lewis, 2012)
• Becky Hill’s cover of “Forever Young” (McDonalds, 2020)

Campaigning beyond the ad

What brands do well during Christmas is extend the campaign beyond the advertisement.

Merchandise

Returning to the loveable characters we mentioned earlier – they become so endearing, that people want to keep them forever.

In 2019, John Lewis created a whole range of items featuring Edgar the excitable dragon including a plushie, a children’s storybook – and even a pair of wellies!

Aldi releases a new range of Kevin the carrot plushies every year as the new advert launches.

Since they are only released for a short time period during the year, and usually do not return for the following season, many of these merchandise items become limited edition, or collectibles. This lures people to visit your store (whether in-person or online) to get their hands on them before it’s too late, and while there are likely to do more of their Christmas shopping.

Interactive campaigns

Some brands have started to incorporate interactive elements to their Christmas campaigns – whether that’s encouraging audiences to get involved in associated social media trends, or simply including interactive elements on their websites.

Waitrose: whodunnit? (2024)

This year Waitrose launched a two part Christmas advertising campaign that featured a classic “whodunnit”, and they asked their audiences to vote on who they thought had stolen the Christmas dessert.

McDonalds: Are you reindeer ready? (2017 – present)

Another memorable interactive campaign is Mcdonald’s “Reindeer Ready Live” app. Initially invented to accompany their “are you reindeer ready?” campaign in 2017 – the popular app is set to return for another year, of creating Christmas magic by allowing children to see a reindeer appear in their home.

 

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Influencers, celebrities and established characters

To amplify their brand message and connect with their target audience, many Christmas adverts leverage the power of influencer marketing, partnering with established influencers, celebrities, and beloved characters.

M&S
M&S is a prime example of a brand that effectively uses celebrities in its Christmas campaigns. This year’s advert features the iconic Dawn French, aided by a fairy version of herself, as she plans a last-minute Christmas party. This strategic move helps to resonate with their target audience, particularly older consumers who grew up watching her work.

Barbour
Barbour (or “Baabour,” as playfully reimagined in the ad) has taken a different approach, partnering with lovable children’s characters to create a heartwarming and humorous Christmas advert. Featuring characters that children and families are already familiar with reinforces Barbour’s brand image as a trusted provider of high-quality, family-friendly clothing. This strategy not only amplifies the brand’s message but also builds trust and credibility, assuring viewers that Barbour can keep their families warm and stylish throughout the winter.

Social media

All of the above has meant that Christmas adverts have become highly shareable on social media. Whether it’s a relatable character like excitable Edgar, a cover of a beloved or nostalgic song, or a way to engage and interact beyond the ad, these adverts tap into our shared human experiences.

This emotional resonance drives us to share the content with friends and family on social platforms, amplifying its reach and impact.

Social media audiences are now no longer just sharing the original advert to their feeds; the rise of user-generated content means social media users are creating their own content associated with, or in reference to trending topics, like Christmas ads. Encouraging audiences to create and share their own Christmas-themed content can nurture a sense of community and brand loyalty.

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Summary & final remarks

In an era dominated by digital distractions and ad-skipping technology, Christmas adverts have defied expectations. Through strategic use of nostalgia, humor, and heartwarming narratives, brands have successfully captured the hearts of audiences and forged lasting connections. The integration of music, interactive elements, and celebrity endorsements further amplifies their impact.

Christmas adverts have evolved into more than just marketing tools; they have become an integral part of Christmas culture, shaping our holiday traditions and evoking cherished memories.