What Do We Learn From the Ghosts of Christmas Past? (Some Of) Our Favorite Vintage Christmas Adverts
What are the holidays about if not some tinsel-wrapped nostalgia?
Each year, as the festive season jingle-jangles its way onto the nation’s screens and airwaves, audiences are treated to a whole sackful of joy. Brands like Amazon, Walmart, and Macy’s leverage tales of family, cheer, feasts, the spirit of giving, celebrity, and magic, to name just a few.
OK… actually, the holidays are about a lot of things. Point taken. That’s what makes it such a rich source of advertising creativity. But nostalgia is definitely front and center in the commercial Christmas mix.
The evidence is everywhere: from It’s a Wonderful Life, so faithfully re-reeled for cozy evenings, to vintage-inspired gift wrapping; from Bing Crosby and Mariah, to tree decorations harking back to the warm fuzzy feelings of yesteryear.
Christmas is a time when – with our perspective somewhat candy cane-tinted – we just love to look back. And so, in the spirit of celebrating nostalgia, we’ve decided to take a look back at some much-loved, perennially-golden vintage Christmas adverts.
What’s In a Word? Defining ‘Vintage’
The word ‘vintage’ can mean a lot of different things, depending on who you talk to. It’s become ubiquitous, and something of a buzzword, in modern culture: pervading everything from fashion to viticulture, history to home decor and, indeed, the advertising industry.
But ‘vintage’ is something of a moveable feast. Case in point: that plenty-of-life-left sports jersey, the one it feels you were wearing just yesterday, might be picked up by a keen-eyed Gen Z shopper in a curated vintage market or sports memorabilia store.
In other words… what is ‘vintage’ depends on who’s talking. Let’s take a quick look at what some language gatekeepers have to say:
- “Of old, recognized, and enduring interest, importance, or quality: CLASSIC. Dating from the past: OLD” – Merriam-Webster
- “To describe something that is not new but that is valued because of its good condition, attractive design, etc.” – Britannica
- “Used to describe clothing, jewelry, etc. that is not new, especially when it is a good example of a style from the past” – Cambridge Dictionary
So ‘vintage’ speaks to time-framing, yes; to being of a particular period. But it also indicates notes of quality, attractiveness, exemplariness, and inherent value, among other things.
In other words, it’s a broad church. So bear that in mind as we take a look at some of our favorite vintage Christmas adverts.
Coca-Cola – I’d Like to Teach the World to Sing
As vintage Christmas advertising goes, it doesn’t get much more iconic than “I’d like to teach the world to sing” – in fact, it almost transcends the holiday season itself. (Mad Men, anyone?)
This vintage gem is a masterpiece of festive advertising, remembered instantly for its catchy jingle and iconic visuals. The ad features a diverse group of people holding candles, singing in unison, and spreading a message of peace and unity.
The ceremonial… almost cult-like… atmosphere culminates in a birds-eye shot of the group forming a Christmas tree. It epitomizes vintage Christmas adverts of the 70s; blending simplicity with a powerful, universal message that continues to resonate through the decades.
The timeless appeal of the ad lies in its ability to evoke feelings of togetherness and harmony – values at the heart of the holiday season. Talk about quintessentially vintage Christmas advertising.
Campbell’s – Snowman
The 1993 Campbell’s Snowman advert is a heartwarming classic that captures the essence of holiday magic and the simple, comforting power of a hot meal.
It opens with a snowman trudging home through a snowstorm: cold, forlorn, utterly dejected. As he arrives home though, and begins to enjoy a steaming bowl of Campbell’s soup, things start to look a little merrier. The snow begins to melt, revealing that the snowman is actually… a little boy.
Because, well hey, why not? Plot continuity wasn’t such a thing in the 90s. Apparently.
In any case, this twist, paired with the visual transformation, makes the ad both memorable and endearing. More to the point, there’s a timeless charm in its simplicity and the nostalgic comfort of Campbell’s soup.
It’s a perfect example of how a seemingly simple narrative can create a lasting emotional impact. Even 30+ years later, the warmth of a hot meal and the spirit of the holidays make as much sense as they ever did.
Toys R Us – Magical Place
From across the pond, this UK classic is (at least) 90% Christmas soundtrack banger. Warning: this one’s a real earworm.
For a generation of late 80s British children, this jingle was the unmistakable sound of Christmas. The ‘magical place’ advert conjured dreams of endless aisles filled with toys – commercialism heaven – but, nonetheless, captured the childlike wonder and excitement of the holiday season.
The iconic Toys R Us giraffe, Geoffrey, has become a beloved brand asset for the retail giant, a symbol of the joy and enchantment associated with the store. The catchy theme and whimsical imagery make it an enduring classic, reminding viewers of a time when the anticipation of visiting Toys R Us was itself a magical experience.
Plus, it’s got that unmistakable late 80s… look. Always a pleasure.
Hallmark – Home For the Holidays
Easily the most narratival of the vintage ads on this Christmas list, Hallmark gives us character, story, time, place, emotional turbulence, dialogue and ‘betweenness’ in spades.
Weighing in at well over the 2-minute mark, even in 1990, the producers must have known they were taking a risk. Could the ad capture viewer attention long enough to deliver the big emotional payload at the end?
Clearly, they thought it could. And one thing that XXL runtime does give is the opportunity for some serious characterisation – to the point you could be forgiven for thinking you’re watching a family soap drama.
Likely dismissed by modern standards as overly-gushing and extravagant, Hallmark was aiming here to tug at the heartstrings with a story of familial love and longing. A young boy, missing his older brother Tom, is ready to sing their traditional holiday song alone again this Christmas. Just when it seems a snowstorm will keep Tom away, a letter arrives promising his return – and, as the boy starts to sing, Tom surprises him by joining in, turning a moment of solitude into one of joyous reunion.
Hallmark masterfully captures the essence of Christmas: being together with loved ones. It closes with a heartfelt wish for all families to reunite during the festive season, reinforcing Hallmark’s timeless message of connection and warmth.
Budweiser – Clydesdales
We’ve already seen Budweiser deploy the Clydesdale horses to great effect in Super Bowl LVIII advertising, but those iconic clip-clopping footsteps can be traced a long way back.
The Budweiser Clydesdales are one of the best examples of a fluent device we’ve ever seen. The majestic horses have become inseparable with the Budweiser brand. Each time they appear on our screens, they feed into a strong, long-term memory structure and association that reinforces brand recognition and loyalty.
(By the way, fun fact: George Clooney, during his time on Roseanne, actually recorded an alternate version of this famous advert.)
In any case; by consistently featuring the Clydesdales in their holiday ads, Budweiser cements a powerful association between the brand and the festive season – driving sustained brand growth and emotional resonance with consumers, year after year.
So What Do We Learn From All This Nostalgia?
Christmas advertising and nostalgia then, from a marketing perspective, aren’t just about looking back; they are powerful tools that connect brands with audiences on a deeply emotional level.
These vintage Christmas commercials show us that creating memorable and emotionally resonant campaigns forge lasting, even generational, bonds with consumers.
From the warm embrace of family reunions to the joyous magic of childhood dreams; vintage Christmas adverts leverage universal themes that evoke strong emotional responses, making them timeless. By understanding and tapping into these emotional triggers, brands craft advertising that not only resonates in the moment but also endures in the hearts and minds of consumers.
As you plan your next campaign, remember: the key to creating impactful, memorable ads lies in the ability to evoke genuine emotions and connect with your audience’s sense of nostalgia. When people feel more, they buy more. So let the good feeling roll.
Find out more on how to ace your Christmas advertising