System1’s Christmas Stars: The 2024 Rankings

Christmas has arrived in adland, and at System1, we’re celebrating by sharing a special gift with you: our exclusive Christmas Star rankings and the insights you need to elevate your holiday campaigns for next year. Cue the festive cheer!

In the UK, Christmas is a magical and eagerly anticipated season in advertising. What began as a humble tradition has blossomed into a cinematic event, with brands rolling out campaigns that feel more like mini blockbusters than adverts. This season’s lineup includes everything from nostalgic remakes of holiday movie classics to captivating narratives that make viewers wonder if they’re watching an advert or a new series premiere. And let’s not forget the iconic brand characters that make their annual return, lighting up our screens with a sense of familiarity and joy.

System1’s Christmas Star rankings reveal which campaigns have captured hearts and made a memorable impact—and offer strategies to make next year’s holiday adverts even more magical. So, sit back, grab a hot chocolate, and explore this year’s brightest stars in Christmas advertising!

The Twelve Stars of Christmas 

#12 Etsy – “Where’s Waldo”

• Star Rating: 5.1 Stars
• Category Average: 2.7 Stars (Retailers)

This year, Etsy has brought a nostalgic character into the spotlight: Waldo. It’s a clever move from the online retailer, who has significantly outperformed the category average of 2.7 Stars this year. Who remembers rummaging through their stocking on Christmas morning and finding a large book? Chances are, it was either a new Where’s Wally or the latest Guinness Book of World Records.

This global campaign hits all the right notes, drawing on storytelling, character agency, and relatability by reimagining the classic Where’s Wally search as Who’s Wally. This clever twist not only humanises the character, allowing for moments of irony and humour in which the audience is in on the joke—this is clearly not the cartoon character Wally, although the on-screen characters hilariously fail to see this. The campaign reinforces that Etsy is unlike most retailers; it’s a place for personalised gifts that go beyond the surface to deeply resonate with the receiver.

While everyone recognises Wally’s iconic striped outfit, they may not have truly seen him until now—a message highlighted in the final, touching moment of gift-giving, where Wally becomes more than just a character, but someone we can all relate to.

“Bringing to life Waldo’s existential crisis during the holiday season is an incredible way to reinforce the idea that personalized gifts are simply the best gifts,” Vanessa Chin, Senior Vice President Marketing at System1.

#11 Very.co.uk – “Let’s Make it Sparkle” 

• Star Rating: 5.4 Stars
• Category Average: 2.7 Stars (Retailers)

At number eleven in the rankings is Very’s re-aired 2023 Christmas campaign, featuring their beloved flamingo fluent devices and achieving impressive results. This savvy strategy has paid off for the retailer, driving a +0.7 Star uplift over the previous year. This is a perfect example of what Andrew Tindall terms “Compound Creativity” in recent System1 research with the IPA databank. The study found that consistency amplifies creativity, making campaigns more commercially effective over time.

This impact is due not only to the re-airing of the campaign but also to the powerful effect of fluent devices—what Jon Evans, System1’s Chief Customer Officer, calls “The Flamingo Effect” on the Uncensored CMO podcast. Very’s bright, playful flamingos are a perfect example of how fluent devices create brand distinction and keep consumers engaged all year round. As Orlando Wood, Chief Innovation Officer at System1, explains in his books Lemon and Look Out, fluent devices cue instant brand recognition and spark emotional engagement, building a strong foundation for long-term brand success.

Very’s campaign exemplifies the combined power of fluent devices and consistency, delivering an exceptional Star Rating and a remarkable 95% brand recognition—a spectacular success that proves the value of investing in creativity that compounds over time.

“Last Christmas not only did the launch of our ‘Let’s make it sparkle’ platform drive year on year improvements in ROI across gross demand and customer lifetime value, but data shows that exposure to the campaign drove a 22% increase in target customer consideration. Continuing to build out our brand is central to our business strategy and the research is clear – consistency is key when it comes to branding, which is why our fabulous flamingos have been prominent throughout this year’s marketing activity. When it came to thinking about this year’s Christmas campaign, it wasn’t a brave choice to re-run the creative, it was a smart choice. We’re a data rich business and while many businesses look to make new ads every year the data shows that creative consistency can have a considerable impact. Therefore, instead of developing something new, we worked with System1 and used data to inform our strategy to optimise our much-loved Christmas creative and make it work even harder for us this year,” Jessica Myers, CMO at The Very Group.

#10 ASDA – “The Gnome of Christmas”

• Star Rating: 5.4 Stars
• Category Average: 3.4 Stars (Supermarkets)

ASDA has really brought the puns this Christmas—when it comes to festive cheer, there’s gnome joking around! This delightful ad sees a community of gnomes fly off shelves and out of gardens, storming into ASDA with all the spirit of the season. There’s gnome shortage of humour here, as ASDA weaves a playful blend of storytelling, comedy, and a touch of Christmas magic to achieve an impressive 5.4 Star Rating.

ASDA knows how to cue its brand expertly, situating its Christmas storylines right in the heart of where they want consumers headed each holiday season: their stores. This ad is fun for all ages, delivering outstanding rankings across the board, with strong long-term brand-building potential, short-term sales impact, and exceptional brand recognition. When it comes to Christmas, ASDA goes big or goes gnome!

“Their previous runs at Christmas have been very successful – Buddy the Elf, Bublé. But this is different. It’s campaign-able, it has legs. It’s got the makings of a Fluent Device: brand-owned characters that can be used again and again. Increasing effectiveness each time. Gnomes,” Andrew Tindall, Senior Vice President Partnerships at System1.

#9 Barbour – “Baa-Bour”

• Star Rating: 5.6 Stars
• Category Average: 2.5 Stars (Performance & Leisure)

If you thought the baa couldn’t get any higher, think again—this delightful collaboration between Barbour and Aardman Studios is one you wool not be able to stop smiling at! Barbour has once again enlisted Aardman’s beloved Shaun the Sheep for their 2023 Christmas campaign, achieving yet another exceptional Star Rating. This year’s ad picks up right where last year’s success left off, with Blitzer the dog trying his best to wrangle his flock into a festive choir. The irony, of course, is that their woolly fleeces just aren’t warm enough this winter—only a Barbour scarf can defrost this flock into a true baa-bours quartet.

With a recognisable Christmas tune, a tried-and-tested partnership, and a beloved character full of nostalgic charm, Barbour and Aardman have once again melted hearts this season. This campaign is a perfect blend of humour, warmth, and brand consistency, proving that sometimes the best Christmas magic lies in the familiar.

#8 Morrisons – “Singing Gloves 2024”

• Star Rating: 5.7 Stars
• Category Average: 3.4 Stars (Supermarkets)

Consumers gloved Morrison’s singing oven mitts so much last year that they’re back for a sequel in 2024. This time, a choir of everyday household gloves—voiced by 26 Morrisons employees—serenades audiences with “You Give a Little Love” from Bugsy Malone while serving up festive treats. This campaign is a continuation of our 2024 “Consistency Christmas,” where Morrisons, like many of our other winner have tapped into familiarity and nostalgia to deepen consumer engagement.

#7 TK Maxx – “Festive Farm”

• Star Rating: 5.8 Stars
• Category Average: 2.7 Stars (Retailers)

At number seven, we have the UK’s most stylish farm, courtesy of TK Maxx’s troupe of fashion-forward farm animals, each dressed to the nines. This re-aired campaign, proven to be a Christmas hit, is packed with elements that capture attention and engagement: characters with personality, a vividly British farm setting framed by a wintry backdrop, distinctive accents, and playful character interactions. These elements set the stage for humour to shine, as the comedic twist of farm animals decked out in TK Maxx designer wear drives home the message that TK Maxx offers high-end fashion at affordable prices—no compromises necessary!

#6 M&S Food – “The Journey”

• Star Rating: 5.9 Stars
• Category Average: 3.4 Stars (Supermarkets)

Marks & Spencer truly ignited the Christmas season, becoming the first supermarket to air its holiday campaign and earning the maximum 5.9-star rating. The brand brought back its iconic “Fairy” character, voiced by Dawn French, who has been a beloved fixture in their Christmas ads over recent years. With her familiar charm and warm personality, this character has become a household favourite, playing a key role in M&S’s consistent holiday success.

This year, M&S took things up a notch by featuring Dawn French herself, starring alongside her fairy counterpart in a nostalgic nod to The Vicar of Dibley. This clever cultural reference resonated widely, creating humour and emotional appeal that spanned generations. While fans of The Vicar of Dibley found extra delight in the ad, its charm extends even to those unfamiliar with the show. With a blend of cultural relevance, nostalgia, and wit, this campaign has set a high bar, and we’re already excited to see what M&S has planned for Christmas 2025.

“We’re absolutely delighted by the love audiences continue to show our Christmas Fairy, and we’re thrilled to have matched our maximum 5.9 star Test Your Ad score once again this year. Building on last year’s winning festive formula, we’ve crafted an advert that’s bigger, bolder, and even more entertaining. Fairy has become a true M&S icon that people look forward to seeing, and with Dawn French’s brilliant on-screen debut, this year’s Food ad campaign offers ‘Double Dawn’, double the humour and double the warmth. We’re excited to share the magic this Christmas, as Fairy sprinkles M&S charm across Christmas gatherings, festive feasts, and those unforgettable moments,” Robbie Black, Head of Marketing at M&S Food.

#5 Amazon – “Midnight Opus”

• Star Rating: 5.9 Stars
• Category Average: 2.7 Stars (Retailers)

Amazon has proven once again that it understands the power of storytelling.

In our 2023 Christmas webinar, Ed Smith, Amazon’s GM of Marketing, shared the brand’s strategy of celebrating the “everyday hero”—a theme that shines brightly again in 2024. This year’s campaign introduces us to a musical janitor whose days are filled with singing “What the World Needs Now Is Love.” His colleagues, touched by his hidden talent, secretly plan a surprise that lets him perform in front of an audience.

The story reaches its emotional peak when Amazon, acting as a subtle enabler of the narrative, gifts him a suit jacket for his finale. This “peak-end” moment leaves viewers feeling warm and content—a sentiment that ultimately reflects on the Amazon brand. By championing a simple yet touching story, Amazon highlights how small gestures can create lasting joy, demonstrating its understanding of the beauty in everyday moments.

#4 Cadbury – “Secret Santa Delivery”

• Star Rating: 5.9 Stars
• Category Average: 3.9 Stars (Chocolate & Confectionary)

Cadbury’s Secret Santa Delivery is back, making a splash across both TV and outdoor media, with its posters achieving an impressive star rating. This campaign embodies consistency—not only by returning year after year but also through nearly identical creatives across channels, effectively reinforcing the brand whether you’re indoors or outdoors this winter.

One of the campaign’s standout features is its interactive element: consumers can scan a QR code on posters across the UK to send a chocolate bar to a loved one. By tapping into a beloved holiday tradition and simplifying the process, Cadbury has lowered barriers to participation, making it easier for people to spread festive cheer. This clever, consumer-friendly strategy has clearly struck a chord and continues to be a hit with audiences!

#3 Lidl – “Lidl Presents: A Magical Christmas”

• Star Rating: 5.9 Stars
• Category Average: 3.4 Stars (Supermarkets)

Taking third place is Lidl’s community-centred Christmas narrative, featuring the return of its beloved raccoon mascot and a touch of festive magic. This simple yet powerful ad conveys a message of goodwill and generosity, underlined by Lidl’s commitment to making Christmas magical for every child through their Lidl Toy Bank initiative.

The ad cleverly uses children to model acts of kindness—a tactic grounded in behavioural science, as children are seen as “neutral messengers” who deliver messages without judgment. This approach avoids making audiences feel guilty about holiday giving. Instead, by showcasing a young girl willing to give up her own toys to help a friend, Lidl demonstrates just how easy it is to make a difference. This gentle, inspiring approach resonates with viewers, encouraging them to spread holiday kindness.

#2 Sainsbury’s – “Phizz-whizzing”

• Star Rating: 5.9 Stars
• Category Average: 3.4 Stars (Supermarkets)

Claiming the silver spot this year is Sainsbury’s with their BFG-inspired Christmas campaign, “Phizz-Whizzing.” This nostalgic ad draws from Roald Dahl’s beloved tale, reimagining it with a festive twist. We follow the BFG and his Sainsbury’s helper, Sophie, as they journey across the UK, gathering fresh ingredients to create the perfect Christmas dinner—infused with a touch of BFG magic.

The narrative beautifully combines iconic characters, kindness, and holiday charm, delivering a story that captures the enchanting spirit of Christmas. Sainsbury’s has crafted a tale that brings a timeless classic into the holiday season, making for a memorable and heartwarming campaign.

#1 Aldi – “Get into the Christmas Spirit with Kevin the Carrot”

• Star Rating: 5.9 Stars
• Category Average: 3.4 Stars (Supermarkets)

Taking the top spot this Christmas is the returning champion, Kevin the Carrot, who clinched gold last year and is back to save the season once again. This time, Kevin’s mission is to bring home the Christmas spirit, spreading festive cheer with Aldi’s signature humour. Known for playful puns and cheeky references, Aldi has perfected the art of blending adult humour with a family-friendly tone, making the campaign engaging for all ages.

Kevin’s charm lies in his versatility: he’s appeared in multiple roles this year, from the Olympics to a World Cup campaign, and in previous years as characters like Ebenezer Scrooge. This flexibility is the magic of fluent character devices—characters like Kevin have the freedom to appear in various scenarios, creating consistent, memorable storytelling without constraints. Though Kevin didn’t secure the top spot back in 2020, his ongoing development and consistent use have driven his popularity and commercial impact year after year.

“Would it even be Christmas without Kevin the Carrot on our screens? We’re delighted to see that bringing back everyone’s favourite carrot is paying off with another top score from System1,’’ Jemma Townsend, Marketing Director at Aldi UK.

Create with Confidence Every Christmas

As the adland snow settles in the new year and thoughts turn toward Christmas 2025, System1’s Test Your Ad offers the support you need to create with confidence. Whether you’re working on a concept, script, or animatic, our intuitive toolkit lets you test, optimise, refine, and excel—ensuring your advertising reaches its full potential for Christmas and beyond. Backed by years of holiday insights, we provide effective strategies to elevate your campaigns at every stage of the creative planning cycle. And the best part? Test Your Ad delivers insights faster than you can say “ho ho ho!” So, buckle up and get ready to sleigh the season next year!