Holiday Highlights: The Ads That Sleigh the Season
At the System1 holiday house, the festive season is in full swing, with holiday ads lighting up our screens, tugging at our heartstrings, and sparking the joy of giving.
Back in November, we previewed some early standouts, but as the holidays approach, a new wave of emotion-driven campaigns has taken center stage. Let’s unwrap what’s making these ads shine brighter than ever.
From nostalgic nods to creative storytelling, this year’s top campaigns share two standout ingredients for success:
Consistency Is Key
Some holiday traditions never fade, and neither do their iconic ads. Classics like M&M’s “They Do Exist” and Hershey’s “Bells” prove that familiar faces and jingles still warm our hearts year after year. But re-airing an ad is not the only way consistency can present itself in advertising. Coca-Cola’s “Holidays Are Coming” which tops our leaderboard this year, brought back its iconic red trucks rolling through the snow — a fond brand asset that goes back to 1995. The same goes for other brand assets that launch the season, like the first sighting of Lindt’s Santa chocolates in stores. These fluent devices (recurring characters and scenarios) bring warmth and familiarity to our already cozy, festive season through consistency.
To learn more about the power of consistency during the holidays and beyond, check out our latest research on compounding creativity for the greatest effects.
Nostalgia Reigns Supreme
The holidays are all about reliving cherished memories, and this year’s ads tap into that sentiment beautifully. From Capital One’s playful throwback to Saturday Night Fever to Twinkly’s homage to National Lampoon’s Christmas Vacation, these campaigns remind us of joyful times. As System1’s Orlando Wood has said, the feeling of yearning that comes with nostalgia is linked to the right side of the brain, which fosters a broad and open mode of attention, helping brands to stand out.
Unwrapping Consumers’ Festive Favorites
Now, let’s unwrap the Top 10 holiday ads. We’ve ranked them according to our Star Rating, which predicts an ad’s potential to drive long-term market share growth. Where ads are tied on Star Rating, we defer to a secondary metric, the Spike Rating, which predicts short-term sales effects.
1. Coca-Cola – “Holidays Are Coming” – 5.9 Stars
Coca-Cola’s iconic red trucks and timeless festive imagery combine tradition with a touch of modernity, evoking warm, nostalgic feelings that make this ad a perennial favorite. Yes, it’s AI, but we explore why it works in The Drum.
2. Capital One – “Holiday Night Fever” – 5.8 Stars
With John Travolta reprising his legendary Saturday Night Fever dance moves, this ad combines humor, nostalgia, and holiday cheer in a way that leaves viewers smiling. Though it’s a re-air from 2023, the ad surpasses last year’s Star Rating, once again showcasing the value of wear in.
3. Twinkly – “Twinkly Christmas with Chevy Chase” – 5.8 Stars
Chevy Chase’s comedic charm and Twinkly’s dazzling lights make this ad a delightful nod to National Lampoon’s Christmas Vacation, blending humor with holiday magic.
Want to break through the advertising noise? Make a strong brand-building ad like this one.
4. M&M’s – “They Do Exist” – 5.7 Stars
This classic ad featuring Santa and the M&M spokescandies discovering each other’s existence continues to charm with its humor and timeless festive appeal.
5. Pillsbury – “Help Santa: Cinnamon Rolls” – 5.7 Stars
Featuring the beloved Pillsbury Doughboy preparing a cinnamon roll for Santa, the ad captures the magic of Christmas morning with a delightful blend of nostalgia and family togetherness.
6. Kroger – “Share Your Food, Share Your Heart” – 5.6 Stars
By highlighting the joy of shared meals and community, Kroger’s ad featuring the brand’s Krojis creates a heartfelt narrative of kindness and connection during the festive season.
7. Pillsbury – “Santa Belly Boops” – 5.4 Stars
This playful ad featuring Santa and the Doughboy’s giggling belly pokes delivers humor and charm, creating a lighthearted holiday moment. Two appearances in the top 10 showcase the power of recurring and lovable brand characters.
8. Hershey’s – “Bells” – 5.4 Stars
As one of the longest-running holiday ads, Hershey’s Kisses playing “We Wish You a Merry Christmas” has become a nostalgic staple of the season.
9. Lindt – “Melt into Holiday Moments” – 5.4 Stars
Lindt’s ad invites viewers to indulge in the luxury of Lindor chocolates, blending warmth and elegance into a memorable holiday experience and of course featuring the Master Chocolatier at work!
10. Toyota – “Real Reward” – 5.3 Stars
This touching story of a couple searching for a lost dog on Christmas Eve highlights the true meaning of the holiday season and gives a little girl the best gift she could ask for – the return of her beloved pet.
This year’s holiday ads masterfully combine nostalgia and consistency to create emotional, memorable experiences that resonate with audiences. From iconic characters to heartfelt narratives, these campaigns remind us of the magic of the season—and the power of a well-told story.
Looking for more tidbits on festive ads? Our comprehensive report looks at the top-performing ads from the US and UK and the key creative themes and learnings to help you make festive work that shines brightly in the eyes of consumers.
