Christmas movies are a bigger part of Xmas than ever so it’s a genius move to recruit Buddy The Elf for this ad. There’s huge brand recognition too so the elf isn’t doing all the work! The only question is can ASDA follow this up or is this a brilliant one-off - but for now they’re top of the Christmas tree.
Sentimental storytelling is one of the most popular Christmas Ad tactics and Amazon get it so right here with a genuinely original story of a Dad’s dedication to make a perfect Christmas for his kid. Director Taika Waititi has form here - he did a 5-Star Christmas ad for Coke in 2020. He’s a master at telling a story without dialogue, which is essential for a major global brand.
Aldi’s consistency at Christmas is phenomenal. This is the fourth year in a row their Kevin the Carrot ad scored 5-Stars and they got a second 5-Star score with the trailer. It’s another brilliant use of Christmas movies with a Home Alone homage - the other thing Aldi are so good at is rewarding multiple viewings with lots of hidden jokes.
The charity Neighbourly feature in two of the top 4 ads - proving that a bit of purpose at Christmas can work really well. Everyone’s aware how many people are feeling the pinch this year and brands acknowledging that by working with charities are getting a strong response. Great use of Harry Styles on the soundtrack too.
LEGO are a strong performer all year round as they have a brand people love and very consistent values around play and creativity. This is more of an inclusive holiday ad than a typical Christmas one which will help it do well globally.
A beautiful bit of storytelling from the National Lottery which makes the product the hero without distracting from the love story at the ad’s centre. It especially stands out because it’s set at Christmas and has some of the holiday magic but it’s very down to earth and human.
Disney have quietly built up a Christmas Fluent Device - a repeated creative asset like Aldi’s Kevin The Carrot. They’re telling stories every year about the same little girl and her family so their ad feels warmly familiar even before the heartwarming story about a new baby sibling begins. It’s one of the rare 2022 ads which includes and resolves a bit of negative emotion on the way.
If you can’t beat them, join them - Lidl here have a very tongue-in-cheek take on the idea of a “Christmas character” but when you remove the cynical wrapping there’s a very sentimental tale being told. They’ve got the balance just right, and if you can’t have your cake and eat it at Christmas, when can you?
Most clothing brands don’t do commercials well at Christmas, which is a missed opportunity given how popular clothes are as gifts. Barbour is an exception, bringing in Paddington Bear again to emphasise their brand heritage and positioning. It’s their first 5-Star ad after several good performances.
Hats off to Tesco for being brave enough to tackle this year’s miserable economic situation head on with their tongue-in-cheek political party that promises Christmas joy. It could have gone oh so wrong but pitch-perfect execution and an ad stuffed with funny moments mean it landed a 5-Star score.
Cadbury have been running their Secret Santa campaign for a few years but this is the clearest explanation yet of what it actually is and does. It’s a lovely idea and one the ad really sells.
An example of an ad with a wonderful creative idea - magic specs which let you see Christmas joy in everything - and execution that lives up to it. It really sums up the winning approach this year, taking a positive outlook and trying to spread joy around.
Got a Marketing problem? We'd love to hear about it. Tell us what you're looking for and we'll get in touch ASAP.