In a high-inflation economy, this year’s US holiday ads have dialed back the glitz and emphasized the simple pleasures of friendship, thoughtful gifting and coming together. Check out the top 10 performers, based on System1's Test Your Ad platform metrics.
Wegmans’ ad is a masterclass in gifting audiences a surprise ending, and also points to the value of intergenerational relationships. We know through our Wise Up! research that it’s important to showcase the ways in which older people interact with family members, friends and community members. Wegmans’ festive food gets a supporting role of course, but the star is very much the friendship between the young boy and the elderly neighbor whose house he has been prepping for the holiday.
This tale of two competing cocoa stands run by young girls showcases how right-brain features like a strong sense of place and between-ness can take viewers on an emotional journey. The ad creates sadness but resolves it by the conclusion, which sees one seller pivot to marshmallows to complement her former rival’s hot chocolate. The ad isn’t heavily branded but makes a great case for how Hobby Lobby’s supplies can make a creative - or small business - project more joyful.
Duracell’s commercial is proof that not all holiday ads need to tell stories. It’s a nostalgic montage of old holiday home movies – children being woken up, running to the tree and unwrapping the gifts from their wish lists. Focusing on the magic of Christmas morning and the memories that are made between children and parents (with a little help from batteries that power these toys) helps this simple, direct ad win.
Sadness can be a powerful emotion if executed properly – which is exactly what Toyota does with its holiday ad. While viewers are sad that Clara, a retail worker, can’t spend Christmas with her family, her small acts of appreciation for her neighbors results in them bringing her a meal and Christmas tree, and creates high levels of happiness by the end. A wonderful resolution and a heart-warming message about the importance of kindness.
In the past, Macy’s Christmas ads have often been flights of storytelling fantasy, but this year’s ad is a bit more low key. It focuses on a single, human moment we all know well – someone opening a gift and the recipient anxiously awaiting their reaction. In this case, she loves the diamond necklace! It’s an ad that’s pure between-ness, and Macy’s fits right in with the warm, personal tone of 2022’s holiday marketing.
Farm Bureau Insurance delivers a necessary reminder that the holidays are also a time for helping others. Notably, it does so without making viewers feel at blame and without any dialogue. Low levels of sadness and anger leave way for happiness and surprise as we see a boy make a donation to support children in need rather than spend his allowance on a toy. It’s a simple story, but one that continually builds positive emotions.
Walmart’s compilation of family holiday traditions underscores the importance of portraying diversity and making people feel seen. In addition to Christmas, the ad features Hannukah and Diwali. Alongside traditional roasts and turkey dinners, we also see dumplings, dolma, pepperpot and latkes. It’s a multicultural montage that successfully captures the different ways the holiday may look while also emphasizing that the warm, fuzzy feeling is one and the same no matter how we celebrate.
M&Ms are experts at consistently leveraging their Fluent Devices. This time, Red and Yellow are joined by Green, Brown and a snowman that’s melting by the fire after being brought inside to join the celebrations. The 15-second ad secures a strong score for a shorter-duration commercial by putting the characters front and center and adding a sprinkle of humor. It’s the perfect recipe for driving brand recognition and memorability.
Our Wise Up! report on age representation in advertising notes that brands should celebrate the experience of older individuals. Publix does just that with this story about a daughter who relies on phone calls with her mother to cook a Thanksgiving meal, even though she has the recipe card. Centering on family, even when they’re spending the holiday apart, is a smart decision, as it’s a narrative that hits home with many people.
Our Feeling Seen USA research finds that it’s rare to see Asian Americans as main characters in ads. Etsy consistently prioritize inclusive casting for their commercials and this one is no exception. It features three leads from under-represented groups – an Asian American woman, Asian American man and Black woman. While Etsy helps them find the perfect gift for their loved ones, it also offers up the intangible gift of making audiences feel seen.
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