The Big Christmas Ad Campaigns of 2024: What’s Trending This Season?
As the holiday season draws near, brands across the UK are unveiling their Christmas ad campaigns, each vying for attention with festive cheer and emotional storytelling. This year’s campaigns seem to reflect both nostalgia and a desire to foster a sense of togetherness. The Kantar Marketplace chart showcasing the "Top 15 Christmas Ads 2024" highlights some key trends in the advertising world, from brand familiarity to emotional resonance. Here’s a breakdown of what’s trending, the brands leading the way, and what this means for marketers.
1. Emotional Connections Drive Engagement
Leading the pack in both short-term effectiveness and long-term power, brands like Sainsbury’s, M&S Food, and Aldi have embraced emotionally driven campaigns. This year’s standout adverts from these retailers evoke feelings of nostalgia, joy, and community. Sainsbury’s, for example, brings warmth through its messaging of family unity, while M&S Food plays on the festive gathering theme, ensuring food takes centre stage in family celebrations.
Aldi, with its familiar festive personality, continues to captivate with humour and light-hearted fun, staying true to the character-driven storytelling that audiences have come to expect. These campaigns tap into deep-rooted holiday traditions, sparking fond memories and feelings of comfort in an increasingly digital world.
2. Iconic, Long-standing Campaigns Continue to Shine
Certain campaigns have earned a place in the cultural fabric of Christmas, and 2024 is no different. Coca-Cola's iconic "Holidays Are Coming" campaign and the cheerful tunes of its jingles still reign supreme. KFC also continues to embrace its festive spirit with well-established seasonal messages, keeping its marketing consistent and memorable year after year.
These brands stand as a testament to the power of long-term consistency in building brand loyalty. The recognition these ads enjoy, particularly in the Kantar Marketplace chart, shows how long-standing campaigns retain their effectiveness, with audiences eagerly anticipating them every year.
3. New Faces and Fresh Approaches
While many brands lean on familiar campaigns, 2024 sees several newcomers making waves with fresh, innovative approaches. Amazon, Lidl, and Boots, for example, have all embraced new campaigns to kick off the season. Amazon’s Christmas ad, focused on the joy of gifting, taps into the convenience factor while highlighting its role in connecting families, making it an emotionally resonant experience that appeals to the digital-first consumer.
Boots’ approach, with a focus on self-care and giving, aligns with the growing trend of "me-time" and wellness, particularly after the challenging years we've faced globally. These campaigns showcase how brands are evolving their messages to meet changing consumer needs, especially in a post-pandemic world where self-care and digital convenience are at the forefront.
4. Trends in Ad Messaging: Sustainability and Inclusivity
Another noticeable trend is the growing emphasis on sustainability and inclusivity. Many 2024 campaigns subtly incorporate these values, reflecting broader societal shifts. Retailers and brands alike are increasingly aware of the need to communicate their commitment to sustainability in both their products and their advertising. This is particularly evident in how some campaigns highlight ethical gifting or feature diverse representation in their storytelling.
Inclusivity in ads remains paramount, with brands such as Argos and Morrisons ensuring their campaigns reflect the diversity of families and communities across the UK. This aligns with wider trends where consumers, particularly younger generations, expect brands to mirror their values in both products and messaging.
5. Trends to Watch
The 2024 Christmas ads are a delightful mix of the old and the new, combining emotional depth, fun storytelling, and progressive messaging. What’s clear from this year’s top campaigns is that brands are not just selling products but emotions and experiences. In a world of shifting consumer expectations, 2024’s ads are paving the way for the next generation of holiday marketing.
As the holiday season approaches, expect these brands to remain in the spotlight, not just for their products, but for their ability to connect with consumers on a deeper, more meaningful level. Stay tuned to see how these campaigns evolve and which will remain in the hearts of consumers long after the Christmas decorations are packed away.
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Author: Kamila Miller, Communications Ambassador at CIM London