The Power of a Holiday Ad

It’s that time of year again - Mariah has fully defrosted, stores are playing “jingle bells” on repeat, and brands are launching their festive ad campaigns. 

The holiday season is a time of tradition, togetherness, and (for some brands) opportunity. A clever holiday advertisement can do more than just promote a product; it can connect with audiences on an emotional level, and make a message unforgettable amongst the unrelenting noise of Christmas.

At its core, the power of a holiday ad lies in storytelling (this isn’t really exclusive to Christmas, but hey we’re feeling festive here). The best campaigns evoke nostalgia, warmth, and joy - emotions tied to the season, that to some degree inspire, or uplift people. Think about Coca-Cola’s iconic polar bears, or their ‘holidays are coming’ trucks; each year they have a Coca Cola truck tour which people go out of their way to attend, just for a glimpse of a lorry covered in fairy lights. The visceral reaction to their ‘Magic AI’ generated advert this year tells you just how big a part it plays in people’s holiday traditions - you can’t mess with treasured Christmas ads! 

Simply put: these ads become part of people’s holiday culture, year after year. But emotions are just one piece of the puzzle so what else should brands consider?

Relevance

Whether it’s a reminder to cherish family that pulls at your heart strings, or a playful nudge to find the perfect gift for your special someone, brands that align their message with what audiences care about during the holidays capture attention, and keep it. 

Aesthetics

Snow-dusted landscapes, warm golden tones, and festive decorations set the scene, but authenticity is what keeps things sincere, not cliché. Holiday ads that reflect real-life moments like the stress of shopping, or a burnt turkey, strike a chord in ways that the glossy family, with perfect smiles, doesn’t.

The numbers back it up: according to recent studies, holiday ads see higher engagement rates and drive stronger recall than campaigns during other times of the year. With the right mix of creativity and strategy, they can also generate a ripple effect, with buzz that lasts long after the decorations have come down, and the last mince pie has been eaten.

In the end, a holiday ad is more than just marketing - it’s an opportunity to contribute to the magic of the season while staying top of mind for your audience. Get it right, and your brand becomes a part of their holiday traditions. That’s a gift you can’t wrap! 

So, what’s your holiday story this year?