As the last embers of Bonfire Night glow and fade, brands are in full swing, ready to unveil their highly anticipated Christmas adverts. These festive campaigns mark the start of the Christmas season for many and are crafted to capture hearts and inspire cheer during the busiest time of year. In other words, the golden quarter. But are we still as eager to see them as we once were? Has the magic of Christmas ads dimmed, and are we perhaps falling out of love with what used to be an unmissable part of the season?
In years past, the arrival of a new John Lewis advert, for example, was a moment to gather around the television with friends and family. We would chat, laugh and sometimes even shed a tear, rating each advert’s emotional impact and sharing our reactions. And who could forget the thrill of seeing the Coca-Cola trucks light up the screen for the first time each year? “It’s Christmas – I’ve seen the Coca-Cola ad!” definitely marked the unofficial start of the holidays in our house. But these days, one has to wonder if that same level of excitement lingers or if we’ve grown indifferent to the magic these adverts once brought.
The Changing Way We Watch
The way we engage with media and consume these festive ads has certainly evolved. With the rise of social media and on-demand viewing, Christmas adverts are no longer confined to prime-time TV. Brands have adapted, crafting ads that are now shared across various platforms and can be replayed whenever we like. Instead of a one-off, must-see event, adverts have become on-demand experiences. For instance, Waitrose’s 2024 advert took the form of a murder mystery series, available across social media for audiences to watch, rewatch, and dive deeper into whenever they pleased. This digital shift has enabled brands to reach viewers on their own terms, turning Christmas adverts into shareable, immersive stories that audiences can access at any time, keeping the conversation alive long after the first viewing.
The New Face of Christmas Marketing
The shift in advertising methods leads us to a broader question: has marketing itself changed? Should brands continue with one-off Christmas spectacles, or is the future in more personalised, ongoing content? While agencies still pour energy into creating the “best Christmas ad of the year” there’s still something special about the anticipation of waiting for these adverts to air. Even in an age where personalised, on-demand marketing is the norm, there’s a quiet thrill in waiting to see what brands like John Lewis have in store each year. What song will they choose? Will it live up to the hype? For many, this suspense remains part of the magic.
Are We Growing Out of Christmas Adverts?
Despite the industry’s efforts to keep Christmas ads fresh, a certain fatigue has settled over some viewers. With years of heart-warming stories, cute characters and tear-jerking moments, the classic Christmas advert formula can start to feel predictable. Some people now view them with a touch of cynicism, feeling that these once-special ads have become overly commercial and a bit formulaic. After all, in a world saturated with media, it’s hard for any single advert to feel truly unique.
Yet, for many, these adverts remain a cherished part of the holiday season. They mark the beginning of the festive period and offer a brief moment to pause, reflect and feel a connection to others. While they may not hold the same groundbreaking impact they once did, there’s still a certain charm and nostalgia that draw people back, year after year. For these viewers, Christmas adverts are more than just marketing, they’re a holiday tradition.
What’s Next for Christmas Adverts?
In this ever-evolving media landscape, Christmas adverts may need to take new approaches to resonate with audiences. Whether through innovative digital experiences, deeper storytelling, or new ways of connecting with viewers, brands will have to adapt to stay relevant and captivating. While the Christmas advert tradition isn’t going anywhere, it may require a bit of reinvention to keep the spark alive.
In 2024 will we be left with mixed feelings? A blend of nostalgia for the traditional adverts we’ve loved and a curiosity for what’s next… For some, these ads may feel like a relic from the past, while others find them as delightful as ever. Ultimately, the magic of Christmas adverts is in the eye of the beholder.
So, what do you think? Are you still excited for this year’s Christmas adverts, or do you think they’ve lost their shine?
Katie is Creative Director of Brand Brown