Christmas Ads 2024: What Small Business Can Learn from Big Brand Campaigns
It’s only early November, but we’re already in the thick of Christmas Ad Season! Some of the world’s biggest brands have unveiled their much-anticipated festive ads, and they’re generating plenty of buzz. Over on my TikTok channel, I’m rating all the Christmas ads, so check it out if you want to see how they stack up in terms of magic, humour, and originality!
These campaigns aren’t just about selling us products—they’re designed with a more nuanced approach, weaving storytelling, humour, and emotion to create a connection with their audience.
We’ve already seen offerings from the likes of Waitrose, Amazon, and Asda, each bringing something different to the table. From Waitrose’s Whodunnit about the missing Christmas pudding, to Amazon’s heartwarming tale of a theatre caretaker rediscovering his passion, and even Asda’s pun-filled singing garden gnomes, these ads demonstrate how to make an impact while subtly showcasing their products.
So, what can small businesses learn from the festive magic created by these big players?
Here’s a breakdown of what makes these Christmas ads successful and how small businesses can apply similar strategies to their marketing:
Storytelling: The Heart of Content Marketing
Every successful Christmas ad tells a story, drawing viewers into a narrative that resonates emotionally.
- Waitrose: Their whodunnit about a stolen Christmas pudding keeps audiences engaged with a cliffhanger. It’s not just about pushing pudding sales directly but using the pudding as a symbol of festive connection. Waitrose has taken this narrative even further, with follow up short video content featuring Line of Duty characters investigating the case and creating a website where viewers can vote on who they think the culprit is.
- Amazon: Midnight Opus tells the touching story of a theatre caretaker rediscovering his passion for singing. The tuxedo, delivered via Amazon, is only a subtle nod to the brand’s role. The focus is on the emotional journey, not the product itself.
- Etsy: Featuring Wally (Where’s Wally?)The ad puts us in Wally’s shoes and highlights the emotional magic of personalised gifting making the viewer think about thoughtful presents.
- Sainsbury’s: Featuring the BFG, this ad taps into the childhood nostalgia of a beloved storybook character, blending it with a whimsical culinary journey.
Small Business – Small Budget:
- Use storytelling to connect your product or service to a broader emotional narrative. Think about how your offerings solve problems or create joy, and craft a story around that.
- Don’t underestimate the power of nostalgia and relatability. While you might not have the licence to use famous storybook characters, you can draw on similar themes. For example, tell a story about a local tradition, a historical event, or even something fun and familiar like a mischievous elf or a pet mascot.
- Share these stories through social media posts, short video series, or blog content. For bricks-and-mortar businesses, consider creating an interactive Christmas trail or novelty feature to entice people into your premises.
Cut-Through: Standing Out in a Crowded Market
With countless Christmas ads vying for attention, achieving cut-through—the ability to stand out and leave a lasting impression—is crucial. It’s about cutting through the noise, ensuring your ad resonates and remains memorable. Big brands excel at this by creating unique concepts, relatable characters, or unexpected twists.
- M&S Food: Pairing Dawn French with her fairy alter-ego is a clever twist that blends humour and magic, making the ad both entertaining and unforgettable.
- Etsy: By flipping Wally’s narrative from “Where’s Wally?” to “Who’s Wally?” The ad creates intrigue and originality, cutting through the noise of more traditional festive campaigns.
- Morrisons: Singing oven gloves transform an everyday kitchen item into a relatable festive mascot.
Small Business – Small Budget:
- Define Your Identity: Do you have a funny strapline, quirky mascot, or even a family pet that could represent your business? These can help you create something relatable and memorable. For example, a local bakery might feature a flour-dusted “elf baker” mascot, or a pet store could make its office cat the star of its festive campaign.
- Leverage Local Connections: Consider something rooted in your community—perhaps a spin on a local tradition, a well-loved landmark, or a hometown joke that will resonate with your audience. This personal touch can make your campaign feel unique and authentic.
- Show It Off Creatively: Share your standout concept on social media platforms through TikToks, Instagram Reels, or carousel posts. If you have a physical space, incorporate your mascot or idea into window displays, signage, or even interactive features like a photo booth or a festive trail to draw in customers.
Cut-through isn’t just about being bold—it’s about being relevant and memorable to your audience. By offering something unique and rooted in connection, your brand can help create an experience that sticks with people, and that’s what drives loyalty.
Connection and Emotion: Building Brand Affinity
These ads succeed because they connect with audiences on a personal level, tapping into universal emotions like joy, nostalgia, and kindness.
- Lidl: The story of the little girl who notices a boy unable to enjoy sledging due to the cold is a touching reminder of the importance of small acts of kindness. Her selfless decision to give him her hat, highlights the emotional power of giving and the spirit of community during the festive season.
- Amazon: The caretaker’s journey isn’t just about him—it’s a story about community and recognition, making viewers feel the warmth of human connection.
- Waitrose: The Christmas pudding mystery brings humour and relatability to festive family chaos, creating a sense of shared experience. Their follow-up content encourages audience participation and deepening engagement with the brand.
Small Business – Small Budget:
- Highlight Emotion: Focus on how your product or service makes people feel. Does it bring joy, comfort, or a sense of belonging? Share customer stories or testimonials that emphasise the value you bring.
- Use Visuals and Stories: Can you tell stories that tug at heartstrings? Whether it’s through short videos, Instagram posts, or a local news-style narrative. Show how your brand enhances the festive season for your customers.
- Engage Locally: Run a campaign that connects with your community—such as a Christmas giveaway, helping a local charity or asking customers to share their favourite local traditions.
Building connection and emotion is about showing your audience that your brand understands their experiences and values. When done well, this creates lasting affinity and loyalty.
Entertainment: Capturing Attention
Entertainment keeps viewers engaged and ensures they remember the brand long after the ad ends. The most successful Christmas ads (so far) this year have added an extra dose of fun, creativity, and charm to stand out.
- M&S Food: Dawn French, paired with her fairy alter-ego, delivers humour and magic in equal measure. The playful nods to her iconic comedy style ensure this ad is both entertaining and memorable.
- Asda: This year, Asda brought us a team of garden gnomes set to the A-Team theme, the pun-filled campaign is full of jokes to make you groan (or should I say gnome).
- Etsy: Wally’s journey has a touch of subtle humour, adding an extra layer of charm to the emotional story about thoughtful gifting.
Small Business – Small Budget:
- Make Your Marketing Fun: Can you add humour or a playful twist to your campaign to help your content stand out and get engagement.
- Show Personality: Highlight your brand’s personality through creative and entertaining content. Whether it’s a video of your team in festive costumes or a fun approach to a festive tradition.
- Engage with Lighthearted Content: Share memes, funny captions, or short, humorous clips on social media to connect with your audience.
When it comes to entertainment, the goal is to capture attention and create a positive association with your brand. Keep it light, engaging, and above all, fun!
Product Integration: Subtle but Effective
None of these ads scream “buy our stuff!” but each retailer’s featured items are seamlessly integrated into the story.
- Waitrose: The Christmas pudding is central to the plot but doesn’t feel like a hard sell—it’s part of the fun and now everyone’s talking about a pud!
- Amazon: The tuxedo delivery is subtle but critical to the story, showcasing the brand’s convenience without being overbearing.
- Etsy: The personalised compass perfectly encapsulates the emotional power of Etsy’s sellers, subtly promoting the platform’s uniqueness.
Small Business – Small Budget
- Show your product in action, but let the story do the talking. Use your offerings to enhance moments of joy or problem-solving within the narrative.
- Share this subtly integrated content through creative posts on your website or social media. For example, create a photo carousel or short video showcasing how your products can enhance someone’s Christmas or content with your products subtly displayed in the background or being used.
Applying These Lessons to Small Businesses
Big brands have the budget for large-scale campaigns, but the principles behind their ads are accessible to businesses of any size.
Here’s how you can adapt:
- Tell a Story: Share real customer experiences or create relatable narratives that highlight your brand’s value.
- Stand Out: Find creative ways to showcase your offerings, whether it’s through unique visuals, catchy slogans, or compelling angles.
- Connect Emotionally: Focus on how your product or service makes people feel, using emotions to build loyalty and trust.
- Entertain: Use humour, surprise, or nostalgia to keep your audience engaged
- Integrate Your Product or Services Subtly: Highlight your products or services naturally within your content, showing their impact without overtly selling.
This Christmas, let the big brands inspire you to create marketing content that connects, entertains, and ultimately drives loyalty.
