The Definitive Guide to the Best Holiday Ads Ever … according to a very special guest
HO! HO! HO! It’s me! Santa Claus!!
But you probably already knew that thanks to my Distinctive Brand Assets — my red and white outfit and iconic hat, my big, bushy beard, my little round belly that shakes when I laugh like a bowl full of jelly.
It’s the most wonderful time of the year and my favorite time of year. So I was thrilled when a young lad from Milwaukee named Matt (perennially on the Nice List) gave me a jingle and asked me to write something about my favorite holiday advertisements.
Of course, he could’ve asked back in March when we’re not quite as busy here at the North Pole. But no one thinks about Santa in March. Christmas is my big Category Entry Point.
So, what are my favorite holiday ads? As you know well (get it?), I love making lists! I love checking lists. So I made a list and checked it three whole times!
Here are The Top 5 Holiday Ads Based Entirely on my Opinion as Santa Claus. Your mileage may vary. I know mine does.
#5 … “They do exist!”
How great am I in this ad? Pretty great, right?
I’ve known the M&M’s guys since forever, but I had to pretend I didn’t. Acting! And I have never fainted at the sight of walking, sentient candy. I see way weirder stuff in my workshop every single day. Acting! Also, I did all my own stunts! Okay, stunt.
But I love this ad because it’s a fantastic use of fluent devices (characters). Like jingles, characters are one of the easiest ways to make your brand memorable. A lot of marketers seem to be allergic to them these days, but they are so incredibly effective.
And, of course, the ad is a wonderful Category Entry Point connecting M&Ms to the holiday season and to me, Santa Claus. Excellent work!
★★★★★
#4 … “Feliz Navidad”
When you think about Christmas, which beer comes to mind?
Simple. Clever. A twist on the look, feel and sounds of Christmas, especially for those of us who live in the more northern part of the northern hemisphere. And it plays solidly in the world of beach + beer = Corona.
Also, "Feliz Navidad" has played on TV during the holidays every year since 1990.
It’s one tiny little proof point that ads and ad campaigns don’t wear out. If anything, they wear in.
Sure, the holidays are a time of tradition and nostalgia, but research shows audiences don’t get tired of great ads.
★★★★☆
#3 … “Sweet Suspicion: A Waitrose Mystery” & A Waitrose Mystery: Solved
This holiday whodunnit for a British grocery chain aired in two parts with a shedload of social media and in-store fun to support it. Enjoy.
One of them did a crime.
But who could it be?
The writing is crisp and funny. The acting is phenomenal. The directing and editing are brilliant. There is dialogue. Scenes unfold. The characters have emotion and agency. Their facial expressions are incredible. The world feels lived in and real. There’s a mystery! THIS IS A REALLY GOOD AD. HO! HO! HO!
★★★★★
BONUS HOLIDAY AD: “Snapper: The Perfect Tree
The best holiday ad ever? Maybe? It is delightfully weird.
David Ogilvy once said, “A good advertisement is one which sells the product without drawing attention to itself.”
All due respect to a legend, but that’s a steaming pile of flying reindeer poo. Ads should absolutely stand out. Ads should entertain. Yes, sales, profit and market share are the point, but we’re asking people for their time, attention and money. We can at least put on a show.
Yes, this John Lewis ad is bonkers. I love that someone had a very strange, very fun idea … and everyone else just yes/and’d it into being.
A boy finds a box that reads, “Grow your own perfect Christmas tree.” And that’s all I’ll say about it.
★★★★☆
#2 – “Joy Ride”
I’m not crying, you’re crying. Oh, wait. That’s me. I am crying. Ho! Ho! Ho!
Sweet chestnuts roasting on an open fire, this is a great ad.
Amazon sells literally everything, but this is not an ad for everything. It’s a simple, powerful story told beautifully.
Not everyone loves “Joy Ride”. I know who you are, and you’re getting coal in your stocking. And possibly a visit from the Ghost of Christmas Yet to Come.
Remember that emotion is the #1 driver of advertising effectiveness. It can be any emotion — joy, love, desire, excitement, longing. To borrow a line from Maya Angelou, “People will never forget how you made them feel.”
And the music only helps drive that emotion.
★★★★★
And the #1 Holiday Ad of All Time Based Entirely on My Opinion as Santa Claus is …
#1 – “Bells”
A classic. Just like me.
You know it. You love it. It’s kind of not the holidays without it. This simple and staggeringly clever ad has aired every year starting in 1989.
1989 was a long, long time ago. Not for me, obviously, because I’m a mythological being made of HolidayMagic™. Still …
If it ain’t broke, don’t fix it. Don’t mess with perfection. You get the idea.
★★★★★
That’s it! These are my favorite holiday ads. Right! Back to work. Lots to do before my big trip around the world — sourcing, building, wrapping, packing, planning and logistics. It’s a big job. You’re welcome.
Oh! If you happen to see me at one of the malls or wherever you get your picture taken with Santa, make sure to ask about Empirical Marketing and marketing effectiveness.
I might pretend to not know what you’re talking about, but I’ll know. Acting!
Or you can give SRH a call.
HO! HO! HO! Merry Christmas and Happy Holidays!!!
Your pal,
Santa
See you next time.