From Nostalgic to Cheeky: 12+ Christmas Commercials and What They Teach Us About Storytelling

Ah, the Christmas commercial.

It is a uniquely British event. Every December, the public eagerly awaits the release of Christmas advertisements from brands big and small. And then the discussions begin. Which were great and which were ho-hum? Which were inspiring and which moved people to tears? Or, which were a laugh, and which had a more serious and meaningful tone?

Big budget and big impact, Christmas ads have become increasingly popular outside of the UK too. Consumers everywhere are tuning in on YouTube to watch the latest Christmas ads from brands halfway across the world. Some companies in the US and elsewhere want to get on the bandwagon, and are coming out with their own Christmas commercials. Other companies are wondering whether they should.

What’s so special about Christmas ads?

• For brands, the Christmas commercial is an opportunity to garner millions of views, generate a delightful buzz, and boost brand awareness and engagement throughout the Christmas season.
• For advertising agencies, it’s a time to show off their creativity and stand out. 
• For consumers, Christmas advertising has an undeniable magic – a mix of anticipation and the uplifting vibe of the season – that makes them so stirring and cathartic.

There is one thing that the best Christmas ads all have in common: effective storytelling. These commercials, no matter how long or short, typically feature a complete narrative arc and a host of lovable and relatable characters. Often, there is a twist at the end or an inspiring message, and always an emotional punch – whether it be heartwarming, harrowing, hopeful, or humorous. 

Let’s take a look at some of the top Christmas ads from past and present, and what they can teach marketers about great storytelling.

Top 12+ Christmas Commercials

1. Tesco

Tesco’s 2024 Christmas ad follows a young man and his Grandad as they bake a ‘sweet’ family tradition in memory of his late Grandmother – a gingerbread house. As the ad unfolds, things take a fun, surreal turn when the world around them also transforms into gingerbread.

The ad effortlessly moves between the past and present; the everyday and the magical; and it’s all set to the tune of On Melancholy Hill by the Gorillaz—unconventional for a Christmas ad, but it suits the mood perfectly. It’s a touching reminder that Christmas is about the traditions we share with loved ones; both those who are with us and those who are no longer here. 

Storytelling takeaway: Looking at familiar traditions or rituals, as well as difficult emotions such as loss, can make your ad feel more personal, while a touch of surrealism can transform a simple story into something unforgettable.

2. Disney

Perhaps unsurprisingly, Disney’s 2024 Christmas advert is more like a short film. The Boy & the Octopus, directed by Taika Waititi, comes in at four minutes and delivers an imaginative tale about the magic of friendship at Christmastime. 

It follows a boy who, during a seaside holiday, discovers an octopus unexpectedly attached to his head – much to the shock of everyone around him. Though reluctant at first, the boy eventually befriends the octopus, introducing it to his world, from his bedroom toys to his dreams for the future.

Set to a reimagined version of Part of Your World performed by a 60-piece orchestra and featuring minimal dialogue, the ad lets the visuals and music take center stage, creating a timeless story about the joy of embracing the unexpected. For eagle-eyed fans, there are also several hidden Disney easter eggs in the ad to watch out for. 

Storytelling takeaway: Not every commercial needs to directly advertise your brand or products—especially at Christmas. Sometimes compelling stories and high-quality productions (if budget allows) are enough to leave a lasting impression.

3. Telstra

Australian telecoms company Telstra’s quirky commercial this year avoids the usual Christmas cliches. Directed by Steve Rogers (from Revolver), the story features a “singing” donkey that runs away from home to become a viral sensation. How it learns to sing – well, we’ll let you find that out for yourself – but it quickly catches the attention of the music industry and rises to fame, appearing on TV and radio, even pressing vinyl records. But the ad’s heartwarming finale serves to remind us that everyone (including superstars) sometimes miss home.

Storytelling takeaway: Use an unexpected, light-hearted narrative to draw audiences in, then end on a feel-good note that reinforces brand loyalty. Extra points if you can creatively weave a festive song into your Christmas ad too. 

4. Edeka

Christmas may not be the right time to shock audiences, and this 2015 ad from the German supermarket chain Edeka is a prime example. Some people loved it, some people hated it. We won’t give away the plot because it’s worth watching for yourself right till the end, to make up your own mind. Bold and daring, definitely. Attention grabbing (both negative and positive), yes. Does it do justice to the tradition of Christmas advertising? The jury’s out.

Storytelling takeaway: The plot twist – the shock factor – can work for you or against you. Use with caution.

5. Coca-Cola 

Another Christmas ad that divides audiences came from Coca-Cola this year, with a modern twist to its iconic Holidays Are Coming brand campaign. Though the classic red trucks are still there, for the first time, Coca-Cola’s ad is created using generative AI, and notably, Santa Claus is missing. Instead, viewers catch just a few glimpses of his sleeve. Some people have expressed disappointment over the changes, but it’s a bold move for Coca-Cola in trying to blend tradition with innovation. 

Storytelling takeaway: Coca-Cola’s ad shows that while modernizing a classic can be exciting, it also risks losing the magic that audiences originally cherished. Bold moves can sometimes pay off though—are you willing to try?

6. Pepsi 

Pepsi’s festive ad, created by its in-house agency Sips & Bites, shifts the focus on holiday priorities. It begins with eerie shots of empty offices, silent gyms, and a deserted library, before transitioning to a lively Christmas party where everyone has left work and studies behind to celebrate together. True to Pepsi’s ethos (and its 2019 slogan Live for now), this Christmas ad is all about craving more out of life, especially during the holidays.

Storytelling takeaway: Boldly align your brand with a lifestyle choice or mindset to create a relatable, memorable narrative.

7. Waitrose

Waitrose’s 2024 Christmas brand campaign, Sweet Suspicion, takes on a “whodunnit” in classic Agatha Christie style. Someone has stolen the Christmas pudding! Featuring a star-studded cast, including Matthew Macfadyen and Sian Clifford as key suspects, the ad offers plenty of suspense and comedy with top acting and sharp edits, all while showcasing Waitrose’s delicious Christmas offerings. It ends on a cliffhanger, teasing part two – a clever and unexpected marketing move.

Storytelling takeaway: Parodies of familiar Christmas tropes, such as murder mysteries, can capture attention and spark curiosity in your brand.

8. Barbour

Barbour’s 2024 Christmas ad sees the return of Shaun the Sheep and his flock, building on the success of last year’s campaign. Created by the Aardman studio in their signature stop-motion style, the ad uses Shaun’s playful antics to showcase Barbour’s latest accessories. It’s a charming and light-hearted ad that lets the brand’s core message shine through: Barbour accessories aren’t just stylish – they’re the perfect gift for braving the winter chill.

Storytelling takeaway: Familiar characters can build strong emotional connections. Pair this with a clear focus on product benefits, and you’ll be able to craft an effective Christmas brand campaign.

9. John Lewis 

It wouldn’t be a true Christmas commercial list without mentioning John Lewis! In 2024, we follow Sally, who is scrambling to find the perfect gift for her sister. As she browses, she’s transported back in time through a series of flashbacks, reliving childhood moments and pivotal memories that define her bond with her sister. Set to Richard Ashcroft’s song Sonnet, this beautifully-edited ad highlights the beauty of meaningful, nostalgic gifts. It’s a classic John Lewis moment – sentimental, relatable, and wrapped in just the right amount of Christmas magic.

Storytelling takeaway: John Lewis has certainly found its groove when it comes to Christmas ads. Once you find a formula that works, you can use it as a template each year.

10. ALDI

Like Barbour, the ALDI grocery chain is bringing back a familiar face from last year’s campaign – Kevin the Carrot. This time, Kevin takes on the role of festive hero, working to save Christmas by thwarting Humbug’s plan to steal the holiday spirit. Joined by his veggie friends, Kevin embarks on a Mission Impossible-inspired heist, all narrated with a poem that echoes The Night Before Christmas. It’s fun, family-friendly, and undeniably festive.

Storytelling takeaway: Tell a story with verse. It’s your chance to be creative, unique, and engaging. Make it a story that your audience can relate to, but think out of the box. Not a boy, but a carrot!

Top Nostalgic Christmas Commercials 

Some Christmas ads have stood the test of time and become timeless classics. These nostalgic commercials evoke powerful emotions and tell stories that we remember year after year. 

11. Sainsbury (2014)

Who can forget the beautifully superb Sainsbury Christmas commercial from 2014? For the 100th anniversary year of the outbreak of World War 1, Sainsbury told the famous story of the “Christmas truce”. These were impromptu ceasefires along the Western front around Christmas 1914, in which both sides ceased their hostilities for a short while, came together in No Man’s Land, and played a bit of football. The production company did an excellent job of recreating the famous events and capturing the desire for peace and love that characterizes the human heart, especially at Christmas. Incredible, powerful storytelling that is still remembered and viewed nearly a decade later. 

Storytelling takeaway: History is replete with awe-inspiring stories that people can relate to. Take a walk back in history and see how it can inspire your storytelling by tying it to the world today in a meaningful way.

12. Coca-Cola (1995)

After seeing Coca-Cola’s AI-generated Christmas ad in 2024, many will think back to the original from 1995. This timeless commercial marked the start of the festive season for many, featuring the now-iconic red trucks decorated with Christmas lights. The catchy Holidays Are Coming jingle and the glowing trucks driving through snowy landscapes set the standard for Christmas ads, which the brand has recreated with AI in 2024.

Storytelling takeaway: A memorable mascot, symbol, or song can really help your brand stand out and create that holiday magic year after year.

13. WestJet (2013)

Ok, so this is not strictly a Christmas commercial in the John Lewis style of storytelling, but it is totally cool and also tells a captivating story. In 2013, Canadian airline WestJet set out to grant some passengers their wishlist in real time. The airline set up a video storytelling booth of Santa at the airport, asking people boarding a particular flight what they want for Christmas. A flat screen TV, a toy train, even socks and underwear were among the requests. Unbeknownst to the travelers, there was a team waiting in the wings, recording all their wishes. As the plane took off, the team bolted into action, running to the mall to buy all the gifts, wrapping them, adding name labels, and getting them to the destination airport on time. As the passengers waited for their luggage, their Christmas wishes came true on the conveyor belt. Disbelief, tears, hugs, and kisses abound. A fantastic brand campaign and the kind of story everyone wants to hear about. To date, the video has garnered over 50 million views.

Storytelling takeaway: People love to dream. They love a happy ending. Give it to them via story so they can experience it vicariously and associate it with your brand.

14. John Lewis (2013)

The Bear and the Hare is a heartwarming tale about a bear who experiences his first Christmas after years of hibernating through the festive season. Featuring sweet animation and Lily Allen’s cover of Somewhere Only We Know, this Christmas ad became an instant classic. It remains one of the most emotional ads in recent memory, tapping into the joy of Christmas friendship and togetherness. 

Storytelling takeaway: Choose your art and music wisely. They can make even the simplest of stories feel extraordinary. 

We hope these Christmas commercials have tugged sufficiently at your heartstrings to take notice. Use them to inspire your seasonal storytelling and Christmas marketing strategy.

Merry Christmas!