Christmas isn’t just a season of shopping, lights, and music; it’s a time full of emotions, traditions, and human connections. For brands, this moment represents a unique opportunity to connect with their audience through emotional narratives that go beyond the simple “buy now” message. How do some campaigns stay in our memories? Today we’re sharing the secrets behind the most successful Christmas ads and how you can replicate that magic in your strategy.
Christmas Marketing: Why Emotions Sell?
During the holidays, people are more susceptible to messages that tug at their heartstrings. Neuromarketing studies have shown that emotions are a powerful driver in decision-making, and brands are well aware of this. Advertisements that evoke nostalgia, happiness, gratitude, or even tears tend to resonate more and be remembered more easily.
Moreover, this emotional connection doesn’t just boost sales; it strengthens customer loyalty. If a brand can create an experience that connects with its audience, it will have a lasting impact for years to come.
Straight to the Heart: Examples of Christmas Ads That Connect with Emotions
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John Lewis – “Man on the Moon” (2015)
British retailer John Lewis has a rich repertoire of emotional Christmas campaigns. In “Man on the Moon,” the brand tells the story of a little girl who connects with a lonely old man on the moon, delivering a message that highlights the importance of sharing at Christmas.
Through this connection, the brand makes its customers (both loyal and potential) feel that being part of their community has a positive emotional impact.
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Amazon – “Kindness, the Greatest Gift” (2021)
Amazon struck an emotional chord by showing how kindness and empathy can change lives, through the simple act of gifting a bird feeder to a young student struggling with anxiety.
The brand authentically represented its values by creating a story rooted in a shared global experience—the COVID-19 lockdown—and how it changed lives and routines.
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Coca-Cola – “Holidays are Coming” (1995)
The iconic “happiness caravans” are a classic example of how a symbol (the illuminated red truck alongside the image of Santa Claus) can become synonymous with the Christmas season.
Coca-Cola has mastered the art of creating ads and campaigns that tie its brand to collective joy and celebration, using consistent visual elements that emotionally associate their brand with Christmas.
We also want to give an honorable mention to a Venezuelan commercial for the brand Plumrose, which, much like Coca-Cola, creates an emotional story that resonates so deeply with its audience that it became a Venezuelan Christmas classic, replayed years later.
How to Replicate Emotional Connection in Your Christmas Marketing Strategies
- Identify a Key Emotion
Think about what you want your audience to feel: joy, gratitude, nostalgia? This will be the foundation of your narrative. - Tell an Authentic Story
A good story has characters the audience can relate to. Instead of focusing on the product, highlight how your brand improves lives or fosters connections. - Use Evocative Symbols and Music
Music, colors, and traditional visual elements like Christmas lights, snow, or family hugs can intensify the emotional connection. - Be Inclusive
Recognize that not everyone celebrates Christmas in the same way. Find ways to include different traditions or universal values like unity and generosity. - Integrate a Subtle Call to Action
After evoking emotions, tie the message back to your brand in a non-invasive way.
Successful Christmas marketing isn’t just about selling; it’s about connecting. Emotions are the bridge that links brands to their audience during this season. So, whether you’re planning a digital campaign, a video commercial, or social media content, remember that the heart of Christmas isn’t in the discounts—it’s in the stories that inspire.
