5 Festive marketing campaigns that nailed the holiday spirit

The holiday season brings out the best in creative marketing, with brands finding fresh ways to tell their festive stories. While some campaigns steal the spotlight with glitter and grandeur, others shine quietly, delivering memorable moments with subtle storytelling and clever concepts.

 

This is a round-up of the most recent Christmas campaigns, in the UK, that captured the holiday in their meanings in pretty inventive ways. These ads drive home the fact that the boldest is not necessarily the best, it's about finding clever ways of connecting with audiences in ways that last.

 

 

Waitrose’s 2024 Christmas campaign takes a refreshingly comedic approach with the cleverly titled “A Waitrose Mystery: Who Stole Christmas Dessert?” This festive whodunnit stars household names like Matthew Macfadyen and Sian Clifford, adding gravitas and charm to the playful storyline. The ad revolves around the mysterious disappearance of the beloved No.1 Red Velvet Bauble Dessert at a bustling Christmas gathering, blending intrigue and humour to keep viewers guessing.

 

This inventive twist on traditional festive advertising not only showcases Waitrose’s delectable food offerings but also creates an interactive buzz among customers. The campaign has sparked lively in-store interactions and discussions about the mystery’s resolution, highlighting how engaging storytelling can drive both excitement and connection during the holiday season.

 

 

Aldi’s beloved character, Kevin the Carrot, is back for another festive adventure in their 2024 Christmas campaign. This year, Kevin sets out on a mission to save the stolen Christmas Spirit from the villainous Dr. Humbug. The campaign continues Aldi’s tradition of blending humour, heart, and holiday cheer, using clever storytelling and festive magic to engage audiences. Kevin’s latest adventure combines action and comedy, appealing to both kids and adults. 

The ad celebrates the joy of giving and the importance of Christmas spirit during the festive season, whilst highlighting Aldi’s affordable, high-quality Christmas range. Aldi’s smart use of Kevin, a returning character with a loyal fanbase, ensures this year’s campaign resonates strongly with audiences, boosting both brand loyalty and holiday excitement.

 

 

LEGO’s Christmas campaign, for 2024, introduces Cataclaws, a playful holiday mascot built entirely from LEGO bricks, embodying the festive magic of creativity and family fun. Directed by Brazilian duo Alaska, the ad follows children building Cataclaws, a tuxedoed feline, amid their parents’ chaotic Christmas preparations. Their imaginative creation saves the day, showcasing LEGO’s emphasis on creativity and family bonding during the holidays.

 

The campaign aligns with LEGO’s charitable #BuildToGive initiative, encouraging fans to build hearts from LEGO bricks and share them online. For each heart shared, LEGO donates a set to a child in need, a tradition that has benefited over nine million children since 2017. By blending whimsy with purpose, LEGO’s campaign highlights the joy of play while making a meaningful social impact​.

 

For Christmas 2024, Disney delivers a touching festive story with The Boy and the Octopus, a beautifully created ad directed by, widely known, Taika Waititi. The story follows a young boy who befriends an octopus while on a seaside holiday and brings it home, introducing his new companion to the festive traditions of Christmas. From twinkling lights to playful misadventures, the advert celebrates themes of friendship and finding connection in the most unexpected places.

 

The ad is elevated by its meticulous animation, particularly the octopus, whose expressions and movements add depth and charm. Featuring a poignant orchestral rendition of The Little Mermaid’s Part of Your World, it captures a sense of nostalgia, reflecting Disney's timeless storytelling heritage. Beyond its cinematic appeal, the advert supports the Make-a-Wish foundation, reinforcing the spirit of giving during the holiday season​.

 

 

Coca-Cola has redefined festive advertising for 2024 with Secret Santa, its first-ever Christmas advert created entirely using artificial intelligence. The advert reimagines its iconic "Holidays are Coming" theme with digitally created imagery, including AI-rendered characters, a convoy of festively lit trucks, and an animated hand delivering a Coke Zero. Notably, the ad replaces the beloved live-action Santa Claus with this digital approach, which has been both praised for its innovation and criticised for lacking the warm nostalgia of earlier campaigns.

 

This year’s campaign doesn’t just stop at the advert. Coca-Cola continues its annual Christmas Truck Tour, visiting towns across Britain with festive activities, seasonal treats, and giveaways. Additionally, the company is running a charitable initiative: donating meals through FareShare for every visitor to the tour, showcasing its commitment to community support during the holidays​.

 

The 2024 Christmas campaigns highlight how brands continue to evolve their festive storytelling, balancing creativity, tradition, and innovation to capture the holiday spirit. From laugh-out-loud comedy and charming nostalgia to groundbreaking technology and heartfelt messages, these adverts demonstrate that the key to a great campaign is not size or scale but connection.