Since everyone is rushing to buy gifts amid the holiday season, it’s the perfect time for brands to advertise. Yet, since a lot of companies follow that mindset, there’s a lot of competition, making it hard to stand out.
There were several brands that had successful holiday campaigns this year, often tapping into similar themes to appeal to consumers. By looking at what was popular this year, brands can better understand what to aim for in future marketing campaigns.
Porsche: “The Coded Love Letter”
Porsche’s holiday campaign went viral for more reasons than one. Many people were drawn in by the unique animation style. Several companies are facing backlash for using AI to animate commercials, but Porsche’s is completely human-made with a blend of hand-drawn art and 3D animation. Porsche also encouraged viewers to identify eight hidden references about the brand’s history, causing people to watch the ad more than once to see if they missed anything.
Home Instead: “Home but Not Alone”
People love nostalgia, especially around the holidays. In-home care company Home Instead tapped into holiday nostalgia by focusing on the iconic film, Home Alone. The commercial stars Macaulay Culkin as an adult version of Kevin McCallister, trying to protect his aging parents. The campaign honors the original film while effectively advertising Home Instead in a heartfelt and amusing way.
Walmart: “WhoKnewVille”
Walmart is another company that focused on iconic Christmas movies in their holiday campaigns. As part of their “Walmart. Who Knew?” campaign earlier in the year, they cast actor Walter Goggins to play the Grinch. Further into the holiday season, they leaned into the Grinch’s story with “WhoKnewVille” ads, which feature Dr. Seuss’ Whoville in the modern era. The characters in the ads rely on Walmart to get their last-minute holiday needs, offering a fun and familiar setting for viewers.
Etsy: “I Get You”
Etsy’s holiday campaign focuses on emotional storytelling. Their ads show that Etsy is the platform for finding gifts that say, “I get you.” One of the most popular ads, “Little Drummer Boy,” features a boy who’s constantly tapping on things. So, his teacher gets him special drumsticks from Etsy to show that she understands him. Etsy has run several other ads during this campaign to get that message across in different ways.
Gap: “Give Your Gift”
Gap’s campaign focuses on giving gifts that show people you care, but it’s presented in a simple way. The ad shows a beautiful cover of “The Climb” by Miley Cyrus. While singer-songwriter Sienna Spiro sings, a choir full of people of varying ages and races join in, all of which are wearing Gap attire. The ad shows the words “Give Your Gift” at the end. It’s a simple, yet emotional way to spread holiday cheer while promoting Gap’s clothing.
Waitrose: “The Perfect Gift”
British supermarket Waitrose went above and beyond with their campaign. Rather than simply advertising their products, they created a four-minute short film with Keira Knightley and Joe Wilkinson. It’s a heartfelt romance that begins at a Waitrose cheese counter. With the combination of beloved stars and emotional storytelling, it’s easy to get invested in it to the point where it doesn’t feel like an advertisement. This type of campaign feels immersive and more personal than a typical video ad.
Disney: “Best Christmas Ever”
Disney is the master of making people fall in love with cute characters. Their “Best Christmas Ever” ad proves that skill extends to advertisements too. While recognizable Disney characters appear throughout the three-minute video, the star of the show is a new character drawn from a child’s imagination. Disney does an amazing job getting viewers to fall in love with the creature and feel for them, even in only the span of a few minutes, reinforcing consumers’ trust and love for the brand.
Capturing Attention with Holiday Campaigns
Every above campaign takes a unique approach to holiday marketing, but they all have one thing in common: building a connection with viewers. Using nostalgia, interactive elements, and storytelling, these campaigns feel personal and touching to consumers, making the brands seem more appealing than before.
Adding emotion into your campaigns can help people more easily connect with your brand. Yet, executing that can be tricky, especially since there are so many brands marketing around the holidays. Working with a marketing expert can help you determine the best approaches for your company’s unique needs when advertising.
Contact Avenue Z today to see how we can help your brand shine, even in the crowded market.
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