The very best of the 2024 Xmas commercials.
As I have done every holiday season since 2012, I’m watching all the Christmas ads released globally and curating a list of those that have made the strongest impression. My top picks are chosen for their creativity, originality, craftsmanship, and, above all, emotional resonance. To me, a great Christmas ad tells a story that touches our hearts.
This season, I’ve watched 49 Christmas commercials from a wide variety of brands. You can catch them all on my YouTube playlist linked at the bottom of this article.Want to take a trip down memory lane? Check out my selections from previous years over here: 2023, 2022, 2021, 2020… And even older.
My 2024 Favourites
Among them all, these 10 have truly risen to the top according to me: ALDI, Barbour, Cadbury, Disney, IKEA, Lego, Sainsbury’s, Tesco, T-Mobile, Waitrose.
1. T-Mobile (Deutsche Telekom) – The Bubbles
Deutsche Telekom’s 2024 holiday campaign speaks to the need for connection in a time of increasing division. Airing in Czechia, Germany, and Slovakia, the ad turns snow globes into bubbles to highlight personal and societal barriers. In a season meant for togetherness, it urges viewers to reach out beyond their comfort zones and find common ground with others. The campaign’s tagline, “Connections Begin When Barriers Break”, is a beautiful and timely reminder of the power of unity. Creative Agency: MUW Saatchi & Saatchi, Bratislava (Slovakia).
2. Aldi – Win the Holidays
ALDI’s Xmas ad, ‘Swindle Season’, humorously highlights the stress of hosting Christmas dinners. The spot ‘Win the Holidays’ taps into the pressure of preparing the perfect meal, especially for demanding family members, delivering the message with lighthearted humor. By showcasing ALDI’s affordable yet quality groceries, it cleverly addresses the anxiety of holiday shopping and meal prep. Creative Agency: Leo Burnett, Chicago (USA).
3. Barbour – Baa-bour
Barbour’s 2024 Christmas campaign continues its heartwarming partnership with Shaun the Sheep. The 70-second stop-motion animation features Shaun and his flock, along with the farmer’s dog Bitzer, attempting to form a choir in freezing conditions. The solution: Barbour’s signature warmth, as the characters are bundled up in Barbour’s cozy accessories. Handcrafted waxed characters still bring a unique charm to advertising, fostering a sense of nostalgia and authenticity, which resonates deeply with audiences. While the craftsmanship and attention to detail convey warmth and quality, aligning perfectly with Barbour’s message of durability and timelessness. Creative Agency: Aardman Studios, Bristol (United Kingdom).
4. Cadbury – What Are You Counting Down To?
Cadbury’s 2024 advent campaign brings the holiday countdown to life with 24 unique out-of-home (OOH) ads, each representing a day on the Cadbury advent calendar. The campaign celebrates the diversity of holiday traditions across the UK, featuring real-life moments that capture the magic of the Christmas season. From decorating the tree to laughing through family games, each execution highlights a unique, personal way families count down to Christmas. This campaign uses real family photos to add an intimate, personal touch to the ads, inviting us to look beyond the chocolate and appreciate the joy it brings. Creative Agency: VCCP, London (United Kingdom).
5. Waitrose – Sweet Suspicion
Waitrose takes a playful and original approach to festive ads with a mystery-filled, high-budget whodunnit. The commercial centers around a family of food lovers preparing for Christmas, only to discover their prized Red Velvet Bauble Dessert has gone missing. Featuring a star-studded cast, including Matthew Macfadyen, Joe Wilkinson, and Rakhee Thakrar, the ad adds a fun and dramatic twist to showcasing the store’s premium festive food range. A smart and engaging approach that not only entertains but keeps viewers guessing, highlighting Waitrose’s Christmas offerings while maintaining a sense of festive intrigue. Creative Agency: Saatchi & Saatchi, London (United Kingdom).
6. Sainsbury’s – BIG Christmas
Sainsbury’s 2024 Xmas ad brings a whimsical twist by enlisting the beloved character, the BFG (Big Friendly Giant), to help create an unforgettable holiday menu. The ad follows the BFG and a Sainsbury’s employee as they brainstorm imaginative festive dishes, such as “prawn coattails” and “beef welly-boots.” Using a familiar and cherished character like the BFG is a clever and original approach that stands out in the crowded holiday ad space. Creative Agency: New Commercial Arts, London (United Kingdom).
7. Disney – The Boy & The Octopus
Disney’s 2024 Christmas short, directed by Taika Waititi, tells a charming tale of an unexpected friendship. A young boy on vacation meets a small octopus while snorkeling, and the two become inseparable. The boy secretly brings the octopus home, hiding it in his Mickey Mouse hat, and the pair share adventures from martial arts to Christmas market visits. As the octopus dreams of exploring the world, they devise a plan to send him off with Santa. Set to a moving orchestral rendition of Part of Your World from The Little Mermaid, the ad features beloved Disney film references and supports Disney’s charity partner, Make-A-Wish International. Creative Agency: adam&eveDDB, London (United Kingdom).
8. Tesco – Feed Your Christmas Spirit
Tesco’s 2024 Xmas ad tells the story of Gary, who feels the ups and downs of the holiday season, especially in the absence of his grandmother. As he shares a nostalgic gingerbread-building tradition with his grandfather, the magical setting transforms into a gingerbread wonderland, symbolizing how shared moments and cherished traditions can revive the Christmas spirit. Sad feelings like those in this ad can help brands break through during the holidays because they reflect real emotions many people experience at this time, creating a genuine connection with the audience. By acknowledging bittersweet moments, brands show empathy and authenticity, making the ultimate joy and togetherness in their messages feel more meaningful and relatable. Creative Agency: BBH, London (United-Kingdom).
9. IKEA – Hej Hej Hej!
IKEA’s 2024 Christmas commercial uses the warmth and joy of spending time with loved ones to emphasize the emotional connection their products can create. The ad features a dachshund who adds charm and nostalgia, perfectly capturing the feeling of closeness that defines the holiday season. By focusing on pets (known for their ability to express warmth, love, companionship, joy and affection unconditionally!) the campaign cleverly taps into the universal appeal of animals. Creative Agency: VML, Warsaw (Poland).
10. LEGO – Cataclaws is Coming to Town
LEGO’s 2024 holiday campaign introduces ‘Cataclaws’, a playful, imaginative new character born from kids’ creativity. Designed to inspire togetherness and fun, it transforms mundane holiday moments into bursts of joy, engaging families and kids to unleash their imagination. In a world where kids are often overwhelmed by digital distractions, this approach stands out by focusing on the importance of real life play. The fast-moving, vibrant nature of the film mirrors the excitement that LEGO brings to the season, making it a perfect fit for 2024’s need for authenticity and joyful escapism. Creative Agency: The LEGO Group, Billund (Denmark), in-house agency.
This article is updated daily.
Did I miss one? What are YOUR favorite ones?
Let me know in the comments or on social media.
Watch ALL of Them
In my comprehensive playlist below, you’ll find ALL of the 49 Christmas commercials released for the 2024 season, including: ALDI UK, ALDI USA, Amazon, Argos, Asda, Barbour, Best Buy, Bol, Boots, Bvlgari, Cadbury, Chelsea Football Club, Clogau, Coca-Cola, Disney, Dobbies Garden Centres, Etsy (x2), Gap, Greater Anglia, Greggs, IKEA, Intratuin, Lego, Lidl UK, Lidl USA, M&S Clothing (Marks & Spencer), M&S Food (Marks & Spencer) (x2), Morrisons, O2, Opendoor, Pollo Campero, Rakuten, Sainsbury’s, Sephora (x2), Shutterfly (x2), S-Market, Starbucks, Swarovski, Tesco, Tiffany & Co., T-Mobile Germany (Deutsche Telekom), T-Mobile USA, Valentino, Very, Virgin Hotels, Waitrose.
