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 181 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 15 have truly risen to the top according to me: Airbnb, ALDI, Barbour, Cadbury, Disney, IKEA, IGA, John Lewis, Lego, Posten, Sainsbury’s, Suchard, Tesco, T-Mobile, Waitrose.
Airbnb – Santastrophe
Airbnb’s festive ad cleverly sets itself apart by blending humor and relatability with a sharp critique of hotel stays. Featuring an exasperated Santa navigating the chaos of busy lobbies, identical floors, and packed elevators, the animated short uses wit and vivid comparisons to highlight the pitfalls of hotels versus the comfort of Airbnb stays. Narrated in the playful style of ‘Twas the Night Before Christmas, the ad keeps audiences engaged with comedic scenarios and hidden Easter eggs, like the Airbnb logo stitched into Santa’s coat. By making its message both entertaining and memorable, Airbnb smartly stands out in a sea of sentimental holiday ads. Creative Agency: Airbnb’s in-house creative team.
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).
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).
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).
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).
IGA – Paulos’ Wish
IGA’s commercial leverages the emotional resonance of family dynamics to connect with its audience. By acknowledging that families can break apart and face challenges, it moves beyond the traditional holiday tropes of perfect gatherings and joy-filled moments. Instead, it presents a narrative grounded in reality, creating a story that feels genuine and relatable. This approach taps into the universal truth that love and connection often find their way back—especially through shared rituals like preparing and enjoying food. The story of estranged twin sisters rediscovering their bond highlights how food, as a love language, can transcend past conflicts and serve as a medium for healing and reconnection. Creative Agency: Sid Lee, Montreal (Canada).
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).
John Lewis & Partners – The Gifting Hour
This year’s John Lewis Christmas ad centers on a woman’s heartfelt search for the perfect gift for her sister, highlighting the enduring bonds among women across generations. The short film showcases the Oxford Street store for the first time, and Richard Ashcroft’s original song ‘Sonnet’ adds a nostalgic, real-world touch. The story will for sure resonates with holiday shoppers, grounding itself in relatable, heartfelt moments. Check my LinkedIn post about it. Creative Agency: Saatchi & Saatchi, London (United Kingdom).
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.
Posten – The Reinfall
The Norwegian Postal Service’s latest holiday ad is a satirical mockumentary that humorously critiques celebrity culture through the lens of a red-nosed reindeer’s fictional fall from grace. The short film portrays Rudolph as a washed-up celebrity struggling with fame’s toll. Featuring spiky antlers, analog ‘archival footage’, and hidden-camera street pranks, the ad is a whimsical departure from traditional sentimental Christmas campaigns. This bold and absurd approach, echoing past unconventional campaigns like “Gay Santa,” aims to stand out amid a sea of warm, classic holiday ads. Challenging and reinventing holiday traditions indeed is a clever and strategic move in a season typically dominated by emotional and nostalgic storytelling. Creative Agency: POL, Oslo (Norway).
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).
Suchard – Martin, A Christmas Story
Suchard’s 2024 Christmas campaign delivers a heartfelt message: Christmas is wherever love, connection, and the warmth of tradition are found. Set against the backdrop of Mars, the animated spot tells the story of a lonely, rock-collecting robot who tries to capture the Christmas spirit in his own small way. The stunning animation brings this touching tale to life, proving that Christmas can transcend even the vast red sands of a distant planet. This beautifully crafted story reminds us that the spirit of Christmas knows no boundaries, no matter the distance or setting. Creative Agency: Ogilvy, Madrid (Spain).
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).
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).
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 ads add 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).
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 181 Christmas commercials released for the 2024 season, including: AAMI Insurance, Airbnb, Air New Zealand, Agent Provocateur, Albert Heijn (x2), ALDI Australia, ALDI UK, ALDI USA, Amazon (x4), Apple, Argos (x2), Asda, Aviation Gin, Barbour, Best Buy, Big Issue, BJ’s Wholesale Club (x3), BMW, Bol (x2), Boots, Borsalino, Birdfy, Bradesco, British Garden Centres, Brunello Cucinelli, Bvlgari, Cadbury, Calvin Klein, Canberra Centre, Carrefour, Cartier, Cathay Pacific, Chanel, Chelsea Football Club, Chevrolet, Chopard, Claw, Clogau, Coca-Cola (x5), CT Lottery, Dan Murphy’s, Debenhams, DICK’S Sporting Goods, Dior, Disney, Dobbies Garden Centres, Dolce & Gabbana, Dutch State Lottery, Erste, Etsy (x2), Famous Footwear, Farmers Insurance, Flannels, Freemans, Fussy, Gap, Greater Anglia, Greggs, Guinness, Harvey Nichols, Hema, Hobby Lobby, IAMS, Iceland Foods (x3), IKEA, IGA, Intratuin, JD Sports, John Lewis, Jumbo, KFC, Klick, Kohl’s, Kroger, Kruidvat, Lego, Lexus, Lidl Netherlands, Lidl UK, Lidl USA, Liquid Death, Liverpool FC, Louis Vuitton, M&S Clothing (Marks & Spencer) (x2), M&S Food (Marks & Spencer) (x2), Macy’s, Matalan, McDonald’s UK (x2), Michaels, Minnesota Lottery, Montblanc, Montefiore, Morrisons, Mugler, National Trust, O2, Oatly, Ocean Spray (x2), Olipop, Opendoor, Orange, PETA, Plus, Pollo Campero, Postcode Loterij, Posten, Praxis, Rakuten, Ralph Lauren, Ray, Roto-Rooter, Sainsbury’s, Samsung, Sephora (x2), Save the Children, Shark, Shell, Shelter, Shiner Beer, Shutterfly (x2), Sky Cinema, S-Market, Smyths, Spirit, Sports Direct, Sprite, Starbucks, Staatsloterij, Stonegate Group, Suchard, Swarovski, Swiss International Air Lines, Target (x2), Teleflora, Telstra, Tesco, The Perfume Shop, Tiffany & Co., T-Mobile Germany (Deutsche Telekom), T-Mobile USA, Toyota, Urban Outfitters, Valentino, Very, Victoria’s Secret, Virgin Hotels, Vodafone Netherlands, Vodafone UK, Waitrose, Walmart (x3), Wook, World of Tanks, Yankee Candle, Zevia.
