In the marketing world, the holiday season is like the Super Bowl’s polished cousin–no football game, but better cocktails, fancier sweaters and brands pulling out all the stops to make an impact with their audiences.
Typically, the UK has owned the holiday campaign space, but North American brands are stepping it up, no longer blowing budgets on ‘The Big Game’ and saving some magic for the holidays. As I scoured the internet searching for this year’s Top 5, a few managed to cut through the noise. From heartfelt moments to clever activations, these campaigns didn’t just show up—they made sure we noticed.
So, grab a drink, raise your glass and let’s toast to the top five holiday campaigns of 2024. Trust me, these ones brought the good stuff.
5) Kroger’s “Share your food, share your heart”
Kicking off this year’s list at number five is Kroger with the only animated spot to make the cut. While it doesn’t exactly break new ground, it delivers what we’ve come to expect: a classic, heartfelt story. Just like in their 2023 and 2022 campaigns, Kroger beautifully captures how food connects us and how much a shared meal can mean—especially during the holidays. It’s the kind of magic and warm, fuzzy feeling we all crave this time of year, inspiring us to spread a little extra kindness and joy. After all, aren’t the best moments with loved ones always centered around the dinner table?
4) Chevrolet’s “The Sanctuary”
For the second year in a row, Chevy’s holiday ad has made my eyes leak (that’s a Grinch reference for those Jim Carrey fans). While the :60 version doesn’t pack quite the same emotional punch as the full-length 5:30 story, it still hits you right in the feels—earning it the fourth spot on this year’s list. Who doesn’t love a good cry this time of year? My only critique… it doesn’t scream holiday. It’s a bit like the never-ending debate: is Die Hard really a Christmas movie, or does it just happen to take place at Christmas? I’ll let you decide.
3) Roger’s “Wish You Were Here”
Taking a cue from the U.K.’s knack for emotional holiday ads, Rogers earns a well-deserved spot on the list with their first-ever long-format Christmas campaign. It’s refreshing to see a Canadian brand step into the holiday advert arena. They’ve leaned into their new brand promise of, “We Got You,” this spot communicates exactly that. Doesn’t it feel like you’re watching a Hallmark Christmas movie? As someone who relies on technology to stay connected with family over the holidays, this one hit close to home, solidifying its place at number three on this year’s list.
2) Amazon’s “Midnight Opus”
Amazon once again earns a top spot on our list with their holiday campaign, “Midnight Opus.” Year after year, they deliver big on holiday magic, and this season is no different. Partnering with sound-driven creative agency DLMDD, they’ve chosen Burt Bacharach’s timeless ‘What the World Needs Now Is Love’—a perfect soundtrack that not only captures the warmth of the holidays but also serves as a poignant reminder in today’s politically charged world.
1) Shutterfly’s “Make Something That Means Something”
I love this campaign. You know when someone asks, “What do you want for Christmas?” and you just shrug it off? At a certain age, the answer is usually something like, “Oh, you don’t need to get me anything. I just want to spend time with you.” But year after year, what do we do? We fill up shopping carts with meaningless stuff just to check names off a list. Shutterfly really nailed the consumer problem: as much as we love the holidays, what are we supposed to do with all the stuff we didn’t want (or need) once the season’s over? The copywriting, the Jack Nicholson-esque voice actor, the visuals of all the hiding spots the meaningless stuff seems to take up—everything about these videos is spot-on. They’ve pulled in some fantastic consumer insights to show how they can solve the problem this holiday season.
Honourable Mentions:
While these brands didn’t make the Top 5, I couldn’t wrap up this blog without giving a well-deserved shoutout to both Target and KFC.
Target came in strong with their brand spot, Magic Down Every Aisle perfectly capturing the essence of a magical Christmas. Griff’s enchanting version of Pure Imagination is a cover I didn’t know I needed in my life. This was one of the very first ads I came across this year and knew narrowing down a Top 5 was going to be tough. And then Target doubled down with their Kris from Target series bringing a playful, fun twist to the season. It’s lighthearted, it’s entertaining, and I can’t wait to see what Kris gets up to next. Kris from Target series:
- Born to Be Kris
- He’s Hot, But These Target Turkey Deals Are Hotter
- Black Friday Deals
- Blind Sniff Test
- A Bigger Sleigh
- The Gift That Keeps on Giving
- Check it Twice
And then there’s KFC with their KFCarols Holiday Bucket Vinyl. Turning their iconic bucket lid into a playable vinyl record? Genius. I’m not sure who is, or how to actually get one, but as someone who’s firmly pro-Christmas music, I thought this activation was clever, festive, and absolutely worth a mention.
There you have it—this year’s Top 5 holiday campaigns that made us laugh, cry, and feel all the festive feels. Whether it’s magic, music, or a bucket of fried chicken, these brands reminded us of what the holidays are really about: connection, kindness, and a little bit of sparkle ✨
You didn’t think I’d leave you hanging without a festive cocktail recipe this year? Fear not margarita lovers – I have the perfect festive cocktail for you.
- 1.5oz blanco tequila
- 0.5oz Cointreau
- 1oz fresh lime juice
- 1 spoonful of cranberry sauce (canned or homemade)
- 0.5oz simple syrup (optional)
Put everything into a cocktail shaker with ice, shake, strain into a glass and garnish with an orange twist.
Cheers! 🥂