9 iconic Christmas ads that will never be forgotten.
Posted by James, 4 December 2020 (6 minute read)
Christmas is going to be different this year…
But one thing remains constant, even in 2020. We get to the middle of November and – like clockwork – the festive ad season is upon us.
So in this week’s JW’s Thoughts of a Copywriter, I thought it would be fun to look at 9 of the most iconic Christmas ads.
1. Hershey’s Kisses, ‘Christmas Bells’ (1989)
The first ad on my list is now over 30 years old.
Hershey’s chocolate has been a staple stocking filler in the United States for decades. And their famous ad – at only 15 seconds long – is short, sweet and delightful. Just like Hershey’s want you to think their chocolate is.
A chorus of bells play ‘We Wish You a Merry Christmas’, before the tagline – ‘sweet gifts for the holidays’ – appears on the screen. And that’s it.
This simple, effective ad has had a life all of its own. Americans all over the nation celebrate its return to their TV screens every year, because it means Christmas is very much on its way!
2. Yellow Pages, ‘Mistletoe’ (1992)
This is one of the UK’s most iconic Christmas ads. And it advertises a product we don’t really use too often these days.
It tells the simple tale of a boy wanting to get a Christmas kiss, despite being just that bit too short! But never fear: the Yellow Pages comes to the rescue… (which doubles as a lovely metaphor for what the brand actually represents)
Fun fact: contrary to popular belief, the boy isn’t played by a young Robbie Williams. It’s actually a lesser known actor named Dean Cook.
3. Coca Cola, ‘Holidays are Coming’ (1995)
Celebrating its 25th birthday in 2020, Coca Cola’s iconic Christmas ad never seems to get old!
We are comforted by the snowy backdrop, the famous convoy of red lorries, the catchy chorus and Santa drinking his trusty Coca Cola in the final frame. Like Hershey’s, Americans know the holidays are coming when they see this ad on their TV screens.
4. Marks and Spencer, ‘This is not just Christmas food…’ (2006)
Of all the iconic Christmas ads on this list, this one gave birth to perhaps the most memorable of taglines. One entirely synonymous with the M&S brand.
Shot after shot of decadent food is placed before our eyes, backed by a sultry voiceover and smooth, velvety jazz music. And it ends with that famous line: ‘This is not just…’. A line M&S cannily resurrected in Christmas 2019 after a 12-year hiatus…
I must confess I’m looking forward to some M&S food this Christmas. It’s the only time I ever buy it!
5. Unicef, ‘Three Wise Men’ (2012)
I really like this ad. It plays cleverly on a number of Christmas traditions. Like present giving, getting things from family members you don’t want and giving money to children so they can ‘buy what they want’.
And all this builds beautifully to the ad’s tagline – ‘End a 2,000 year old tradition. Give something that will actually come into use’. ‘Three Wise Men’ then ends by showing us what a ‘gift’ to Unicef would do to help poverty-stricken children at Christmas.
6. Boots, ‘Special Because’ (2014)
2014 was definitely a bumper year in the land of iconic Christmas ads!
First up, we have ‘Special Because’ from Boots. The ad essentially tells the story of a family rushing to a house to celebrate Christmas in the early hours of Boxing Day. And all because they want to surprise Mum, who has just worked a long shift as an NHS nurse.
Perhaps this year more than ever, ‘Special Because’ really does speak to the importance of health, family and community at Christmas.
7. John Lewis, ‘Monty the Penguin’ (2014)
John Lewis is probably the Coca-Cola of the UK when it comes to festive ads. The release of their latest offering is an eagerly anticipated event, especially on social media.
Over the years, John Lewis has certainly given us something of a range. We’ve had the iconic (like this one), the poignant (Man on the Moon – 2015), the good (Buster the Boxer – 2016) and the downright weird (Moz – 2017).
To me, ‘Monty the Penguin’ is the very best of John Lewis Christmas ads. It tells the heartwarming tale of a boy and his friend. A tale with a particularly clever ending. Just wait for it…
8. Sainsbury’s, ‘1914’ (2014)
Last up from 2014, we have ‘1914’ from Sainsbury’s – in association with The Royal British Legion.
Now this one’s controversial. But it was still very popular, making it an iconic Christmas ad that will never be forgotten.
‘1914’ tells the story of the famous Christmas truce during the First World War, when English and German troops met in No Man’s Land to play a game of football.
There’s no doubting it is an emotive piece, designed to commemorate the centenary of an iconic moment in British and German history. It can equally be seen to highlight the futility of war, asking us very important questions. Like who (or what) are enemies? And what do we fight for?
But ‘1914’ is also created to sell a brand. A fact that brought fair criticism from a number of quarters, particularly the ways in which it appears to cash in on the terrible tragedies of the First World War.
9. Amazon, ‘The Show Must Go On’ (2020)
The final entry on my list of iconic Christmas ads is a very recent one: Amazon’s ‘The Show Must Go On’.
Whatever your feelings about Amazon and its standing in the world during 2020’s global pandemic, you cannot deny that this is an amazing festive ad.
Backed by the timeless Queen classic, ‘The Show Must Go On’ tells the story of a ballerina whose performances have been cancelled by Covid-19. But using Amazon’s wide array of products, her moment on stage is instead performed in the streets. Tower blocks rise in appreciation of dance, the arts and the fact that – despite everything – the show really must go on.
It’s a perfect exercise in brand awareness, as well as being – quite frankly – a stunning work of art. I think we’ll be talking about ‘The Show Must Go On’ many, many Christmases from now…
So there you have it. 9 iconic Christmas ads and why they’ll never be forgotten. I’m sure there are other worthy mentions (maybe even not-so-worthy mentions!). You can tell me your favourites on Twitter @JWCopywriting or over on my Facebook page.
And if you need great advertising copy, then JW Copywriting Services is here to help! Take a look at what I offer to get an idea of the kind of things I could write for you today.
You can then contact me using the form here – I aim to reply within 24 hours.
In next week’s JW’s Thoughts of a Copywriter, I’ll be taking you through 22 timeless quotes certain to inspire great copywriting!
Until then,
JW