The best holiday ads of 2024

Holiday advertising has always been special. But the unexpectedly sweet John Lewis spot “The Long Wait” in 2011 kicked it into a higher gear—ushering in a new era of creativity in holiday spots, which now trail only Super Bowl commercials in annual buzz. Ad Age Creativity Bookmark our section covering the best in brand creativity every day Read more here We are covering this year’s holiday work in our daily creative roundup stories, and we’re compiling the best of them here. So check back often for the latest and greatest work as the season continues. Apple Apple’s sweet holiday spot, from agency TBWA\Media Arts Lab and director Henry-Alex Rubin, focused on the Hearing Aid feature on AirPods Pro 2—and featuring an actor who has hearing loss himself. Montefiore Einstein The hospital network’s latest big holiday film channels kid-centric ’80s action comedies like “The Goonies,” featuring five kids with rare diseases who keep New York City festive after the power goes out. Alto made the spot, with Steve Rogers directing. Airbnb Created in-house, this 60-second spot playfully showcases all that can go wrong with a hotel stay—even for Santa Claus. Aldi Leo Burnett’s spots for Aldi poke fun at the woes of holiday hosting and shopping. Amazon Created in-house, Amazon’s spot tells the sweet story of a janitor at a theater who unexpectedly becomes the main attraction. Amazon Adam Driver dramatically narrates some of the funniest and most iconic Amazon 5-star product reviews—including a banana slicer, a Dutch oven and a seal plushie—in a new mini holiday campaign. The spots were made in-house and directed by Caviar’s Jonathan Krisel. Asda The U.K. supermarket chain’s spot from Havas London shows garden gnomes getting the store ready for shoppers during a snowstorm. Barbour The clothier again teams up with Aardman Studios’ Shaun the Sheep, Bitzer and the rest of the flock, who are seen freezing while carolling at a very cold Mossy Bottom Farm. But soon, some Baa-bour scarves and hat warm them up. Boots Adjoa Andoh of “Bridgerton” stars as Mrs. Claus in a Boots Christmas “werkshop” alongside beauty social media influencers @soph and @snatchedbywill in the health and beauty retailer’s Christmas ad by VML/The Pharm. Cadbury VCCP’s holiday out-of-home ads for Cadbury mimic advent calendars, with 24 executions featuring real-life snapshots. The effort promotes the classic Cadbury Dairy Milk chocolate advent calendar. Chevrolet The automaker’s emotional five-minute holiday spot from Anomaly, directed by Tom Hooper, tells the story of a high school boy feeling the pressure to go to college when all he really wants to do is build things like his grandfather did. Coca-Cola Coke’s campaign from VML builds on last year’s concept that “The World Needs More Santas.” It includes out-of-home ads (such as Santa riding his sleigh along the white Coke ribbon), an updated “Holidays Are Coming” spot, the Coca-Cola Christmas Truck Tours and a digital experience where you can chat with Santa to create a personalized snow globe. Deutsche Telekom The telcom company’s two-minute spot from MUW Saatchi & Saatchi tells the story of two girls living in adjoining snow globes, unable to fully connect even though they want to—until they take matters into their own hands. Disney A mini octopus named Blub Blub befriends a boy on a beach, kicking off a charming Christmas story, in adam&eveDDB’s short film for the holidays. Erste Group The European financial services company tells the origin story of “Silent Night” in a fabulous historical reenactment from agency Jung von Matt Donau and directors Daniel & Szymon of Arts & Sciences. Etsy The brand’s charming holiday spot from Orchard features a live-action version of “Where’s Waldo?” Gap The “Give Your Gift” holiday campaign, shot and directed by Samuel Bradley, brings together a choir of voices—a mix of social media stars and rising music-industry talent—to perform an a cappella version of Janet Jackson’s iconic hit “Together Again.” Google Google launched its fifth annual “Black-Owned Friday” campaign with a spot featuring GloRilla, Druski and Jayda Cheaves. JD Sports The U.K. youth fashion and sportswear retailer unveiled its 2024 Christmas campaign, “Family,” documenting the different forms of family that make the festive season special for communities around the country. Uncommon made the campaign. John Lewis The British department store’s highly anticipated Christmas ad tells the sweet, surreal story of a woman seeking a present for her sister. There’s also a clever musical contest on TikTok. Kroger The food retailer’s 2024 holiday spot from adam&eveDDB New York is all about food sharing, with a little boy taking food from his own home to make a feast for a lonely neighbor. M&S The U.K. retailer’s spot from Mother features Skylar Blu, star of “Britain’s Got Talent,” who makes magic happen every time she shakes a snow globe. Elliot Power of Love Song directed the ad. McDonald’s The McRib is back, and along with it comes a charming animated spot featuring a new holiday jingle, “It Could Only Mean One Thing (McRib Is Here),” which will be hitting the streaming platforms. Michaels A crafts-obsessed yeti stars in seasonal spots for Michaels from Oberland and director Oren Brimer that show off the range of holiday creativity at Michaels, including trees, decor, ornaments and DIY supplies. The yeti is voiced by comedian Dan St. Germain. Morrisons The U.K. grocery chain’s spot from Leo Burnett and director Michael Gracey (“The Greatest Showman”) celebrates the real stars of Christmas: the hosts who put on the greatest show at home. Ocean Spray Orchard’s “Just Add Cran” campaign continues with two spots starring Johnny, the brand’s farmer character. One spot, for cranberry juice cocktail, reprises the head-banging vibe from Ocean Spray’s famous 2022 holiday spot. A second spot, for cranberry sauce, shows viewers how to spruce up (almost) any holiday dish. Olipop The soda brand’s heartwarming holiday spot from Callen tells the animated tale of two lovable but misunderstood yetis. Visually it recalls Claymation Christmas classics such as Rankin/Bass’ “Rudolph the Red-Nosed Reindeer.” Orange The French telecom and agency Publicis Conseil deliver an epic take on parents and children’s never-ending battle over smartphones—in a Christmas ad that offers a solution amenable to both sides. PETA The animal rights group’s Christmas ad from Atomic London features a girl who forms a bond with a cow by playing Christmas music on her trumpet—before things take a grim turn at the end. Posten The Norwegian postal service reimagines the story of Rudolph the Red Nosed Reindeer as a celebrity downfall tale in Pol’s wonderful Christmas campaign. Sainsbury’s Agency NCA created Sainbury’s Christmas ad, featuring Roald Dahl’s BFG joining Sainsbury’s workers on a whimsical culinary adventure. Sam’s Club Associates from the Walmart-owned warehouse chain respond to the wishes of holiday shoppers with a festive rendition of their “Join the Club” slogan, set to the tune of “Deck the Halls.” Arnold created the spots. Sephora The beauty retailer’s holiday spots speak to the dilemma of what to gift someone you don’t know very well, who has everything or whom you’ve known forever. “Don’t overthink it. Give something beautiful,” say the spots, directed by Taika Waititi through TBWA\Chiat\Day LA. Shutterfly The card and gift company’s campaign from agency Quality Experience introduces a fake brand, “Meaningless Stuff,” to highlight how much impersonal gifting happens at the holidays. Noam Murro directed two 60-second spots. The effort also includes direct mail pieces disguised as Meaningless Stuff mailers. Sprite Anthony Edwards is “Anta Claus,” stepping in for an injured Santa, in his first holiday campaign for Sprite. The NBA star is seen delivering Sprite Winter Spiced Cranberry to holiday gatherings everywhere, just in time for “Sippin' Season.” The spot is narrated by rapper Monaleo. Starbucks TBWA\London positions Starbucks as a respite from holiday madness through an animated spot directed by Andy & Adeena. The Europe, Middle East and Africa campaign, themed “Drink In, Breathe Out,” includes TV, digital and OOH. Suchard The Mondelez chocolate brand unveiled a lovely animated holiday spot from Ogilvy Spain featuring a lonely, rock-collecting robot on Mars who tries to get in the Christmas spirit in his own small way. The storytelling is sweet and simple, and the animation from Passion Pictures is gorgeous. Hogarth handled production. Target The retailer’s holiday spots from Mythology are set to British singer Griff’s reimagining of the song “Pure Imagination.” In the first spot, a boy visiting Target with his mother is transported to a fantastical wonderland after an encounter with Bullseye, the brand’s dog mascot. Telstra The Australian telecom wraps up a strong creative year with a charming Christmas commercial that continues its embrace of animals. The spot was created by agencies Bear Meets Eagle on Fire and +61, and directed by Revolver’s Steve Rogers. Tesco The U.K. supermarket’s three-minute holiday film from BBH London tells the story of Gary, a young man grieving the loss of his grandmother but still trying to find the Christmas spirit. It was directed by Alaska at Iconoclast. Tiffany & Co. Anomaly created Tiffany’s holiday spot, titled “With Love, Since 1837,” starring actress Anya Taylor-Joy in a stylized winter wonderland across New York City. The film was directed by Jonas Lindstroem. Ugg AKQA and production company Agüita produced the holiday campaign for Ugg, highlighting the brand’s winter offerings in cinematic films (directed by Erynn Lamont) and photographs. UScellular The wireless carrier is creating holiday wrapping paper with real messages from people’s group chats on it. The Martin Agency came up with the idea. Waitrose Saatchi & Saatchi and director Lucy Forbes’ 90-second spot is part one of a delicious mystery: Who stole the Waitrose Red Velvet Bauble Dessert? The actors are all great—Joe Wilkinson, Rahkee Thakrar, Sian Clifford, Dustin Demri-Burns and Eryl Maynard—and kudos for creating a campaign with some bite instead of the usual festive affair. Part two is coming soon. UPDATE: See part two below as well. A-List & Creativity Awards Enter for a chance to be recognized as the best in advertising Submit your entry here

The best holiday ads of 2024

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