The power of Christmas spirit: How Christmas campaigns can strengthen brand image

The Christmas season has a unique ability to engage our emotions and moral compass. It’s one of the rare times of year when TV ads are highly anticipated instead of dreaded. As well as inspiring generosity and goodwill in people, the season also encourages businesses to emulate these values, creating campaigns that are authentic and attention-grabbing. Here are some examples of how companies harness the magic of Christmas to elevate their brand image:

LIDL

Like many other popular retailers, LIDL continues its yearly tradition of festive TV ads. This year’s campaign introduces a little girl who uses the magic of golden bells to send gifts to less fortunate children—a reflection of the generosity of LIDL’s annual Toy Bank giving scheme. The result is a heart-warming and entertaining campaign that also bolsters their positive brand image. Finally, we have an excuse to indulge in LIDL’s bakery section in the name of good will.

John Lewis

John Lewis continues to set the standard for Christmas advertising with its 2024 campaign 'The Gifting Hour.' This year’s touching story follows Sally on a nostalgic journey through childhood memories, symbolising the thoughtfulness of gift-giving. Beyond the advert, the campaign expresses John Lewis’s commitment to community, with proceeds supporting the Building Happier Futures programme for children in care. Once again, John Lewis is providing a masterclass in encouraging customers to splurge on expensive products while also driving positive change.

Amazon

Amidst ongoing public scrutiny, Amazon’s Christmas advert this year feels like a deliberate attempt at reforming its brand image. The ad tells the story of a theatre janitor whose hidden talent for singing is discovered and celebrated by colleagues, conveying a narrative of workplace recognition and appreciation. This festive reminder of the importance of recognition is seemingly Amazon’s attempt at addressing criticisms surrounding its treatment of employees. Hopefully a little bit of holiday cheer will hit the right note with critics.

Waitrose

Waitrose has taken a unique approach with its Christmas campaign this year, opting for a detective-style advert that keeps its audience guessing about which family member stole a bauble-themed dessert from the fridge. Packed with clues and twists, the ad cleverly engages the viewers while showcasing Waitrose’s products. This interactive approach does more than entertain – it cements Waitrose in the minds of viewers at the most competitive time of year. It seems that intrigue and holiday cheer are the perfect blend for staying ahead in a saturated market.

Debenhams

Debenhams’ 2024 Christmas campaign, entitled “Duh, Debenhams” humorously addresses common holiday shopping dilemmas, enlisting Debenhams as the perfect solution for a stress-free shopping experience. The catchy tagline “gifts to impress, minus the stress?” appeals to many Christmas shoppers overwhelmed by the abhorrent task of trying to remember the preferences of family members. The retailer is successful in reinforcing its brand image as a convenient, one-stop shop, while also connecting with customers through humour surrounding the challenges of the festive season.

Boots

Finally, we have an advert that stands out as one of the front-runners this year for its excellent portrayal of feminist values in a fun and playful depiction of Christmas. The narrative highlights the often-overlooked contributions of women during the festive season, through the inclusion of Mrs. Claus as the orchestrator of preparations. Through its perfect casting of a Black woman for the role, the ad promotes inclusivity and challenges traditional gender roles. This approach cleverly represents Boots as a brand that recognises and values women’s empowerment, while also offering an enjoyable viewing experience.

This Christmas, take full advantage of the festive spirit in order to present your brand in the most positive light. Need help with this? Contact us today!

Written by Joseff Bartlett, Intern

The power of Christmas spirit: How Christmas campaigns can strengthen brand image

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