Christmas Ads: Why They Are So Important for Brands
Christmas ads have a special charm. Every year, brands compete to create touching, memorable stories that deeply connect with audiences. But why do they invest so much time and money into these spots, which are often much longer and more elaborate than usual?
The Magic of Christmas Ads 
Christmas ads are not just advertisements; they are stories designed to evoke emotions and leave a lasting impression. In this section, we’ll explore how these campaigns manage to tug at heartstrings, strengthen brands, and become traditions we look forward to year after year.
Creating Emotional Connections: Christmas is a time of intense emotions: nostalgia, joy, family togetherness, and gratitude. Christmas ads take advantage of this context to create an emotional bond with their audience. Touching stories make consumers associate positive feelings with the brand.
Strengthening Branding: Many brands use these ads as a way to reinforce their identity and position themselves in the hearts of consumers. A great example is Coca-Cola, which has cemented its festive image thanks to its iconic Christmas ads.
Increasing Reach and Virality: Highly anticipated, these ads spark conversations on social media, practically becoming cultural events. They are often shared, commented on, and viewed millions of times, achieving far greater exposure than a regular campaign.
Building Traditions: Some brands have turned their ads into Christmas rituals. This creates loyalty and continuity. For example, Freixenet’s “golden bubbles” or the Spanish Lottery’s “bald man” have become part of the collective holiday imagination.
What Makes These Ads Special
Christmas ads tend to have some common characteristics that set them apart from other advertising campaigns:
- Emotional Stories: Narratives that pull at the heartstrings, like family reunions, acts of generosity, or nostalgic memories.
- Cinematic Productions: Often of high quality, featuring original music, visual effects, and sometimes well-known film directors. Frequently, recognizable actors are also hired to star in these stories.
- Extended Duration: Many are almost like short films, running between 2 and 5 minutes.
- Christmas Iconography: Elements like lights, snow, gifts, Santa Claus, or carols are commonly used to reinforce the festive atmosphere.
- Visual and Aesthetic Details: Colors, lighting, and costumes play a key role. In family-focused ads, characters are often dressed casually, wearing warm-toned Christmas sweaters. On the other hand, if celebrities are involved, the wardrobe tends to be elegant, with black, gold, or sequined garments, reflecting luxury and sophistication.
Iconic Examples of Christmas Ads
Over the years, some ads have set benchmarks in Christmas advertising. Here are 7 examples that have left a lasting impression in Spain:
1. 🎟️ The Spanish Lottery’s Bald Man (1998–2005):
For years, this mysterious character captured the essence of Christmas in Spain. Elegantly dressed and set in a wintery black-and-white atmosphere, the “bald man” spread luck by blowing magical particles symbolizing lottery tickets. The classical music, now inseparable from these ads, reinforced the solemn and special tone.
Lesson: Consistency can create traditions.
2. 🍫 Ferrero Rocher – Christmas Ambassador (1990–2000):
Featuring iconic figures like Isabel Preysler, Ferrero Rocher associated its chocolates with luxury and elegance. Classical music and golden tones created a sophisticated atmosphere that transported viewers to an exclusive Christmas.
Lesson: Elegance and exclusivity create desire.
3. 🍬 Antiu Xixona – “We Want Turrón, Turrón, Turrón” (1980s):
Using animated characters and a repetitive, catchy melody, this ad became unforgettable. The cheerful animated figures enthusiastically demanded “turrón,” cementing Antiu Xixona as a holiday staple.
Lesson: Repetition and catchy music help solidify brand positioning.
4. 🥂 Freixenet – Golden Bubbles (1977–Present):
Each year, dancers dressed in gold became the visual representation of luxury, glamour, and celebration. With dazzling choreography and high-level production, these ads reinforced Freixenet as the go-to toast for special moments. Over the years, stars like Penélope Cruz, Shakira, and Paz Vega have kept the campaign glamorous yet adaptable to contemporary trends.
Lesson: Continuity and luxury reinforce brand identity.
5. 🎄 El Corte Inglés – “My Dad Is an Elf” (2005):
This ad tells the story of a boy convinced that his father is one of Santa’s helpers. With a catchy song that families sang along with, the ad connected with children’s imagination and the Christmas spirit.
Lesson: Appealing to children’s imagination resonates with families.
6. 🚗 Audi – “The Parents’ Battle for the Last Gift” (2016):
Combining action and humor, this ad shows two parents fiercely competing in a shopping mall to grab the last available toy for their children. The chase, featuring Audi cars, turns into an exhilarating adventure, injecting adrenaline into the festive narrative while positioning Audi as modern and versatile, even during the chaotic holiday season.
Lesson: Injecting humor with high energy makes a difference.
7. 🍹 Limón y Nada – “A Stick” (2014):
This ad proves that less is more. A child receives a stick as a Christmas gift, an object that might seem insignificant. However, in his imagination, the stick transforms into a sword, a horse, and countless other things, showcasing the magic of childhood creativity.
Lesson: Simplicity can be powerful.
Final Thoughts
Christmas ads are much more than marketing strategies. They are small works of art that capture the emotions, traditions, and values of the season. They connect with us uniquely, reminding us that the holidays are not just about consumption but about sharing special moments.
Over time, these ads have evolved to adapt to new platforms and audiences. In the past, when television dominated, a long ad could easily capture attention. Today, however, social media and on-demand content have changed the rules. Ads need to be more impactful and direct, yet still retain the magic that makes them unforgettable.
Do they still move you as much as before? Do you have a favorite Christmas add you remember fondly? 
