Every year, brands battle for a spot in the holiday hall of fame by creating Christmas campaigns that tug at our heartstrings, make us laugh, or impress us with their creativity. Some fade quickly, others become iconic cultural moments replayed for years to come.
Here’s a look back at some of the best Christmas campaigns ever produced, and why they’ve earned a place in festive marketing history.
1) Coca-Cola – “Holidays Are Coming” (1995–Present)
The red Coca-Cola Christmas trucks have arguably become more iconic than many traditional holiday symbols. First launched in the mid-90s, the “Holidays Are Coming” campaign created such strong festive nostalgia that people still anticipate its return each year.
Why it worked: A consistent brand message, unforgettable music, and imagery that triggers instant holiday nostalgia.
2. Sainsbury’s – “1914” (2014)
This cinematic ad recreated the legendary Christmas Truce of World War I, in partnership with the Royal British Legion. The emotional power of British and German soldiers sharing food and football on Christmas Eve created one of the most moving ads ever produced.
Why it worked: A beautifully executed retelling of a historical moment that highlights humanity, unity, and peace.
3. Apple – “Misunderstood” (2013)
Apple took a relatable and modern approach with a story about a teenager who appears glued to his phone instead of engaging with family festivities, only to reveal he was secretly creating a heartfelt holiday video for them.
Why it worked: Modern storytelling that flipped expectations and reinforced Apple’s message about technology bringing people together.
4. Marks & Spencer – “Mrs. Claus” (2016)
Marks & Spencer’s 2016 “Mrs Claus” campaign reimagined the often-overlooked Christmas figure as a modern, stylish, and capable heroine. Played by Janet McTeer, Mrs Claus secretly steps in to help a young boy make amends with his sister by delivering the perfect gift on Christmas Eve. With cinematic visuals, warmth, and a touch of humour, the ad offered a fresh perspective on festive storytelling. It stood out by celebrating empathy, family bonds, and subtle female empowerment, quickly becoming one of M&S’s most memorable holiday campaigns.
Why it worked: A fresh twist on traditional Christmas characters combined with humour, warmth, and strong female representation.
5. John Lewis – “The Bear and the Hare” (2013)
No list of iconic Christmas campaigns is complete without the UK retailer John Lewis. While they’ve delivered several brilliant holiday ads, “The Bear and the Hare” stands out as a masterpiece.
Using hand-drawn animation combined with 3D sets, the story of a hare giving his best friend, the hibernating bear, a chance to experience Christmas melted hearts everywhere. Add Lily Allen’s emotional cover of “Somewhere Only We Know,” and you get a campaign that set a whole new standard for holiday storytelling.
Why it worked: Emotional storytelling, cinematic production, and a narrative that celebrates friendship and giving.