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Six weeks to Christmas. Who's counting? Okay, a few overly excited editors at Campaign are. And so are the brands, judging by the array of Christmas campaigns already hitting our inboxes. This year's festive advertising is a mix of the heartwarming, the hilarious, and the downright brilliant.
We've curated a list of the most memorable campaigns so far, but with so much festive creativity still to come, expect regular updates as the season unfolds.
We've curated a list of the most memorable campaigns so far, but with so much festive creativity still to come, expect regular updates as the season unfolds.
Campaign: Go a Little Extra
Brand: ALDI Australia
Agency: BMF
Christmas plans tend to escalate pretty quickly. And ALDI captures this in a humorous film focusing on an overexcited couple who are prepared to go a little too extra in preparation for Christmas lunch. Tasked with simply bringing the turkey and the gravy boat, the pair go overboard in their pursuit to create the best Christmas spread.
Campaign: Wherever we go - Together is for Christmas
Brand: Telstra
Agency: Bear Meets Eagle On Fire
Directed by Revolver’s Steve Rogers, the film tells the story of an accidental singing superstar—Little Donkey—who goes on a whirlwind journey across the world, before realising it misses its family at Christmas time.
Campaign: Joy Bringers
Brand: QIC
Agency: Jane Doe Creation
From Australian investment company QIC, comes this joyful ode to those who live and breathe Christmas, ‘The Joy Bringers’. The film shines a spotlight on those who light up their communities with acts of cheer—from wrapping presents for others to decorating their cars and shopping carts—spreading happiness everywhere they go. The campaign aims to showcase their joyful spirit, inspiring everyone to make the most of the festive season.
Campaign: The Boy & The Octopus
Brand: Disney
Agency: Adam & Eve/DDB
Disney has entered the festive advertising arena with a touching short film directed by award winning director Taika Waititi. The story centres on an unexpected friendship between a young boy and an octopus he encounters while at the beach. Initially startled when the octopus attaches itself to his head, the boy soon adapts to life with his new companion, leading to a series of adventures that include practicing martial arts and exploring a Christmas market together. As the octopus expresses a desire to see more of the world, the boy devises a plan involving Santa Claus to fulfil this wish.
Campaign: Midnight Opus
Brand: Amazon
Agency: In house
Amazon's latest holiday film celebrates the impact of small acts of kindness. The 90-second spot follows a theatre janitor who enjoys singing the classic song "What the World Needs Now Is Love" while performing his daily tasks. His colleagues, touched by his hidden talent, decide to surprise him by transforming the theatre into a stage for a special performance. They arrange for an Amazon delivery of a tuxedo jacket, allowing him to step into the spotlight and showcase his singing abilities. The film highlights the joy that thoughtful gestures can bring and emphasises the importance of supporting one another's dreams.
Campaign: Waldo Anthem
Brand: Etsy
Agency: Orchard Creative
Online marketplace Etsy has brought the beloved children's book character Waldo to life in a new 60-second spot for its holiday campaign. The ad addresses a recurring theme in Waldo's adventures: while people frequently ask, "Where's Waldo?" they rarely inquire, "Who is Waldo?" The film follows Waldo navigating through bustling environments, where onlookers excitedly claim to have found him, yet he still feels overlooked and unrecognised. The film culminates with Waldo receiving a personalised gift from Etsy, which allows him to finally feel acknowledged and truly seen by someone who understands him.
Campaign: M&S Christmas Food
Brand: Marks & Spencer
Agency: In-house
The ad follows comedian Dawn French as she wanders through a snow-filled street, expressing her stress about hosting a Christmas party for her neighbours. This is where a CGI fairy, voiced by French, comes to her aid, transforming her home into a festive wonderland filled with decorations and an impressive spread of M&S Christmas food with just a wave of her wand.
Campaign: Unexpected Santa
Brand: Coca-Cola
Agency: Wild Card
"It's always the real thing..." so goes the lyrics in the popular 'Holidays Are Coming' jingle that Coca-Cola has used for many years for its Christmas ads. Except this time, it's not so real as the ad was generated using artificial intelligence, a detail that has divided opinion.
However, much remains true to the original 1995 commercial, as we see Coca-Cola trucks traversing a snowy landscape while a choir performs the iconic "holidays are coming" jingle.
The use of AI does little to take away from the heart of Coca-Cola’s festive spirit—the spot features snowy landscapes, festive animals, and the iconic Coca-Cola trucks, while adding a futuristic twist with AI-generated visuals, including digital actors created with permission from real likenesses.
The campaign highlights how AI can enhance production speed while preserving creativity and tradition. By eliminating the need for expensive live shoots in snowy settings, Coca-Cola harnessed AI's capability to generate impactful visuals swiftly, celebrating the brand's legacy while embracing new technological possibilities.
Campaign: Everything else can wait. It's Xmas after all.
Brand: Pepsi Max
Agency: In-house
Created by PepsiCo’s in-house agency Sips & Bites, the 60 second spot carries the message that it’s acceptable to ditch work and study to enjoy the festive period. The ad begins with scenes of an empty office, participants disappearing from a virtual meeting, and an abandoned gym, while a water bottle rolls on a treadmill.
In an empty library, a book tumbles from a shelf. As it falls, the scene shifts to a can of Pepsi being taken from an ice bucket, instantly transporting the viewer to a lively Christmas party.
The ad brings to life this ‘tools down’ mentality to prioritise enjoyment during the festive period, while also embodying Pepsi's brand ethos of being ‘thirsty for more’.
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