Christmas advertising holds a special place in the marketing calendar, but after years of campaigns tugging at our heartstrings with emotional, often bittersweet storytelling, the tide is shifting. In 2024—a year of global change and political noise—consumers are ready for something different. Our Creative Lead, Natasha Barnden, recently shared her perspective on how the industry can recapture the joy of Christmas advertising with Creative Brief.
Reflecting on past campaigns, Natasha noted the evolution from the days of cookie-cutter portrayals, like Asda’s 2012 ad that celebrated “Mum doing all the work,” to today’s broader, more inclusive representations. She applauded recent offerings from brands like JD Sports and Papa John’s for embracing the "messy glory" of real Christmases. These campaigns resonate because they reflect genuine experiences, celebrating the chaos and imperfections that make the holidays memorable.
Natasha emphasized the opportunity for luxury and premium brands to adopt this inclusive approach, tailoring it to their unique audiences. By showcasing authentic, diverse celebrations—whether understated or over-the-top—brands can connect with audiences in meaningful ways.
“Adverts can either heap pressure onto Christmas or champion ‘celebrating what you actually have,’” Natasha remarked. “There’s real joy in seeing our lived experiences reflected on screen.”
In a world where people are emotionally spent, Christmas advertising has the power to lighten the mood and offer relief. By celebrating real, relatable joy, brands can turn the festive season into a moment of shared humanity, one ad at a time.
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