What the Best Christmas Ads Teach Us About Branding & Emotion

Every December, brands across the world try to outdo each other with the best Christmas ads, but only a few truly stay with us. 

And if you’ve ever wondered why certain best Christmas commercials from giants like Coca-Cola, John Lewis, or Apple make you emotional… you’re not alone! 

Here’s the interesting part… These ads aren’t just festive decorations. They’re masterclasses in branding and consumer psychology.

And as an MSME owner, you don’t need a mega budget to use the same strategies.

You just need to understand why these famous Christmas ads work, what emotions they trigger, and what branding principles they rely on.

In this blog, you and I will walk through the 11 best Christmas advertisements of all time, decode the emotional hooks behind them, and uncover practical Christmas branding ideas you can apply immediately, whether you sell products or services or run a local business.

Let’s get into the stories, the psychology, and the magic that make these ads iconic… and how you can borrow the same magic for your brand this season.

The 11 Best Christmas Ads of All Time and What They Teach You About Branding & Emotion

Here are the evergreen, creative, best Christmas ad campaigns of all time!

1. John Lewis – “The Man on the Moon” (2015)

If you’ve ever searched for the best Christmas ads of all time, John Lewis almost always tops the list, and for good reason. These ads aren’t about selling gifts. They’re about selling feelings.

This ad taps into loneliness, a universal human emotion. During Christmas (a “togetherness” season), showing emotional contrast makes the message even stronger.

John Lewis wanted to shift from product promotion to emotional storytelling. 

This made the brand synonymous with warmth and empathy.

Brand Impact –

This campaign increased both footfall and online engagement dramatically, proving that emotional branding builds loyalty.

MSME Takeaway?

Don’t sell the product. Sell the EMOTION behind why someone buys it.

2. Coca-Cola – “Holidays Are Coming” (1995-Present)

It’s impossible to talk about famous Christmas ads without mentioning Coca-Cola’s iconic red trucks.

The psychology used here is repetition & nostalgia…

Repetition + Nostalgia = brand memory that lasts for generations.

Coca-Cola wanted to “own Christmas imagery,” and they succeeded… People literally say, “Christmas begins when the Coke trucks appear.”

Brand Impact –

This is considered one of the best Christmas commercials ever made because it redefined Christmas advertising globally.

MSME Takeaway?

Consistency creates brand associations. Choose one Christmas campaign theme and stick to it every year.

3. Apple – “Misunderstood” (2013)

One of the best Christmas commercials ever made… not because of visuals, but because of emotional misdirection.

This ad uses a technique called emotional reframing.

You judge the teen → the ad flips your judgment → your brain releases an emotional “surprise reward.”

This increases brand liking by 2-3x, according to behavioral studies.

Apple’s creative team noticed a cultural conversation: 

“Technology disconnects families.”

So they created a story that challenged the narrative, showing tech as a tool for deeper connection.

Brand Impact –

This single ad reframed Apple from “cool gadgets” to “emotion + family + creativity.”

It repositioned the iPhone as a memory-maker, not just a device.

MSME Takeaway?

If people have assumptions about your business or industry…

Flip the stereotype.

Turning a misconception into a positive emotion is powerful marketing.

4. Sainsbury’s – “1914 Christmas Truce” (2014)

This is more than just the best Christmas advertisements. It’s historic storytelling meeting brand purpose.

The ad leverages moral elevation. It’s the warm feeling you get when you witness kindness or sacrifice.

This emotion increases trust, making it one of the most shareable types of content.

Sainsbury’s partnered with the Royal British Legion and chose a real event… The WWI Christmas Truce when soldiers from both sides paused war to celebrate Christmas together.

This allowed the brand to stand for humanity, peace, and shared values, not just retail.

Brand Impact – 

• Massive international attention
• Reinforced Sainsbury’s as a “family-first” brand
• Boosted emotional engagement far more than traditional Christmas sales ads

MSME Takeaway?

Tell stories rooted in truth.

Real events, real customer stories, real struggles → build deeper emotional connection than fictional scripts.

5. John Lewis – “Monty the Penguin” (2014)

One of the cutest and most memorable and best Christmas ads ever made, but beneath the cuteness is a strong emotional engine.

This ad uses anthropomorphism [giving human emotions to an animal].

Humans are wired to empathise with anything that shows emotion… even animated penguins. It triggers care, protection, and nostalgia.

John Lewis wanted a character children would adore and adults would emotionally invest in.

Monty represents a universal desire… “Everyone just wants to be loved & understood.”

Brand Impact – 

• Monty merchandise sold out & online searches for “Monty the Penguin” skyrocketed
• John Lewis became the benchmark for emotion-driven Christmas campaigns

MSME Takeaway?

A single, loveable character or mascot can become your most powerful branding asset… especially during festive seasons.

https://www.youtube.com/watch?v=GYI2tiM7A9I

6. McDonald’s – “Reindeer Ready” (2017)

It’s a simple story. But executed with emotional precision.

This ad taps into childhood imagination, which is extremely powerful in holiday marketing.

It also uses a concept called transference. Parents feel joy when they see their child’s excitement, and that emotion transfers to the brand.

McDonald’s noticed that Christmas ads often target adults.

They flipped the script and spoke to children instead, knowing kids heavily influence holiday purchases.

Brand Impact – 

• Positioned McDonald’s as a “magical family treat”
• Increased holiday-season visits significantly
• Strengthened its image as a family-friendly brand

MSME Takeaway? 

If families are your customers, market to the child’s emotions, not just the parents’ buying power.

7. Heathrow Airport – “Coming Home for Christmas” (2018)

A pair of teddy bears returning home for Christmas… Simple, nostalgic, & unforgettable.

This ad uses nostalgia marketing, which is one of the strongest emotional triggers. 

It reminds viewers of homecomings, warmth, and belonging.

Heathrow wanted to shift from being “just an airport” to being a symbol of “where family reunions begin.”

Brand Impact –

It became one of the most-shared Christmas commercials that year and reframed Heathrow as part of the emotional Christmas journey.

MSME Takeaway?

You don’t have to sell a product. Sell a moment your audience deeply relates to.

8. Budweiser – “Clydesdale Christmas” (Various Years)

A classic American holiday staple.

This ad leverages the power of symbolism. The Clydesdales aren’t just horses. They’re heritage, tradition, and pride.

Budweiser realised customers connected deeply with nostalgia and Americana.

So they reinforced a storyline of belonging and national identity.

Brand Impact – 

• The Clydesdales became an iconic part of Budweiser’s identity
• Brand recall during holidays shot up year after year

MSME Takeaway?

Create one recurring symbol or theme. Consistency builds instant recognition.

9. Amazon – “Give a Little Bit” (2016)

A singing delivery box. Simple, yet brilliantly creative.

This ad uses emotional contagion [happiness spreading from one person to another].

When you see joy move through the community, you feel joy yourself.

Amazon wanted to transform something ordinary (a cardboard box) into something emotionally meaningful.

Brand Impact – 

• Reinforced Amazon’s “smile” logo and brand promise
• Boosted festive-season brand warmth globally

MSME Takeaway?

Even your packaging can tell a story and create an emotional moment.

10. M&S – “Mrs Claus” (2016)

A refreshing take on a classic Christmas figure.

The ad blends humour, empathy, and empowerment… A rare combination that appeals across demographics.

M&S wanted to modernise Christmas storytelling with a female lead who is charming, capable, and witty.

Brand Impact – 

• Huge engagement from women buyers
• Social shares and brand sentiment soared

MSME Takeaway?

A twist on a traditional story can make your brand instantly memorable.

11. Google – “Santa Tracker” (Ongoing)

This is not just an ad. It’s an interactive branding experience.

It uses play-based engagement, which increases user interaction by up to 7x compared to passive ad watching.

Google wanted a global activity that children and families could enjoy together, tying the brand to joy, learning, and play.

Brand Impact – 

• Millions of users return every year
• Became a Christmas tradition
• Massive brand affinity for Google among families

MSME Takeaway?

Interactive content (quizzes, countdowns, games) can massively increase engagement, even with small budgets.

How to Evaluate 2025 Christmas Ads

If you are wondering what the best Christmas ad this year is and what makes it the best Christmas ad… you can find it with this small checklist!

• Emotional core – Does the ad tap into warmth, nostalgia, togetherness, or hope?
• Relatable story – Simple, human, easy to connect with, not just flashy visuals.
• Clear brand identity or message – The brand remains central, not lost behind holiday fluff.
• Shareability – Makes you want to show it to family/friends; good for word-of-mouth.
• Adaptable idea – You should be able to borrow the theme/feeling for your own business (even if small).

Use this checklist when you watch any new Christmas ads… You have to think like a marketer, not just a viewer.

When you see one that checks all boxes, study it, learn from it, and adapt its emotion and messaging for your own business.

Final Thoughts!

If the world’s best Christmas ads teach us anything, it’s this… Great marketing isn’t about big budgets. It’s about big emotions.

And you, as an MSME owner, can tap into the same storytelling magic by focusing on simple human moments your customers already connect with.

So this Christmas, don’t stress about perfect visuals. Focus on the feeling you want your audience to remember.

If you found these insights helpful and want more practical, MSME-friendly business ideas, visit our blog page for more useful business insights like this.

FAQs