When Christmas comes around, brands get the perfect chance to tell their values in a more authentic way — getting closer to people through stories that actually make them feel something.
Over the years, Christmas campaigns have become little rituals, moments people wait for and share, designed to speak to millions.
Today we’re revisiting some of the ads that left a real mark, becoming part of our collective imagination. Stories created to move us, make us think, and — most importantly — hit straight in the feels.
Coca-Cola: Hilltop & Holidays Are Coming
Hilltop (1971) is one of the most iconic ads in advertising history.
Built around a song-message, the spot promotes peace and global connection, going far beyond simple product promotion and turning into a true pop anthem. With Hilltop, Coca-Cola rooted itself deeply in global Christmas culture, transforming its brand into a symbol of the holidays.
Years later, Holidays Are Coming (1995) reinforced this imagery even further: the illuminated truck convoy, a “modernized” Santa Claus, and the iconic polar bears became instantly recognizable visuals — officially signaling the start of the Christmas season and creating a yearly sense of anticipation around its TV debut.
If you want to dive deeper, we talked about the figure of Santa Claus here.
John Lewis – The Long Wait
The Christmas ads by British retailer John Lewis redefined what holiday advertising could be: cinematic storytelling, melancholic song covers, and emotionally charged endings.
The brand turned the Christmas ad into a cultural event.
Every year, millions of people wait for the launch and talk about it. The turning point is often considered The Long Wait (2011), followed by other iconic campaigns like Monty the Penguin and Man on the Moon.
The result? Increased sales, massive engagement, and a blueprint that many retail competitors tried (and still try) to replicate.
Apple – Misunderstood
Apple’s 2013 Christmas ad tells the story of a teenager who seems constantly distracted by his devices — until he surprises his family with a heartfelt video made on his iPhone, revealing the emotional intention behind his behavior.
Here, Apple positions its product as atool for creating emotional value.
The soundtrack, cinematic direction, and surprise ending turned the spot into an award-winning campaign (Creative Arts Emmy!) and a timeless example of powerful storytelling.
WestJet – Christmas Miracle
Christmas Miracle by WestJet (2013) became one of the most famous examples of experiential and viral marketing.
The airline asked passengers at the airport what they wanted for Christmas — and then surprised them by personally delivering those gifts at baggage claim.
Filmed with hidden cameras, the spot captures genuine, spontaneous reactions. This approach reinforced the brand’s connection to values like generosity, surprise, and sharing — all core to the holiday spirit.
It set a model for Christmas storytelling that blends authenticity, surprise, and real participation.
Between Ritual, Engagement, and the Power of Storytelling
This is how the most iconic Christmas campaigns are born. A great campaign rarely pushes the product directly — instead, it tells a story that taps into universal emotions.
Some campaigns become part of our shared seasonal experience. Others feature real people or real situations, creating authenticity and a genuine emotional response in the viewer.
And that’s when advertising stops feeling like advertising — and starts feeling like a moment you remember.