The festive season is just around the corner, and with it comes a wave of creative Christmas ads vying for consumer attention. It was refreshing to see how brands have embraced new approaches, from playful storytelling to bold, innovative concepts, reflecting the spirit of the holidays while adapting to shifting trends in the advertisement world.
To find out which ads have the perfect balance of humor, emotions, colors, music and brand identity to capture their audience, we tested some of these ads on our GenAI-powered creative effectiveness platform, Incivus, to uncover the micro-moments and metrics that truly made an impact.
Here’s our roundup of the best Christmas ads of the season, categorized into the Most Creative, Most Emotional, Most Memorable, and Best Ad Copy Effectiveness. Dive in to discover the secrets behind their success and learn how these campaigns capture the magic of the holidays.
Unleashing Creativity: The Most Innovative Ads
Ad A: Boots – “Mrs. Claus’ Werkshop
Creativity takes center stage with two standout ads this year. Boots brings the festive sparkle with “Mrs. Claus’ Werkshop”, a stylish twist on Santa’s behind-the-scenes prep, making this the most creative ad. Starring Adjoa Andoh, who entered the scene wearing ‘Boots’ and walking the talk, the brand says it all. The micro-moment? That last-minute hustle for perfection—because, let’s face it, Christmas magic is powered by her and her elfluencers. The ad blends playful humor with a glam-packed showcase of beauty must-haves all wrapped in vibrant, frosty visuals and a runway-ready vibe.
The ad is delightfully modern. While the ad scored 75.77 for creative effectiveness on Incivus, refining text persuasiveness and color contrast could make it even more impactful. Boots truly redefines Christmas magic with this stylish and quirky take.
Ad B: Waitrose- Sweet Suspension
Joining Boots is Waitrose with “Sweet Suspicion: A Waitrose Mystery”, blending cinematic visuals and a cheeky narrative to create a festive whodunnit. Waitrose brings a playful twist to Christmas, turning festive indulgence into a delicious crime. The micro-moment? When the final clue unravels, revealing the true culprit behind the irresistible treats—because good food is simply too hard to resist.
The ad achieves an impressive creative effectiveness score of 81.08 when tested on Incivus, proving that mystery and indulgence are a winning combination. Blending tradition to newness, Waitrose turns food into a delightful centerpiece, showcasing its flair for blending fun with festive magic.
Tugging at Heartstrings: The Most Emotional Ads
Ad A: Aldi – Kevin the Carrot’s Adventure
If we have to pick an ad that drives emotions right into the viewers, it has to be Aldi’s Christmas ad, that delivers a heartwarming narrative with Kevin the Carrot battling the “humbugs” to save Christmas cheer. The standout moment here is the heartwarming scene where Kevin and Katie triumph, reminding us that a little festive spirit can light up even the gloomiest days. We love the quirky, fun-filled narrative, but a stronger focus on showcasing Aldi’s products within the storyline could have elevated its brand presence.
The vibrant visuals and playful storybook style amplify the emotional connection, with an impressive 87.00 for emotional intensity on our platform. Aldi blends whimsy and warmth effortlessly, even as there’s room to strengthen its focus on product integration.
Ad B: M&S – Fairy’s Festive Feast
Another ad that shines in the emotional category is M&S’s festive chaos, where humor and heart take center stage. The ad captures the micro-moment of the panic and excitement of an impromptu holiday gathering, where Fairy’s mischievous planning and the neighbors’ surprise arrival drive the festive narrative. Vibrant colors of reds, golds, and greens, paired with whimsical lighting, add a magical, and playful touch. M&S ties these moments beautifully to its brand, showcasing food as the hero of last-minute chaos.
With an emotional score of 86, it tugs at the heartstrings while displaying M&S’s food as the ultimate savior. Attractive visuals and fanciful lighting add a lively charm, though there’s room to improve engagement with a more balanced cognitive load.
Unforgettable Festive Feasts: The Most Memorable Ad
Sainsbury’s – “The Big Friendly Feast
When it comes to unforgettable festive moments, Sainsbury’s truly delivers with its grand Christmas feast. Turning the humble dining table into a show-stopping centerpiece that screams indulgence and joy, this makes the ad one of the most memorable ads of this Christmas Campaign. The moment of curating items from different places captures the excitement of preparing a meal that brings everyone together.
The visuals celebrate food as the star, while the playful BFG-inspired language adds a whimsical charm to the grand preparations. When tested on Incivus the ad’s visuals hit the sweet spot with a cognitive load of 42.23, and a brand compliance score of 86. With its food-centric storytelling and a seamless blend of visuals and ad copy, this ad creates a memorable experience that promises high brand recall and engagement.
Inclusive and Clear: Ad copy effectiveness
Waitrose – Sweet Suspicion
Waitrose shines again under Accessibility-Conscious Ad with its “Sweet Suspicion”, blending festive fun with clear, inclusive communication. The ad achieves high text readability at 80.71, ensuring clarity while maintaining its playful charm.
Wrapping Up
This year’s Christmas campaigns have reminded us of the magic that storytelling, vibrant visuals, and festive charm can create. With Incivus, our GenAI-powered ad tech platform, you can go beyond the magic to measure emotional impact, creative effectiveness, and recall—ensuring your campaigns truly resonate and leave a lasting impression. We are live with trials—no credit card needed! Simply click the link, https://platform.incivus.ai/trial, fill in your details, and upload your ads for impactful results. Try it now and unwrap the magic!
