Every year, brands across the country compete for the same thing: a place in the nation’s festive hearts. Christmas advertising has become a cultural moment in its own right – something we anticipate, share, debate and remember.

(and one of the only times people ever actively seek out an advert. We spend most of the year trying to scroll past them!).

But what actually makes a good Christmas ad?
What separates the instantly iconic from the instantly forgettable?

On Thursday, 20th November, Rachel Prendergast presented a talk for the Norfolk Women’s Marketing Network on exactly this topic. Here’s Rachel Prendergast’s framework for creating festive advertising that resonates, entertains and endures – with examples that capture each principle beautifully.

Rachel Prendergast is Co-Founder of SubMotion Productions – a film & video production company based in Norfolk.

1. Start With Emotion

The heart of every great Christmas ad is a clear emotional intention. Before scripts, budgets or production choices, the first question should always be:

What do we want people to feel?

Nostalgia, warmth, joy, mischief – whatever the emotion is, it must sit at the core. And few brands own emotional priming like Coca-Cola:

Coca-Cola – “Holidays Are Coming”

👉 https://youtu.be/X13N-Bx17Oc?si=wdAwcxbA2vnMNuYG

It’s not selling a drink. It’s selling a feeling – anticipation, celebration, the start of Christmas.

But festive emotion isn’t always soft. Sometimes, it’s brilliant, cheeky humour:

Irn-Bru – “The Snowman”

👉 https://youtu.be/4yZOab5gl-4?si=bk0-TYYZsp18RgOi

A perfect reminder that emotional impact can come from laughter just as much as sentiment.

2. Build a Story Worth Caring About

Once the emotional foundation is clear, the narrative becomes the vessel that carries it. The best Christmas stories are usually simple:

  • A character

  • A desire

  • A challenge

  • A resolution

  • A moment of connection

One standout example is this beautifully crafted, human-centred story:

John Lewis – “The Beginner”

👉 https://youtu.be/1z0jfP2gCIs?si=Z0dk8EcBj7nzldeg

It’s thoughtful, grounded and quietly powerful – proving you don’t need spectacle to create emotional depth. And, while this ad is in partnership with a charity, the message doesn’t hit you in the face – they wait until the very end for maximum impact in line with the story.

3. Let Music Do the Heavy Lifting

Music is one of the most effective storytelling tools available in Christmas advertising. It can set the tone within seconds and shape how an audience feels before a single line of dialogue is delivered.

A classic example of music-led storytelling is:

John Lewis – “The Bear & The Hare”

👉 https://youtu.be/G5TRcyJBnJQ?si=8kapA2zeHwY9d7FK

Soft vocals, gentle pacing and a score that elevates the entire narrative.

But memorable music doesn’t need a huge production budget. Sometimes authenticity is more powerful than polish:

Sam Clegg – “Angel on the Tree”

👉 https://www.youtube.com/watch?v=C97R5gkln04

A brilliant reminder that emotional tone comes from intention, not expense.

4. Big Budget? Small Budget? Creativity Beats Cash Every Time.

It’s easy to assume Christmas advertising is reserved for big brands with big wallets. Not true. Budget determines scale, not impact.

High-budget campaigns can be breathtaking:

Sainsbury’s – The 1914 Christmas Truce

👉 https://www.youtube.com/watch?v=NWF2JBb1bvM

A cinematic, meticulously crafted piece that delivers emotional weight and visual richness.

Yet small-budget storytelling can hit just as hard:

Hafod Hardware – Indie Christmas Ad

👉 https://www.youtube.com/watch?v=pDtCXO71FJU

Simple, heartfelt and deeply human – proof that creativity and authenticity win over production cost.

5. Make It Memorable

Whatever emotion you choose, whatever story you tell, and whatever budget you have – the ad must be memorable. Memorability is what turns a campaign into a conversation.

A great example of this is a spec ad for WD40 that Rachel herself created with her partner and Submotion Productions. The video has now amassed millions of views across social channels.

Submotion Productions – “Protect & Lubricate”

👉https://www.submotion.net/protectandlubricate

Unexpected, distinctive, and impossible not to talk about. Memorable doesn’t always mean sentimental – sometimes it’s just delightfully different.

6. Bring Everything Together

The best festive campaigns combine all these elements:

  • Emotion
  • Narrative
  • Music
  • Creativity
  • Memorability

When these pieces align, you get Christmas advertising that not only captures attention but earns a place in people’s seasonal rituals.

One of this year’s strongest examples is:

Waitrose – “The Perfect Gift”

👉 https://www.youtube.com/watch?v=wWeYKBXmCRs

Warm, polished, beautifully crafted – and a perfect example of how to blend heart, story and seasonal joy.

Final Thoughts

Christmas advertising works best when it taps into something universal: generosity, connection, hope, humour, or the simple joy of being together.

If you’re creating festive work this year, focus less on the pressure to be “iconic” – and more on being human. Make people feel something real. Give them a moment worth sharing. That’s the true magic of a jolly good Christmas ad.

Click here to follow Rachel on LinkedIn.

Click here to contact Submotion Productions.