The (Heartwarming) Christmas Ads of 2022
My very personal shortlist
It’s that time of the year when I love to snuggle up with a cup of coffee, by the fireplace, and dip into the Christmas ads. There’s something contagious about the emotions that come along with each running commercial.
So, I cannot help but wonder: If last year’s general theme revolved around kindness and optimism, following another challenging year of a global pandemic, what do 2022’s festive ads turn the spotlight on?
“What Christmas ads tend to do well is make people feel something, often through storytelling,” Lynne Deason, Kantar’s head of creative excellence, points out.
I would add that it is also important for brands to use their voices and audiences to signal various issues or to bring certain social challenges to the fore. Beyond consumerism. (Cast an eye over my article about The Role of a Brand).
This year uncovered a predilection to drawing attention towards how the experience of the holiday season is different for everyone. From rebellious teenagers to lonely old people, from single parents to adopted children, from refugees to the LGBTIQ+ community.
Let me share with you my favorite heartwarming, powerful Christmas ads of 2022.
UNICEF Finland — Gifts of Tomorrow
“Behind our Christmas campaign is a concern, especially for the situation of children fleeing disasters around the world. The number of children forced to leave their homes due to war or natural disasters is currently historically high. This Christmas, 40 million children have been forced to leave their homes due to conflict or natural disaster. All of them are on the run to find safety and a better life,” Laura Helaniemi, marketing and communications director of UNICEF Finland.
J&B Spain — She, a tale
At J&B we want everyone to be able to celebrate at Christmas, without anyone being left out. But, sadly, on these dates, many people from the LGTBIQ+ collective feel uncomfortable or rejected in their own families and cannot celebrate with them. We would like this story to make us reflect, so that on these dates there can always be room at the table for acceptance, respect and, above all, celebration.
PLUS — Eating Well Means Eating Together
Christmas can be a real challenge for those who have faced the loss of a loved one. And this is especially true for teenagers.
“This ad has become a real Christmas movie, with a heart. About being together, eating together and the value of family,” Robin Pas, creative director at Energize, Amsterdam-based agency.
Teleflora — Leave No One Out This Holiday
“We have confronted so many challenges in recent years — a pandemic, a recession, a war abroad — and it can certainly take a toll on the holiday spirit. We know the power of a thoughtful gesture, and it’s why we’re encouraging Americans to reach out to their neighbours and loved ones, check in on those around you and let someone know you are thinking of them.” Danielle Mason, Teleflora’s vice president of marketing
Amazon — Joy is Made
“We were inspired to collaborate with Taika Waititi on this year’s TV advert. His passion for telling the story of a relationship between father and child, with his trademark charm, and the casting choices he knew would deliver that story, was paramount.” Jo Shoesmith, head of global creative at Amazon
John Lewis — The Beginner
“At John Lewis we care deeply about families and recognize that they come in many different forms. For our biggest moment of the year, we decided to focus on one kind of family that is often overlooked. As a purpose-led brand, making a genuine difference in our communities is important. Claire Pointon, director of customer at JL
What ads do you have on your shortlist? Let’s keep the snowball rolling! ❄️
