As the festive season approaches, there’s a palpable buzz in the air – and it’s not just about the twinkling lights or the promise of mince pies. In the UK, Christmas adverts have become a cultural phenomenon, with brands like Coca-Cola and John Lewis leading the charge. But it’s not just the adverts themselves that capture our attention; it’s the media frenzy and marketing commentary surrounding them that truly amplify their impact. In this post, I’ll explore how this ‘turbo effect’ of commentary boosts visibility and awareness, ultimately leading to significant commercial benefits for these brands.
The Rise of the Christmas Advert
Christmas adverts in the UK have evolved from simple product promotions to full-blown cultural events. Brands like John Lewis and Coca-Cola have set the bar high, creating mini-films that tug at our heartstrings and become talking points for weeks on end.
John Lewis: The King of Christmas Adverts
John Lewis has become synonymous with heartwarming Christmas stories. Their annual offerings are eagerly anticipated, with millions of viewers flocking to watch them online even before they hit television screens[4]. The impact is staggering – in the first five days of its release, two-thirds of the adult population had watched the 2023 John Lewis ad more than once, with a total of 80 million views. Remarkably, 50 million of these views occurred before the ad even aired on TV[4].
This level of engagement is a marketer’s dream. It’s not just about the advert itself, but the conversation it generates. Social media buzzes with reactions, memes are created, and water cooler conversations revolve around the latest John Lewis offering. This organic spread of content creates a snowball effect, reaching far beyond the initial audience.
Coca-Cola: Holidays Are Coming
Coca-Cola’s ‘Holidays Are Coming’ campaign is another festive staple. The sight of the illuminated Coca-Cola truck has become a symbol of Christmas cheer for many[3]. In 2023, Coca-Cola took an innovative approach, producing not just their traditional TV ad but also a series of short films titled ‘The Santa Stories’, featuring A-list Hollywood talent[4].
This multi-pronged approach allows Coca-Cola to capture attention across various platforms, from television to streaming services like Amazon Prime Video and YouTube. It’s a clever strategy that ensures their Christmas message reaches diverse audiences, maximising visibility and engagement.
The Turbo Effect: Media and Marketing Commentary
The real magic happens when media outlets and marketing professionals start dissecting these adverts. This commentary creates a secondary wave of exposure that can be even more powerful than the initial ad release.
Media Buzz and Anticipation
The anticipation for these adverts has become a story in itself. Media outlets speculate about release dates, themes, and featured music. This pre-release buzz primes the audience, creating a sense of event around the advert’s launch[7].
Once released, the adverts are analysed in detail. Everything from the storyline to the choice of music is scrutinised. This analysis often spans multiple articles, TV segments, and radio discussions, keeping the brand in the public eye for an extended period.
Marketing Industry Commentary
Marketing professionals and industry publications provide another layer of commentary. They discuss the effectiveness of the campaigns, the emotional impact, and the potential return on investment. This expert analysis lends credibility to the adverts and often highlights aspects that the general public might miss.
For instance, the Advertising Association and WARC reported that advertisers were expected to spend a record £9.5bn on Christmas advertising in 2023, a 4.8% increase from the previous year[6]. This kind of industry insight fuels further discussion about the importance and impact of Christmas advertising.
Commercial Benefits: Beyond the Festive Feeling
While the emotional impact of these adverts is clear, the real question is: do they translate into commercial success?
John Lewis: A Profitable Investment
John Lewis has been transparent about the commercial benefits of their Christmas campaigns. A spokesperson for the company stated that their Christmas campaigns “generally deliver 20 times the return on our original spend”[5]. This is an impressive ROI, especially considering the significant investment these campaigns require.
The success isn’t just in direct sales. John Lewis has seen substantial improvements in brand perception and word-of-mouth marketing. After the release of their 2014 ‘Monty’ advert, word-of-mouth around John Lewis increased by 71%, and YouGov named them the most talked-about retailer[2].
Coca-Cola: Building Brand Love
For Coca-Cola, the benefits are perhaps more subtle but equally important. Their Christmas campaigns reinforce their position as a brand synonymous with celebration and togetherness. The iconic Coca-Cola truck has become a symbol of Christmas itself, creating positive associations that last well beyond the festive season.
In 2023, Coca-Cola’s ‘The World Needs More Santas’ campaign scored highly in ad effectiveness rankings, demonstrating that their approach continues to resonate with audiences[6].
The Halo Effect on Smaller Brands
Interestingly, the focus on Christmas adverts has created opportunities for smaller brands to make a big impact. In 2023, a small pub in Northern Ireland, Charlie’s Bar, created a Christmas advert that went viral, amassing over six million views on Twitter and 1.5 million views on TikTok[4].
This demonstrates how the culture of Christmas adverts has created a space where even smaller businesses can capture public attention if they hit the right emotional notes. The media’s eagerness to cover Christmas adverts means that standout campaigns from unexpected sources can gain significant traction.
The Psychology Behind the Success
Understanding why these adverts are so effective requires delving into consumer psychology. Dr Annmarie Hanlon, Senior Lecturer in Digital and Social Media Marketing at Cranfield University, explains that these adverts work because they transform advertising from something we want to ignore into something we actively seek out[8].
The storytelling aspect is crucial. As human beings, we’re hardwired to engage with narratives. These adverts tap into that fundamental aspect of human nature, creating emotional connections that go beyond simple product promotion.
The Future of Christmas Advertising
As we look to the future, it’s clear that Christmas advertising will continue to evolve. The rise of social media and streaming platforms means that brands have more avenues than ever to reach their audience. However, the core principles of emotional storytelling and creating shareable content are likely to remain central to successful campaigns.
One interesting development to watch is the use of AI in creating adverts. Coca-Cola experimented with this in 2024, creating an AI-generated version of their ‘Holidays Are Coming’ commercial[10]. While this sparked some controversy, it also demonstrated how technology might shape future advertising approaches.
Final Thoughts
The phenomenon of Christmas adverts in the UK is a fascinating example of how advertising can transcend its traditional role and become part of popular culture. The turbo effect created by media and marketing commentary amplifies these campaigns, turning them into cultural events that capture the nation’s attention.
For brands like John Lewis and Coca-Cola, the benefits are clear. They’ve created a platform that not only boosts sales during the crucial Christmas period but also builds long-term brand loyalty and positive associations.
As we continue to see innovation in this space, one thing remains certain: the British public’s appetite for heartwarming Christmas stories shows no signs of waning. And as long as that appetite exists, brands will continue to serve up festive treats for our eyes and ears, year after year.
References and Further Reading
[1] John Lewis Christmas ad trounces rivals for online buzz
https://www.marketingweek.com/john-lewis-christmas-ad-trounces-rivals-for-online-buzz/
[2] How John Lewis won the battle of the Christmas ads | Sussex
https://study-online.sussex.ac.uk/news-and-events/the-power-of-the-penguin-and-how-john-lewis-won-the-battle-of-the-christmas-ad/
[3] War of the Christmas Adverts – Unwrapping 2023’s Winner
https://pieceofcakemarketing.co.uk/war-of-the-christmas-adverts-unwrapping-2023s-winner/
[4] Christmas advertising 2023 – Browser Media
https://browsermedia.agency/blog/christmas-advertising-2023/
[5] The secrets of John Lewis’s Christmas success | CIM Exchange
https://www.cim.co.uk/content-hub/editorial/the-secrets-of-john-lewiss-christmas-success/
[6] Brands to spend record £9.5bn on Christmas advertising
https://www.marketingweek.com/brands-to-spend-record-9-5bn-spend-on-christmas-advertising/
[7] Christmas ads go omnichannel to maximise festive footfall
https://aurafutures.com/christmas-ads-go-omnichannel-to-maximise-festive-footfall/
[8] Why we love John Lewis at Christmas: The psychology behind …
https://www.cranfield.ac.uk/som/masters-courses/strategic-marketing/why-we-love-john-lewis-at-christmas-the-psychology-behind-festive-adverts
[9] John Lewis: The Christmas ad is our most profitable ROI
https://www.marketingweek.com/john-lewis-the-christmas-ad-is-our-most-profitable-roi/
[10] Coke’s AI Christmas ad isn’t ‘the real thing’. Does it matter?
https://www.thegrocer.co.uk/comment-and-opinion/does-it-really-matter-that-coca-colas-ai-christmas-ad-isnt-the-real-thing/698112.article
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