Every Q4,brands big and small enter the same battlefield: Christmas video ads. From heart‑warming TV spots to thumb‑stopping TikToks,the holiday season is when attention peaks,emotions run high,and media costs climb. That’s why searches for”top Christmas video ads”and”best Christmas video ads”spike every year as marketers look for inspiration before launching their own campaigns.
This guide does both: first,it walks through 8 of the most iconic Christmas video ads and what makes them work so well. Then it turns those lessons into a practical playbook so you can create your own high‑performing Christmas video ads – with less guesswork and more help from tools like Admaker and its ads library.
TL;DR: Key Takeaways
- The best Christmas video ads rely on simple stories,strong emotions,and repeatable brand assets – not complex plots.
- You don’t need a huge budget; you need one clear objective,one core emotion,and edits tailored to each platform.
- Short‑form and CTV are now as important as traditional TV for holiday campaigns.
- Analysing real ads through an ads library is the fastest way to find angles that already work in your niche.
- Admaker lets you go from”inspiration”to ready‑to‑run Christmas video ads with AI and built‑in access to a large,curated ads library.
Just here for the classic examples? Scroll to section 2. Want the practical playbook? Head straight to sections 4–8 and the launch checklist at the end.
Why Christmas Video Ads Still Matter
The holiday season concentrates both consumer attention and ad spend across TV,CTV,YouTube,and social platforms. In many markets,brands invest a significant share of their annual video budgets into the weeks leading up to Christmas because this is when people are actively searching,browsing,and buying.
Video is uniquely powerful here: it combines sight,sound,and story to build emotional connections,explain offers clearly,and nudge people from”I’ve seen this brand”to”I’m adding this to my cart”.Studies consistently show that marketers using video see increases in brand awareness,dwell time,and purchase intent,especially around key retail events like Christmas.
Top 8 Christmas Video Ads of All Time (And What You Can Steal From Them)
This is not a definitive ranking,but a curated list of 8 Christmas video ads that keep getting referenced because they nail story,emotion,and branding. For each one,the goal is not to copy the script,but to understand the repeatable patterns you can adapt to your own campaigns.
1. Coca‑Cola – “Holidays Are Coming”
First aired in the mid‑1990s,Coca‑Cola’s convoy of illuminated red trucks rolling through a snowy landscape has become a global symbol that “Christmas is starting”. The plot is almost non‑existent; the power lies in consistent visual assets: the red trucks,the lights,the snow,the music,and the sense of anticipation.
What you can steal:
- Focus on a distinctive,repeatable visual or symbol that you can bring back year after year.
- Treat Christmas not just as a promotion,but as a recurring brand ritual you own in people’s minds.
2. John Lewis – “The Long Wait”/”The Bear and the Hare”
John Lewis has turned Christmas ads into a cultural event in the UK,with millions of views and annual media coverage for each new film. Ads like “The Long Wait” (a boy impatient for Christmas because he can’t wait to give a gift) or “The Bear and the Hare” (an animated tale of friendship) are built on very simple stories that amplify anticipation,giving,and care.
Effectiveness studies repeatedly show John Lewis Christmas ads scoring highly on emotional engagement and brand favourability,proving that “emotion first,product second” can be a commercially smart choice,not just a creative indulgence.
What you can steal:
- Pick one clear emotion (anticipation,empathy,generosity) and build your whole script around it.
- Let your brand show up as the enabler of that emotion rather than the hero shouting about itself.
3. Sainsbury’s – “1914”
Sainsbury’s “1914” Christmas ad commemorates the World War I Christmas truce,showing soldiers from opposing sides sharing a brief moment of peace in the trenches,with a chocolate bar symbolising sharing and togetherness. The production feels more like a short film than a commercial,with careful historical detail and restrained branding.
What you can steal:
- Big themes (history,peace,unity) can work in Christmas ads if your brand behaves with humility and keeps the human story at the centre.
- A single product moment (like sharing a chocolate bar) can carry your branding without a hard sell if it is emotionally well‑placed.
4. Edeka – “Homecoming”
German supermarket Edeka’s “Homecoming” tells the story of an elderly man repeatedly spending Christmas alone because his family is too busy to visit. He fakes his own death to bring them together,and the twist reveals him alive at the dinner table. The ad sparked strong reactions and debate,but also amassed tens of millions of views and became a reference point for bold festive storytelling.
What you can steal:
- A controlled amount of shock or surprise can make a Christmas story far more memorable,as long as you land on warmth and connection in the end.
- Addressing uncomfortable truths (like loneliness among older people) can create deeper resonance than another generic “perfect family” scene.
5. Allegro – “English for Beginners”
Polish e‑commerce platform Allegro’s ad follows an elderly man ordering English‑learning materials online and practising in charming,sometimes awkward ways. The reveal shows he has been preparing to speak to his English‑speaking granddaughter at Christmas,turning a simple learning journey into a story about family connection.
What you can steal:
- Let your product play a quiet but essential role in enabling a meaningful Christmas moment.
- Use humour to make emotionally intense stories more watchable and shareable,without diluting the core message.
6. H&M – “Come Together”
Directed by Wes Anderson and starring Adrien Brody,H&M’s “Come Together” takes place on a delayed train where the conductor organises an improvised Christmas celebration for passengers. The ad is instantly recognisable thanks to Anderson’s symmetrical compositions,colour palette,and quirky tone,blending cinematic style with a simple story about kindness and community.
What you can steal:
- A distinctive visual and directing style can help your Christmas ad stand out in a crowded season.
- Casting and setting choices (like a train full of strangers) can reinforce your brand’s values around inclusivity and togetherness.
7. Sainsbury’s – “Mog’s Christmas Calamity”
In another widely‑loved Sainsbury’s ad,the clumsy cat Mog accidentally causes chaos in the house,nearly ruining Christmas before the neighbourhood rallies round to save the day. The spot combines slapstick humour with a feel‑good resolution and ties into a charity partnership,making the brand look both fun and socially responsible.
What you can steal:
- Characters (like a pet or mascot) give you instant recognisability and room for sequels in future years.
- Combining humour with a clear act of kindness can appeal to families and generate positive PR around charity or community initiatives.
8. A Modern Social‑First Christmas Ad (TikTok / Short‑Form Example)
Beyond big TV‑style films,recent years have seen brands succeed with social‑first Christmas video ads on platforms like TikTok,Reels,and Shorts. These spots use vertical framing,fast pacing,and creator‑like storytelling to show relatable holiday moments,gift ideas,or behind‑the‑scenes “real life” rather than polished cinematic scenes.
What you can steal:
- Your Christmas creative system should include at least one concept designed natively for short‑form feeds,not just cut‑downs of TV edits.
- Looser,more authentic content can live alongside your hero film and push viewers closer to conversion on social and commerce platforms.
Now let’s turn these patterns into a step‑by‑step process for your own Christmas video ads.
From “Top 8” to Your Own Christmas Video Ads
Looking at these eight Christmas video ads side by side,a few clear patterns emerge. They all lean on simple,emotionally charged stories; they use recognisable visual or character assets; and they give the brand a meaningful but not overbearing role in the resolution. None of them rely on complex plots or long product feature lists to be effective.
The good news is that you don’t need a John Lewis‑sized budget to borrow these principles. What you do need is a structured way to study successful ads,extract the key ingredients,and then translate those ingredients into a story,script,and media plan that fit your brand and budget.
This is where having access to a serious ads library makes a real difference. Instead of manually hunting YouTube and platform‑specific ad libraries,you can use a curated environment like Admaker’s ads library to browse real Christmas video ads by industry,format,and objective – and quickly spot the recurring hooks,story arcs,and visual cues that work in your niche.
When we look at high‑performing Christmas ads inside Admaker’s ads library,we consistently see the same ingredients show up again and again: clear emotional focus,strong first seconds,and recognisable brand assets that return year after year. Turning those patterns into your own concepts is exactly what the next sections cover.
The Emotional “Formula” Behind Effective Christmas Video Ads
Most successful Christmas video ads,including the ones above,follow a similar emotional arc:
- Anticipation: a build‑up to Christmas or a special moment.
- Conflict or tension: loneliness,misunderstanding,delay,or something missing.
- Turning point: a gesture,gift,connection,or surprise.
- Resolution: warmth,togetherness,or a meaningful insight.
- Brand connection: a subtle or explicit role for the brand in making this possible.
Classic campaigns from Coca‑Cola,John Lewis,Sainsbury’s,Edeka and Allegro all use different settings and characters,but they repeatedly tap into emotions like nostalgia,family,generosity,empathy,and the joy of giving rather than receiving. Your job is to decide which of these emotions your brand can credibly own and then build a simple arc around it.
Story Archetypes for Christmas Video Ads (And When to Use Them)
You don’t need to reinvent storytelling from scratch. Most Christmas video ads fall into a few repeatable archetypes:
- Emotional family stories
Focus on parents,children,grandparents,or partners navigating the holidays. Ideal for mass‑market consumer brands in food,retail,travel,or home goods. - Social or purpose‑driven narratives
Address topics like loneliness among older people,inclusion,mental health,or charity partnerships. Good for brands that invest in CSR and want to build deeper trust. - Light‑hearted and humorous spots
Use exaggeration,misunderstandings,or unexpected twists around Christmas clichés. Effective for younger audiences,challenger brands,and categories that benefit from being seen as fun and approachable. - Product‑centric but festive stories
Put the product at the centre of a Christmas situation—gifts,hosting,last‑minute shopping—while still leaning into emotion and relatable scenarios. Ideal for e‑commerce,electronics,fashion,and any category with strong Q4 sales.
Pick the archetype that best matches your brand positioning,target audience,and primary objective instead of chasing whatever is trending that year.
From Story to Strategy: Setting Clear Objectives
Before writing a single line of script,decide what success looks like. Common objectives include:
- Brand goals
Increase awareness,improve brand favourability,or reposition your brand in a new emotional space. These campaigns may prioritise reach,view‑through rates,and brand‑lift studies. - Performance goals
Drive online sales,app installs,leads,or store visits during the peak shopping window. These campaigns care more about click‑through rate,conversion rate,and return on ad spend.
Then map these objectives to specific audience segments:
- Early planners (buying weeks in advance,often families and high‑value shoppers).
- Deal seekers (driven by promotions like Black Friday and last‑minute offers).
- Last‑minute buyers (need fast delivery,digital gifts,or clear convenience).
Each segment may need its own variation in message,offer,and call‑to‑action—even if they share the same overarching Christmas story.
If you mainly care about the “how‑to” part,you can jump from here straight to the launch checklist at the end.
Channels and Formats: Where Your Christmas Video Ads Should Run
Today’s Christmas media mix is rarely about a single hero TV spot. Instead,brands orchestrate multiple touchpoints.
YouTube
YouTube is ideal for both long‑form storytelling and performance campaigns:
- Skippable and non‑skippable in‑stream ads for reach and recall.
- Shorts for vertical,fast‑paced edits that behave more like social content.
Non‑skippable formats can perform particularly well on mobile and CTV during Q4,while Shorts offer huge reach for quick,festive hooks and offers.
CTV/OTT
Connected TV combines the impact of big‑screen storytelling with digital‑style targeting and measurement. Holiday viewership and ad attention on CTV continue to climb,and many viewers say CTV ads influence their holiday buying decisions.
CTV is especially powerful for emotional Christmas ads watched in family settings,while still offering measurable outcomes like site visits,app installs,and sales when combined with the right attribution setup.
Social Platforms (TikTok,Instagram,Facebook,LinkedIn,etc.)
On social,your Christmas video ads compete directly with user‑generated content:
- TikTok and Reels reward lo‑fi,trend‑aware,vertical videos with strong hooks in the first seconds.
- Instagram and Facebook can combine Reels for discovery with Shopping formats and tagged products for conversions.
- LinkedIn suits B2B‑oriented Christmas content: client thank‑yous,charity updates,or year‑in‑review videos kept to 15–45 seconds.
Design your production plan so you can create a core story and then derive platform‑optimised versions,instead of simply cutting a TV edit down.
Creative Craft: How to Make Christmas Video Ads People Actually Watch
Nail the First 3–5 Seconds
In a feed or skippable environment,the opening seconds decide whether people keep watching:
- Start in the middle of a moment (a character in trouble,an emotional reaction,a visual surprise).
- Use strong visual cues of Christmas immediately,but combine them with something distinctive from your brand world.
Build a Simple,Clear Story
Even if you’re producing a 60‑second film,keep the plot straightforward:
- One main character,one clear desire or problem.
- One twist or reveal.
- One satisfying resolution that naturally leads into your brand’s role.
For short formats (6–15 seconds),capture a single emotional beat or insight,linked to the broader campaign.
Make Your Brand Recognisable Without Ruining the Story
Integrate branding subtly but consistently:
- Visual assets (colours,logos,packshots,mascots,or a particular cinematic style).
- Sonic assets (a short melody,a recognisable voiceover style,or a branded sound).
- Natural product integration: show how your product enables the emotional resolution rather than interrupting it.
Use Music and Sound Thoughtfully
Music is often the emotional backbone of Christmas video ads:
- Consider covers of familiar songs,instrumental rearrangements,or original compositions that match your brand’s tone.
- Design for sound‑off too: subtitles,clear visuals,and on‑screen text should carry the message when users watch without audio.
How Different‑Sized Brands Can Play (Short Version)
- Large brands
Invest in a hero film for TV/CTV and YouTube,plus cut‑downs and social‑first edits. Build recurring Christmas characters or worlds that can return yearly for compounding impact. - Small and mid‑sized brands
Focus on sharp,well‑targeted 15–30 second videos with a strong hook and clear offer,supported by smart retargeting and seasonal promotions. - B2B brands
Lean into appreciation and impact: client thank‑yous,behind‑the‑scenes culture,and CSR stories work well on LinkedIn and email.
Match your scope to your budget,and let tools and existing creative patterns do more of the heavy lifting.
Measuring and Optimising Christmas Video Campaigns
Think in layers:
- Upper‑funnel
Reach,view‑through rates,completion rates,average watch time,brand‑lift results (awareness,consideration,favourability). - Mid‑ and lower‑funnel
Click‑through rate,add‑to‑cart,conversion rate,coupon usage,store visits,and incremental sales during the campaign window.
Continuously A/B test:
- Openings (hooks and first shots).
- Thumbnails and titles (especially on YouTube).
- CTAs and offer framing.
- Length variants: sometimes a tighter 15–20 second edit outperforms a 30‑second version in performance environments.
AI,Personalisation,and the Role of Admaker’s Ads Library
Producing multiple versions of your Christmas video—by audience,platform,and offer—used to require big budgets. AI tools now make this accessible to far more brands.
You can use AI to:
- Generate script variations tailored to different personas or funnel stages.
- Adapt a master video into multiple aspect ratios and lengths with automated editing.
- Localise or personalise scenes,overlays,or messages for specific markets.
Instead of starting from zero,start from proven winning patterns. This is where a serious ads library becomes invaluable.
With Admaker’s ads library,you can:
- Browse a large set of real ads and filter by industry,platform,and format to see what high‑performing creatives look like right now,including seasonal campaigns like Christmas.
- Study how top brands structure their hooks,story arcs,overlays,and CTAs – not in theory,but in live examples updated regularly.
- Save the best references and use Admaker’s AI product video maker and image generator to quickly turn those patterns into your own on‑brand Christmas video ads.
Because Admaker’s workflow combines the ads library with 1‑click AI ad creation,you can go from “I’ve found 10 strong Christmas video ad examples in my niche” to “I’ve launched my own variations across platforms” in a fraction of the time it would take with a traditional production process.
Pitfalls and Compliance: What to Avoid
Christmas ads can backfire if they misjudge cultural or ethical boundaries. Watch out for:
- Cultural and religious sensitivities
Christmas means different things to different audiences. Be mindful of how you portray traditions,family structures,gender roles,and inclusion. - Children and privacy
Many Christmas stories involve children and family life. Ensure your production and targeting respect regulations around minors,and that your data collection complies with local privacy laws. - Tone vs. context
In times of economic or social stress,overly extravagant or tone‑deaf messages can alienate people. Balance magic and aspiration with realism and empathy.
Your Christmas Video Ads Launch Checklist
To turn this guide into action,walk through this quick checklist:
- Objective
Brand,performance,or both – and which metrics you will track. - Audience
Core segments and what Christmas means to them. - Core emotion & archetype
Main feeling (togetherness,generosity,humour,etc.) and story type that fits your brand. - Channels & formats
Where your video will run and what versions you need (lengths,ratios,hooks). - Creative blueprint
Opening 3–5 seconds,key scenes,and the resolution where your brand plays a meaningful role. - Inspiration & references
Use Admaker’s ads library to collect real Christmas video ads from your niche,analyse their structure,and turn them into creative briefs. - Production & AI‑assisted variation
Use Admaker’s AI ad maker to create and adapt your creatives across platforms quickly,especially if you have multiple offers or audiences. - Measurement & iteration
Set up tracking,test hooks and CTAs,and refine your creatives during the season—not after it’s over.
If you treat Christmas video ads as a yearly asset—learning from each campaign,reusing what works,and building a stronger creative system with help from tools like Admaker and its ads library—you won’t just “join the festive noise.” You’ll build holiday campaigns that people remember and that your revenue charts will thank you for.