The art of the Christmas advert

Summary

Business Daily – “The art of the Christmas advert”
BBC World Service | December 23, 2025
Host: Elizabeth Hodson

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Overview: The Festive World of Christmas Advertising

In this episode, Elizabeth Hodson explores the vibrant, competitive world of Christmas advertising, examining how brands harness nostalgia, storytelling, and ever-shifting media platforms to stake a claim on the “Golden Quarter” of the year. With advertising spend expected to top $1 trillion for the first time, industry experts dissect what makes a festive campaign stick, why certain ads become cultural phenomena, and how creative tactics evolve across borders and budgets.

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Key Discussion Points & Insights

1. The Origins and Impact of Iconic Christmas Advertising

• Coca Cola’s Enduring Influence [03:45]
  • Matt Johnson, Professor at Holt International Business School, outlines Coca Cola’s early ambition to be linked with happiness and wholesomeness. The brand's Christmas campaigns have become synonymous with the season, so much so that many mistakenly believe Coca Cola invented Santa’s red-and-white attire.
  • Quote:
    “Coca Cola has spent tens of billions of dollars each year really etching these associations into the mind of the general public... they’ve assimilated other things that are outside the brands that represent happiness to many people and they’ve worked very hard to kind of assimilate that into their brand architecture… Coca Cola very strategically has made Christmas also part of this broader brand association exercise.”
    – Matt Johnson [03:45]

2. The Role of Culture in Festive Advertising

• US vs UK Approaches [05:02]
  • Darren Bales, Global Chief Creative Officer, VCCP, describes the American focus on product in holiday ads, compared to the UK’s emphasis on narrative and emotion.
  • Quote:
    “American Christmas ads will be selling, selling, selling. Whereas if you look at the UK, brand is everything... they’re much more about the narrative and the emotional story. They’re there to charm people, make people feel good about the brands rather than ram product down their throat.”
    – Darren Bales [05:02]
• Guinness’ Nostalgic Tactic in the UK [06:01]
  • Debs Caldo, Marketing Director Guinness UK, details how Guinness imported an Irish Christmas ad that trades on nostalgia to the UK, customizing it by involving local pubs and leveraging AI.
  • Quote:
    “There is a scene in the ads of J O Connell’s pub in Ireland. We’ve taken 38 of our flagship Guinness outlets in the UK... and we put their pub in the picture and then we give it back to them to use on their social channels. So what you’ve now got is 38 variations of the GB Christmas Guinness ad.”
    – Debs Caldo [06:40]
• Inventing Traditions: KFC in Japan [07:52]
  • Lynn Deason, Kantar, highlights how KFC created the ritual of eating fried chicken for Christmas in Japan, a country where the holiday is secular and not widely celebrated.

3. Storytelling and The Spectacle of Christmas Ads

• From Product Pitches to Short Films [08:14]
  • Hodson describes how UK campaigns, notably John Lewis’ “The Long Wait,” turned Christmas ads into cultural events with lavish productions—sometimes even starring Hollywood A-listers, as with Keira Knightley’s new Waitrose ad.
• Impact on Brand and Sales [09:38]
  • Darren Bales counters skepticism:
    “If they weren’t important to a brand’s bottom line, they wouldn’t make them. They’re spending a lot of money because it gets a lot of eyeballs.”
    – Darren Bales [09:38]

4. The Christmas Ad as a “Gift” to Customers

• Meaning and Gratitude [11:58]
  • Becky Nadin, Deputy Creative Director, TBWA Manchester, sees the ad as more than a sales tool—it’s a thank you gesture for loyal customers facing tough economic times.
  • Quote:
    “Your ad is your Christmas gift to your customers... So your Christmas ad is your way of showing your consumers that you know them, that you care about them and consider it as how you would pick a gift for them...”
    – Becky Nadin [11:58]

5. Digital Transformation: Social Media and Old-School Tactics

• The New Media Landscape [13:22]

  • Pip Pross, Woodblock, compares the “unwrapping” of TV ads to the rapid-fire, attention-grabbing demands of social media, where you must “give the audience something that excites them right away.”
  • Quote:
    “With social media... imagine there are a thousand presents under your tree... So preparing your gift, you would have to kind of skip the wrapping part and give the audience something that excites them right away, which can be quite challenging… Instead of building a dramatic arc... we suddenly have to tell the punchline first.”
    – Pip Pross [13:22]

• Picking the Right Platforms Internationally [14:43]

  • Lynn Deason on selecting effective channels: Different countries trust and engage with different platforms—Pinterest in the UK, Apple TV in Germany, Google in India, Mercado Libre in Latin America.

• Coffee Cups as Prime Real Estate [15:36]

  • Becky Nadin describes Wild Bean Café’s double-sided Christmas cups—“ho, ho, ho” on one side, “no, no, no” on the other—demonstrating cost-effective physical ad space.
  • Quote:
    “It’s just on cups, they’re double sided... It’s a really small thing where we can put our Christmas campaign that fits literally right under the nose of a consumer.”
    – Becky Nadin [16:10, 16:45]

6. Creativity on a Tight Budget & Bold Campaigns

• PETA’s Shocking Social-First Campaign [17:22]
  • Helen Rhodes, Chief Creative Officer, Grey London, explains “Happy Chris Massacre,” a graphic social campaign showing a typical family Christmas dinner interrupted by a blood splatter—an unsettling metaphor for animal slaughter, designed for maximum shareability on limited funds.
  • Quote:
    “They wanted to shine a light on what was going on for the treatment of animals.... So we had to create a film that was very much sort of built for social... blood starts to splatter across their faces. But all the while they’re seemingly unbothered...”
    – Helen Rhodes [17:22]

7. Offbeat Brands and the Power of Distinctiveness

• Itsu’s Humorous Gyoza Campaign [19:09]
  • Itsu’s ad confronts Christmas as a tough sales period, using humor and a viral TikTok campaign to stand out.
  • Lynn Deason on success:
    “When brands are bold and they create ads that are really different and distinctive that people will talk about… you get that extra earned media on top of the actual media spend.”
    – Lynn Deason [19:31]

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Notable Quotes & Memorable Moments

• Matt Johnson on Brand Identity & Christmas:
  “Coca Cola very strategically has made Christmas also part of this broader brand association exercise.” [03:45]
• Darren Bales on the Value of Christmas Ads:
  “If they weren’t important to a brand’s bottom line, they wouldn’t make them. They’re spending a lot of money because it gets a lot of eyeballs.” [09:38]
• Becky Nadin on Ads as Gifts:
  “Your ad is your Christmas gift to your customers… you want something that you know they’ll love, you end the year on saying thanks for your loyalty.” [11:58]
• Helen Rhodes on Provocative Messaging:
  “They came to us with a really interesting brief to disrupt Christmas.” [17:22]
• Lynn Deason on Boldness & Distinctiveness:
  “When brands are bold and they create ads that are really different and distinctive… then you get that extra earned media...” [19:31]

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Timestamps for Key Segments

• 01:11 – Introduction to the episode and scope.
• 03:45 – Matt Johnson on Coca Cola and brand-building through Christmas.
• 05:02 – Darren Bales on contrasts between US and UK ad styles.
• 06:01 – Debs Caldo on Guinness’ nostalgic, localized campaign.
• 07:52 – Lynn Deason on KFC’s Christmas innovation in Japan.
• 09:38 – The true influence of big-budget festive ads.
• 11:58 – Becky Nadin on ads as thoughtful “gifts.”
• 13:22 – Pip Pross dissects TV vs social media challenges.
• 14:43 – Lynn Deason on media channel preferences by country.
• 15:36 – Becky Nadin gets creative with coffee cup campaigns.
• 17:22 – Helen Rhodes unveils PETA’s provocative Christmas spot.
• 19:09 – Itsu’s alternative Christmas ad and viral strategies.

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Episode Tone

• Insightful yet festive, with a mix of marketing savvy, humor, nostalgia, and sometimes irreverence—mirroring the emotional breadth of the best Christmas ads themselves.

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Summary Takeaway

Christmas ads are no longer just vehicles for selling products—they’re pop cultural events, emotional touchstones, and strategic gifts from companies to consumers. Whether relying on blockbuster budgets or guerrilla creativity, the best campaigns blend storytelling, innovation, and a touch of seasonal magic to win not just wallets but hearts—and sometimes online virality and social debate along the way.

Transcript

[Elizabeth Hodson]

This BBC podcast is supported by ads outside the uk. I love ravioli.

[Darren Bales]

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[Elizabeth Hodson]

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[Darren Bales]

Well, you can predict the future.

[Elizabeth Hodson]

I can predict you'll like that message.

[Darren Bales]

What message?

[Elizabeth Hodson]

Oh, hey, we all got bonuses. You can save for college now.

[Darren Bales]

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[Elizabeth Hodson]

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[Debs Caldo]

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[Elizabeth Hodson]

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[Elizabeth Hodson]

I'm Elizabeth Hodson and welcome to Business Daily from the BBC World Service. On today's programme, I'll be looking at the highly charged world of festive advertising. And I'll be finding out why a catchy tune from a soft drinks company now signals that a start of Christmas.

[Matt Johnson]

Coca Cola is a very old American brand going back to the 1890s and they had from their very inception this very long term goal of being associated with happiness and wholesomeness.

[Elizabeth Hodson]

How coffee cups have become prime advertising real estate.

[Becky Nadin]

A corp for a brand that's our own media space, right where we can put our Christmas campaign that fits literally right under the nose of the consumer.

[Elizabeth Hodson]

And why social media has transformed the way brands gift audiences their festive ads.

[Pip Pross]

You would have to skip the rapping part and give the audience something that excites them right away, which can be quite challenging.

[Elizabeth Hodson]

You'll be hearing all about that and much more in Business Daily from the BBC. For many of us, this song signals the start of Christmas. And in an ironic twist, for those of us who lament the commercialization of the festive season, it's an ad for a fizzy drink. In fact, Coca Cola's catchy campaigns have become so ingrained in Christmas culture that it's sometimes falsely claimed that the red and white outfit of Santa Claus himself was invented by the soft drinks company. The holiday season is so important to the advertising industry that it's known as the Golden Quarter. And this time round, it's set to shine even more brightly because according to the industry body, the World Advertising Research Centre, spending on advertising globally during 2025 as a whole is expected to top $1 trillion for the first time ever. And with so much money at stake, brands are desperate to create a successful Christmas campaign. But is there a secret formula to getting it right? Well, a good place to start, or rather continue on our advertising journey is the father of festive cheer. Coca Cola. Matt Johnson is a professor at Holt International Business School in Boston in the us and he's the author of Branding that Means Business.

[Matt Johnson]

Coca Cola is a very old American brand going back to the 1890s. And they had from their very inception this very long term goal of being associated with happiness and wholesomeness. And so Coca Cola has spent tens of billions of dollars each year really etching these associations into the mind of the general public. And to that end, they've had very consistent ad strategies in terms of what types of iconography they're using. Then along with that, they've also kind of assimilated other things that are outside the brands that represent happiness to many people and they've worked very hard to kind of assimilate that into their brand architecture. So pulsiveness, we feel a sense of happiness and contentment. And Coca Cola very strategically has made Christmas also part of this broader brand association exercise.

[Elizabeth Hodson]

Now, although Coca Cola is a huge international brand, it's still very much linked with the usa. And whilst Coke is already embedded in other cultures, for companies which are trying to branch out into new markets, it pays to be aware of differences in culture. Darren Bales is global Chief Creative Officer at advertising giant vccp, which has offices around the world.

[Darren Bales]

If you look at kind of the global market, I think America is much more about product. Product is king. American Christmas ads will be selling, selling, selling. Whereas if you look at the uk, brand is everything. So a lot of UK ads, they're much more about the narrative and the emotional story. They're there to charm people, make people feel good about the brands rather than ram product down their throat.

[Elizabeth Hodson]

And those cultural nuances are something that Irish brewing giant Guinness has been looking at particularly closely this year. In Ireland, it's been running exactly the same Christmas ad since 2004. But this year they've decided to take a step into the unknown. They're taking their campaign to the UK with a few tweaks by getting local venues directly involved. Earlier this month, I visited the company's new microbrewery in London's Covent Garden to have a chat with Debs Caldo Marketing Director of Guinness in the uk when.

[Debs Caldo]

It comes to Christmas, the real main consumer emotion is nostalgia. This year for the first time, we have heard in GB a long running advert in Ireland. And it does for Ireland what the Coca Cola ad will do for many people, which is it really evokes that nostalgia. The core advertising idea is about stopping, stopping for Christmas. It takes you through a series of frames of pieces, people enjoying the downtime of Christmas and it ends where the gates on St James's Brewery end up in closed.

[Odoo Advertiser]

Even at the home of the blackstuff.

[Darren Bales]

They dream of a white one.

[Elizabeth Hodson]

Happy Christmas.

[Debs Caldo]

We looked at the ad. I actually looked at the ad about six months ago and said, I think this will work for GB consumers because it's actually about human emotion. But the really interesting thing is about what we've done next with it. There is a scene in the ads of J O Connell's pub in Ireland. We've taken 38 of our flagship Guinness outlets in the UK and we've got them to send us in pictures of their pubs and we've put their pub in the picture and then we give it back to them to use on their social channels. So what you've now got is 38 variations of the GB Christmas Guinness ad.

[Elizabeth Hodson]

So that's your way of using social media?

[Becky Nadin]

Absolutely.

[Debs Caldo]

And what we've been able to do with the power of AI is take a photo from each of those pubs and produce it in a way that makes it literally look like the pub was always meant to be there.

[Elizabeth Hodson]

Ireland, the US and the UK may have different ways of advertising, but they all at least have established Christmas traditions. But what about advertising in countries where Christmas isn't really a thing at all? Lynn Decent, head of creative excellence and market research and consulting company Kantar, singles out a famous chicken brand for pretty much single handedly Christmas, an occasion in Japan.

[Lynn Deason]

In Japan, Christmas isn't a massive thing, you know, it's a secular thing. But KFC have managed to establish this ritual of having KFC at Christmas.

[Matt Johnson]

Merry Christmas.

[Elizabeth Hodson]

Now, that KFC ad was only around 15 seconds long, but it certainly got the message across. However, in more developed Christmas markets like the uk, just getting the message across is often no longer enough. The storytelling approach mentioned earlier by Darren Bales has meant that the release of highly anticipated ads are now events in themselves. Campaigns can run into millions of dollars and have the production values of a feature film. The ad that started it all was the Long Wait from department store John Lewis. It tells the tale of a young boy who can't wait for Christmas. But it turns out he's not excited about receiving presents. No, it's all about giving his parents a gift from himself. And this year, John Lewis's supermarket brand, Waitrose has upped the ante even more by featuring an actual Hollywood a lister. Keira Knightley, who stars in a four minute epic about, well, herself, improbably falling for a man called Phil, who she meets at the supermarket's cheese counter. Sussex J, please.

[Lynn Deason]

I'm Kira.

[Elizabeth Hodson]

I'm Kira. I mean, I'm Phil. Phil. But do these millions of advertising dollars actually translate into you and I parting with our cash? Darren Bales, who we heard from before, thinks they do.

[Darren Bales]

People have said to me, I was at a dinner party once and somebody said, oh, Christmas ads, why do you bother? No one cares. They don't make any difference. But if they weren't important to a brand's bottom line, they wouldn't make them. They're spending a lot of money because it gets a lot of eyeballs.

[Elizabeth Hodson]

This is Business Daily from the BBC World Service.

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[Darren Bales]

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[Elizabeth Hodson]

Of $45 for three month and equivalent to $15 per month required new customer offer for first three months only, speed slow after 35 GB of network spizzy. Taxes and fees extra. See mint mobile.com I'm Elizabeth Hotson and in today's program we're looking at what makes a great Christmas advertising campaign. Becky Nadin, deputy creative director of agency TBWA in Manchester, says that spectacular ads are now such a part of Christmas culture, they've gone from being mere vessels for selling stuff to a symbol of gratitude and thanks.

[Becky Nadin]

Your ad is your Christmas gift to your customers. And I think that's really worth considering of how you would gift the people who spend a lot of money with you all year round. You know, you look at your Walmart, your Tesco's, it's not getting any cheaper. So your Christmas ad is your way of showing your consumers that you know them, that you care about them and consider it as how you would pick a gift for them. You want something that you know they'll love, you end the year on saying thanks for your loyalty. We know it's tough out there, we know you could go elsewhere. So that's why it's so important to get the tone right, because it really is you gifting the people who've stood by you all year.

[Elizabeth Hodson]

But coming up with that gift of an ad is one thing. Where to put it as another? Back when Instagram or even the Internet as a whole wasn't even a twinkle in advertisers eyes, there was a choice between print, TV, radio, billboard and in store. But in 2025, social media has created a totally new landscape with both challenges and opportunities. Pip Pross is co founder of animation studio Woodblock, which is headquartered in Berlin. And using that idea of the ad as a gift in itself, he compares the approach creatives use for making TV ads as opposed to the continuous sensory onslaught of social media.

[Pip Pross]

If you think of linear tv, it's more like you're getting like one present handed one after the other and you get enough time to unwrap them. And as the one giving the gift, you have the audience all for yourself. Right now, with social media and all the formats that have come up in the last couple of years, it's a bit different because imagine there are a thousand presents under your tree and you don't have the time to unwrap all of them because they're constantly changing. So how would you decide what to give your attention to? Especially when you know from experience that the biggest part of the presence will be completely useless to you, you would want to know what's in there so you know exactly what you get when you pick something. So preparing your gift, you would have to kind of skip the wrapping part and give the audience something that excites them right away, which can be quite challenging because we have to kind of reverse what we have learned about creating film. Right. Instead of building a dramatic arc that resolves in the end, we suddenly have to tell the punchline first and give the strongest images away right in the beginning.

[Elizabeth Hodson]

So you've decided to go down the social media and streaming route, but now you have to look at which of those channels to use, depending on where in the world you're advertising. Here's Lynn Deason from Kantar.

[Lynn Deason]

Again, individual countries have different media contexts or channels that they feel closer to, that they trust more than others, and which means they're more receptive to advertising in those places. So it's really interesting. If you look at Pinterest, for example, that tops the ranking in the UK and Colombia. In Germany, it's Apple tv, Paramount in Italy, it's Google in India, Mercado Libre in a lot of Latin American countries, so Chile and Mexico, for example. So those individual channels and that receptivity does make a difference to effectiveness.

[Elizabeth Hodson]

But even in a world of digital dominance, social media isn't the be all and end all. It's easy to forget that one of the most effective ways of advertising can be staring you in the face, quite literally, says Becky Naden, who singles out the creation of the Christmas coffee phenomenon as a great advertising opportunity.

[Becky Nadin]

I'd say the Christmas coffee market as a whole, your Starbucks, your Costas, their product price point is between three and four, five pounds, slash dollars. And they're great because you can get a little short, sharp hit of Christmas without, you know, spending an absolute fortune. It's almost become a cultural behavior to buy their products.

[Elizabeth Hodson]

And it's a phenomenon that Becky's been able to take advantage of this Christmas with a campaign for Wild Bean Cafe, a coffee chain based in BP gas stations.

[Becky Nadin]

It's just on cups, they're double sided. So whichever person you are at Christmas, whether you love it, whether you hate it, you've got a side of the cup that relates to you. So I go in and I get my cup and I put it on the side that says ho, ho, ho, because I love Christmas, or equally, I turn it around because I'm a Grinch and I hate Christmas and it says, no, no, no, whichever kind of Christmas person you are, we've still got the coffee for you.

[Elizabeth Hodson]

And when you don't have millions to spend On a Hollywood epic, Becky says that working with what you do have can dividends a cup for a brand.

[Becky Nadin]

That's our own media space, right? It doesn't cost us to put on there. We don't have to buy it from anyone. It's a really small thing where we can put our Christmas campaign that fits literally right under the nose of a consumer. And that's us in a tough climate working out where the right place to put our campaign is.

[Elizabeth Hodson]

Becky isn't the only one trying to make an impact on a relatively small budget. Helen Rhodes is chief creative officer at ad agency Grey London, which is behind the campaign for animal rights charity PETA. It's known for its no holds barred shock advertising and this year's offering was a particularly eye opening one.

[Helen Rhodes]

Says Helen, the name of the campaign is Happy Chris Massacre. They came to us with a really interesting brief to disrupt Christmas. You know, it is a lovely time of year and it's all about peace and love and goodwill to all people. But there's a darker side to it. It's the time of year when the most animals are slaughtered to be put on our dinner plates. So they wanted to sort of shine a light on what was going on for the treatment of animals. And obviously they're a charity, they didn't have a lot of money so they weren't able to run it on tv. So we had to create a film that was very much sort of built for social. You know, we want people to share it. But basically the spot opens with a familiar scene of a family having a Christmas dinner and chatting about their lives. But as they're, you know, having their meal and eating their turkey and ham and various things, then blood starts to splatter across their faces. But all the while they're kind of seemingly unbothered, just continuing their conversations. And this was obviously all to expose the quiet sort of normalized cruelty that plays out at millions of dinner tables across the country.

[Elizabeth Hodson]

The very graphic ad that Helen's advertising agency created may not be to everyone's taste, but its central idea, a family eating a festive meal, is unmistakably, unmistakably Christmassy. But what if you're trying to advertise something which has no connection whatsoever to the holiday season? Should you just give up and wait for January? Well, no, as long as you're very clever about it. One of Lynn Deason's standout Christmas ads this year is for restaurant brand Itsu, which is known for sushi, gyoza and assorted dim sum. You want dim sum. It's dim sum.

[Darren Bales]

No mate, it's Christmas.

[Elizabeth Hodson]

Christmas can be a tough time time for Itzu. While the nation tucks into turkey and.

[Matt Johnson]

Roasties, our gyoza sit untouched and unloved.

[Elizabeth Hodson]

Not only do our sales dip by 15%, the ad's tongue in cheek Whoa. Has amassed around 750,000 views on TikTok and has managed to succeed where other more obvious Christmas products have failed. By getting people talking, says Lynn.

[Lynn Deason]

When brands are bold and they create ads that are really different and distinctive that people will talk about, that people will share, then you get that extra earned media on top of the actual media spend.

[Elizabeth Hodson]

So whatever the medium or budget, Christmas provides a massive opportunity for brands to sell their products or sometimes their philosophies. And if there is a key to success, maybe it's a magical mix mixture of creativity, strategy and Christmas spirit. Well, that's all from me. Elizabeth Hodson But Business Daily will be back again soon.

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