The festive period is a time for creativity to shine, and this year, our creative team has been inspired by the innovative and heartwarming Christmas campaigns of 2024. Read on for our favourite picks - the campaigns that made us think, laugh, or at least stop scrolling for a moment.
Barbour – “Shaun the Sheep”
Chosen by Mat, Head of Production
I’ve always been a big fan of traditional stop-motion animation. There’s something really nostalgic and reassuring about it: and those are great qualities for Christmas advertising campaigns. So, this year I’ve really enjoyed the super cute “Shaun the Sheep” ad for Barbour. I love all those trademark Aardman animation imperfections like the fingerprints in the clay, and the way the sheep’s wool naturally fluctuates between frames.
It’s such a lovely little warm and comforting ad, that brings a smile and festive cheer to the viewer. And it doesn’t take itself too seriously or verge into tacky sentimentality (which I feel can often happen with some of the big brands Christmas TV ads).
It’s also a clever bit of marketing and brand licensing – with the alignment of the countryside aesthetic of the Barbour brand with the farm setting of Shaun the Sheep, and the clever tagline – BAAbour.
And they’ve continued the campaign naturally over into social media channels:
Clever marketing and a charming festive film – what’s not to like?
Sainsbury’s – “BIG Christmas”
Chosen by Lauren, Designer
Prawn Coat-tails, Beef Welly-boot, Wigs in Blankets…
My pick of this year’s festive season ads is Sainsbury’s, with a magical appearance from my favourite childhood book, the BFG. It continues the trend over the past few years of brands harnessing licensed IP in their Christmas campaigns.
The story begins with the BFG chopping up a “snozzcumber,” (known for its unappetizing appearance and taste) which many of us will remember from the original book. The BFG asks ‘Hey Sainsbury’s, how can we make this Christmas a bit more… phizz-whizzing?” I love the distinctive and unique copywriting throughout, that keeps the ad authentic and true to the BFG character.
We are introduced to Sophie, a Sainsbury’s employee, as she meets the BFG in a Sainsbury’s car park and begins their adventure. I adored seeing her new-found friendship with the giant and how, together, they embark on a mission to create an unforgettable festive season. They travel in pursuit of exceptional flavours, selecting fresh ingredients from Sainsbury’s suppliers, including salmon, brussels sprouts, irresistibly crumbly Stilton cheese and all things festively indulgent. The ad stays on focus to deliver its message, but persistently weaves in the spirit of Roald Dahl.
This ad is a blend of charm, warm colour palettes and stop-frame animation, spreading festive cheer in a way that feels both magical and grounded. For me, it really captures the essence of the BFG story I remember from childhood, evoking comfort and nostalgia in exactly the way a Christmas ad should!
Waitrose – “Sweet Suspicion, A Waitrose Mystery”
Chosen by Katie, Head of Creative
This year, Waitrose kept the nation guessing with it’s two-parter ‘whodunnit’ Christmas ad, featuring an all-star cast. Detective mysteries have always been a part of British culture, from Sherlock Holmes to Richard Osman’s best-selling ‘The Thursday Murder Club’, and Saatchi & Saatchi’s new approach for Waitrose successfully incorporates a cosy mystery with some delicious ‘edible’ stars, resulting in an unforgettable and joyful ad. The creative strategy aims to engage viewers for a longer period than the average campaign, with repeat viewings encouraged to help solve the mystery.
The 90-second first film centres around a family of food lovers preparing for Christmas Day, only to discover that the show-stopping No.1 Red Velvet Bauble Dessert has gone missing. Enter the detective, Succession’s Matthew MacFadyen, who sets out to crack the case and uncover the culprit. Was it the disgruntled Grandma, or perhaps the perfect hostess, Samira, who’s had enough of the holiday chaos?
The wider Christmas campaign included a social-first activation with exclusive character alibis and a special appearance by some of the nation's favourite detectives trying to help crack the case. Line of Duty stars Martin Compston and Vicky McClure bring the iconic intensity of their high-stake investigations to the campaign, playfully contrasting the festive absurdity of the mission. Other activities such as in-store clues, dynamic OOH evidence boards and diary room style alibi videos all bring the campaign to life.
Viewers tried to dissect the clues and work out who stole the dessert, with over 18,000 Waitrose customers voting for who they thought was the culprit (Fig the Cat obviously looked most suspicious, coming out as prime suspect). The cliffhanger was resolved in part two, after engaging viewers with humour, mystery and suspense, all whilst showcasing the delicious Christmas range at Waitrose.
So, that’s our take on our favourite Christmas campaigns of 2024. Whether through emotion, humour, or bold innovation, these brands have set the bar high for future holiday marketing. We can’t wait to see what next year will bring, but for now, we’re grateful for the festive inspiration they’ve shared with us. Happy holidays, and here’s to the end of the year—may your creative ideas be as strong as your coffee!
Head of Creative
Producer and Head of Broadcast
Graphic Designer
