For many of us, Christmas ads are big cultural moments we love to dissect over coffee, in the office or on WhatsApp – often sticking with us even after the trees and decorations have come down. And that’s exactly why they’re worth talking about. Because they’re a masterclass in how brands can connect emotionally, leave a lasting impression and – even better – drive results. 

According to Kantar, 59% of Brits absolutely love a good Christmas ad, with 56% of us actively looking forward to the festive campaigns every year. And this year’s lineup hasn’t disappointed, delivering a cocktail of heartstring-tuggers, belly-laughers and everything in between. 

John Lewis’ ‘The Gifting Hour’ brought us a tale of two sisters packed with nostalgia and warmth. It’s no wonder the campaign has been crowned the UK’s most impactful ad of the year, receiving the highest positive reactions among viewers. Meanwhile, Waitrose injected humour and intrigue into their star-studded ‘Sweet Suspicion’ campaign, teasing us with a "to be continued" that left viewers hungry for more. Disney brought a sprinkle of magic with ‘The Boy and The Octopus’ and Amazon reminded us that even the smallest acts of kindness can ripple outwards with ‘Midnight Opus’.

It’s proof, once again, that storytelling can resonate far beyond a brands’ products. These ads stick because they feel human – they tap into emotions we all recognise. Research from Kantar supports this, showing that ads evoking genuine emotional responses create lasting memories and positively frame future decisions, which makes them more powerful than campaigns relying purely on rational messaging. 

But here’s the twist: storytelling isn’t just for Christmas. The brands that really connect are the ones weaving storytelling into the everyday fabric of their strategy. Because let’s be honest – we’ve all seen brands that are all strategy and no story. And it shows. No spark. No connection. On the other hand, some brands overdo the storytelling, resulting in a lack of authenticity. Like they’re just jumping on the content bandwagon because everyone else is.

The lesson from this year’s most memorable campaigns are clear. They remind us that great stories captivate us because they do three things incredibly well:

1. They tap into universal emotions, whether it’s joy, nostalgia or that warm fuzzy feeling of togetherness

2. They put human beings first because people connect with people, not things

3. They know when to keep it simple but special. Not every campaign needs blockbuster effects or sky-high production values

The principles behind these campaigns can and should shape strategies all year round. It’s about giving people something to believe in – whether you’re speaking to millions of customers or a room of employees and stakeholders.  

We’ve seen this firsthand. Take the case of a leading UK bank who came to us when navigating a huge cultural shift. Their 20-year-old approach to performance management had become outdated. They needed our help to reinvent how performance was managed across their business, embedding a new culture grounded in what people truly needed and wanted. So, we created a single story for everyone to follow – one that inspired high performance and united their people around a shared ambition. The result? Colleague sentiment was overwhelmingly positive, with 90% of feedback reflecting energy and support for the change. When a story lands this well and creates that kind of momentum, you know you’re on the right track.

So yes, Christmas ads may have all the magic and sparkle, but good, authentic and purposeful storytelling is what makes them stick. We help brands uncover the human stories – whether it's bringing a company's strategy or purpose to life, a campaign, an event or an engagement programme and empower.

Let’s bring your story to life.