The Magic of the Christmas Ad: Why Brands Tell Stories, Not Sell Products, at This Time of Year

With Christmas just around the corner and the much-anticipated John Lewis advert once again lighting up our screens, it’s hard not to be drawn into the magic of festive marketing.

These seasonal campaigns have become as much a part of Christmas as mince pies and fairy lights. But what makes them so special? Why do brands, businesses and charities invest so much in these emotional short films every year?

As a marketer, I’ve always been fascinated by the ability of these campaigns to stop us in our tracks, to make us laugh, cry, reflect or reach out to someone we love. In a world of constant noise and data-driven messaging, Christmas ads remind us that marketing at its best isn’t just about selling, it’s about feeling.

It’s About Emotion, Not Promotion

While most advertising throughout the year focuses on products, offers and calls to action, Christmas campaigns take a very different approach. They lead with emotion. Whether it’s John Lewis reminding us of the joy of giving or a charity ad capturing the power of human kindness, these stories are designed to make people feel something. Because when audiences connect emotionally, they don’t just remember the message, they remember the brand behind it. “People may forget what you said, but they will never forget how you made them feel. ”That emotional imprint builds long-term brand affinity in a way no product feature ever could.

Building Brands, Not Just Boosting Sales

Of course, festive campaigns influence sales, often dramatically, but their true value lies in brand building. Christmas gives brands a rare platform to express what they stand for: generosity, community, family or joy. It’s the ultimate expression of brand purpose, told through storytelling rather than selling. For John Lewis, it’s about thoughtful giving. For Coca-Cola, togetherness. For charities, it’s hope and compassion. Each story reinforces brand values in a way that resonates long after the festive season ends.

A Shared Cultural Moment

Christmas adverts have become part of our shared cultural calendar. We don’t just watch them, we anticipate them. The “big reveal” now makes the news, trends on social media and sparks countless conversations. That collective anticipation is marketing gold, transforming brand campaigns into national talking points and creating an emotional halo that reaches far beyond paid media.

The Power of Purpose for Charities

For charities and community organisations, the festive season offers a particularly powerful opportunity to connect. At a time when people are more reflective, grateful and generous, a well-told story can inspire empathy and action. Rather than selling a product, these campaigns invite audiences to make a difference. The storytelling techniques are the same, but the call to action is profoundly human: to give, to help or to care.

Measuring Success: Beyond the Bottom Line

Unlike standard campaigns that focus solely on clicks or conversions, festive ads are judged on a richer blend of emotional, social and commercial metrics.

Type	Example Metric	Purpose
Emotional	Audience sentiment, engagement, brand recall	Did it move people?
Social	Shares, mentions, YouTube views, PR coverage	Did it spark conversation?
Commercial	Sales uplift, website traffic, in-store visits	Did it drive revenue?
Brand Equity	Loyalty, perception, repeat purchase intent	Did it strengthen the brand for the future?

What Makes Christmas Campaigns Different

Everyday Promotional Video	Christmas Campaign
Product-led	Story-led
Rational	Emotional
Short-term ROI	Long-term brand value
Limited resonance	Cultural relevance
Transactional	Transformational

A Marketer’s Reflection

As someone who’s spent years helping brands articulate who they are and why they matter, I think the enduring appeal of Christmas advertising lies in its simplicity. It strips marketing back to its essence: connection.

These campaigns remind us that behind every brand are people trying to reach other people, not with a product pitch but with a story that makes them stop, smile or shed a tear. And perhaps that’s why the Christmas ad has become so iconic. It’s not just a marketing moment, it’s a mirror of our shared humanity. At a time when the world feels divided or distracted, these small stories remind us of the power of empathy and the enduring truth that emotion drives action. Because in the end, Christmas advertising isn’t really about Christmas. It’s about connection, and that’s something worth celebrating all year round.