Every year, when Christmas rolls around, we see the same festive formula:
- Big brands
- Big agencies
- Big budgets
That’s why we want to spotlight some great ads this Christmas that might not be from the big-boy agencies you’d expect (and with no mention of ‘AI’ in sight). In fact, lots of them are from lesser-known agencies with smaller teams (and likely, a much smaller spend, too).
Here’s our festive round-up – which are, in our opinion, the 5 best Christmas ads of 2024.
Starbucks: ‘Drink In, Breathe Out’ by TBWA\London
What it’s about
With music that recalls the Russian Dance from Tchaikovsky’s The Nutcracker Suite, a man desperately tries to navigate a whirlwind of office parties, present wrapping and food shopping, finding solace in a comforting cup of Starbucks coffee.
Who it’s by
Hand-crafted by TBWA\London using a blend of 3D sets, 2D animation and stop-motion techniques, the brand describes it as ‘capturing the highs and lows of the festive season’. While TBWA is a larger brand than others we’ve showcased, they deserve a special mention in our list of the 5 best Christmas ads this year for the handcrafted feel of their ad.
Why it’s great
There’s nothing like making something creative with your bare hands – and while we could’ve showcased the Barbour x Aardman ‘Shawn the Sheep’ stop-motion ad, this one wasn’t made by a team of 600 people with a net worth of £12m. In our opinion, TBWA’s offering is short, sweet and simple, and certainly raises a smile (if not a cup of coffee). That’s exactly why it takes a spot in the 5 best Christmas ads of 2024.
Shelter Scotland: ‘World of Our Own’ by Don’t Panic
What it’s about
Charity ads will always make us feel like Scrooge, and this one has us positively turning out our pockets. Created for homeless charity, Shelter, it’s about a father and daughter escaping into their imagination to make the best of a difficult living situation.
Who it’s by
The ad was developed by London-based agency Don’t Panic, a team of fewer than 50 creatives who have scored B-Corp status and proudly work to ‘drive real-world change’. That’s certainly reflected in their client roster, which includes the likes of NSPCC, UNHCR (The UN Refugee Agency) and GREENPEACE.
Why it’s great
In a nutshell, we love the ad’s concept. We’ve all had to use our imaginations for the benefit of our kids, particularly for overcoming their fears and tears. The thought of a child not having a happy, safe home (and at Christmas, too) really tugs at the heartstrings. It’s relatable by tapping into human empathy as opposed to shared experience – something we feel sets it apart from others.
Etsy: ‘Waldo Anthem’ by Orchard Creative
What it’s about
Some call him Waldo, others Wally. But whatever you know him as, how well do you actually know him? That’s the premise behind this clever ad, which took a spot in our selection of the 5 best Christmas ads of the year. It features Waldo – with all the aura of a jaded celebrity who’s frequently gawked at but never understood – finally getting a gift that sums him up to a ‘W’.
Who it’s by
Orchard Creative are the brains behind the ad, and it’s easy to see why we’re behind them. The agency’s commitments include paying women equal or higher pay than their male peers; training BICOP youth for creative careers; and ensuring their majority shareholder is always female. For a small studio, they’re mightily impressive. One of their past Etsy ads was broadcast at the Superbowl, and they’ve also worked with other familiar American brands like Ocean Spray.
Why it’s great
Brilliant Christmas ads often begin with brilliant ideas. And, like others that made our nice list this year, it’s quite often a simple idea done well. In this case, Waldo’s finally ‘seen’ by someone who knows him best (that’s Wanda). Or, as Etsy puts it, by giving ‘gifts that say I get you’. For Wally? That gift is a shiny new compass.
Big Issue: ‘12 Days of Homelessness’ by Work and Class
What it’s about
In this real, raw and heart-wrenching ad, Work and Class uses the ‘12 Days of Christmas’ carol to spotlight some of the reasons everyday people end up on the streets. From ‘9 mental health episodes’ and ‘8 bruises too many’ (this from a young man), to unemployment, benefits cuts, rent increases and the cost of living, it encourages us to shake the stigma and understand that poverty is not the individual’s fault, and can happen to any one of us.
Who it’s by
It’s a class act from Work and Class, an agency that’s formed for the working class, and mostly composed of the working class, too (with at least 80% representation). Their mission is to ensure underrepresented voices are heard, while helping to reduce the huge 18.2% socio-economic pay gap in the marketing industry. (For context, their definition of ‘working class’ takes factors like access to wealth, family education and connections to influence into account). They also offer 10% of their work pro-bono, supporting social mobility (think working with schools and mentoring young people). It’s enough to melt the frostiest heart!
Why it’s great
Not only do we commend this twist on a Christmas relic that’s actually associated with excess (because who needs seven swans and six geese for Christmas, unless they’re a farmer or the monarch), but we love the way it shows the Big Issue’s great work in the community. This is a charity that’s picking up the pieces of what’s arguably a political problem, whether it’s addiction support, rent payments, healthcare, paperwork or the most important Christmas gift of all: forging a human connection and building a community that cares.
National Trust: ‘Giving from a good place’ by Happy Hour Productions
What it’s about
The fifth and final of the 5 best Christmas ads of 2024, this gorgeous stop-motion animation may well rival some of the other offerings we’ve mentioned in this post. The ad’s about a Christmas robin who’s making a list from himself – but chooses to give all his new treasures to friends and family instead. Luckily, the whole lot can be bought from a National Trust gift shop in one fell swoop (literally).
Who it’s by
Bristol-based Happy Hour Productions are the team behind this gem. A TV and video advertising agency, they’re all about turning moving pictures into growing brands. They’re also listed in Campaign Magazine’s top 40 creative agencies – all this from a team of fewer than 50, which isn’t based anywhere near the capital. Magic!
Why it’s great
The creatures in the ad are all colourful characters straight from the National Trust’s very own gift shop (bringing to mind other strategic soft toy tie-ins, like John Lewis’ Monty the Penguin and Aldi’s cuddly Kevin, the Christmas Carrot). Happy Hour built the sets and hand-cut every snowflake and heart that features in the spot – no mean feat. But aside from the technical wizardry and creative magic, we love the tagline of the ad: ’giving from a good place’. Not only does it make their shops a ‘good’ place to shop, while doing ‘good’ for the charity, but you’re giving from your heart (a very ‘good’ place indeed).
And that’s a wrap for the 5 best Christmas ads of 2024.
What made your list of top ads this year?
What ads would you like to see?
Do you agree with our selection for the 5 best Christmas ads of 2024?
We’d love to hear from you (answers on a Christmas card?).
It’s never too early to get into the Christmas spirit. To get started with our creative agency on your Christmas 2025 campaign, get in touch with the team today: hello@weareonestudio.co.uk You can also connect with us on LinkedIn, Facebook, X and Instagram, and browse our latest work.
