Advertising and product development research specialist Cubery, in its fifth annual review of Australian Christmas advertising, says most Christmas ads chose to adopt sentimental narratives, emphasising the true meaning of Christmas and generally avoiding making reference to COVID-19.
Cubery likes Australia Post's commercial, for the second year in a row, ahead of Bonds and Woolworths.
"The continuation of the brand’s Spread the Merry campaign from 2019 is a testament to many of the advertising basics – storytelling, single-minded message, positive emotional resolve, purposeful brand involvement, and consistency," says Cubery.
Michael Klaehn, an educator in communication and social media with QUT College, also does an annual review of festive commercials.
He says the best 2020 Christmas ads focus less on asking you to buy something and more on how to share love, bring community together and give to those in most need.
“People expect to be entertained by Christmas ads, and brands and agencies pull out all stops with their use of animation and star power but this year there is definitely a different coronavirus-tinged tone,” says Klaehn
He likes the Coca-Cola Christmas Commercial 2020. "There is drama, emotion, trials, and tribulations. It’s ridiculous and hilarious - I got totally caught up in the story and I love the twist at the end," he says.
"It’s a brilliant spin on the typical Christmas but also single minded on what is actually important - family.”
The video advertising platform has released a ranking of the most emotionally engaging festive campaigns using its content testing tool, UnrulyEQ.
Top of Unruly’s Australian Christmas tree is Disney’s animated ad, which tells the heartwarming story of a grandmother’s relationship with her granddaughter and the importance of family traditions during the festive season.
A selection of Christmas commercials:
'Twas the Flight before Christmas
Air New Zealand: "It’s been a tough year for Kiwis old and young, so in the lead up to the festive season we thought it was high time to have a little fun."
Spread the Merry with Australia Post
Woolworths 'Sharing the Spirit of Christmas'
Ferrero Rocher 'Say it with Gold'
St.George ‘Christmas – For the road’
ALDI Australia | Christmas 2020 | Synchronised Santas
Coles 'Value the Australian Way'
Bigger than Christmas | MYER
David Jones: The Home of Christmas for 182 Years
Bonds 'Give a Little, Help a Million'
Ads from John Lewis and Partners are always hotly anticipated.
Give A Little Love | Waitrose & John Lewis
“The Greatest Gift” | Xfinity 2020 Holiday Commercial
Disney's From Our Family To Yours
And I think to myself... that’s the 2020 LEGO holiday season ad!
SodaStream & Snoop Dogg: The Small Things 60"
Coca-Cola Christmas Commercial 2020
Pitch Perfect 2
The show must go on
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