The 2021 Australian Christmas commercials with magic

Chris Pash
By Chris Pash | 14 December 2021
Michael Hill Christmas 2021.

Christmas commercials are more likeable and have better music and casting compared to other retail ads, according to analysis by Luma.

And they are more likely to be noticed and to persuade. Christmas ads generate more affinity and empathy.

“We have been waiting all year for this, especially after last year,” Sally Joubert, CEO of Luma Research, told AdNews.

“Great to see some Christmas magic return, it might not be the big Christmas comeback we had hoped for but many ads this year focus on the joy of sharing and giving which is a powerful emotion.  

“Brands want us to indulge in the art of giving, acknowledging that it means different things to different people.”

Michael Hill’s Christmas commercial attracts attention with a likeable and engaging, giving story. Luma’s analysis gave it a 58% Effectiveness Score.

Woolworths and Today's Fresh Food People shows they care, leaving people feeling positive about the brand. Luma gave it a 48% Effectiveness Score. 

Coles' Here’s to the Joy generates strong empathy and people relate to the messages but  Luma says it could have been easier to follow . It has more than 50 scenes in 60secs. 

Myer Let’s Unriddle Christmas generates some empathy but the 15 second ad turning vague wishes into wonderful gifts leaves people really confused…

Kmart For all Kinds of Christmas highlights that our Christmas’s all look different while generating a strong connection with the brand…

Big W For The Love of Giving shows us how to go the extra mile when giving but branding could have been stronger. 



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