It’s mid November and media platforms have already been hit with a wave of Christmas commercials.
But which ones cut through and get the attention of shoppers during the busiest time of the year?
With wallets tightening and the economic outlook murky, brands need to fight harder.
Creative effectiveness consultancy Cubery has just completed a survey of 3,000 people asking: Thinking about Christmas ads you’ve seen over the years, which one stands out as your favourite of all time? What brand was it for?
Cubery says the results made clear that the strategy of tapping into festive emotions is paramount for getting people to sit up and pay attention.
However, the advertisers that rose to the very top didn’t stop there. What set these brands apart from the chasing pack was their focus on not just telling warm, magical Christmas stories, making sure people remembered who was behind them.
“It’s something we’ve seen play out like clockwork over the past decade testing the effectiveness of Christmas advertising, both here and in the UK,” said Wil Logan, senior consultant at Cubery.
“While tapping into family, togetherness, and nostalgia is a surefire way to trigger an intense emotional response, if every other advertiser is pursuing these same themes at the same time of the year, what will lead to your brand standing out?”
Top of the Christmas tree among the Australian public was Coca-Cola, largely thanks to the brand’s platform Christmas is Coming, featuring a convoy of festive delivery trucks.
“It’s a perfect demonstration of the one-two punch of branded memorability,” Logan said.
“Coke isn’t just taking people back to their childhoods from an emotional standpoint; they’re also ensuring the brand is front and centre of this journey.
“From their unmistakable semi-trailers decked out in the brand’s iconic colours to a cameo or two from their beloved polar bear, for many people Coke and Christmas go hand in hand.
”In second place was Coles, with vibrant depictions of Christmas lunch, which over the years has showcased family, friends, food and festive cheer.
“But riding alongside these emotions is the continued strategic placement of red tablecloths and Christmas cracker crowns, helping reinforce the brand’s established mental structures,” he said.
“While notably absent from the brand’s 2025 campaign, celebrity chef Curtis Stone has become synonymous with the supermarket giant, reinforcing the brand at every festive touchpoint over recent years.”
Also featuring prominently in the top 10 are advertisers which over the years have tailored their storytelling to reflect the unique way Australians celebrate Christmas, from backyard barbecues to beachside gatherings.
“Brands such as Myer, Woolworths, Telstra, and Aldi have all been able to connect with audiences at various points over the years through memorable storytelling and tapping into insights that perfectly capture the spirit of how Australians ‘do’ Christmas,” Logan said.
“It goes to show that while emotion is often prioritised above all else when crafting festive advertising, to quote Professor Byron Sharp, ‘Emotion is the vehicle, not the destination’.
“Whether it’s Christmas or any other season, advertising that stands the test of time doesn’t just focus on emotion; it ensures those feelings are inseparable from the brand behind them. And in an economic climate where brands are needing every media dollar to work as hard as possible, this pursuit has never been more crucial.”
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