Video content gives companies the opportunity to create appealing advertising in an emotional context . Emotions are more easily and sustainably anchored in customers’ memories. Retailers such as Aldi, Edeka, and Kaufland, in particular, are following this trend and attract attention every year with emotional Christmas campaigns.
Something I’ve probably noticed, and you’ve probably noticed too: Christmas advertising has changed, especially in recent years. While the spots used to be more “serious,” today they’re often short Christmas films focusing on the wonderful time spent together , as well as some very funny campaigns featuring influencers and celebrities.
Thanks to their emotional storytelling, the short films evoke strong emotions and often generate thousands of views shortly after release. Combining a commercial with other communication channels often leads to success with customers.
1. Edeka Christmas campaign: “The EDEKA Christmas reinforcement”
My personal number one spot goes to Edeka – as so often, the German retailer delivers with its Christmas campaign. Are you familiar with the TV series “Die Discounter” (The Discounters)? If not, the main spot from the marketing campaign , as well as the many short snippets on TikTok and other social media platforms, will certainly seem odd to you .
Thorsten (actor Marc Hosemann), a store manager known from the improv comedy series “Die Discounter,” which revolves around everyday life in a supermarket, lends a country email list helping hand to the employees of an EDEKA supermarket during the Christmas rush. In his usual witty, quirky, and cringe-inducing style, a stranger is transformed into Santa Claus or orders tons of sausages.
Check it out for yourself – the campaign is particularly well-received among the young target audience. The main video on YouTube has already garnered 1.5 million views , and individual clips are going viral. Edeka is using a fictional character who, fittingly, is very successful in the same field.
2. Coca-Cola’s AI Christmas campaign
Coca-Cola is taking an exciting approach. The beverage manufacturer is relying entirely on AI-generated commercials for its 2024 Christmas campaign . These are part of a large-scale campaign that reinterprets the classic “Holidays Are Coming” spots with iconic music and the illuminated Coca-Cola truck.
In collaboration with AI studios Secret Level, Silverside AI, and Wild Card, the company is positioning itself as a pioneer and daring to do something new, which I find remarkable. It’s also true: The Christmas campaign evokes mixed feelings . Not everyone is enthusiastic node layout and selection about the AI images and videos, criticizing the lack of warmth and human interaction—of course, there are no real actors involved.
But Coca-Cola wouldn’t be Coca-Cola if the classic Christmas communication wasn’t still in place: The company is committed to social issues, there are chances to win prizes on the bottle labels and – of course – the Coca-Cola truck is once again driving through Germany, among other places.
3. John Lewis Christmas campaign: “The Beginner”
There are many emotional and viral Christmas campaigns not only in Germany, but also internationally. A great example is the British department store chain John Lewis. In its 2022 Christmas commercial, a man learns to skate—not for himself, but to impress a foster child who is coming to visit at Christmas.
In Great Britain, there are around 100,000 children and young people who spend Christmas in a residential care home and away from their families. The emotional spot featuring the somewhat clumsy man is a hit – and not just with me. Nearly 4.5 million views on YouTube and countless moving comments from adults who once also had to celebrate Christmas in a residential care home are impressive evidence of this.
By the way: In 2024, John Lewis will once again have a hit with its Christmas commercial – as is the case every year . After 2023’s rather bizarre commercial featuring Andrea Bocelli and a carnivorous plant , 2024 will once again be all about strong emotions .
4. Edeka Christmas campaign: “Mr. Schmidt’s special Christmas story”
Admittedly, I like how the brand presents itself in its Christmas campaigns. This was also the case in 2020, with another touching Christmas clip. “Mr. Schmidt’s Special text services Christmas Story” addresses the challenging Christmas season amidst the pandemic and social distancing restrictions .
The focus is on the theme of charity and how people from different cultures can celebrate a wonderful Christmas together despite difficult circumstances. The campaign’s motto is: “Let us be joyful and more colorful.”