The Best Christmas Marketing Campaigns of 2020

Every year many of the world’s top brands roll out their festive-themed marketing campaigns in the hope of convincing shoppers to choose them over rivals. Although Christmas is a lot different this year, the spirit is still in the air! We have gathered some of this year's best Christmas marketing campaigns from around the world.


Amazon – ‘The Show Must Go On’

The Amazon ad features a young ballerina preparing for her Christmas show. She desperately trains, in bad weather and lockdowns, before the show is eventually cancelled. However, her family pulls together and she puts on a socially distanced performance for her neighbours.

The ad taps into many of the unspoken feelings that Covid-19 has sparked – sadness, frustration and ultimately disappointment – while providing a happy ending. It manages to not be depressing, while reflecting the realities of the pandemic for many of us and it does tug at the heartstrings.


Disney – ‘From our family to yours’

It might be just three minutes in length, but Disney has managed to sprinkle this ad with the same level of magic as any of their full-length movies. While Mickey Mouse features throughout, this ad focuses on the relationship between a grandmother and granddaughter and the family traditions that connect them through the years. This animation shows what Disney does best – tell a beautiful, emotionally-driven story. 

The advert is set to Griff's charity single, 'Love Is A Compass', in support of Make-A-Wish. 'The lyrics of the track and the storytelling in the advert are powerful, and important. The theme of family and loved ones are so front of mind for many of us – especially this Christmas,' says Griff.


GAP – 'Dream the future'

Featuring a reimagined demo of "Dream Baby Dream" by Karen O, choreographer Ryan Heffington showcases a joyful expression of emotions celebrated through motion. Gap invites everyone to dream towards a brighter future together, connected in joy, peace, empathy and love.

“For us, this holiday is all about hope. And when we look forward to the season ahead, we hope for a kinder, more loving tomorrow, where we see, dream, and think in color. And celebrate as individuals, together. We're optimistic that we can celebrate, not just our differences, but our common humanity.", says Mary Alderete, global head of Gap marketing.


Lidl – ‘Big on a Christmas you can believe in'

Despite opening with a seemingly traditional scene, Lidl's ad playfully parodies the typical Christmas advert formula other retailers are known for by highlighting 'often unrealistic' scenes. Product prices are displayed to demonstrate that consumers can be assured of 'delicious food at amazing value'. 

'We all need a little light relief this year, so we wanted our Christmas ad to show customers that our commitment to high quality at Lidl prices means everyone can believe in a great Christmas – and we had a bit of fun doing it too!', says Ryan McDonnell, Commercial Director at Lidl GB.


Coca-Cola – 'This Christmas, give something only you can give'

Directed by Oscar winner Taika Waititi, this festive heart-warming commercial has got viewers all choked up. With the traditional Coca-Cola truck tour cancelled this year due to the pandemic, the advert has not taken the usual 'holidays are coming' approach. Instead, viewers are told: "This Christmas, give something only you can give."

The messaging this year is a simple one, as Coca-Cola explains: 'This Christmas, give something only you can give. Be it in person, over an awkward video call, or just a quick message, making time for the ones you love is what makes Christmas truly the most special time of year, no matter how you do it."


What are your favourite Christmas marketing campaigns from this year and what ones can you still remember from childhood? Let us know!


If you want to read more of our tips on digital marketing, take a look at our blog posts. And whether you are looking to upskill or learn the basics, we have the right digital marketing course for you. 


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Written by: Ines Tome

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