Beyond the Tinsel
3 Holiday Video Campaigns That Redefined a Season
In the most crowded and emotionally charged advertising season of the year, a great video campaign does more than just drive sales. It becomes a cultural moment, a new tradition, a part of the holiday fabric itself. To inspire your holiday season, we're looking back at three of the most prolific campaigns of the last five years, breaking down the strategic genius that made them unforgettable.
1. The Purpose-Driven Tearjerker: John Lewis – “The Beginner” (2022)
The British retailer John Lewis & Partners is the undisputed champion of the emotional Christmas ad. But in 2022, they elevated their formula from heartwarming fantasy to profound social purpose. The ad follows a middle-aged man awkwardly and painfully learning to skateboard, only for the final scene to reveal he and his wife are welcoming a foster child, skateboard in hand, who is nervous about her new home.
Why It Was Prolific: This campaign was a masterclass in purpose-driven marketing. In a season defined by consumerism, John Lewis chose to tell a story that wasn't about their products at all. They used their massive platform to raise awareness for children in the UK's care system. The campaign sparked a national conversation, generated immense goodwill, and demonstrated that a brand’s most powerful statement is what it stands for, not just what it sells. It was brave, poignant, and deeply human.
The Marketer's Takeaway: Connect your brand to a genuine "why." Audiences today, particularly younger ones, are drawn to brands that have a positive impact. While you don't need to solve a global crisis, aligning with a local charity or a meaningful cause that resonates with your company’s values can build brand affinity that a simple discount never could.
2. The Cinematic Short Film: Coca-Cola – “The Letter” (2020)
At the height of the pandemic, when the world felt disconnected, Coca-Cola delivered a feature-film-worthy epic directed by Oscar-winner Taika Waititi. The ad follows a father on an incredible, arduous journey from his job on an offshore oil rig to the North Pole, all to deliver his daughter's letter to Santa Claus.
Why It Was Prolific: In an era of shrinking attention spans and 15-second TikToks, Coke went in the opposite direction. They invested in a long-form, beautifully crafted narrative that felt more like a Pixar short than an advertisement. The story of overcoming immense distance to connect with family was the perfect metaphor for the global mood in 2020. It was pure, cinematic storytelling that positioned Coca-Cola not as a product, but as a facilitator of the holiday spirit.
The Marketer's Takeaway: Don't be afraid to go big on story. While short, snappy content has its place, a truly compelling narrative can cut through the noise and become a cherished piece of entertainment people seek out and share. Think like a filmmaker, not just a marketer.
3. The Formula-Breaking Humorist: Ryan Reynolds (Aviation Gin)
While most brands zig toward sentimentality, Ryan Reynolds has built a marketing empire by zagging into meta-humor. His holiday ads for Aviation Gin (and other brands) consistently subvert expectations and deconstruct the very idea of a holiday commercial.
Why It Was Prolific: Reynolds’ campaigns are an antidote to the season's often cloying sweetness. Whether he's creating a cynical "user manual" for dealing with family or parodying Hallmark movie tropes, his approach is built on self-awareness and being in on the joke with his audience. It’s authentic, personality-driven, and perfectly tailored for a social media ecosystem that rewards wit over schmaltz. His videos become viral events because they feel less like ads and more like comedy sketches.
The Marketer's Takeaway: If everyone is being sweet, be funny. If everyone is earnest, be witty. Breaking the established formula can make you the most memorable and refreshing brand of the season. Understand your brand's unique personality and lean into it, even if—especially if—it goes against the grain.
