The Power of the Christmas Ad: From Guinness to John Lewis
Christmas is the most wonderful time of the year, and for brands, it’s also prime time to connect with consumers. No longer just about promoting sales, Christmas ads have evolved into mini-narratives, often tugging at heartstrings and becoming cultural touchstones.
From the iconic Guinness ad with its soaring choral music to John Lewis’s heart-warming tales, some creations have become synonymous with the festive season.
This is, ultimately, an attempt by a large multinational to get people to spend more money on their mass-market beer. Or, at the very least, to have their brand piggy-back on the positive feelings people have at this time of year.
Despite that, few would argue that Guinness’ ad is now a core part of an Irish Christmas.
For some, its airing it marks the official start of the festive season.
### A Legacy of Christmas Classics
Certain ads transcend mere product promotion and become interwoven with the fabric of cultural memory. Guinness’s 2003 Christmas ad, featuring a lone figure walking through snow-covered streets as a church bell chimes, is a prime example. Even after two decades, it continues to top “best Christmas ad” lists, demonstrating the enduring appeal of well-crafted storytelling.
“There is an ad that is very much timeless,” says Deirdre Waldron, CEO of ad agency TBWA Dublin.