Christmas is around the corner. And with it comes a time when not only children’s eyes shine, but more often than on normal days, also TV screens.
Traditionally, Christmas breaks viewing records and Christmas Eve fairy tales are often the most watched programme of the year. Domestic TV stations’ Christmas programming hit the screens of more than 6 million viewers over the age of 15 on Christmas Eve in 2023 , with more than half of viewers in the 4+ target group sitting in front of a TV screen in the evening after 8pm.
GroupM’s “Czech Christmas “project found that the answer to the question “What wouldn’t a Czech Christmas be the same without?” is for 80% of the population to watch fairy tales and Christmas movies on TV. And even young target groups declare that what they like about Christmas is Christmas-themed movies and fairy tales.
Watching TV together still plays a very important role in the Christmas holidays, or even New Year’s Eve or New Year’s Day. It’s a time when TV commercials, more than ever, are bursting with images of family comfort and playing on the strings of nostalgia, kindness and goodness. Christmas advertising campaigns pay off for brands. They boost year-end sales and help to achieve the desired sales targets and bring the year to a successful close.
You could even say that Christmas advertising campaigns are an advertising genre in their own right. Why are Christmas-themed ads popular with advertisers and viewers alike, and which ones have become global icons? What do consumers expect from Christmas this year, what emotional tuning do they prefer ? And why are emotions important in advertising? How to work with the emotional line to make an ad stand out from the crowd ? A long read about Christmas ads can be found here. Don’t forget to check out Sytem1’s article on the five “golden themes” of Christmas advertising.
Don’t forget to check out our ScreenVoice Originals series THE BEST IN CHRISTMAS ADS, where you’ll learn the golden rules of Christmas advertising, as well as which ads are the most touching, which are the most catty, and read about those that rely on characters with unconventional heroes. A selection of articles with a Christmas theme and on the topic of emotions in advertising are also featured in the selection below.
PREVIOUS THEMES OF THE MONTH
MORE ARTICLES ABOUT THIS TOPIC
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LEE CRONIN’S THE MUMMY IS COMING TO CINEMAS: ANCIENT EGYPTIAN MYTHOLOGY ALSO APPEARS IN TV ADVERTISING
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SPRING HOLIDAYS IN CZECH ADVERTISEMENTS: TRADITIONS, BUNNIES AND CELEBRITIES
3. 4. 2026Easter advertising in the Czech Republic relies primarily on humour, traditional symbols (bunnies, eggs) and specific promotional offers from retail chains. A recurring theme in Easter marketing in the Czech Republic is also “enjoying the holidays without stress”, with a nod to tradition. This is clearly evident, for example, in this year’s Košík campaign, which… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING
WHAT IS HAPPENING TO CONSUMERS? THE ERA OF EMOTIONAL OUTSOURCING HAS ALREADY BEGUN
24. 3. 2026The SXSW 2026 conference demonstrated that, alongside the impact of artificial intelligence on business, a less visible transformation is also taking place within people themselves. Their relationships, language and the way they seek connection are changing. As a result, the audience that brands have traditionally targeted is also changing, summarises Alex Turtschan from the media… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING
BLACKPINK, BTS AND THE ART OF SELLING ANYTHING. HOW IDOLS BECAME A GLOBAL ADVERTISING PHENOMENON
17. 3. 2026BLACKPINK released their new EP Deadline on 27 February 2026. It is their first group project since the 2022 album Born Pink and also the first outcome of renewed group activity following a four year solo hiatus. The comeback of a group that ranks among the most commercially leveraged acts in the history of K… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING
LEONARDO DICAPRIO IS FILMING IN PRAGUE. THE FILM IDOL BEGAN HIS CAREER IN TV ADVERTISING
16. 3. 2026A global star has arrived in the Czech Republic! Leonardo DiCaprio, one of today’s biggest Hollywood stars, is here because of a new film by Martin Scorsese, which has been filming in Prague and its surroundings since the end of February. Fans of the Titanic hero have a chance to catch a glimpse of the… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING
MUSIC IS THE GATEWAY TO EMOTIONS AND INCREASES MARKETING EFFECTIVENESS – BUT BRANDS OFTEN UNDERESTIMATE ITS POWER, SAYS THE STUDY SOUND SCIENCE
3. 3. 2026Sometimes, adverts get under our skin. And then, even hours after watching them, we find ourselves humming a catchy melody or jingle that got stuck in our heads. Yet in planning advertising campaigns, music is often an “afterthought”. This was one of the reasons for the creation of the study Sound Science: How Music Is… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING
NEW SCREAM HITS THEATERS AS AUDIENCES BUZZ WITH ANTICIPATION. BRANDS TAP INTO THE POPULARITY OF HORROR IN ADVERTISING CAMPAIGNS
2. 3. 2026Three years have passed since the release of Scream 6, and the seventh instalment is now racing into theatres. The trailer for the new film premiered during this year’s Super Bowl, leaving fans of the franchise eager for more. The sixth film was a major commercial success, grossing over $168 million worldwide and becoming the… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING
WHEN DISNEY CAME TO DANCING: A LIVE SHOW BECOMES A FAIRYTALE
24. 2. 2026Inspired by Disneyland Paris’s Disney Music Festival, where performances by Disney-movie characters fill the park with dance and live music, DPG Media’s creative team proactively conceived an unprecedented brand integration: a dedicated Disney-themed episode of Dancing With The Stars. The concept was not driven by a client brief. Knowing the client’s wishes and dreams, and… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING
IT WAS MEANT TO BE A SHOWCASE OF TECHNOLOGY, BUT NOSTALGIA STOLE THE SHOW: WHAT DOES SUPER BOWL LX REVEAL ABOUT THE STATE OF MARKETING?
8. 2. 2026Super Bowl LX is behind us. The evening at Levi’s Stadium in Santa Clara was once again more than just a sporting event—it turned into a media platform watched by over 124.9 million viewers in the U.S., peaking at 137.8 million during the second quarter, making it the second most-watched broadcast in American television history.… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING
HOW CAN ADVERTISING RECAPTURE ITS APPEAL AND DRIVE BUSINESS RESULTS? BESIDES CREATIVITY, THE KEY FACTORS ARE EMOTION, DISTINCTIVENESS, AND CONSISTENCY
19. 12. 2025New research by System1 and Effie Worldwide shows that advertising is losing effectiveness. However, the study also reveals how effectiveness can be increased again. While outstanding creative is one of the essential prerequisites, it is not enough on its own. Advertising needs to return to three simple yet often neglected principles: emotion, distinctiveness and consistency,… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING
SCREENVOICE TOP 10 INTERNATIONAL CHRISTMAS CAMPAIGNS 2025
16. 12. 2025The pre-Christmas shopping frenzy is reaching its peak, and one of the driving forces encouraging consumers to spend is the Christmas campaigns of both major and lesser-known brands. What Christmas spots have international companies come up with this year, and how successful have their festive campaigns been? Over time, Christmas adverts have become a ritual… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING