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
BRAND BATTLES IN THE BEVERAGE MARKET: COCA-COLA AND PEPSICO ON THE BATTLEGROUND
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SNOW WHITE AND THE DWARFS IN ADVERTISING THEN AND NOW: STILL EFFECTIVE
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REESE’S, MANSCAPED, PRICELINE AND MORE: BRANDS TAKE THEIR CREATIVE SERIOUSLY ON APRIL FOOLS’ DAY
1. 4. 2025The annual custom is no laughing matter for brands across all sectors. Well, maybe just a little. Muse rounds up some of our favorite chuckle-inducing ads below. Reese’s, ‘Chocolate Bread’ Its official! Reese’s is getting into the sandwich business. The candy company introduces “the perfect upgrade to your favorite PB&Js” with Reese’s Chocolate Bread. “Pair… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING
THE BIG BRAND BATTLES: NOSTALGIA, COMPARISON, AND PROVOCATION WORK WELL IN ADVERTISING WARS
24. 3. 2025When two or three strong brands meet in a certain market segment, they go head-to-head. There is only one spot in the sun, and while there doesn’t have to be just one winner, anyone who hesitates may find with dread that they are not among the top players but at the bottom.
IS A BRIGHTER FUTURE COMING? WITH A TOUCH OF EXAGGERATION, MIND POSITIVITY IN TV ADVERTISING AIMS TO OFFER A MANUAL TO HAPPINESS
20. 3. 2025Every year, the International Day of Happiness is a reminder of the important role positivity plays in everyday life – and the advertising world is no exception. For some time now, mind positivity has become a key strategy for brands willing to reach customers not only effectively but also with emotions that leave a lasting… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING
TIME TO GET SERIOUS ABOUT HUMOUR IN ADVERTISING
22. 2. 2025Humour in advertising is a powerful driver of brand memorability and engagement. WARC’s India Editor Biprorshee Das dives into why humour works, where brands go wrong, and how to get it right – some key takeaways from the recently published What’s working in humorous advertising report. Humour in advertising is so much more than just… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING
SUPER BOWL LIX: HUMOUR DOMINATES CREATIVE STRATEGIES
6. 2. 2025Humor and positivity are set to be major themes among this year’s Super Bowl spots, based on analysis of various ads released ahead of the NFL season-closer by DAIVID, an ad-testing platform that uses artificial intelligence (AI) to measure creative effectiveness. The Super Bowl is a blue-chip advertising occasion that reaches millions of viewers. Interest… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING
WHY CELEBRITIES AND THE SUPER BOWL AREN’T LIKELY TO PART WAYS
4. 2. 2025There was a time when most Super Bowl commercials didn’t feature a celebrity. No Serena Williams. No Payton Manning. No Martha Stewart. In 2010, only about one-third of Big Game spots included a well-known actor, athlete, or musician, according to television analytics firm iSpot.tv. This changed in 2018, when famous faces appeared in the majority of Super… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING
WHY HUMOUR IN ADVERTISING WORKS – AND HOW BRANDS CAN USE IT MORE
4. 2. 2025Humour in advertising has declined by 37% over the past 20 years, according to Kantar, but evidence shows it remains a powerful tool for brand recall, emotional engagement, and long-term success. WARC’s new report, What’s Working in Humorous Advertising, unpacks how brands across industries – from Snickers to Specsavers – are using comedy to cut through… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING
AWARD-WINNING CAMPAIGNS ARE MORE LIKELY TO USE QUANTITATIVE PRE-TESTING
3. 12. 2024More than half of winners in the IPA Effectiveness Awards are now using quantitative pre-testing, a trend that has been growing steadily over the past two decades. What’s happening More than four in ten entrants to the IPA Effectiveness Awards are using quant pre-testing – and 51% of winners. Previous analysis of the IPA Databank… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING
FORREST GUMP AND MARKETING: TELEVISION ADVERTISING IS LIKE A BOX OF CHOCOLATES. YOU NEVER KNOW WHAT YOU’RE GONNA GET. BUT THE EXPERIENCE WILL BE GREAT
31. 10. 2024Just like many other famous films, Forrest Gump, overflowing with now-iconic scenes and quotes, caught the attention of brands. This iconic film, celebrating its 30th anniversary, combines a personal story with significant historical events, evoking powerful emotions, which is immensely valuable for marketing. Let’s take a look at which brands have successfully drawn inspiration from… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING
ITV’S GEN AI SOLUTION HELPS BOOST TV ADVERTISING AND SMALL BUSINESS GROWTH
18. 10. 2024In September 2024, ITV launched an innovative solution aimed at making TV advertising more accessible to small and medium-sized enterprises (SMEs). By leveraging the power of Generative AI (GenAI), ITV is expanding its commercial creative production services to remove the perceived barriers associated with the cost of making ads for TV. This innovation allows new-to-TV… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING