SCREENVOICE TOP 10 INTERNATIONAL CHRISTMAS CAMPAIGNS 2025

16. 12. 2025 | 8 min read The 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?

THE HISTORY OF ALDI CHRISTMAS ADVERTISING: KEVIN THE CARROT IS A FAVOURITE WITH VIEWERS AND CRITICS ALIKE

15. 12. 2025 | 9 min read Aldi’s Christmas adverts are built on long-term consistency. For ten years now, they have returned to one central character, systematically developing his story across different genres and emotions. As a result, the brand has created a strong memory structure and a clearly recognisable Christmas style. Each new advert is a standalone chapter, yet it fits naturally into a broader narrative. It is precisely this combination of continuity and creative variation that explains why Aldi’s Christmas campaigns have long ranked among the most successful.

THE HISTORY OF CHRISTMAS ADVERTISING: HOW A COMMERCIAL TOOL BECAME A CULTURAL PHENOMENON

4. 12. 2025 | 5 min read For most people, Christmas is the most emotional time of the year. It is a period filled with nostalgia, reflection, anticipation and family gatherings. And we cannot forget shopping, which begins long before Christmas itself. It is therefore hardly surprising that, since the nineteenth century, retailers have been trying to make use of this “Christmas magic”. Today, Christmas campaigns are a cultural tradition in their own right. How did it all begin? The roots of Christmas advertising Much of what we associate with Christmas today is linked to Charles Dickens’s 1843 novella A Christmas Carol, the invention of Christmas cards in the same year, and the popularisation of the Christmas tree. Add to this the figure of St Nicholas as a mysterious gift-bringer, and you have the perfect Christmas story — one offering an excellent opportunity that retailers, naturally, could not afford to miss as they sought to sell their stock. And so Christmas advertising entered the scene.

THE CHRISTMAS WAVE REACHES ITS PEAK: THE BRANDS WHOSE TV ADVERTISING HIT VIEWERS STRAIGHT IN THE HEART

1. 12. 2025 | 8 min read The floodgates have opened not only for Christmas adverts, but also for various surveys and estimates of how much money consumers intend to spend in the run-up to Christmas and during the festive season. The truth is that, both globally and in the Czech Republic, the number of people trying to save money is rising. For advertisers, of course, this is not exactly good news. It is little wonder that this year they embarked on their Christmas advertising offensive much earlier than usual. As a result, you can now enjoy a third dose of Christmas emotions, making their way from television screens into homes around the world.

DESTINATION: INTERNATIONAL PRESTIGE. ADS OF MAJOR AIRLINES THAT WENT GLOBAL

30. 11. 2025 | 13 min read Christmas is approaching. That means millions of people around the world will be on the move, returning home for the holidays to celebrate with their families. It may be the clearest reminder of how we take air travel for granted in the 21st century and how essential a role it plays in our lives. That is also why we should not forget that 7 December marks International Civil Aviation Day, a testament to the importance of global connectivity. It is the ideal opportunity to take a look at the mark airlines have left in the history of television advertising. The following five campaigns confirm that the identity of airlines reaches far beyond the duties of ordinary carriers. Time and again, they have proven capable of creating commercials that are formative, transformative, and often unforgettable. Home can be anywhere By 1989, planes were slowly becoming a common means of transport even for the global middle class. It was only logical that airlines began adapting their marketing communications accordingly. One truly groundbreaking example came from British Airways, which had just emerged from several years of extensive and demanding privatisation and restructuring under the leadership of Colin Marshall. The company now wanted to position itself as a genuinely global player and was not afraid to use the label “The World’s Favourite Airline.” It could afford to do so thanks to a unique television commercial known simply as The Face.

THE WAVE OF CHRISTMAS CAMPAIGNS ROLLS ON: INTERNATIONAL AND CZECH BRANDS HAVE OPTED FOR TRIED-AND-TESTED FESTIVE THEMES

27. 11. 2025 | 6 min read Capturing consumers’ attention in the run-up to Christmas — a period traditionally overflowing with emotion, nostalgia and an excess of advertising messages — represents an extraordinary challenge for brands. This year, they launched their Christmas campaigns even before Advent. Let’s take a look at more Christmas offerings that are trying to strengthen brand image and persuade both international and Czech television viewers to shop. What really works on consumers?

THIS YEAR’S AVALANCHE OF CHRISTMAS CAMPAIGNS IS ALREADY ROLLING IN, BRINGING DEEP EMOTIONS AND SOCIAL THEMES WITH IT

20. 11. 2025 | 6 min read The leaves have not even all fallen from the trees yet, and the media are already teeming with Christmas campaigns. This year, brands have set out on their Christmas offensive very early indeed. And once again, we can look forward to a flood of time-tested sentiment, nostalgia and emotional stories. Some advertisers, however, are also striking a financial chord this year — which is hardly surprising in the current challenging times. What heavy Christmas artillery have famous brands prepared for consumers this year?

WHEN AN ALTERNATIVE CEASES TO BE AN ALTERNATIVE. WHY PLANT-BASED MARKETING SHOULD INSPIRE THE REST OF THE MARKET

3. 11. 2025 | 12 min read World Vegan Day is now behind us — and today it serves as a reminder not only of growing interest in sustainability, but also of a transformation in the language of advertising itself. Plant-based brands have shown that communication does not need to be built on guilt or activism. It is far more effective to talk about taste, habit, and choice. Campaigns that only recently targeted a narrow group of the already convinced have become fully fledged examples of modern brand communication. What they have in common is simplicity, a positive tone, and the ability to translate an ethical issue into an everyday context. Plant-based products no longer represent an alternative, but a new way of thinking about marketing itself. An alternative becomes a vision of the future In 2020, the American company Beyond Meat decided to completely overhaul its existing marketing strategy. The goal was to promote plant-based meat as a product suitable for mainstream consumers. This also involved a shift away from a narrative based on moralising (“you must”) toward one emphasising choice (“what if”). The result was the company’s first-ever nationwide television commercial, “What If We All Go Beyond?”, which aired in the United States on 3 August 2020 on Spectrum SportsNet during a game between the Los Angeles Lakers and the Utah Jazz.

SNOOP DOGG TURNS 53 — AND STILL PROVES AUTHENTICITY IS THE BEST MARKETING

20. 10. 2025 | 12 min read On 20 October, Snoop Dogg celebrated his 53rd birthday — calmly, humorously, and with the effortless detachment that has become his trademark. The rapper who helped define the sound of West Coast gangsta rap in the 1990s has become a living brand and a cultural institution. His voice, style, and irony long ago crossed the boundaries of music, transforming him into a figure who can sell sneakers, food delivery, or an entire philosophy of life with equal ease. For marketers, Snoop Dogg is the perfect example of authenticity in practice. In every campaign, he preserves his own rhythm, language, and humour — he never pretends to be something he is not. And that is precisely why his commercials still feel alive even years later: they are not ads about Snoop, but ads that speak in his voice. Cool Comfort Snoop’s public image has always been tied to a generous dose of unrestrained hedonism. Over time, the rapper became the voice of pleasure, comfort, and laid-back perspective — a persona that has been used in more than one advertising campaign. In these campaigns, Snoop usually appears as the viewer’s guide and as an ambassador for products guaranteed to make life more enjoyable. A textbook example of this stylisation is undoubtedly the Did Somebody Say campaign for the food delivery service Just Eat (known in other countries as Menulog or Grubhub). It is a model example of how high-quality food-delivery marketing should be done.

HORROR ENTERTAINING CONSUMERS: TV ADS INSPIRED BY DRACULA

18. 10. 2025 | 8 min read Halloween, the beloved season full of ghosts and ghouls, is just around the corner. Who doesn’t know Dracula, for example? Marketers are well aware of the global fame of the legendary vampire, and they’ve been using his iconic image and vampire symbolism to boost sales for decades — and for good reason. His image is instantly recognisable and universally understood. Now, with the release of the new film Dracula: A Love Tale, the vampire theme is back in the spotlight. It brings suspense, exaggeration, and humour to campaigns, and has the power to appeal to audiences of all ages. For advertisers, it’s a great opportunity to stand out and leave a lasting impression on viewers.

PERSONAL FINANCE DOESN’T HAVE TO BE BORING. TV ADS REPEATEDLY DEBUNK THIS MYTH

8. 9. 2025 | 10 min read Who says financial literacy is boring? It may seem like an unexciting topic – numbers, savings, budgets – but despite that, it has become one of the liveliest genres in television advertising. Sometimes it takes a serious tone, other times it relies on humour or emotion, but it always aims at one thing: to show that money isn’t a distant world of experts but an everyday reality for all of us. These stories demonstrate that advertising can do more than sell – it can teach us to reflect on values, responsibility, and the future. And the marketing of global financial institutions has been proving this for decades.

SUMMER-FLAVOURED TV ADVERTISING: AD SPOTS FILLED WITH SUN, SEA AND CHEERFUL VIBES ENCOURAGE SHOPPING

2. 9. 2025 | 6 min read Summer has come to an end, but even a few rays of sunshine can keep the summer mood alive. The flood of summer-themed TV commercials is gradually fading, and so is the effort by brands to tap into the specific consumer behaviour typical of the warmest season of the year—one devoted to experiences and relaxation.

THE SCHOOL YEAR BEGINS IN AUGUST ON TV SCREENS. WHAT DO EDUCATIONAL ADS TELL US ABOUT SOCIAL VALUES – AND ABOUT OURSELVES?

30. 8. 2025 | 13 min read Television campaigns focused on education no longer promote only crayons, backpacks and university brochures. Instead, they have become a tool for presenting universal social values, parental ambitions and cultural identity. From Target’s musical spectacle in the US to the digital revolution of India’s Byju’s to the film-style public campaign of the French Ministry of Education, education is now more than just a product in advertising. In the Czech environment, we are still keeping our feet on the ground, but this may be a call for positive change.

STADIUMS AS SUMMER ADVERTISING LABS. THE IMPACT OF MEGA SPORTS EVENTS ON BRAND MARKETING

29. 8. 2025 | 12 min read The biggest summer sporting events are not just competitions for trophies. There are also moments when advertising becomes a pop culture event. Wimbledon, the Tour de France, the US Open, the EURO and Formula 1 are not only the highlights of the sporting season but also comprehensive advertising laboratories. Each of these events offers a completely different media space – from the aristocratic minimalism of Wimbledon to the pop culture spectacle of the US Open to the technology-oriented branding of Formula 1. The common denominator is the effort of brands to achieve deeper audience engagement through new formats, digitalisation and personalised experiences. It is no longer just about reaching an audience – the goal is to create a cultural moment that resonates across channels, generations and markets. The Tour de France and the power of film aesthetics For many years, the Tour de France has rightly maintained its reputation as the largest and most-watched cycling race in the world. This Grand Tour, which takes place every July, is not only a sporting event but also a global advertising platform where many brands test the effectiveness of innovative formats. Live broadcasts of the Tour are provided by more than a hundred television stations in over 190 countries around the world, with a cumulative audience of over 3.5 billion viewers. The individual stages are filmed from the air, from motorcycles and from stationary cameras, making the Tour an ideal space for advertising and product placement. The race thus boasts a distinctive cinematic aesthetic.

NOSTALGIA LEVEL: MAX. HOW DO RETRO ADS WIN CUSTOMERS’ HEARTS?

25. 8. 2025 | 16 min read Memories of the good old days are both enjoyable and highly impactful – something brands eagerly leverage in their marketing. Nostalgia is one of the major marketing trends of 2025 and can connect consumers with the past, evoke positive emotions and create a deeper relationship with the brand. Advertisements referring to the popular culture of past decades, retro visuals or iconic slogans act as a kind of time machine, transporting viewers back to moments stored deep in their memory. Some brands, such as Coca-Cola, Nintendo and Volkswagen, have long relied on nostalgia and made it a key part of their identity. In times of rapid technological progress and uncertainty, retro marketing offers a safe haven – and an effective way to reach different generations. How do companies draw inspiration from the past, and why does this approach work so well?

THE FUTURE HAS ALREADY BEGUN. AR AND VR ARE TRANSFORMING TV ADVERTISING INTO AN INTERACTIVE EXPERIENCE

21. 8. 2025 | 10 min read Smart TVs, augmented reality and the advent of new devices such as Apple Vision Pro are fundamentally changing the way brands communicate with customers. Television and outdoor advertising are no longer just one-way communications – they are becoming interactive, personalised experiences. Companies are investing in AR and VR campaigns for higher engagement, better conversions and lower costs. And even though these formats still face technical limitations, their role in the marketing mix is increasingly compelling.

SUMMER-FLAVOURED TV ADVERTISING: THE MOST DELICIOUS AND FUNNIEST BBQs

15. 8. 2025 | 9 min read When the smell of smoke and roasted meat wafts through the air from your neighbours in the early evening, it’s hard to resist the temptation to light up the barbecue and prepare some summer delicacies yourself. The growing popularity of summer BBQ parties presents an opportunity for food and barbecue equipment manufacturers. And what better way to reach consumers than with TV ads that make families’ mouths water as they watch together?

SUMMER-FLAVOURED TV ADS: THE MOST ROMANTIC HOLIDAYS, THE WILDEST FUN. TRAVEL AGENCIES AND AIRLINES COMPETE FOR CUSTOMERS WITH TV AD SPOTS

8. 8. 2025 | 10 min read At the end of spring, when memories of winter holidays in the mountains have melted away like snowflakes in the sun, the days after months of hard work seem to blend into one another, and our energy is dwindling alarmingly, the idea of a holiday becomes a light at the end of the tunnel. Summer is much more than just a season – it is a state of mind when we crave more intense experiences, want to try new things, and long to travel and discover. At first glance, it might seem that travel agencies, airlines and tourist organisations have us – potential customers, craving tropical destinations and unusual experiences – in the palm of their hand. But it's not that simple. Standing out from the crowd of competitors is often a challenge even for marketing masters.