5 minutes read time.
Let us imagine. It’s the middle of July, the sun is shining, and the air smells like sunscreen and barbecue. Meanwhile, in the commercial industry, we’re already deep into the holiday season. While most people are off enjoying the summer, we are working on holiday campaigns covered in tinsel and snowflakes.
By the time December rolls around, to be honest, we’re a little done with Christmas. We’ve been living in jingles, sleigh bells, and reindeer for months. But that’s OK—it’s part of the job, and mostly, it’s worth it.
If you’ve ever wondered how Christmas campaigns are born, here’s a peek into what happens behind the scenes, from those early sweltering July brainstorms to the December launch. Spoiler: by the time the world is ready to enjoy the holiday spirit, we’re probably sipping a much-needed eggnog by the fire.
It Begins in July (Yes, Really)
For many people, July is a time for beach days and ice cream. For us, it’s the kickoff to Christmas. Planning for holiday campaigns begins in the heat of summer, when our team—decked out in shorts and sandals—is working on festive visuals, holiday copy, and strategies to roll out across every channel available. We are laying the groundwork for what will become a full-blown holiday takeover months later.
The process is extensive—think concept development, illustration, design, and adapting assets to fit every media format: digital, print, social, TV, and even the odd banner ad. Take John Lewis’ Christmas campaigns, for instance. Their wonderful advertising is a holiday tradition, but what most people don’t realize is the months of preparation, approvals, revisions, and rewrites that go into creating that two-minute tearjerker. The planning and production begin well before the first snowflake falls, ensuring that everything is polished and ready to go by the right season.
It’s Not Just One Campaign— Full-Fledged Holiday Takeover
A Christmas campaign is never a single TV spot or posting a festive Instagram photo—not even for the tiniest brands. It’s an entire ecosystem of content, carefully tailored to hit consumers from all angles. Everything has to work together seamlessly, from banner ads to billboards, social media posts to in-store visuals. It’s an interconnected strategy—and it takes a lot of work to get there.
Take Coca-Cola’s iconic “Holidays Are Coming” ads. Those festive red trucks with twinkling lights have been spreading holiday cheer since the 1990s. Coca-Cola’s approach didn’t stop with TV commercials.
It extended to special limited-edition holiday packaging featuring Santa Claus, illuminated trucks, or Polar Bears that became collectibles, and real-life activations like the annual Coca-Cola Christmas Truck Tour, where the actual red trucks featured in the commercials tour through cities across Europe, the U.S., and even parts of Asia. The brand amplifies the holiday campaign through robust social media contests, like the 2018 “#HolidaysAreComing” contest, where fans could win a visit from the Coca-Cola truck to their town. Even if you just walked into the store, the chances were high you’d run into seasonal point-of-sale displays, shaped like trucks (we know, because we made them). This total Christmas takeover—deriving from a single idea of trucks bringing festivities to life—keeps the brand top-of-mind throughout the season.
At our agency, we simply love working on these multifaceted campaigns—turning one single idea into a variety of derivatives. It’s a special kind of creativity, where years of experience and in-depth knowledge come in handy when, for example, meticulously crafting social media series or illustrating print ads that feel fresh yet cohesive. When every piece feels connected. It’s like Christmas magic.
The Pressure of Tradition—and the Room for Innovation
Here’s the paradox of Christmas advertising: people want tradition, but they also want something fresh. The challenge is finding the balance between evoking that familiar nostalgia while offering a new twist each year. This is where the real creative work comes in.
Sainsbury’s 2014 “1914” Christmas ad struck this balance perfectly. It retold the famous Christmas Truce of World War I, where British and German soldiers paused the fighting to exchange greetings and play football. The ad, created by AMV BBDO, featured historically accurate details and was made in partnership with the Royal British Legion. By blending rich historical storytelling with a modern, cinematic production, it evoked powerful emotions while subtly promoting Sainsbury’s. The result? Over 16 million views on YouTube and widespread praise for its thoughtful, innovative approach to holiday advertising.
For smaller brands, this same balance can be achieved with a bit of creative storytelling. A great example is Barbour’s 2019 “Father Christmas to the Rescue” campaign. By featuring Raymond Briggs’ beloved character, The Snowman, Barbour tapped into British nostalgia while promoting its famous wax jackets. With clever animation and a heartfelt storyline, the campaign resonated emotionally without the need for a blockbuster budget. The ad earned over 2 million views online and proved that, with the right story, even smaller brands can create lasting connections during the holiday season.
How About You?
If you’re a business owner, you might not be thinking about Christmas in the middle of summer—but we are. By the time you see festive campaigns rolling out in November and December, we’ve already been hard at work for months. That’s why working with an agency (like ours, hint, hint) is … kind of important.
Yes, by the time December rolls around, we might be a little jingle-belled out. But when the campaign hits all the right notes, and audience responds, we wouldn’t have it any other way. Ready to create a holiday campaign that stands out? Let’s start planning your next Christmas now (yes, next)—trust us, it’s never too early.