Our favourite Christmas ads of 2023

It comes around faster every year. Yes, ‘tis the season of Secret Santa, office parties and some of the best and most memorable ads of the year.

And in the spirit of giving, we thought we’d share some of the Christmas ads we’ve been loving on radio. We’re glad to see that many of this year’s crop make use of consistent brand assets used elsewhere, most notably on TV. Our recent research with System1 showed just how important this is. It also found that audio ads that make listeners feel more positive drive consumer behaviour change and deliver longer lasting brand effects. So it’s great to see so much festive cheer on offer.

Without further ado, here’s a selection of our favourites:

Argos

Connie and Trevor are back for another year as Argos’s Christmas mascots and their recognisable voices are well suited for the campaign’s amusing radio spots. Using plenty of right brain features, Argos have found a creative way to bring their products to life, while benefiting from association with the TV campaign through the consistent use of characters.

ASDA

We loved Asda’s television advert featuring Christmas royalty Michael Bublé. While the radio campaign delivers against its tactical objectives, its clever use of swing music helps to secure long-term brand effects by bringing to mind the “King of Christmas” (Bublé) and the TV ad. This gets reinforced by Bublé’s seal of approval at the end, sprinkling a little extra seasonal magic.

Etsy

Shopping for Christmas gifts can often feel like mission impossible so the spin on this in the Etsy campaign is so fun. The multiple stories and scenarios featured really drums home the variety Etsy offers to diverse audiences.

John Lewis

The idea of creating new traditions seems fitting for the moment, as families continue to adjust to the difficult economic context, new technology and post-pandemic life. This campaign prompts you to ponder your own Christmas traditions, as well as doing a pretty good job at selling Christmas lights…if that’s your tradition of course. The original composition in this campaign is brilliant too, talk about feel-good.

Aldi

We can’t think of Aldi at Christmas and not think of Kevin the Carrot with a big smile on our faces. It’s not just the consistent use of this well-known character that works so well for the brand, they’ve now been using the warm, expressive and unique voice of Jim Broadbent for the last 3 years.  Broadbent’s voiceover together with consistent music from the TV spot means this radio ad will be easily recognised by listeners, even with no carrots in sight.

M&S

Dawn French returns as the M&S Christmas Fairy this year having become somewhat of a Christmas staple. This ad lands its tactical message well and the use of the classic tagline not only whets your appetite for these biscuits, it leverages the long-running and effective positioning of the premium food retailer.  

Cadbury’s

One of the shortlisted brands for our Audio Ad of the Year 2023 (the winner will be announced shortly so watch this space), Cadbury’s have clearly had a good year on radio. For Christmas they have brought back their successful ‘Secret Santa’ campaign that works alongside their outdoor spots inviting you to send an anonymous bar of chocolate to a loved one if you find one. It’s a heart-warming campaign that ensures Cadbury’s is front of mind when stocking up Christmas chocolates.