The holidays can be an emotional time, and with them come ads and commercials that somehow always know how to pull at our heartstrings…
From touching family moments to nostalgic reminders of togetherness, these holiday ads and marketing campaigns have a way of capturing the magic of the season using the #1 marketing tool today: video storytelling.
Experience all the emotions with us as we reflect on our top five most unforgettable, tear-jerking holiday commercials. These famous ads are sure to have you in your feels by the end.
1. “A Holiday to Remember” by Chevrolet
Produced in 2023 by Commonwealth//McCann, an agency under the McCann brand dedicated to Chevrolet, this heartwarming ad feels more like a holiday short. Just over five minutes, the commercial follows a woman on a heartfelt mission to gift her grandmother cherished memories of the past, all told from the front seat of a classic Chevy Suburban.
Why it works: By focusing on nostalgia and family connection, Chevrolet reinforces the emotional value of their brand while seamlessly tying it to their product. The ad appeals to viewers’ sentimentality, creating a powerful association between the car and cherished memories of family, which resonates deeply with multigenerational audiences.
2. “The World Needs More Santas” by Coca-Cola
Produced by the New York ad agency Wieden+Kennedy in 2020, this under-two-minute Coca-Cola ad transforms a busy city into a sea of Santas. Each Santa embodies kindness, generosity, and holiday spirit, culminating in the message that we all have an “inner Santa” capable of spreading goodwill.
Why it works: This ad taps into Coca-Cola’s iconic holiday branding (imaginative visuals with heartwarming narratives) by delivering a message of community and generosity. By showcasing relatable characters and simple acts of kindness, the well-known ad agency was able to create an uplifting story that reflects Coca-Cola’s core values as a brand and encourages viewers to see themselves as agents of positive change.
3. “Heartstrings” by Apple
Released in 2022 by TBWA\Media Arts Lab, this ad shares the story of how sound and connection shape our lives, spotlighting Apple’s innovative hearing health technology. Providing a world-class, innovative product experience, the ad encourages viewers to embrace tools like Apple AirPods Pro 2 as a way to help bridge gaps in hearing and human connection.
You can watch the full commercial — and trust us, you want the full two-minute version — on AdAge’s website here.
Why it works: Apple combines emotional storytelling with product innovation, showcasing how their technology can impact everyday life. This ad shows an inclusive, real-life application of the product and features, appealing to both practical and emotional consumer needs. It does a great job of reinforcing Apple’s position as a leader in creating connections through technology.
Bonus — If the “Heartstrings” commercial tugged at yours, we’ve got good news: tugging at the heart through emotional advertising is kind of Apple’s thing. Another great example of an Apple holiday commercial that’ll get the tears flowing? A commercial released in 2014 entitled “The Song,” which you can watch here.
4. “The Beginner” by John Lewis & Partners
Part of an annual holiday advert, the 2022 commercial by John Lewis and adam&eveDDB follows an adult man determined to learn how to skateboard. There’s humorous setbacks and heartfelt persistence; and at the end, his reason for relentlessly trying to learn is revealed…
Why it works: This minute and a half long commercial has it all: humor, determination, and a meaningful twist. The narrative feels both relatable and inspiring, connecting the brand to values like family and selflessness. Year after year, holiday adverts like this one resonate with viewers so deeply that it leaves a lasting impression.
Curious about this year’s John Lewis commercial? Check out the recently-launched 2024 advert entitled “The Gifting Hour” on their YouTube channel.
5. “E.T. Came Home For Christmas” by Sky
Released in 2019 by Sky Creative Agency, this ad reunites E.T. with his now-adult friend Elliott after 37 years. It tells the story of their bond and the magic of shared moments during the holidays. This four-minute long extended cut highlights Sky’s streaming services, blending nostalgia with modern storytelling.
Why it works: Sky taps into the nostalgic, deep emotional attachment audiences already have to E.T. That’s not just our opinion — it’s a common theme in the feedback the video received. By subtly integrating their own product into an iconic, beloved story, the ad connects with viewers on an emotional level while promoting their services as a way to bring families together.
One thing is clear this time of year…
Emotional storytelling has the power to connect us all, especially during the holidays. The most effective holiday ads and marketing campaigns leave a lasting impression long after the season ends.
If you’re thinking about how your brand can create that kind of connection (not just during the holidays, but year-round), now is the perfect time to start the conversation.
Reach out to us online or email us at info@asenmarketing.com to discuss the next chapter in your brand’s story.
Authored by Amanda Myers, Copywriter and Marketing Strategist at Asen Marketing in Knoxville, TN. Amanda has a decade of brand writing and content creation experience, with a deep knowledge of what it takes for brands to thrive online today.