The Christmas TV ad has been a cornerstone of the festive season for decades. Who hasn’t shed a tear over a lonely penguin or cheered for a carrot braving the snow? But in 2024, the real magic isn’t airing during Coronation Street. It’s happening on TikTok, Instagram, and beyond, where brands are trading prime-time slots for prime scrolling time.
This isn’t just a budget decision (although, let’s face it, TV ads cost a fortune), it’s a full-on revolution. Social media offers something TV can’t: real-time, global engagement., and while we might miss the old-school John Lewis ad premiere, chances are there’ll be more people stumbling across it on TikTok or YouTube than during a TV ad break. So, who’s done it well and who hasn’t? Let’s get into the big names.
Waitrose: A Festive Mystery
Waitrose really raised the bar this year, with its two-part Christmas mystery campaign. This wasn’t your average festive ad; it involved a star-studded ensemble cast, cheeky humour, and, best of all, your local branch’s TikTok account playing detective. As the plot twisted around a missing Christmas dessert, leaving a serious cliffhanger at the end of part one, audiences were encouraged to get involved and solve the case themselves before it was revealed in part two. It was social media magic that turned a standard TV ad into an interactive event.
Coca-Cola: It’s an AI Christmas
While Waitrose is a best-in-class example of how brands can adapt their traditional festive ads to this new wave of advertising and take advantage of the community aspect of social media, Coca-Cola showed us what not to do. This year’s ad still features the iconic red trucks and snow-covered hills of the classic Coca-Cola Christmas, but this year, the festive classic was made using generative AI. And let’s just say, you can tell. The face of Santa Claus never actually appears onscreen, only his hand clutching a Coke bottle, and there are other details that look a little “off,” such as the truck wheels gliding across the ground without spinning and the distorted proportions. The public didn’t exactly embrace it with open arms, with huge amounts of commenters online sharing their disapproval of the over-use of AI.
Why Social Media is Winning Christmas
- Shareability: Social media ads can go viral, extending their reach far beyond a single TV airing. One well-timed meme or user-generated post can multiply the impact of the campaign in ways TV simply can’t match.
- Interactivity: With social media, brands can turn their holiday ads into interactive experiences. Audiences don’t just watch; they comment, create their own content, and even solve mysteries with you. It’s less passive and much more engaging.
- Budget Flexibility: Producing a Christmas TV ad often requires a mega-budget. But with social media, you can still deliver top-tier storytelling without having to sell your office Christmas party just to afford it. It’s a win-win for both quality and cost.
So, what does this mean for the future of Christmas ads? While social platforms allow for a level of engagement, personalisation, and reach that traditional TV can’t match, it will be interesting to see the ongoing impact of this and whether or not it will mean the end of the traditional Christmas adverts as we know it.
