One last toast to great Christmas ads

In a last celebration of Christmas 2022, we have looked at 8 TV ads that were on-air to explore their emotional impact, level of Christmas joy and Christmas spirit, and to highlight what resonated with viewers of each ad. 

By using bespoke questions and our B&A Ad Effect, we looked at a combination of ads that returned from Christmas past (Woodies, SuperValu, Dunnes) , characters that returned in new creative (Aldi & Lidl) and new creative (An Post, Spar, Tesco) to see what might make an enduring Christmas ad.

A few highlights on our findings:

  • Ads with an story at the centre of the creative, such as Woodies, Supervalu and An Post, had viewers saying they tapped into the emotion of Christmas and Dunnes was strong for celebrating the joy of Christmas
  • Likeable characters help involve and connect viewers to the brands: Mrs Higgins (Woodies), Kevin the Carrot (Aldi) and Tin Man (An Post) were highly likeable characters to viewers and their ads had good branding and strong involvement
  • Our Christmas ads, as a group, showed stronger potential for fame and staying power than non-Christmas TV ads.  An Post’s new creative and Woodie’s returning ads both were exceptionally strong on these measures

We can’t wait to see what Christmas 2023 brings.

Read more here.