We love Christmas. It’s the most magical time of the year and the one with the most advertising investment. So we wanted to stay true to tradition and select the 5 spots that have most surprised us for their originality, storytelling, brand promotion, stereotype busting or for presenting an original concept. Enjoy the best Christmas advertising of 2021.

1. Brand: Posten Norge

Title: When Harry met Santa / Agency: Pol

With close to 2 million views in just one month and widely divided comments, this is the most viral spot of the year. The advert is emotive, very Christmassy and in line with the LGTBI movement. It tells the story of a man who, every year, awaits the arrival of his soul mate: Santa Claus. A difficult, long-distance relationship, with the excitement of his arrival and the sadness of his departure. It also features a nod to Mariah Carey’s classic.

2.Brand: John Lewis

Title: Unexpected Guest / Agency: Adam&EveDDB

Every year, John Lewis manages to surprise us with a spectacular Christmas campaign. For 2021, it has launched an impeccably produced spot reminiscent of the Steven Spielberg classic E.T. the Extra-Terrestrial (1982), which made us all fall in love with the story of the friendship between a boy and a creature from another planet. This time around, the spaceship does not arrive on the eve of Halloween, but crash lands on Earth in time for Christmas. The really interesting part is how it approaches the concept of adolescence and the claim that invites us to experience this festive season as if it were our first time.

3. Brand: Lidl

Title: Big on a Christmas you can ALWAYS Believe In / Agency: Karmarama

Bingo! It’s true. Christmas Day can seem like Groundhog Day. This very funny spot portrays the same family in the present and the future. A simple yet powerful concept that draws you in with its futuristic quirkiness and repetition of the same Christmas moment. Regardless of what year it is, the important thing is that the Lidl brand will always have everything you need for the festive season.

4. Brand: TK Maxx

Title: Christmas to the Maxx / Agency: Wieden+Kennedy London

A Christmas concert in a small town. A young organist delivers the most sensational performance of his life thanks to a gift from his parents: a pair of boots from TK Maxx. These magical shoes have the power to bring out the best in each of us. All of this is pushed to the limit thanks to the classic riff from “Walk this way” by the rock band Aerosmith. A very successful spot that brings enjoyment with every viewing. Pure branding.

5. Brand: Apple

Title: Saving Simon / Agency: TBWA\Media Arts Lab

Apple typically manages to strike the right chord. And for the past few years it has been shooting all its spots on its own smartphone technology. This particular one was filmed by director Jason Reitman (Ghostbusters: Afterlife) using an iPhone 13 Pro. It is an original spot that eschews Christmas clichés to focus on friendship and family. It also relies on the naturalness of the protagonist who is determined to do whatever it takes to save her snowman friend for a whole year. Look out for the unexpected twist that will leave you with a smile on your face.

Author: Joan Margarit, Marketing and Communication Analyst

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