It’s beginning to look a lot like Christmas (and that means one thing for brands: Christmas advert season is here). From supermarkets to start-ups, everyone’s competing for attention. For any business, it’s the golden window to connect with audiences through powerful storytelling and smart strategy. But how do you create effective TV advertising for Christmas that actually delivers the results you’re looking for?
Let’s unwrap it…
Start with the Strategy
Every great Christmas campaign begins with a plan, so before deciding what your advert should look or sound like, you need to define who you’re talking to and where they’re watching. At Forward & Thinking, we specialise in helping brands reach the right audience through data-led TV campaigns.
Using BARB data and first-party insights, we make sure your message reaches the right living rooms. Christmas is a competitive time of year for brands, so your targeting needs to be sharper and more strategic than ever.
Tell a Real Story
Many of the UK’s most-admired Christmas adverts succeed because they tell human stories. Take John Lewis, for example. Each year, their campaigns capture attention not only when they launch, but long after, because they tap into emotions that define the festive season, such as kindness, generosity, empathy, and love.
These adverts feel like short films, drawing viewers into a simple but powerful story. From The Bear and the Hare to The Man on the Moon, the narrative takes the audience on a journey with a clear beginning, middle, and ending that leaves people feeling something genuine. That emotional connection is what keeps them memorable years later.
You know Christmas is near when John Lewis and M&S release their Christmas adverts. The same goes for big UK supermarkets like Tesco, Sainsbury’s, Aldi, and Lidl. Anticipation builds, and people speculate about which song they’ll use and what message they’ll tell this time. It’s storytelling that’s become part of our culture.
But here’s the truth: you don’t need a John Lewis sized budget to create impact. Smaller brands can still achieve high-quality production by being smart with their creative and focusing on emotional storytelling that aligns with their brand values.
Why Storytelling Works
Stories are designed to deliver messages in an engaging and memorable way. They involve the viewer, taking them on a journey that satisfies curiosity and leaves a lasting impression.
John Lewis invests millions in its Christmas adverts because of how powerfully they reinforce what the brand stands for. Through storytelling, audiences understand the brand’s personality without a single product needing to take centre stage.
And stories are memorable because everyone connects with them. From childhood tales about heroes and adventures to emotional stories about love or nostalgia, a strong narrative makes your advert stick in the mind. The most effective campaigns use emotion to resonate with viewers, whether it’s joy, warmth, or even sadness.
Get the Timing Right
The Christmas countdown seems to start earlier each year, but that doesn’t mean you should rush your campaign. Timing should match your audience’s mindset. For retail brands, mid-November often captures early shoppers, whilst hospitality and leisure businesses see stronger results closer to December as people plan their festive outings.
At Forward & Thinking, we handle every step of TV advert production, from concept to clearance, ensuring your campaign launches smoothly and on schedule. Planning early avoids last-minute hiccups and maximises your airtime impact.
Mix Your Media
A Christmas TV advert doesn’t exist in isolation and, when done right, it amplifies other channels such as search, social, and digital display. That’s why we often combine traditional TV advertising with on-demand and digital video campaigns. BVOD and CTV platforms allow brands to extend reach and track performance, turning your festive story into a campaign that lives across multiple touchpoints.
Keep It Clever
As a UK-based TV advertising agency, we understand the needs of brands across the country. If you’re planning a regional festive campaign or a national rollout, we make sure every penny of your budget works effectively. Because all production and strategy happen under one roof, we keep your campaign clear and effective.
Christmas TV advertising isn’t just for the biggest names. With targeted media buying and flexible airtime options, smaller or challenger brands can still create campaigns that stand shoulder to shoulder with household names.
Make Your TV Advertising Count
If you’re thinking about launching a festive campaign, now’s the time to start. From creative development and media planning to full TV advert production, we’ve got the expertise to bring your story to life.
Get in touch with us and let’s make this Christmas one your customers will remember for all the right reasons.
