Every festive season, brands compete to create the ad that captures the magic of Christmas. This year, we tested 20 Christmas ads using RED Star Direct’s effectiveness model—and the results are clear: consumers want escapism, warmth, and a little sparkle.

Woodies’ “Mrs. Higgins” topped the charts with a score of 83, thanks to its heartwarming twist and feel-good festive spirit. Amazon’s “Joy Ride” and Eason’s “Inspire Someone This Christmas” also scored high, leaning into nostalgia and joy.

Ads that focused too much on reality—like Tesco’s “That’s What Makes It Christmas”—missed the mark. At Christmas, viewers want a snow globe, not a mirror.

Familiar faces and traditions still matter. Aldi’s Kevin the Carrot and Coca-Cola’s classic “Holidays Are Coming” remain fan favourites.

Want the full breakdown of all 20 ads and insights for next year’s campaigns?

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