What can Christmas films teach us about festive advertising?

The Christmas ads are out, which means the festivities are (almost) upon us. Hurrah!

For those of us who love Christmas, it’s the most joyous time of year where we find ourselves returning time and time again to old familiarity. This can include family traditions, listening to  those classic festive songs (the Slade one always makes an appearance) and, of course, sitting down and watching an iconic Christmas film; at home or for an even better experience, in the cinema - look out for Wonka, this year’s must see Christmas classic in the making. 

The timelessness of the writing, the perfect innocence of the plots, and the joyful endings have been shown to have physical and mental benefits.

Recent studies have shown there’s a set formula to the classic feel-good Christmas film. Whether it’s Love Actually, Home Alone or Miracle on 34th Street; they all combine a perfect blend of humour, recurring plots or characters and the obligatory happy-ever-after. The timelessness of the writing, the perfect innocence of the plots, and the joyful endings have been shown to have physical and mental benefits - making us feel good, lifting our spirits and making us laugh - a well-known antidote to stress. 

Above: Has Christmas really started unless you've heard Coca-Cola's annual anthem?

Film is a festive institution, and this incorporates Christmas advertising too, a time like no other, when adverts are highly anticipated and sought out. Quite apart from the years of tear-jerking creative from John Lewis, can you honestly say "the holidays are coming” before you’ve had your first glimpse of the iconic Coca-Cola ad? And, if you do, does it really count?

And, just like films, Christmas ads have immense potential to tug at your heartstrings, awaken emotions, conjure up memories and make you heady with wistfulness - even for the biggest Grinch. But is there a formula for an impactful Christmas advertising campaign, and how can advertisers use insights from festive films to inspire their future creativity? 

The holy trinity

Meaningful, heartwarming stories are the foundation of many a festive film, including It’s a Wonderful Life and The Holiday. John Lewis is famed for turning this into a craft of its own. Who doesn’t remember arguably the first BIG John Lewis Christmas ad, The Long Wait, with the little boy who can’t wait for Christmas - not so he can open his gifts, but so he can give his gifts to his parents? 

In the run-up to Christmas, people lose their adventurous side and crave a simple, heart-warming story with elements of humour, a happy conclusion and recurring plots and characters.

Or the 2012 classic where the snowman traversed mountains and rivers to reach his lover snowman in The Journey? Just like Christmas films of yore, the clever ad folk behind John Lewis’ campaigns have long taken the formula of simple, heartwarming stories to create tear jerking, engaging festive films. 

The previously mentioned study shows that, in the run-up to Christmas, people lose their adventurous side and crave a simple, heart-warming story with elements of humour, a happy conclusion and recurring plots and characters. These stories often focus on family or belonging at their core, the notion of being together and creating an emotional bond. This, in turn, promotes comfort and nostalgia, making us feel more optimistic and warm - particularly when rounded off with a satisfying resolution, rather than a stressful cliff-hanger. 

Above: McCauley Culkin’s character from Home Alone is one of the most memorable characters from a Christmas film.

Another key ingredient is having a memorable character. This is important in film - and advertising - because it gives the viewer someone to root for. We want characters to feel like old friends, because it speaks to the Christmas trend of socialising and revisiting past relationships. Visiting old friends over the holidays is a time for celebration and seeing memorable characters on screen triggers the same warm, fuzzy hormones inside us.

We want characters to feel like old friends, because it speaks to the Christmas trend of socialising and revisiting past relationships.

Films are particularly effective at creating memorable characters. Can I explain the plot-hole of both parents forgetting their child in Home Alone? No. Can I tell you everything about the despair of Kevin’s mum, the fun of McCauley Culkin’s character, Kevin McAlister, or the sheer villainy of the two cheeky burglars? Absolutely. 

Memorable characters aren’t just exclusive to films, take Aldi’s Kevin the Carrot who went viral for being, well… a cute carrot. And just recently Saatchi & Saatchi, on behalf of John Lewis, have introduced us to a 'loveable rogue' the Venus flytrap who forms a special bond with his owner, and is unapologetically naughty - eating up presents and making a mess.

Does this mean advertisers should return to the same characters every year? Not necessarily, but the importance of characterisation and familiarity should not be underestimated. 

Above: This year we were introduced to Snappy, John Lewis's 'lovable rogue'.

Finally, the unexpected twist. The third act twist is an absolute feature of classic films, plays and musicals but that doesn’t mean it still doesn’t have the ability to pull the carpet from under our feet every time. Miracle on 34th Street nails this when Kris Kringle miraculously wins his trial and gets all his post delivered to the courthouse. 

Christmas ads don’t always have to follow the same predictable trajectory. The 'twist' at the end of this year’s Shelter advert, when the protagonist, a young girl, behaves well to get what she wants for Christmas, but ultimately is not fulfilled; is heartbreaking but undeniably powerful. 

I encourage advertisers not to be afraid to seek inspiration and lessons from beloved films for creative campaigns, particularly at Christmas.

Who can resist settling into the familiarity and safety of well-known stories year after year? We have seen that festive films can provide a sense of togetherness from shared experiences, feel-good hormones from humour and triumph over adversity and feelings of friendship and comfort from well-known characters.