The Christmas Advertising Hall of Fame: Australia

With Christmas fast approaching, the annual wave of festive advertising is about to kick into top gear—seeing brands across the country jostling for shoppers’ attention during the most lucrative time of the year. But with wallets tightening and the economic outlook murky, brands are needing to work harder than ever for consumers’ Christmas coin. It’s therefore never been more imperative to ensure that advertising cuts through the seasonal clutter and keeps the brand at the forefront of shoppers’ minds.

For the 10^th straight year (yes, you read that right!), Cubery will soon be releasing Australia’s only annual ranking of the most creatively effective Christmas ads. But in the build up to its launch in the coming weeks, we spoke to approximately 3,000 everyday Australians—asking them to spontaneously recall a Christmas ad they remembered most, and what made it stay with them.

Our primary objective behind the research was to understand how Christmas campaigns can deliver advertisers the biggest bang for buck. Or more specifically, how they’re able to leave an impression on shoppers that endures well beyond the festive season.

Naturally, not everyone was able to recall a specific execution with vivid, pinpoint detail. However, people were nonetheless able to identify the brand and general theme(s) behind an ad/campaign. This enabled us to collate a definitive ranking of Australia’s most memorable Christmas advertisers, along with identifying the key themes behind their success.

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The results

What the research made abundantly clear was the longstanding strategy of tapping into festive emotions is paramount for getting people to sit up and take notice. However, the advertisers that rose to the very top didn’t stop there. What set these brands apart was not only telling whimsical tales, but just as importantly making sure people remembered who was behind them.

This is something we’ve seen play out like clockwork over the past decade testing the effectiveness of Christmas advertising, both here and in the U.K. While tapping into family, togetherness, and nostalgia is a surefire way to trigger an intense emotional response, if every other advertiser is pursuing these exact same themes—at the same time of the year—what will lead to your brand standing out?

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The Top 10

Top of the Christmas tree among the Australian public was Coca-Cola, thanks largely to the brand’s iconic “Christmas is Coming” masterpiece featuring a convoy of festive delivery trucks. It’s a perfect demonstration of the one-two punch of branded memorability; Coke isn’t just taking people back to their childhoods from an emotional standpoint—they’re also ensuring the brand is front and center of this journey. From their unmistakable semi-trailers decked out in the brand’s iconic colors to a cameo or two from their beloved polar bear, for many people Coke and Christmas go hand in hand.

This blend of emotion and years of investment crafting and nurturing a tight set of distinctive assets emerged as the unifying theme across the Top 10 advertisers. In second place was Coles, with their bright and vibrant depiction of Christmas lunch—which, over the years, has consistently showcased family, friends, and delicious food. This strategy has ultimately worked to deliver festive cheer in spades.

But riding alongside these emotions has been the continued strategic placement of red tablecloths and Christmas cracker crowns, helping reinforce the brand’s established mental structures. While notably absent from the brand’s 2025 campaign, celebrity chef Curtis Stone has become synonymous with the supermarket giant, continually reminding people of the brand at every festive touchpoint over the years.

Also featuring prominently in the Top 10 were advertisers who have continued to tailor their storytelling to reflect the unique way Australians celebrate Christmas, from sunny backyard barbecues to beachside gatherings. Brands such as Myer, Woolworths, Telstra, and Aldi have all been able to connect with audiences at various points over the years through memorable storytelling and tapping into insights that perfectly capture the spirit of how Australians ‘do’ Christmas.

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What can advertisers learn?

While emotion is often prioritized above all else when crafting festive advertising, to quote Professor Jenni Romaniuk, “Emotion is the vehicle, not the destination.” Whether it’s Christmas, or any other season, advertising that stands the test of time doesn’t just focus on emotion; it ensures those feelings are inseparable from the brand behind them. And in an economic climate where brands are needing every media dollar to work as hard as possible, this pursuit has never been more crucial.

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