We use cookies to improve your experience on our website. By continuing to browse this website, you agree to our use of cookies. For more information, please refer to our privacy policy.

Christmas 2022 Ad Rankings

Thank you for subscribing!
Oops! Something went wrong while submitting the form. Please try again.

Sign up to our effectiveness newsletter

There’s something undeniably magical about the advertising extravaganza we’re treated to each festive season; it’s the one time of year the public is genuinely excited about (and eagerly anticipates) new campaign releases. In a world where consumers are largely apathetic and indifferent toward brands and advertising, it truly is a season like none other! 

But, in the rush to test ads and separate the wheat from the chaff, what quickly gets lost is the theory and ‘science’ behind what makes an ad effective. In particular, we’ve seen marketers grow increasingly skeptical toward the idea that “emotion” and “happiness” are the be-all and end-all of advertising success.

To be clear, emotion (and standing out) is a prerequisite; advertising which doesn’t enter people’s mental headspace is consigned to being ineffectual. But from there, two other (equally important) things must happen:
1. The memories must be inextricably connected to the brand; and
2. Motivating impressions, associations, and ideas must be seeded in people’s minds.

Our methodology has been built upon these rigorous theoretical underpinnings, distilling the factors for success into a simple and intuitive framework — the 3Cs:
1. Captivate: Be emotive; stand out and grab attention.
2. Connect: Be recognizable; synergize with expectations.
3. Compel: Be motivating; drive behavioral change.

We produce a one number composite metric (the Cubery Rating) which equally weights the 3Cs, providing a robust and transparent prediction of effectiveness. You can read more about our methodology here

Without further ado, we’re delighted to share the live rankings for the United Kingdom and Australia. Visit this page regularly as we’ll be updating the rankings, dissecting the results, and unearthing insights as new campaigns are released.

Merry Christmas! 🎅

The 2022 rankings

Coca-Cola | Holidays are Coming! 
Cubery Rating: 77 (+27 vs. 2021)
Coca-Cola “Classic”: it never fails. After taking an ill-advised detour in 2021, Coca-Cola went back to its tried and trusted formula in 2022 — again to a rapturous reception. By dusting off the iconic Christmas trucks, the brand redeployed its enviable seasonal asset with the goal of triggering nostalgia and warmth. The ad delivered all this and then some, as the red convoy lit up the winter wonderland to produce an ad that couldn’t have been for anyone else. People were left feeling happy and excited for the holidays, with the additional recycling message only adding to the positive affinity toward Coca-Cola.
“Christmas starts when the Coca Cola ad is on!”
Asda | Have your Elf a Merry Christmas
Cubery Rating: 76 (+32 vs. 2021)
After being one of the bigger disappointments in 2021 (falling into the bottom five of our rankings), Asda rocketed up our Christmas list in 2022. 'Have your Elf a Merry Christmas' wheeled out the big guns with the goal of delivering an even bigger emotional payoff — and that it did, while simultaneously giving clear air to the brand in what is an otherwise cluttered supermarket category. By deploying the quintessentially festive character, Buddy the Elf (played by Will Ferrell), Asda rolled the dice on whether the brand would be relegated to a back seat role to the Hollywood superstar. Thankfully, though, it paid off in spades. The humorous storyline featuring Buddy (unsuccessfully) trialing various jobs within the store ensured the brand remained the focal point throughout.
“I loved how they incorporated clips from ‘Elf’ to create the impression of Buddy the elf working in Asda. It's hilarious.”
Cadbury | Secret Santa Postal Service
Cubery Rating: 74 (New in 2022)
Cadbury’s festive spot introduced the concept of sending anonymous bars of chocolate to loved ones over the holiday season. The ad’s light-hearted delivery sparked curiosity to learn more, with purple colorings and the postmaster’s branded uniform ensuring Cadbury remained at the forefront. By dialing back its narrative to a simple how-to guide on “digital post box” posters, the ad effectively motivated people to want to give the idea a go.
“Want to find a poster and see how it works.”
ALDI | Kevin the Carrot is Home Alone
Cubery Rating: 72 (+2 vs. 2021)
ALDI’s latest iteration of 'Kevin the Carrot' lived up to all the hype and excitement which has come to surround the anthropomorphic vegetable. Now an iconic part of the UK Christmas calendar, Kevin the Carrot turned his hand to acting in 2022, reprising the role of Kevin McCallister in a parody of the classic Christmas film, Home Alone. Consistent use of this now infamous character meant the ad was indisputably for ALDI, with the mere presence of carrots clueing people into the brand right from the get-go (along with eliciting instantaneous feelings of happiness).
“Kevin. It wouldn't be Christmas without seeing him & his adventures. A serious message to it too.”
John Lewis | The Beginner
Cubery Rating: 70 (+15 vs. 2021)
After a disappointing 2021 (by the brand’s typically lofty standards), John Lewis bounced back in 2022 with another bout of masterful storytelling. Titled 'The Beginner', the ad featured a haunting rendition of Blink-182’s All The Small Things, with the story centered around a middle-aged man’s curious decision to learn how to skate for the first time. People were intrigued to see where all the self-inflicted pain and misery would eventually lead. For the most part, this meant John Lewis’ role within the narrative was largely anecdotal. However, the eventual realization that the aspiring skateboarder was finding common ground with his new foster child effectively spotlighted the brand (and its charitable efforts) during the ad’s emotional climax.
“I loved the warm, fuzzy feeling the advert gave me at the end. Shows true kindness in humanity and I feel this is such a worthy cause for John Lewis to support.”
O2 | The Snowgran
Cubery Rating: 70 (+8 vs. 2021)
Continuing on from the brand’s charitable endeavors in 2021, 'The Snowgran' delivered one of the most heart-warming spots of 2022. While the methodical soundtrack and animated stylings meant the ad didn’t have the instant pulling power of some other spots, the highly emotional and sentimental story quickly made up for this. Featuring an icy Snow Gran melting at the sight of her loved ones (with the aid of an O2 sim card, no less), the ad elicited the feels, while the brand acted as the facilitator behind the ad’s eventual uplifting conclusion.
“A great idea and a nice way for those who are having problems staying in touch, its inspiring and heart-warming knowing that o2 are thinking of ways to help.”
Boots | #JoyForAll
Cubery Rating: 66 (+9 vs. 2021)
Another brand to leverage the power of celebrity in an effort to grab attention was Boots and their spot titled '#JoyForAll', featuring actress Lydia West. Finding a magical pair of spectacles that transformed the monotony of regular life into a Christmas wonderland every day, the piece seamlessly fit with people’s expectations of Boots as an upmarket retailer. While the lighthearted narrative left people feeling warm, the idea that gifts from Boots bring unbridled joy to everyone — regardless of what lens you look at the world through — wasn’t properly understood by everyone.
“My favourite time that the lady put the glasses on was when she was on the bus - I loved how everything went from grey and dull to exciting and vibrant.”
Marks & Spencer Food | Fairy & Duckie
Cubery Rating: 65 (+3 vs. 2021)
While succeeding the iconic Percy Pig is a tall order, M&S Food’s Fairy & Duckie managed to do just that in 2022. Where the ad truly sparkled was its ability to spotlight the brand’s unique assets in a memorable way. Redeploying the Dawn French voiced fairy for the second year running, the ad’s simple and playful narrative was synergistic with expectations of the high-end retailer. Moreover, prominently highlighting the delicious Christmas spread effectively cued the brand, while this light-hearted-yet-functional-focus also provided ample motivation for people to choose M&S this Christmas.
“It was warm and inviting. The food and the house looked really christmassy. Dawn French's voice is kind and the whole ad is quite uplifting. The food is unmistakably M&S.”
Disney | The Gift
Cubery Rating: 65 (New in 2022)
A new entrant to our UK Christmas rankings in 2022 was media behemoth Disney, with the brand’s emotion-charged content piece undeniably on-brand (both in terms of the unmistakable animations along with character cues). However, clocking in at an almost movie-length 125 seconds (in advertising terms, at least) meant 'The Gift' wasn’t able to retain the attention of all viewers throughout, with some people not resonating as strongly with the story of the young girl’s journey into siblinghood.
“Very warm advert, makes you feel happy and think of family - what Christmas is all about.”
Marks & Spencer | Gifts that Give
Cubery Rating: 64 (+8 vs. 2021)
The campaign for the department store arm of Marks & Spencer, 'Gifts that Give', didn’t align as seamlessly with people’s expectations of the brand compared to the food focus of Fairy & Duckie. However, basing the execution around the excitability of the Christmas morning gift exchange, the fun (yet chaotic) additions of marching bands and Carolers left people feeling happy and excited. While the community-minded messaging didn’t result in a groundswell of good-will, the approach did work a little harder to differentiate M&S from competitors (compared to Fairy & Duckie).
“I liked that there was more glamour and glitz. The message about supporting local neighborhood charities was really positive but subtle.”
The National Lottery | A Christmas Love Story
Cubery Rating: 63 (New in 2022)
The National Lottery delivered a heart-warming story around two love struck strangers coming together — before being devastatingly separated — while taking a cross-country train journey. For a three-and-a-half-minute production, the narrative successfully maintained people’s interest throughout, resulting in heightened feelings of warmth and happiness. Importantly, via the lottery ticket acting as facilitator to the couple’s eventual reunion, the brand was present during key emotional moments — ensuring it would be the full beneficiary of positivity generated.
“I loved the story telling, it wasn’t a usual cliche lottery win type advert. I liked that it kept my attention for the full advert, I wanted to see what happened.”
Lidl | The Story of Lidl Bear
Cubery Rating: 62 (+5 vs. 2021)
Lidl made no secret of the brand’s attempt to create an identifiable, Kevin-esque Christmas character, with the brand’s 2022 spot titled 'The Story of Lidl Bear'. The early signs are very promising. While the new character (unsurprisingly) didn’t fit as well with people’s expectations of the brand, its heavily branded knitted jersey ensured the likeable teddy was already crafting unique properties for Lidl. As a result, the brand was front and center to the playful narrative, in-turn creating much stronger predisposition than 2021’s Big On Christmas.
“The cute Lidl bear in a colorful designed Lidl Winter jumper.”
Sainsbury’s | Once Upon a Pud
Cubery Rating: 62 (+21 vs. 2021)
In a departure from the brand’s typically sentimental Christmas adverts, Sainsbury’s 'Once Upon a Pud' leveraged the power of humor to break a dismal recent Christmas run. Set in a colorful medieval fantasy world, the ad’s protagonist attempts to wow the regal Alison Hammond by offering her the most despised of holiday desserts — the humble Christmas pudding. The approach certainly worked in grabbing attention and putting a smile on people’s faces (being one of 2022’s most amusing Christmas ads). This resulted in it easily outperforming the brand’s 2021 execution. However, a consistently inconsistent approach from Sainsbury’s over the years meant the ad didn’t leave people with impressions which were exclusively for the brand — albeit a terrific platform for the brand to build upon next year.
“On the amusing side but difficult to tell what brand it was for until the very end.”
Lego | Playful Holiday
Cubery Rating: 62 (New in 2022)
Another new entrant to the UK Christmas rankings in 2022 was Lego’s 'Playful Holiday', with the ad headlined by pop star Katy Perry. The narrative’s whimsical portrayal of the toys’ boundless imagination certainly captured viewers’ attention; the appearances from Rapunzel, Ironman, and Star Wars X-Fighters all worked hard to sustain engagement. However, these same elements also limited how much the memories could be uniquely attributed to Lego, with the smorgasbord of characters quelling the brand’s role in the narrative. Positively, however, Lego’s collaboration with other well-known assets did help to reinforce the brand’s unique positioning within the toy category.
“Loved how they incorporate all different kinds of superheroes and Star Wars into the ad.”
Morrisons | Farmer Christmas
Cubery Rating: 61 (-4 vs. 2021)
Following the success of its 2021 spot, Supermarket chain Morrisons brought back 'Farmer Christmas' in 2022, building a warm and uplifting story which highlighted the various festive food products available in-store. Although the narrative lost some of the suspense and uniqueness of its predecessor (which focused more on the character’s initial discovery), this didn’t detract from its ability to engage. Combined with the brand’s clear role throughout (both in the form of the jovial Farmer Christmas and food products shown) the positivity garnered from the simple but highly enjoyable narrative was easily transferred back onto the Morrisons brand.  
“I liked the farmer Christmas concept - it’s good fun and felt like an appropriate way to tie Morrisons to Christmas.”
Waitrose | It's Beginning to Look a Lot Like Christmas
Cubery Rating: 57 (-5 vs. 2021)
After employing Scottish comedian/actor Ashley Jensen as spokesperson in 2021, Waitrose went in a different direction in 2022. The agriculturally-inspired and wholesome narrative was well enjoyed, with the focus on fresh food — from farm to plate — synergistic with people’s expectations of the brand (while also providing cues to the upmarket grocer). Unfortunately, a lack of intense peaks within the narrative ultimately cost Waitrose from landing a strong emotional payoff, hindering the ad’s ability to cut through amongst the seasonal communications avalanche.
“The food being prepared throughout the year to be ready for Christmas.”
Tesco | The Christmas Party
Cubery Rating: 56 (-8 vs. 2021)
Spoofing politics after the tumultuous year(s) at 10 Downing St was a bold move by Tesco, and while we love bold moves here at Cubery, this gamble unfortunately didn’t pay the dividends hoped. While many were left feeling warm about 'The Christmas Party’s' comedic policies on festive Christmas topics, on the whole people didn’t engage strongly with the idea. This meant despite leveraging a number of cues directing people toward the Tesco brand, the ad’s promotion of affordable products didn’t land with everyone. This ultimately hindered the ad’s ability to more strongly nudge people toward choosing Tesco this Christmas.
“I would have thought most people are fed up with politics at the moment so it seems strange for Tesco to use this as a theme.”
Sports Direct | Give Me Football
Cubery Rating: 55 (-11 vs. 2021)
In light of the World Cup’s rare clash with the festive season in 2022, it was a no-brainer for Sports Direct to unite the two. 'Give Me Football' rolled out the biggest stars in English football, led by Manchester United great Eric Cantona as the campaign’s headline act. The celebrity-centric approach grabbed people’s attention and was an unsurprisingly good fit with the fitness-focused brand, enabling Give Me Football to reinforce Sports Direct’s area of specialty within the retail category. However, the singular focus on football alienated those without a passion for the world game, limiting the ad’s breadth of relevance and appeal.
“Only focused on one sport, football. Should showcase all the sports.”
McDonald’s | The List
Cubery Rating: 53 (+1 vs. 2021)
McDonald’s 2022 Christmas spot centered around the heartbreaking story of a child who loses his extraordinarily long Christmas wish list. However, a pleasant resolution sees the young boy come to the realization that all he ever actually wanted was to be together with his family, with McDonald’s being the glue which helped facilitate this. While following on from similarly emotional themes in prior years, this seasonal shift in personality has yet to bed-in with viewers, who still expect McDonald’s to communicate in a more fun and upbeat manner. This, in conjunction with the brand’s role not being overly clear until the final stages (and past the ad’s emotional climax), made for a somewhat tenuous link to McDonald’s.
“I liked the warm-hearted idea about the advert. Not sure it’s really suitable for McDonald’s.”
Argos | They’re Coming. Be Ready.
Cubery Rating: 52 (+3 vs. 2021)
Argos’ 'They’re Coming, Be Ready' told the story of a couple dreading the arrival of a large contingent of Christmas guests. While relatable and well-enjoyed, the ad was very passive; the each way bet on suspense or humor ultimately left people feeling neither here or there. While an improvement on their 2021 spot, a tenuous branding link meant positivity toward the theme wasn’t translated into positivity toward the brand, with a quick shot of the Argos app post the emotional climax being the only thing which revealed the ad’s sponsor. This meant the underlying message was somewhat lost, limiting the eventual brand impact.
“I wouldn’t have thought this advertisement was for Argos. There wasn't enough product promotion.”
TK Maxx | Christmas Nailed
Cubery Rating: 50 (+5 vs. 2021)
'Christmas Nailed' offers a warning to advertisers that if you’re not moving forward, you’re moving backward. Higher standards across the board this year meant TK Maxx — despite improving on last year — fell down the bottom of the Christmas rankings in 2022. While some of the quirky acting performances helped the ad stand out and elicit smiles (along with emphasizing the brand’s low-price proposition), the constant high fiving grated on many, ultimately detracting from the ad’s ability to deliver intended functional and emotional messaging.
“It doesn’t say anything about the shop. It’s odd, repetitive and a bit annoying.”
Target | A Christmas to Love
Cubery Rating: 73 (+19 vs. 2021)
Target absolutely hit the bullseye this year, jumping from the bottom baubles in 2021 to the top of the tree in 2022. Featuring a diverse range of characters, Target celebrated the gift of giving in a way which struck a chord with viewers. The brand remained front and center throughout the happy and warm-hearted execution, with the concept fitting well with people’s expectations of the down-to-earth retailer. The promotion of a wide range of gifting options came through clearly, with the overall theme found highly credible and relevant. This laddered up to both favorability toward the brand, together with giving people a motivating reason for choosing Target this Christmas.
“It’s very relatable, covers a lot of common scenarios across all walks of life.”
Michael Hill | Make Someone Happy
Cubery Rating: 69 (+7 vs. 2021)
Carrying on from their 2021 Christmas spectacular, 2022’s 'Make Someone Happy' saw Michael Hill continue the story of our favorite junior Casanova and the courtship of his childhood crush. While the slower paced narrative and soft soundtrack meant the ad engaged viewers in a more passive way (particularly compared to some other campaigns this Christmas), viewers were nonetheless thoroughly engaged by the story, finding the romantic quest highly enjoyable. The resolving scene featuring the now grown-up pair of love birds built favorability toward the jewelry retailer, again highlighting that rational benefits and claims aren’t a prerequisite for success.
“Very sentimental and romantic, I like how they incorporated the jewellery naturally into the story.”
IGA | Christmas Made Special for Locals
Cubery Rating: 68 (+12 vs. 2021)
'Christmas Made Special for Locals' represented the continuation of a long-running campaign platform for IGA, with the 2022 installment hitting the highest mark ever for the grocery retailer. While the idea wasn’t groundbreaking — and it didn’t wow audiences or take their breath away — this didn’t mean it wasn’t likeable, with the friendly atmosphere and community-centric focus striking a chord with viewers. Narration by actor and comedian Shane Jacobson meant the brand wasn’t ever far from the spotlight. The continued use of this enviable asset (together with an established campaign theme) is a testament to the cumulative goodwill possible through adopting a relentlessly consistent approach.
“I liked the way the shop keeper commented on how far she was running, it made it seem like she was a part of the local community.”
Coles | Value the Australian way
Cubery Rating: 67 (+9 vs. 2021)
Coles saw a significant lift in performance in 2022, delivering a more distinctive and likeable story. For many, the concept of a Christmas table stretching across the country perfectly symbolized the spirit of the festive season — particularly with us now entering a post-COVID era. While it’s true that the theme could’ve easily been mistaken for any other number of food retailers, ambassador Curtis Stone’s appearance always provides a decisive cue. Combined with him being armed with a delectable cooked ham, it helped carry over a sense of happiness and warmth to the Coles brand, along with reinforcing the retailer’s credentials as a one-stop destination for putting on an appetizing Christmas spread.
“That families, no matter how big or small are coming together for the first time this Christmas after all the lockdowns. It was a happy atmosphere and Coles certainly delivered on all the food needed.”
Australia Post | Spread the Merry
Cubery Rating: 66 (+2 vs. 2021)
Following three consecutive years atop our Christmas rankings, Australia Post achieved another personal best result in 2022. However, the pioneering path set with its 'Spread the Merry' platform has encouraged others to attempt emulating the brand’s success, subsequently resulting in much stiffer competition this year. 2022’s installment saw the curious journey of a giant inflatable Santa, with viewers amused by the various locations he visited, along with being intrigued to find out what his eventual fate would be. Featuring an Australia Post delivery truck in one of the earlier scenes provided a subtle but clearly received nod to the brand, with these subliminal cues helping frame people’s memories around the advertiser. The resolution which sees the family reunited with their much-loved decoration thanks to Australia Post ultimately filled viewers with warmth toward the national carrier.
“I liked everything about the ad. Watching Santa go on his journey. My favourite part was seeing him reunited with the family. I just think that is so cute and fun!”
Officeworks | Give Something Bigger
Cubery Rating: 66 (+8 vs. 2021)
After a playful animated spot in 2021, Officeworks threw away the storybook in 2022, instead adopting a heavily product-centric approach — emphasizing the meaning behind gift giving. However, lacking any of the character development or festive storytelling from years gone past meant the emotional response was flat. But this only tells part of the story. Where this year’s spot excelled was spotlighting typically Officeworks products in an undeniably Officeworks way. And it’s this part of the creativity vs. effectiveness jigsaw puzzle which often gets overlooked. The blue backdrop, red ribbon, and familiar typography cemented Officeworks’ top of mind status as a gifting destination.
“I like the use of christmas presents to showcase what officeworks has to offer.”
Woolworths | Get Your Woolies Worth
Cubery Rating: 63 (+3 vs. 2021)
Proving just how well ‘fresh food’ sentiment is intertwined with the Woolworths brand, 'Get Your Woolies Worth' was remarkably well branded — despite the brand being far less visually present than its IGA counterpart. Instead, the joyful narrative of a woman being transported back to her younger years, picking fresh mangoes with her family, provided enough cues to help people link the ad back to Woolies. The ample green spaces and folksy soundtrack also fitted well with people’s expectations of the grocery chain. As a result, the passive but likeable execution easily transferred festive warmth and positivity onto the Woolworths brand.
“Very much fits in with the “fresh food people” image Woolworths wishes to convey, in a pleasant quiet manner.”
Kmart | Low Prices For Life
Cubery Rating: 63 (+11 vs. 2021)
While no Hollywood blockbuster, Kmart’s 'Low Prices For Life' provides a case study of how advertising can be effective without containing all the creative bells and whistles. The premise was simple; feature a diverse range of people happily dancing to an upbeat song, while wearing colorful, festive clothing. Splice in some references to low prices, and wa-lah! — out comes an unmistakably Kmart execution. While the brand’s 2021 execution, 'All Kinds of Christmas', was an emotional rollercoaster, 2022’s more conservative approach better-aligned with Kmart brand. The simple, happy, and upbeat style was effective at conveying Kmart’s core proposition.
“It was keeping with the Kmart brand and good placement of products.”
ALDI | You Can’t Overcook Christmas
Cubery Rating: 61 (-3 vs. 2021)
Much like their highly captivating 2021 execution, 2022’s installment of 'You Can’t Overcook Christmas' proved just as attention grabbing — but unfortunately in a much less likeable way. ALDI’s consistent use of quirky, irreverent humor has fast become an entrenched asset for the brand in the Australian marketplace. However, this time people found the story of two Christmas guests engaged in an excessively prolonged battle to palm off the last prawn highly irritating. Ultimately, though, while the grating story failed to strongly drive emotional affinity toward the retailer, the approach certainly worked to reinforce that ALDI does things differently to the major grocery chains.
“I love Aldi and normally would like their ads but this one I find too busy and hard to understand.”
Myer | Let The Season Be The Reason
Cubery Rating: 60 (+8 vs. 2021)
Myer’s scattergun approach to their Christmas advertising continued in 2022, following up the brand’s more humorous piece in 2021 with a high energy interpretive dance about spicing up the gift-wrapping process. Positively, the brand seems to have landed upon a distinctive approach through the use of visually striking choreography and a unique soundtrack, eliciting feelings of excitement. However, the ad also drew some negativity, with almost a quarter of people commenting that it was annoying and irritating. Without a consistent campaign platform to build upon the ad ultimately lacked synergy with perceptions of Myer, limiting its ability to build cumulative brand impacts over time.
“I liked the music and dancing visuals. I thought the message the advert was conveying was a little unclear.”
David Jones | A World Of Wonder
Cubery Rating: 60 (+7 vs. 2021)
David Jones’ 'A World of Wonder' was a rare example of an Australian Christmas ad leveraging the power of celebrity, with the brand attempting to reinforce its standing as a premium, high-end retailer. The nature of the celebrities used meant the ad didn’t command viewers’ attention in the same way as some of the higher profile names employed by the UK’s heavy hitters. However, their presence within the sophisticated garden party setting still undoubtedly fit with expectations of David Jones. The stylish individuals in stylish attire, situated in exclusive surroundings, all acted as identifiable cues back to the brand.
“The trimmed hedges and well-dressed people fitted well with an upmarket Christmas. I liked it.”
Big W | Make A Little Magic
Cubery Rating: 55 (+2 vs. 2021)
As one of the quirkier ideas of 2022, Big W’s 'Make a Little Magic' unfortunately didn’t deliver as hoped. Centered around a boy blessed (or cursed) with magical hands that turn everything Christmassy, the ad struggled to take people along for the journey. While some resonated with the humor of particular elements or scenes (particularly the family dog’s transformation into Rudolph), the brand ultimately lacked a clear role within the story. By preferencing the season ahead of the brand, Big W were ultimately left without a clear voice in the cluttered Christmas market.
“I liked the concept that someone has the "Christmas" touch but it took me quite a while to work out that this was the concept.”
TK Maxx | Be The Joy Of Christmas
Cubery Rating: 54 (New in 2022)
TK Maxx went out with all guns blazing for their first ever Australian Christmas campaign, delivering a highly attention-grabbing festive spot. The ad reworked the classic Christmas jingle ‘Carol of the Bells’ to let every man and his dog know that Simon is, in fact, here. However, the earworm led to the ad eliciting almost five times the level of annoyance we’d typically expect to see. With the brand’s relative obscurity in the market, we commend the new kids on the block for going all out in an effort to stand out this Christmas. However, this example provides a timely reminder that all these efforts can be futile if the ad doesn’t end on an emotional high.
“It's pretty overwhelming. I had no idea what it was really for.”

Explore our Christmas learnings