Nostalgia Rules Christmas Ads

The Notebook: A Platform for Industry Insights

In the world of UK advertising, Christmas is a pivotal moment. It's a time when ads become central to popular culture, and the success or failure of these campaigns can significantly impact a company's annual revenue. As someone deeply involved in the industry, I've observed that nostalgia plays a crucial role in Christmas advertising. However, this year, it has taken on fascinating and varied forms.

Nostalgia Meets Technology

One of the most notable trends this year has been the intersection of nostalgia and technology. The debate around AI's role in advertising continues, but Coca-Cola's "Holidays Are Coming" ad showcased an interesting approach. They recreated the iconic ad entirely using AI, requiring 70,000 prompts. Interestingly, viewers' reactions were mixed—when they were told the ad was AI-generated, they disliked it; when they weren't informed, they loved it and it passed all testing metrics.

Nostalgia with a Twist

Another compelling example of nostalgia in advertising comes from Save The Children. They cleverly hijacked the familiar aesthetic of the Coca-Cola truck, using snowy landscapes and twinkling lights. However, instead of promoting a product, the trucks were filled with aid for children in conflict zones. This campaign was powerful, hard-hitting, and creatively bold, demonstrating how nostalgia can be used to convey important messages.

Nostalgia with Humor

Google Pixel's Christmas ad, created by WPP (though not by me), brought a humorous twist to the traditional holiday ad. Shot outside South Bank offices, the spot reunites Thomas Brodie-Sangster and Martine McCutcheon from Love Actually. The ad is funny, meta, and self-aware, with Brodie-Sangster breaking the fourth wall to acknowledge fans' love for his Christmas appearances before revealing the phone's impressive zoom capabilities.

Nostalgia with Craftsmanship

Sainsbury’s festive campaign also embraced nostalgia through craftsmanship. They brought back the beloved children's character the BFG alongside a real-life Sainsbury’s colleague. This integration of fantasy and reality highlighted a deeper layer of seasonal storytelling, especially after last year's successful initiative where hourly paid staff received a five percent payrise.

Planning for Next Year

The process of planning for next Christmas's campaigns often begins as soon as teams return from their holidays. In a few weeks, creative ideas for Christmas 2026 will already be taking shape.

Spotify Wrapped: A Return to Nostalgia

Spotify Wrapped, the annual personalized listening report, has undergone a transformation. After facing criticism for over-relying on AI, Spotify shifted towards nostalgic mixtape culture from the 1990s and early 2000s. Despite being a digital app, they aimed for something "more handmade and a bit more messy by design… to feel fresh and human." This approach successfully wrapped data in analogue warmth and community, offering a lesson for all of us.

The House by the Thames

Gillian Tindall, a London-based historian and author, recently passed away. She wrote many remarkable books, one of which traced Bankside’s history through the inhabitants of a 450-year-old house located between The Globe Theatre and Tate Modern. I often visit this house during lunch, reflecting on the coal merchants, watermen, lightermen, artists, and creatives who once lived and worked there. The house and the book serve as reminders of the rich layers of history that surround us.

Crisp Winter Mornings

Crisp winter mornings at Brockwell Lido are a source of pure happiness. The sun sparkling on the blue water, temperatures hitting single digits, and the tingle of cold water swimming never fade. I skip the wetsuit and swimming socks but never forget my trusty woolly hat. Currently, I'm wearing one lovingly made by Finnish grannies from Myssyfarmi, though I'll soon switch to my festive Christmas Pudding hat. Wave if you spot me in the water!

Wisdom, Knowledge, and Information

As TS Eliot once said, "Where is the wisdom we have lost in knowledge? Where is the knowledge we have lost in information?" This question resonates deeply in today's fast-paced world.

The Rise of Influencers and Creators

I am fascinated by the burgeoning world of influencers and creators. It's an exciting time in brands and marketing as we witness a fundamental shift in the power axis of creativity, opening up unprecedented avenues of commercial growth. To stay current with this evolving landscape, I recommend listening to The Colin and Samir Show podcast. It has become the creator economy's unofficial pulse check, offering a backstage pass into this rapidly transforming industry. Featuring candid conversations with the biggest names and emerging voices, the show highlights how creators are becoming brands and brands need creators. The lines between entertainment, entrepreneurship, and marketing are beautifully blurred, representing one of the most dynamic and democratising forces in modern business and creative expression.

Amelia Torode is the group head of strategy at Ogilvy UK.