Why long-form Christmas ads still spark joy and deliver big

The Secret (Cranberry) Sauce? Storytelling

At their core, Christmas adverts are about storytelling. They aren’t just about products, they’re about feelings. A long-form ad gives brands the time to tell a full story, to really draw us in and make us care. It’s that time, that space to breathe, that makes these ads so powerful.

Take a moment to think about your favourite Christmas ads. Chances are, they told a story that made you smile, laugh, or even tear up a little. That’s no accident. Research backs up the impact of storytelling in ads. Thinkbox, the UK’s marketing body for commercial TV, found that longer ads act as 'memory anchors.' They help us not only remember the story but also connect it to the brand behind it.

And Christmas? It’s the perfect time to lean into that. People are already feeling nostalgic, reflective, and a little sentimental. A well-crafted long-form ad taps into those emotions and creates a connection that can turn viewers into loyal customers.

The streaming platforms are changing the game

The rise of streaming platforms has made long-form adverts more exciting than ever. Platforms like Netflix, Disney+, and Amazon Prime Video now have ad-supported tiers, creating premium opportunities for brands to share their stories. Unlike traditional TV, where ad breaks can feel overcrowded, streaming platforms limit the number of ads viewers see. Imagine your 90-second Christmas ad being one of just two or three in a break, or even the only one shown during a Christmas special. It’s like having the spotlight all to yourself.

Then there’s connected TV (CTV). With more people watching on smart TVs, tablets, and phones, there are more chances than ever to reach your audience in tailored ways. Instead of blasting your ad to everyone, you can target specific demographics, interests, or even behaviours.

Picture this: your ad pops up during a cosy Christmas movie marathon. The audience is already snuggled up, feeling festive, and primed to embrace the season. That’s the perfect setup to make your story sparkle like a bauble!

Our favourite Christmas adverts of this year

This year, some brands have truly outdone themselves, delivering creative and memorable long-form adverts. Let’s take a look at a few standouts and why they work so well.

John Lewis & Partners
John Lewis has once again delivered a masterpiece. Their ad follows a young woman on a magical journey through her memories, all in search of the perfect gift for her sister. It’s heartwarming, nostalgic, and beautifully shot—classic John Lewis.

The John Lewis ad is all about emotion. This ad doesn’t just sell products; it sells the joy of thoughtful giving. It feels personal and authentic, which is why it resonates so deeply.

You can watch the ad here.

Tesco
Tesco’s festive ad is a playful nod to the ups and downs of Christmas. From burnt turkeys to triumphant family feasts, it captures the real-life moments we all recognise during the festive season.

It’s relatable. Tesco knows its audience, and this ad positions the brand as a supportive partner, whether you’re smashing Christmas or just muddling through (we've all been there, right?!).

You can watch the ad here.

Marks & Spencer Food
M&S brought back their beloved Festive Fairy, played by Dawn French, to sprinkle some magic over the ultimate Christmas dinner. It’s packed with humour, charm, and mouth-watering shots of their premium food range.

It’s aspirational but still feels achievable. M&S knows how to balance fun with sophistication, making their brand feel special but not out of reach.

You can watch the ad here.

Aldi
Kevin the Carrot is back, this time as a spy on a mission to save the Christmas spirit. Aldi’s ad is full of action, humour, and festive fun, making it a hit with families.

Aldi's ad is full of familiarity. Kevin the Carrot has become a festive icon, and his return each year guarantees instant recognition and excitement (maybe Jaguar needs to take a note from Aldi's book!).

You can watch the ad here.

Lidl
Lidl’s ad tells the story of a young girl spreading joy with the help of magical bells. Directed by Oscar-winning filmmaker Tom Hooper, it’s visually stunning and emotionally uplifting.

It is an ad that focusses on generosity and community and these are values that resonate at Christmas. It’s not just about products; it’s about the spirit of the season.

You can watch the ad here.

Let’s be honest though, long-form ads aren’t cheap to produce or air. But that doesn’t mean they have to break the bank. One smart way to stretch your investment is by creating shorter versions for example 30, 20, or even 10 seconds, to complement the main ad.

These shorter spots are perfect for social media, YouTube, and other digital platforms. They reinforce the campaign’s message while keeping your brand visible across multiple channels. Think of them as little reminders that keep your story top of mind without requiring the same level of commitment as the full-length ad.

At the end of the day, Christmas is about connection. People want to feel something—joy, nostalgia, warmth—and long-form adverts deliver that in spades. They create moments that stand out, moments people talk about, share, and remember.

And when they’re done right, they’re about so much more than selling products. They’re about building loyalty, strengthening your brand, and creating a legacy.

So, while they might be a bigger investment upfront, the rewards are worth it. With the rise of streaming platforms and the enduring power of a good story, long-form Christmas ads aren’t going anywhere. In fact, they’re only getting better at capturing the magic of the season.