It’s that time of year again. The Christmas ads have landed, and they’re every bit as magical as we hoped.
These aren’t just commercials; they’re little festive films. Mini stories designed to tug at heartstrings, sweep us into the season, and make brands feel wonderfully human. And yes, they’re long. Sixty seconds plus. In an age where attention spans are supposedly vanishing, is that still a smart move? In short: absolutely.
Year after year, these ads cut through. They become part of the cultural rhythm of November and December. People share them, anticipate them, debate them and remember them long after the tree’s down. But nostalgia isn’t doing the heavy lifting alone. Long-form Christmas ads work because the format itself gives brands room to breathe, build emotion and earn attention in a way shorter formats simply can’t.
The power of a Christmas ad lies in its story. Long-form gives brands the time to build a moment, land an emotion, and actually make people feel something, and those feelings drive memory and consideration.
Think about the Christmas ads you remember. They made you smile, or laugh, or cry into your hot chocolate. That’s intentional. Thinkbox’s research is clear: longer formats act as “memory anchors”, helping audiences remember both the story and the brand behind it.
And at Christmas, when people are already nostalgic, reflective, and a touch sentimental, that emotional connection lands twice as hard.
Streaming has given long-form creatives a new lease of life.
With Netflix, Disney+, Amazon Prime Video and others introducing ad-supported tiers, brands can now run longer creative in high-quality, low-clutter environments. Instead of fighting for attention in a crowded commercial break, your 90-second Christmas epic might be one of just a handful of ads shown.
Connected TV (CTV) has pushed this even further. Brands can reach incredibly specific audiences by household, interest, or behaviour while still enjoying the cinematic feel of TV. Imagine your Christmas story appearing during a family movie night, when everyone’s curled up on the sofa and already feeling warm and festive. That’s premium attention.
In short, streaming hasn’t replaced traditional TV; it has made the ecosystem richer and more strategic.
Long-form ads aren’t cheap to make or place. But the smartest campaigns stretch their investment with a suite of cutdowns in 30”, 20” and 10” edits that bring the same creative world into social, digital, YouTube and retail channels.
These shorter pieces keep the story alive throughout December, build reach and frequency, and allow brands to show up consistently wherever their audiences are spending time.
Ultimately, Christmas advertising is about connection. Long-form creative delivers moments that bring people closer to a brand, moments they share, talk about, and remember.
When done well, these ads build loyalty, strengthen brand equity, and create cultural impact. They’re not going anywhere. In fact, with new premium environments on streaming platforms and a growing appetite for emotional storytelling, long-form Christmas ads are entering a new golden era.
And for brands willing to invest in the magic, the return both creatively and commercially is worth every penny.
Say Hello today, and we'll bring sparkle and joy to your campaigns as you look ahead to the new year
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