Christmas 2022 commercials do not disappoint expectations. In keeping with tradition, this year again the biggest global companies have produced Christmas campaigns capable of tearing a tear from even the hardest of viewers.
Why do companies invest in Christmas commercials?
The goal is not to sell a product or service right away.
Through these storytelling actions, on the other hand , companies can position themselves affectively with customers, embracing values and themes that are important to their people. They are thus brand reputation actions.
Consider that Christmas commercials are often signed by reputable directors or advertising agencies of the highest order.
If companies are willing to make this investment, it is because branding and reputation are key aspects of business growth.
This is true for every business and freelancer: we are all called upon to take care of our brand, with investments commensurate with actual needs.
If you want to implement an online strategy that uses video, read the articles in the YouTube Strategies section of our site.
Our 5 favorite Christmas commercials in 2022
We are not telling you anything new by specifying that in these commercials it is family and emotional ties that take the stage-it‘s Christmas. But we will also find some surprises, as in the case of Pringles or in the Coca Cola 2022 Christmas Spot.
Each brand tells Christmas with its own tone of voice and impersonates a specific narrative function.
This puts it in a very clear position in the minds and hearts of customers. We will see it together, spot by spot in our ranking.
Here are our favorite 2022 Christmas commercials:
The beginner – John Lewis
The Christmas commercial of John Lewis, a UK company in the retail sector, is always highly anticipated and never disappoints.
In this Christmas 2022, we are introduced to a grown man “The beginner,” intent on learning to skateboard.
With each attempt, back pain and minor injuries torture him a little more.
The companion supports him in this impossible mission. The man continues to train day and night.
Those who watch the spot cannot understand where he is going with this and why “The beginner,” at his age, insists so much on learning to skate at the cost of getting hurt.
The answer comes at the end. There is a knock at the door. A social services lady accompanies Beginner and his partner to the home of a little foster girl who, a little frightened, clutches a skateboard. Beginner becomes a foster dad, ready to hit the road on the board with the girl.
With this commercial, John Lewis introduces his charity initiative to support foster care projects in the UK with Action for Children and Who Cares? Scotland. The information is given in closing, with an overlay.
John Lewis’ narrative function is to pose as a helper, along with the client, to the children and families involved in the project, who are the absolute stars of the commercial.
The commercial is signed by Adam & Eve/DDB.
Pringles – It’s Pringles Season! Merry Footivtities!
Of a different tone is the Pringles commercial celebrating the strange Christmas 2022 in the company of the World Cup in Qatar.
Crisp music, rapidly changing writing, and underlying irony.
We are not sure what season we are in, whether in the Christmas weather or the (usually summer) weather we experience during the World Cup.
This joyful mix and match can already be seen in the title of the commercial, with the neologism “Footivities.”
So when in doubt, Pringles invites us to celebrate together. An ode to levity that is a bit of a departure from the mood of all the other Christmas 22 commercials.
It is directed by Noah Harris.
Coca Cola Christmas commercial 2022 – The Holidays always finds a way
The Coca Cola Christmas 2022 commercial brings a tear to our eye and introduces us to the scene of a young adult struggling with cooking for Christmas and an old cookbook.
As soon as he uncorks a bottle of Coke, the camera frames an elegant old lady in a tupperware and pantsuit who good-naturedly observes the young man’s mistakes and gives him advice on how best to prepare all the treats.
Finally, the preparation is over. The boy remains with the pan in his hand while the lady dissolves.
Smiling, he sits at a table set with family and friends celebrating Christmas.
The lady’s portrait towers in the dining room, among the affections that are no longer there.
Coca Cola is a master at bringing the magic of Christmas to the stage in all its facets, always choosing the narrative position of the “helper”: those who drink Coke experience positive emotions and sharing.
The 2022 Coca Cola Christmas commercial is part of the global “Real Magic” campaign by McCann.
Amazon Christmas commercial 2022 – Joy is made
The Amazon Christmas 2022 commercial, directed by Oscar-winning director Taika Waititi and agency Lucky Generals, features a father and daughter.
The little girl has a special attachment to a glass snowball.
He never leaves her, even to go to school or the dentist.
So Dad gets an idea, which he can realize only with the help of Amazon and its Community.
He reproduces the life-size snowball in the backyard greenhouse with a snowman and lots of lights for his daughter to have a unique and magical experience.
Of course, he accomplished all this with products purchased from Amazon.
With Amazon’s Christmas advertisement, the e-commerce giant also chooses the narrative position of the helper, letting customers live the lead role.
According to the GM of marketing, Amazon Christmas advertising wants to celebrate precisely the inventiveness of its customers, who are capable of making incredible projects with their own hands.
Article updated on 2025-06-19
As a testament to how effective this campaign has been, 3 years later on Google are still indexing searches for “amazon snowball ad,” “amazon spot christmas 2022”
Disney Christmas 2022 commercial – The gift
Every year is another annual fixture for fans of Disney Christmas commercials.
The animated video The Gift concludes the series From Our Family To Yours, linked to a charity initiative.
Creativity was handled completely in-house.
The storytelling in Disney’s Christmas commercial enhances the bond between siblings.
It introduces us to Nicole’s family (the little girl featured in Disney’s 2020 Christmas commercial, now a mom) as they grapple with Christmas preparations and the arrival of a new baby.
During her pregnancy, Nicole’s youngest daughter, Ella, feels somewhat sidelined.
To her rescue always comes her older brother Max, who gives her a Mickey Mouse stuffed animal to keep her company.
The big day finally arrives: baby brother is born, and Mom and Dad return home with the new arrival. Ella is hesitant when he approaches, but the moment she sees him, she begins to love him.
The newborn baby cries. Ella makes a small gesture of love: she separates from her stuffed animal to put it in the cradle and soothe the baby.
Here it is not Disney who occupies the role of the helper (who is instead the older brother).
The company, in the plush symbol of its best exponent Mickey Mouse, performs the function of themagic object.
In traditional fairy tales, not surprisingly, it is always the helper who gives the protagonist a magical object that enables him to accomplish a feat (no matter whether it is a small, everyday feat like Nicole’s, or the story of Aladdin).
And Disney, it must be said, knows a thing or two about fairy tales.
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