For over a decade, the UK has been obsessed with the annual battle of the Christmas adverts. From the heartfelt storytelling of John Lewis to the nostalgic Coca-Cola trucks, these Christmas adverts have become a staple of the season, earning their place amongst mince pies and mulled wine. But as social media and influencer marketing increasingly dominate the advertising space, do these traditional ads still pull their weight? And what role, if any, does AI have in this conversation? 

Christmas adverts hold a unique place in the hearts of British consumers. They’re not just promotional materials but seasonal traditions that are eagerly awaited and widely discussed. Each year, these ads highlight what Christmas is all about - love, togetherness, and giving, tapping into the emotional and nostalgic themes of the season that sometimes we all need a reminder of. 

Social media has only amplified this phenomenon, with platforms like X and TikTok buzzing with debates on the best advert of the season. This year, Coca-Cola has captured the attention of audiences. 

This year, Coca-Cola’s Christmas advert, created with the help of AI, has sparked a mixed reaction. While it stayed true to the brand’s iconic ‘Holidays Are Coming’ theme, many viewers felt that AI, despite its technical prowess, couldn’t capture the personal touch that has come to define festive adverts. The advert, designed to celebrate togetherness and joy, left some feeling that the human warmth and emotion associated with Christmas was missing.

AI has undeniably revolutionised the marketing world, enabling hyper-realistic animations and personalised consumer experiences. Yet, when it comes to creating Christmas adverts—especially those that centre around themes of human connection and festive cheer—it’s clear that something is lost in translation. Perhaps, for all its power, AI lacks what truly matters in this context: a human touch.

The enduring appeal of Christmas adverts lies in their ability to tell universal stories. While social media ads are often highly targeted, traditional Christmas TV ads connect with a broad audience by showcasing shared human experiences. These adverts do more than sell products; they sell feelings. 

As AI continues to evolve, it’s likely that more brands, like Coca-Cola, will incorporate artificial intelligence into their Christmas campaigns. AI can enhance creativity, streamline production, and provide new possibilities for innovation. However, it’s unlikely that AI will ever fully replace the emotional core of Christmas adverts—the sense of warmth, togetherness, and human spirit that consumers crave during the festive season.

The annual battle of Christmas adverts is more than just a competition between brands; it’s a reflection of what we value most during the holidays. In an increasingly tech-driven world, these adverts remind us of the timeless qualities that make Christmas special: human connection, nostalgia, and the importance of giving.

Rowen Squibb, founder of Why Media, a leading design and marketing agency, offers his perspective on AI in modern advertising: ‘AI is an incredible development that continues to reshape the marketing landscape. However, at its core, marketing is about building human and emotional connections. AI can sometimes fall short in this area. At Why Media, we strive to strike the right balance—finding innovative ways to connect with our audience while utilising the latest technology.’

Why Media specialises in developing bespoke websites and creative marketing strategies for companies in the retail, construction, and property sectors. By understanding our audience's core values and needs, we use technology to enhance, not replace, the human touch that makes marketing meaningful.

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