The best Christmas ads ever

The festive blockbuster was a trend that began more than a quarter of a century ago with the all-singing, all dancing 'The wonder of Woolies' and has remained an annual fixture since. From the funny to the poignant, Richard Gillis picks the best


Coca-Cola 2006

Agency: McCann erickson





This ad is as sugary as the drink itself. We rewind to see Santa offering a young girl a bottle of Coke, a favour that is returned 60 years later by the girl, now a grandmother. It plays on Coke's Christmas heritage, and reminds us that the popular image of the jolly red-suited Santa Claus was their creation in the 1930s.

"It was the most amazing hijack," says John Hegarty of BBH. "They turned him into the fat, jolly man we all think of him as. Whether you think it's brilliant or hideous, it changed the way we viewed Christmas. From a marketer's point of view, it was stunning."

Endline: The Coke side of life

Woolworths 1981

Agency: Allen, Brady & Marsh



Peter Marsh's pitch for the Woolworths account has entered advertising folklore. He and partner Rod Allen crammed the client's top brass in to a theatre and came on singing "That's the wonder of Woolies", Marsh in a dinner jacket that he tore off to reveal a white spangly suit. "It was the old Woolworths being discarded to reveal the shiny truth beneath," he explains. The Woolies board questioned the small agency's ability to handle such a big account, and asked to inspect its premises. Marsh agreed – and took them for a tour of a much larger agency, Saywood Baker. "I asked my dear old friend Rodney Millard whether I could borrow his agency for the afternoon," Marsh says. The resulting campaign was the first celeb-fest extravaganza, much copied over the years: Anita Harris, Cossack dancers, The Goodies, and Lennie Bennett in a leotard. And the cost of the ad was passed on to the manufacturers whose products it sold.

Endline: The wonder of Woolies

Schweppes Tonic Water 1990

Agency: SAATCHI & SAATCHI



John Cleese has sued newspapers for suggesting that he wasn't funny anymore, as much to preserve his appeal to advertisers as his image with the public. His stock fell after an ill-conceived Sainsbury's campaign a few years ago, but this is a reminder of his considerable pulling power. The film is a series of fast cuts, with Cleese, in finest A Fish Called Wanda form, superimposed on to the body of a California beach dude. Just a series of headshots, but, for the record, it is very funny.

Endline: Yule love its citric bite

Samaritans 1998

Agency: Ogilvy & Mather



A stunning ad that captures the other side of the festive season: domestic violence, loneliness, sexual abuse, divorce. Every shot is a mini masterpiece of grief and fear. It uses the familiar tactic of contrasting the film with an at-odds soundtrack, this time "Deck the Halls" by Bing Crosby. The ads can be viewed online, courtesy of the Xtreme Information archive at www.xtremeinformation.com.

Endline: Whatever you're going through, we'll go through it with you

Marks & Spencer 2007

Agency: RAINEY KELLY CAMPBELL ROALFE Y&R



"He's not just a marketing director, he's an M&S marketing director" was how the chief executive of M&S, Stuart Rose, described Stephen Sharp, whose "My M&S" campaign helped to stave off a Philip Green takeover in 2004. Twiggy was the original star of the campaign; the metaphor of a national treasure making a comeback was not lost on customers, who made a blouse that she wore in one of the ads the best-selling product in the company's history. "There is nothing without product," Sharp says. "The ads are just 10 per cent of my job." Antonio Banderas and Lily Cole have joined the party this year, but to Sharp, "the clothes are the stars". Try telling that to Antonio.

Endline: Your M&S

Mastercard 1999

Agency: McCann Erickson



A middle manager fights through a Planes, Trains and Automobiles nightmare to get back home in time for Christmas. A small epic of schmaltz that even manages to make us feel good about a credit-card company.

Endline: Getting home for Christmas... Priceless

COI Road Safety, Drink Driving 2000

Agency: Abbott Mead Vickers



Not all great Christmas commercials have a feel-good effect. Produced for the Central Office of Information, this is a truly horrific film montage of real-life car-crash victims, made all the more chilling when set against Wizzard's hit single, "I Wish it Could be Christmas Everyday". It formed part of the Government's long-term anti-drink driving campaign. Variations of the ad used school choirs singing "Silent Night" and "Jingle Bells". The shockingly explicit nature of the images divided opinion as to the effectiveness of the ad.

Endline: Drinking and driving is one Christmas tradition we can all do without

Hellmann's Mayonnaise 1982

Agency: The Boase massimi Pollitt Partnership

"It was July before we had to feed the cat again," runs the voiceover by Bob Carolgees, minus his glove puppet Spit the Dog, in the Tiswas presenter's finest advertising moment. The ad presents Hellmann's as the solution to the old Turkey leftovers dilemma, but also debunks the idea that this is a brand that only exists during the summer months. According to the IPA, this campaign increased Hellmann's sales volume by a third.

Endline: Don't save it for the summer

Oxo cubes 1986

Agency: Abbott Mead Vickers BBDO



Linda Bellingham was the nation's favourite mum for 16 years of Oxo ads. In this one, she invests some sizzle into making leftover turkey go the whole week. Daughter: "Are these kebabs turkey?" Bellingham: "Turkish." Oxo changed course shortly afterwards with a campaign that highlighted "How we live today", in which a couple becomes so overwhelmed by the smell of gravy they end up having it away on the cooker.

Endline: Oxo

Irn Bru 2006

Agency: The Leith Agency



The fizzy-drink maker spoofed Raymond Briggs's The Snowman, much to the irritation of the author, who complained in a letter to The Times that such "crass exploitation" of his work "cast a charming glow over products which are so charmless". Which is tough on one of Scotland's national beverages. The ad shows a boy taunting a snowman with his can of drink against the backdrop of a mock Aled Jones soundtrack: "Now I'm falling through the air/ I wonder where I'm going to land/ He nicked my Irn-Bru/ And let go of my hand." In the days before Harry Potter, when merchandising rights were less than watertight, Briggs's work was vulnerable to abuse, he has complained. His most famous character has also adorned toilet roll, and buckets of KFC in Japan.

Endline: Have a phenomenal Christmas

Royal Mail 1998

Agency: Bates



Advertising has become critical for the Royal Mail, as it faces increased competition, diminishing margins and industrial unrest. This ad, a reminder of the monopoly days, is part of the "I saw this and thought of you" campaign. Here we see a pair of comedy Christmas spectacles presented as the perfect gift for the man who has everything.

Endline: What would you send?

Start your day with The Independent, sign up for daily news emails
News
Young Winstone: His ‘tough-guy’ image is a misconception
people
Arts and Entertainment
Man of action: Christian Bale stars in Exodus: Gods and Kings
film
Sport
Adnan Januzaj and Gareth Bale
footballManchester United set to loan out Januzaj to make room for Bale - if a move for the Welshman firms up
Arts and Entertainment
Peter Mayhew as Chewbacca alongside Harrison Ford's Han Solo in 'Star Wars'
film
PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
ebooks
ebooksA year of political gossip, levity and intrigue from the sharpest pen in Westminster
Arts and Entertainment
British actor Idris Elba is also a DJ and rapper who played Ibiza last summer
filmIdris Elba responds to James Bond rumours on Twitter
News
Hackers revealed Oscar-winning actress Lawrence was paid less than her male co-stars in American Hustle
people
Arts and Entertainment
Ellie Levenson’s The Election book demystifies politics for children
bookNew children's book primes the next generation for politics
Sport
Wayne Rooney warms up ahead of the English Premier League football match between Tottenham Hotspur and Manchester United at White Hart Lane
football
News
Outspoken: Alexander Fury, John Rentoul, Ellen E Jones and Katy Guest
newsFrom the Scottish referendum to the Ice Bucket Challenge, our writers voice their opinions
Arts and Entertainment
Lena Headey as Cersei Lannister in Game of Thrones
film
News
i100
Sport
Yaya Sanogo, Mats Hummels, Troy Deeney and Adnan Januzaj
footballMost Premier League sides are after a striker, but here's a full run down of the ins and outs that could happen over the next month
News
Nigel Farage celebrates with a pint after early local election results in the Hoy and Helmet pub in South Benfleet in Essex
peopleHe has shaped British politics 'for good or ill'
Voices
Strictly Come Dancing was watched by 6.9m viewers
voicesIt has been hard to form generally accepted cultural standards since the middle of the 19th century – and the disintegration is only going to accelerate, says DJ Taylor
News
Danielle George is both science professor and presenter
people
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Media

Ashdown Group: Brand Marketing Manager - Essex - £45,000 + £5000 car allowance

£40000 - £45000 per annum + car allowance: Ashdown Group: Senior Brand Manager...

Guru Careers: .NET Developer /.NET Software Developer

£26 - 35k (DOE): Guru Careers: We are seeking a .NET Developer /.NET Software ...

Guru Careers: Graduate Marketing Analyst / Online Marketing Exec (SEO / PPC)

£18 - 24k (DOE): Guru Careers: A Graduate Marketing Analyst / Online Marketing...

Guru Careers: Technical Operations Manager

£Neg. (DOE) + Excellent Benefits: Guru Careers: We are seeking a Technical Ope...

Day In a Page

War with Isis: The West needs more than a White Knight

The West needs more than a White Knight

Despite billions spent on weapons, the US has not been able to counter Isis's gruesome tactics, says Patrick Cockburn
Return to Helmand: Private Davey Graham recalls the day he was shot by the Taliban

'The day I was shot by the Taliban'

Private Davey Graham was shot five times during an ambush in 2007 - it was the first, controversial photograph to show the dangers our soldiers faced in Helmand province
Revealed: the best and worst airlines for delays

Revealed: the best and worst airlines for delays

Many flyers are failing to claim compensation to which they are entitled, a new survey has found
The stories that defined 2014: From the Scottish independence referendum to the Ice Bucket Challenge, our writers voice their opinions

The stories that defined 2014

From the Scottish independence referendum to the Ice Bucket Challenge, our writers voice their opinions
Stoke-on-Trent becomes first British city to be classified as 'disaster resilient' by the United Nations

Disaster looming? Now you know where to head...

Which British city has become the first to be awarded special 'resilience' status by the UN?
Finally, a diet that works: Californian pastor's wildly popular Daniel Plan has seen his congregation greatly reduced

Finally, a diet that works

Californian pastor's wildly popular Daniel Plan has seen his congregation greatly reduced
Say it with... lyrics: The power of song was never greater, according to our internet searches

Say it with... lyrics

The power of song was never greater, according to our internet searches
Professor Danielle George: On a mission to bring back the art of 'thinkering'

The joys of 'thinkering'

Professor Danielle George on why we have to nurture tomorrow's scientists today
Monique Roffey: The author on father figures, the nation's narcissism and New Year reflections

Monique Roffey interview

The author on father figures, the nation's narcissism and New Year reflections
Introducing my anti-heroes of 2014

Introducing my anti-heroes of 2014

Their outrageousness and originality makes the world a bit more interesting, says Ellen E Jones
DJ Taylor: Good taste? It's all a matter of timing...

Good taste? It's all a matter of timing...

It has been hard to form generally accepted cultural standards since the middle of the 19th century – and the disintegration is only going to accelerate, says DJ Taylor
Olivia Jacobs & Ben Caplan: 'Ben thought the play was called 'Christian Love'. It was 'Christie in Love' - about a necrophiliac serial killer'

How we met

Olivia Jacobs and Ben Caplan
Bill Granger recipes: Our chef's breakfasts will revitalise you in time for the New Year

Bill Granger's healthy breakfasts

Our chef's healthy recipes are perfect if you've overindulged during the festive season
Transfer guide: From Arsenal to West Ham - what does your club need in the January transfer window?

Who does your club need in the transfer window?

Most Premier League sides are after a striker, but here's a full run down of the ins and outs that could happen over the next month
The Last Word: From aliens at FA to yak’s milk in the Tour, here’s to 2015

Michael Calvin's Last Word

From aliens at FA to yak’s milk in the Tour, here’s to 2015