How Two 2023 Holiday Ads Illustrate the Power of Video
One of the many reasons I get excited about the holiday season – besides all the meaningful connections to family and friends that happen this time of the year – is the roll-out of memorable holiday ads, especially those told through video. I live for telling stories through video. There is nothing like the power of a crisply produced video that ties together the distinct elements of visuals and sound to create a powerful connection with the audience. Within seconds, a thoughtful video can take the viewer into another world and immerse them through stories well told. We’re only in the second week of November, and I’m already seeing some powerful examples. Let’s take a look at two that stand out.
“Snapper, the Perfect Tree”
The John Lewis 2023 Christmas advertisement, "Snapper, The Perfect Tree," tells a heartwarming and very quirky story of a boy who grows a Venus flytrap instead of a Christmas tree. The plant, named Snapper, quickly becomes a central part of the family’s festivities, even helping to unwrap presents with its snapping jaws. However, when the family sets up a traditional Christmas tree, Snapper is relegated to the cold outdoors. (But I’m not going to tell you how it ends.) The advertisement features a song from Andrea Bocelli called “Festa,” which was written specifically for the ad.
Why I Love This Ad
“Snapper, The Perfect Tree” is the product of John Lewis & Partners, a British brand of high-end department stores operating throughout the United Kingdom. John Lewis has become known for producing memorable Christmas television advertisements, featuring songs that have charted.
This ad stands out for many reasons. Within a few minutes, the plot takes some wild twists and turns that keep the audience guessing until the end – and the element of surprise is my favorite aspect of video storytelling. The inclusion of “Festa” is a masterstroke. Usually John Lewis ads feature covers of pop hits, but using a song commissioned specifically for the ad creates a more compelling interplay between the plot and the music. “Festa” builds quickly from a tender piano ballad to an over-the-top blast of song that perfectly suits the surreal plotline. The ad also shares a sweet and compelling message about acceptance and inclusion.
“Joy Ride”
Amazon’s 2023 Christmas advertisement, “Joy Ride,” also tugs at the heartstrings. “Joy Ride” narrates the tale of three lifelong friends who relive the joy of their youth. Set against a scenic snowy hill, the story unfolds as these older women engage in sledding (courtesy of an Amazon-delivered package), an activity reminiscent of their younger days. This journey of rekindling their youth and friendship is further accentuated by the soulful accompaniment of the Beatles’ song “In My Life,” performed by an orchestra. The advertisement emphasizes the significance of shared experiences and the enduring power of deep friendships. This portrayal is part of Amazon’s broader campaign "Joy is shared," which underscores the theme that joyful moments are more special when experienced together.
Why I Love This Ad
The element of surprise also makes for a powerful emotional moment. How many of you watching that video expected three elderly women, looking a bit worn out by the accumulated experiences of life, to take a joy ride down a snowy hill – and how many of you expected the surprising transformation that occurs, however briefly, near the end of the ad? The use of music is also significant. The orchestral version of “In My Life” recontextualizes a Beatles classic in a way that anchors the ad in the realm of the familiar (one of the great Beatles songs of all time) but does not take you out of the ad. And “Joy Ride” earns its tagline, “Joy is shared,” with a beautiful bit of storytelling.
Throughout the holidays, we’re going to see many more stories – some told better than others, to be sure. The best of them will focus on people and universal themes that resonate, not pushing products. They’ll create emotion, not intellectual discourse. I cannot wait to see more. What are some of your favorite holiday ads thus far?