Let's dive into 3 standout ads that are making a splash this holiday season.
The holiday ad frenzy is in full swing, and our screens are flooded with festive promotions. But with so many brands vying for consumer attention, how do you rise above the noise?
It all comes down to one thing: engaging ad creative. No matter how well you segment your target audience or ensure that you have premium ad placements, none of it matters if your creative falls flat. If your ad doesn’t captivate viewers, it’s as good as ignored.
In this blog, we’re diving into 3 standout holiday ads from recent months that are making a splash. Learn how Shutterfly, Walmart, and Roku are doing it right — and how you can, too.
Shutterfly
The Ad
Shutterfly’s 2024 holiday ad campaign, "Make Something That Means Something," emphasizes the importance of personalized, meaningful gifts over impersonal, mass-produced items. With a witty take on the endless parade of novelty ties and generic tchotchkes that often gather dust, the campaign inspires people to ditch forgettable gifts and opt for something that truly means something.
By spotlighting its customizable photo-based offerings — like greeting cards, mugs, and cozy fleece blankets — Shutterfly encourages shoppers to put a personal touch on their holiday gifting. The campaign aims to inspire consumers to rethink their approach to holiday giving, offering a heartfelt alternative to impulse buying.
Through a series of videos and a parody e-commerce store selling intentionally silly "meaningless" items, Shutterfly seeks to highlight the contrast between thoughtless gifts and the emotional connection that personalized items can foster.
The Takeaway
Shutterfly's strategy reflects a broader shift toward personalized, emotionally resonant marketing during a time when consumers crave connection and authenticity in their holiday experiences. Paired with clear brand messaging, Shutterfly is able to build long-term brand affinity and an emotional connection with their audience — a crucial factor for repeat business and customer retention even after the holidays.
Timing also plays a key role in Shutterfly’s holiday strategy, with the campaign launching early to beat the holiday ad rush and avoid the media saturation of the upcoming US presidential election.
Walmart
The Ad
Walmart recently debuted its 2024 holiday ad campaign during Sunday Night Football with a 30-second commercial centered around the theme of “Gifts That Show You Get Them.” The ad features iconic pop culture references from shows like Gilmore Girls, The Simpsons, and National Lampoon’s Christmas Vacation, leaning into nostalgia — just as they did last year.
The campaign not only focuses on creating emotional connections by showcasing moments when people find the perfect gift, but also emphasizes affordability of Walmart’s products.
To reach audiences effectively, the big-box retailer is using a mix of media formats, including TV spots, online video, social media, and in-store integrations, according to Walmart VP of Creative, David Hartman.
The Takeaway
Walmart is committing to nostalgia marketing this year — a lesson they took from their successful Black Friday campaign last year when the retailer famously reunited the cast members of Mean Girls in its viral commercial.
By embedding itself into pop culture moments in these ways, Walmart can create culturally relevant holiday ads that stand out from typical seasonal themes by continually improving and topping their previous campaigns in the crowded holiday advertising space.
The retailer’s multichannel holiday campaign that spans multiple platforms also ensures that they can make numerous touchpoints with their target audience and combine entertaining content with shoppable elements, stretching the impact of their overall holiday marketing efforts.
Roku
The Ad
Roku’s latest ad takes a humorous spin on a relatable holiday frustration: the family TV struggle. Picture this — it's Thanksgiving, and after dodging awkward questions from relatives, you head to the living room for some TV downtime, only to be met with chaos over missing remotes and tangled setups. Enter Roku, the hero of the moment, effortlessly restoring peace and quiet to the living room.
This campaign, set to run across Roku’s owned social media channels and The Roku Channel, highlights how Roku’s user-friendly devices resolve those all-too-familiar TV battles. The ads are designed to resonate with shoppers ahead of the holiday season, as consumers start drafting their holiday shopping lists up to three months in advance — well before Thanksgiving.
As the season progresses, Roku will follow up with its festive “Joyfully, Roku” campaign for the third consecutive year.
The Takeaway
Though not overtly holiday-themed, Roku’s campaign is strategically crafted to align with ads shoppers might see from retailers carrying Roku products. It’s all about “intercepting consumers while they’re shopping,” Roku’s Colleen McGee says.
The campaign cleverly taps into the pre-holiday shopping mindset, positioning itself as the easy fix to holiday TV headaches, just when people are ready to buy.
Lessons from 2024’s Standout Campaigns
As we’ve seen from Shutterfly, Walmart, and Roku, creating standout holiday ad campaigns is all about tapping into what resonates most with your audience — whether it's nostalgic pop culture references, the emotional pull of personalized gifts, or simply solving holiday frustrations with a touch of humor. These brands have shown us that the key to rising above the seasonal noise lies in authenticity, emotional connection, and knowing your customer’s needs.
As you gear up for the 2024 holiday season and beyond, take inspiration from these creative strategies to craft ads that leave a lasting impact.
Need more resources for the holiday season? Check out our Holiday Marketing Hub.
