12 DAYS OF ADMAS

Nov 26

Written By Matt L

It’s that time of year, when big brands get big budgets to create big ads to get tills ringing. So who’s winning big? Using our ground-breaking CCC rating system, we’ve cut through the Christmas clutter to share our take on 2020’s holiday campaigns.

CCC rating

Content = did the message land?

Craft = did delivery delight?

Christmas = did it give us the feels?

And I think to myself

LEGO doesn’t hold back, building a world we all want to live in. Backed by a playful take on ‘What a Wonderful World’ – here’s proof carols aren’t needed to capture Christmas. Imaginative. Engaging. Funny. It’s a really cool ad.

Content = 8 | Craft = 7 | Christmas = 8 | TOTAL = 23

A blue horse. A hotdog tree. A Hulkbuster, uh... "redesigning" your living-room. Sounds like the beginning of something awesome! Smash that play button and wat...

No naughty list

Apparently, encouraging naughtiness doesn’t fly with parents? Reflecting the attitude behind Britain’s third wave of COVID, this ad was taken down after complaints rolled in. On theme for 2020. Just don’t let your kids watch it.

Content = 5 | Craft = 5 | Christmas = 8 | TOTAL = 18

After a year like this, we believe there is no naughty list. So go on Britain, treat yourself to the best Christmas ever. #TescoNoNaughtyList

Fearless spirit

How do you make Christmas cool? Don’t mention Christmas. Ironically shot in Petticoat Lane, the land of Burberry fakes, this ad blends seamless choreography with superb VFX – without a hint of festivity. And it pays off big time.

Content = 8 | Craft = 9 | Christmas = 7 | TOTAL = 24

Directors: MegaforceDOP: Katelin ArizmendiChoreographers: (LA)HORDEStyling: Ibrahim KamaraProduction company: Riff Raff FilmsVocals performed by Dreya MacCas...

Give a little love

A visual feast from start to finish, JL knows how to tug on the heart strings. Smooth transitions between cutesy animations and real-world storytelling make for a visually compelling ride, right until the end. We give a lot of love to this one.

Content = 8 | Craft = 9 | Christmas = 8 | TOTAL = 25

We believe that the world would be a better place if we all gave a little more love. So this year we're celebrating kindness, whether large or small, showin...

To santa

Our very own Taika Waititi comes through with a journey full of family feels and good cheer. Well shot and sickly sweet, this one’s for the saps. A bit long-winded and overly dramatic at times – but hey, ‘tis the season. And Taika.

Content = 7 | Craft = 8 | Christmas = 9 | TOTAL = 24

This Christmas, give something only you can give.Be it in person, over an awkward video call, or just a quick message, making time for the ones you love is w...

Home of Christmas

Leveraging an 182-year legacy, DJ takes us on a trip through time. Funky fashions take viewers from decade to decade, as seen through a shop window. A simple idea, but well put together to cement their spot as the home of Christmas.

Content = 5 | Craft = 7 | Christmas = 8 | TOTAL = 20

This Christmas, we invite you to take a nostalgic journey filled with heritage and heart. Set within the windows of our iconic Christmas displays, delight in...

Synchronised Santas

Aldi goes full Christmas here, embracing ‘the season to be jolly’ with flare. A catchy beat. Eight slapstick St. Nicks. Summery vibes. All the makings for a smile triggering, charmingly different ad that makes a splash for young and old.

Content = 7 | Craft = 7 | Christmas = 9 | TOTAL = 23

Meanwhile in Australia... Santa's back. And by the looks of that leotard, the big guy's going full Christmas. #GoFullChristmas

Gravy Song

Home video footage and well-crafted dialogue create an authentic ad most viewers can get behind. But apparently some found it impossible to relate to this happy British family. “Deeply unsettling” said Karen of Kew. Wow…

Content = 7 | Craft = 8 | Christmas = 7 | TOTAL = 22

Introducing Gravy Song, the first of our three Christmas ads. Now we can't stop thinking about gravy. Or singing about gravy! 🍴🏠🌟Food is home. Home is Chr...

Bigger than Christmas

There’s no dancing ‘round it here – Myers looks 2020 in the eye and says ‘WTF?’ Clever songwriting brings out the brilliance of Christmas, highlighting the importance of celebrating after an unprecedentedly weird year. Chaotic, but nice.

Content = 5 | Craft = 5 | Christmas = 7 | TOTAL = 17

We've all missed a lot this year - so let's pack it all into one day and make this year bigger than Christmas. Discover Christmas at Myer: https://bit.ly/2U0...

The greatest gift

Nailing the dynamics of adult children and their parents, BNZ keeps the message simple. It’s all about spending time this Christmas – not money. A great way to play it, especially for a bank. Relatable, refreshing and on brand.

Content = 8 | Craft = 7 | Christmas = 7 | TOTAL = 22

Time spent together is what really matters. It's what we remember long after the leftovers are finished and the tree is packed down for another year. So thes...

The Lil’ goat

Have you ever seen a goat that looks this good? TK Maxx strike a balance of humour and feels while subtly acknowledging the fact that we all deserve a little something special, especially this year. Not ground-breaking, but very cute.

Content = 6 | Craft = 7 | Christmas = 7 | TOTAL = 20

After the year we've had, everyone deserves to feel special this season. And that includes everyone in our lives, even pet goats. Join our Lil' Goat as she s...

This Very moment

Finally. An ad that captures the true spirit of Christmas – warts and all. This one skips the winter wonderlands and jingle bells, giving the holiday season a welcome reality check. A Very clever way to stand out amongst the rest.