Through its Christmas ad, Apple spotlights AirPods Pro 2's hearing aid capabilities, showing how tech can bridge gaps and bring people closer
The Christmas ads of 2024 are anything but predictable. This year, festive advertising in APAC has been somewhat subdued, but for the brands that have invested, it’s a tight battle for consumer attention. If you're looking for celebrities prancing around Christmas trees or the usual bombardment of sparkly excess, you're in for a surprise. Brands have finally read the room—and it's about time.
The result: Apple has ditched the typical product parade to tell a touching story about hearing loss, family connection and accessibility through AirPods Pro 2. It speaks to a broader movement where purpose isn't just a buzzword but a narrative necessity. Meanwhile, Philippine Airlines is out here making people cry (in a good way) with "Alaga," proving you don't need a million-dollar celebrity to make people feel something real.
The tech plays this year are particularly interesting, if not slightly ironic. Coca-Cola's gone full AI for their Christmas campaign—and faced considerable backlash for it—while FairPrice is getting people to physically tear apart their billboards in Singapore. And get this: they're scented. It's either brilliant or bonkers, but at least it's not another generic Santa ad.
Speaking of reality checks, the cost-of-living crisis isn't just a news headline—it's reshaping how brands approach the season. Aldi Australia's poking fun at Christmas excess feels like a knowing wink to consumers, while Meta's suddenly playing consumer guardian with anti-scam messaging. Who had that on their 2024 bingo card?
What's refreshing (or shocking, depending on your perspective) is seeing major brands actually acknowledging that people might have other things on their minds than maxing out their credit cards for Christmas. The result is that campaigns that feel less like a hard sell and more like a conversation. The effectiveness of these works is yet to be seen, but it's a welcome change to mourn the loss of over-the-top, glittery festive extravaganzas. This new direction that feels more honest. More real. And in a market where authenticity is currency, that might just be the smartest marketing move of all.
Here’s a look at the standout Christmas campaigns from APAC in 2024. Let’s unwrap the highlights.
Campaign: Heartstrings
Brand: Apple
Agency: In-house
Apple's latest Christmas ad focuses on the new hearing health features of the AirPods Pro 2, particularly showcasing their ability to function as over-the-counter hearing aids for individuals with mild to moderate hearing loss. The narrative unfolds on Christmas morning as a father, depicted with hearing impairment, struggles to engage with his family's joyful moments. The emotional climax occurs when he activates the AirPods, allowing him to hear his daughter play a guitar for the first time, accompanied by nostalgic memories of her childhood. It's a moving ad that highlights Apple's commitment to accessibility while emphasising the importance of connection during the holiday season.
Campaign: Global anti-scam awareness Brand: Meta Agency: In-house
Meta has launched a global anti-scam awareness campaign this holiday season to protect users from increasingly sophisticated online scams. As holiday shopping ramps up, the initiative aims to educate consumers about common scams, such as fake gift box promotions and counterfeit retail coupons. The campaign includes safety tips, enhanced security tools, and partnerships with public figures and organisations to raise awareness. Meta has already taken down over two million scam-related accounts this year and is implementing new features across its platforms, including alerts for suspicious activity on Facebook Marketplace, Instagram, and WhatsApp.
Campaign: The Gift
Brand: BMW
Agency: Jung von Matt
The film follows seven-year-old Tim as he embarks on a quest to find the perfect Christmas present for his grandmother. After dismissing traditional gift ideas, Tim discovers a BMW Junior Seat in a store window, which he believes will allow them to share memorable drives in her classic BMW 1500. Set against the festive backdrop of Vienna, the 100-second film not only highlights the emotional connection between Tim and his grandmother but also pays homage to BMW's heritage while looking forward to its electric future with the upcoming Neue Klasse models. Created by the Hamburg agency Jung von Matt, the campaign highlights that the joy of driving is a timeless gift that bridges generations.
Campaign: The Most Wonderful Pint of the Year
Brands: Guinness
Agency: Taylor
Guinness embraces the festive season in a charming 15-second ad that begins with a serene snowy landscape outside a cozy pub. On-screen text wishes viewers, "Happy holidays from the brewers at Guinness." As the camera pulls back, it reveals that this charming pub is actually contained within a glass of Guinness, reminiscent of a snow globe, with the beer's frothy head mimicking falling snow. It ends with the message: “The most wonderful pint of the year.”
Campaign: Care That Comes From The Heart (Alaga)
Client: Philippine Airlines
Agency: BBDO Guerrero
The campaign emphasises Philippine Airlines' dedication to provide an experience that transcends routine and service—something heartfelt and rooted in the Filipino tradition of going above and beyond.
The heartwarming spot shows a young girl tending to her elder relatives around the family dinner table at home and then fast forwards years later to show her as a grown woman working as cabin crew and looking after passengers on the plane. The film ends with the woman returning home after a long day at work caring for others, only to be greeted by her mother who has prepared a warm plate of food for her. The tagline 'care that comes from the heart' appears on the screen. The short film is named after the Tagalog word for Care “Alaga”, and highlights the source of deep and meaningful care provided by Philippine Airlines crew and staff.
Campaign: Christmas to Your Taste
Client: FairPrice Group
Agency: Homeground United—an integrated collective comprising Omnicom Production and TBWA Singapore
FairPrice Group has teamed up with Homeground United on an interactive OOH campaign featuring a range of gift wrappers that allow passersby to tear off a layer of the ad. Not only do the gift wrappers look beautiful, they are each infused with a scent that represent their design. From cherry pie, to Christmas salad, raspberry chocolate and more!You’ll find a gift wrapper to your taste.
On 16 November 2024 outside FairPrice Finest at Clarke Quay in Singapore, hundreds of people lined up at the tear-able billboards to get their hands on the limited-edition wrappers. FairPrice will be launching a second drop of different wrappers at FairPrice Xtra in VivoCity on Saturday, 7 December 2024, and in select FairPrice stores as well as online.
Campaign: Santastrophe
Client: Airbnb
Agency: In-house
Airbnb has made its position on hotels unmistakably clear in its holiday advertisement featuring a frustrated Santa Claus. This animated short, narrated in the style of the classic poem 'A Visit from St. Nicholas,' humorously illustrates the difficulties Santa faces while trying to deliver gifts this year. From navigating a chaotic hotel lobby to dealing with crowded elevators and indistinguishable floors, Santa's experience is far from seamless.
Campaign: Go a Little Extra
Brand: ALDI Australia
Agency: BMF
Christmas plans tend to escalate pretty quickly. And ALDI captures this in a humorous film focusing on an overexcited couple who are prepared to go a little too extra in preparation for Christmas lunch. Tasked with simply bringing the turkey and the gravy boat, the pair go overboard in their pursuit to create the best Christmas spread.
Campaign: Wherever we go - Together is for Christmas
Brand: Telstra
Agency: Bear Meets Eagle On Fire
Directed by Revolver’s Steve Rogers, the film tells the story of an accidental singing superstar—Little Donkey—who goes on a whirlwind journey across the world, before realising it misses its family at Christmas time.
Campaign: Joy Bringers
Brand: QIC
Agency: Jane Doe Creation
From Australian investment company QIC, comes this joyful ode to those who live and breathe Christmas, ‘The Joy Bringers’. The film shines a spotlight on those who light up their communities with acts of cheer—from wrapping presents for others to decorating their cars and shopping carts—spreading happiness everywhere they go. The campaign aims to showcase their joyful spirit, inspiring everyone to make the most of the festive season.
Campaign: The Boy & The Octopus
Brand: Disney
Agency: Adam & Eve/DDB
Disney has entered the festive advertising arena with a touching short film directed by award winning director Taika Waititi. The story centres on an unexpected friendship between a young boy and an octopus he encounters while at the beach. Initially startled when the octopus attaches itself to his head, the boy soon adapts to life with his new companion, leading to a series of adventures that include practicing martial arts and exploring a Christmas market together. As the octopus expresses a desire to see more of the world, the boy devises a plan involving Santa Claus to fulfil this wish.
Campaign: Midnight Opus
Brand: Amazon
Agency: In house
Amazon's latest holiday film celebrates the impact of small acts of kindness. The 90-second spot follows a theatre janitor who enjoys singing the classic song "What the World Needs Now Is Love" while performing his daily tasks. His colleagues, touched by his hidden talent, decide to surprise him by transforming the theatre into a stage for a special performance. They arrange for an Amazon delivery of a tuxedo jacket, allowing him to step into the spotlight and showcase his singing abilities. The film highlights the joy that thoughtful gestures can bring and emphasises the importance of supporting one another's dreams.
Campaign: Waldo Anthem
Brand: Etsy
Agency: Orchard Creative
Online marketplace Etsy has brought the beloved children's book character Waldo to life in a new 60-second spot for its holiday campaign. The ad addresses a recurring theme in Waldo's adventures: while people frequently ask, "Where's Waldo?" they rarely inquire, "Who is Waldo?" The film follows Waldo navigating through bustling environments, where onlookers excitedly claim to have found him, yet he still feels overlooked and unrecognised. The film culminates with Waldo receiving a personalised gift from Etsy, which allows him to finally feel acknowledged and truly seen by someone who understands him.
Campaign: M&S Christmas Food
Brand: Marks & Spencer
Agency: In-house
The ad follows comedian Dawn French as she wanders through a snow-filled street, expressing her stress about hosting a Christmas party for her neighbours. This is where a CGI fairy, voiced by French, comes to her aid, transforming her home into a festive wonderland filled with decorations and an impressive spread of M&S Christmas food with just a wave of her wand.
Campaign: Unexpected Santa
Brand: Coca-Cola
Agency: Wild Card
"It's always the real thing..." so goes the lyrics in the popular 'Holidays Are Coming' jingle that Coca-Cola has used for many years for its Christmas ads. Except this time, it's not so real as the ad was generated using artificial intelligence, a detail that has divided opinion.
However, much remains true to the original 1995 commercial, as we see Coca-Cola trucks traversing a snowy landscape while a choir performs the iconic "holidays are coming" jingle.
The use of AI does little to take away from the heart of Coca-Cola’s festive spirit—the spot features snowy landscapes, festive animals, and the iconic Coca-Cola trucks, while adding a futuristic twist with AI-generated visuals, including digital actors created with permission from real likenesses.
The campaign highlights how AI can enhance production speed while preserving creativity and tradition. By eliminating the need for expensive live shoots in snowy settings, Coca-Cola harnessed AI's capability to generate impactful visuals swiftly, celebrating the brand's legacy while embracing new technological possibilities.
Campaign: Everything else can wait. It's Xmas after all.
Brand: Pepsi Max
Agency: In-house
Created by PepsiCo’s in-house agency Sips & Bites, the 60 second spot carries the message that it’s acceptable to ditch work and study to enjoy the festive period. The ad begins with scenes of an empty office, participants disappearing from a virtual meeting, and an abandoned gym, while a water bottle rolls on a treadmill.
In an empty library, a book tumbles from a shelf. As it falls, the scene shifts to a can of Pepsi being taken from an ice bucket, instantly transporting the viewer to a lively Christmas party.
The ad brings to life this ‘tools down’ mentality to prioritise enjoyment during the festive period, while also embodying Pepsi's brand ethos of being ‘thirsty for more’.
With a Golden Globe nomination secured even before its release, the record-breaking series returns on December 26, backed by Netflix’s boldest marketing push yet.
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