Aldi’s Mission Impossible-inspired Christmas spot is topping the festive advertising charts according to marketing effectiveness platform System1, with Coca-Cola and Sainsbury’s following closely behind.
Using its ‘Test Your Ad’ data, System1 has found 2024 to be the most consistent year of Christmas advertising so far, with brands leveraging familiar assets and re-airing classic ads to boost commercial impact.
Also making the cut in the firm’s ‘definitive Christmas top 10’ are films by Lidl, Cadbury, Disney, Amazon, Hotel Chocolat, M&S Food and the National Trust.
“This year has been remarkable for creative consistency, reaffirming that marketers tire of campaigns far faster than consumers do. Despite the backlash around Coke’s AI-driven Holidays Are Coming, the familiar assets and consistency still resonated.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
“Many winners this year featured character fluent devices like Kevin the Carrot and the Very flamingos—evergreen creations that extend into broader campaigns, driving brand-building success year-round. Here’s to more consistent Christmas creative—and even greater consistency throughout the year. It’s a proven strategy for success!”
In 2024, so-called ‘consistent’ campaigns that made references to previous works – or are straight ‘re-airs’ have a achieved a considerably higher Test Your Ad rating than new creatives.
Consistency has also been found to provide a clear boost for brand recognition, with such campaigns achieving 91% brand recognition, versus 84% for new creatives.
