The holiday season has officially arrived for retail brands. In our new Marketing Must Reads, we’re checking out some of the first Christmas-themed ads and learning how major brands plan to capture holiday shoppers this year.

Amazon’s Holiday Ad Opus

In recent years, Amazon has become the market leader for holiday sales and inspiring holiday ads. Their first commercial of the 2024 season, “Midnight Opus,” tells us a story about the janitor of a theater who starts singing softly while completing his daily tasks, while his coworkers unite to purchase the items he needs from Amazon for a proper performance onstage. The spot ends with a moving performance of “What the World Needs Now is Love.”

According to Amazon’s general manager of integrated marketing, “Midnight Opus” was inspired by their “thoughtful and inventive customers.” The spot highlights connection and generosity, and the ways Amazon can facilitate those meaningful moments. Watch the spot and read more about Amazon’s strategy for the upcoming holiday season: https://retailwire.com/amazons-holiday-campaign-small-acts-everyday-kindness/

The Watt Family Partners with Dick’s Sporting Goods

Dick’s Sporting Goods is tapping into major NFL star power for this year’s holiday campaign. In “The Watt Holiday Classic,” all three Watt brothers – J.J., T.J., and Derek – and their parents take to their local Dick’s to do some holiday shopping. The family accidentally leaves J.J. in the store after closing, leading to Home Alone-style antics. The commercial also includes callbacks to other beloved Christmas films, including Elf, Love Actually, and National Lampoon’s Christmas Vacation.

J.J. Watt has been an official spokesperson for Dick’s Sporting Goods all year, starring in an ad earlier this year to promote their stores’ experiential expansions. Though J.J. retired from the NFL in 2022, he’s still an influential spokesperson for his engaged fan base. Brothers T.J. and Derek are still active players this season for the Pittsburgh Steelers. Check out their creative new spot: https://www.prnewswire.com/news-releases/dicks-sporting-goods-and-the-watt-family-ring-in-the-holiday-shopping-season-with-nostalgic-campaign-302297526.html

Lego Celebrates the Holidays with Cataclaws

Lego’s first ad of the holiday shopping season continues the brand’s ongoing “Rebuild the World” campaign with a spot centered around nostalgia and the power Legos have to connect families across generations. In the beginning of the commercial, a group of kids works together to build Cataclaws, a Lego cat who goes on to “bring the play back” and help make the holidays fun. The spot features the 1991 song “Get Ready for This,” as well as dozens of Lego sets available for purchase this holiday season.

Lego executives say the ad represents “the power of children’s innate creativity,” and hopes to inspire consumers with the belief that there is no limit to what they can build. The campaign will run through December across out-of-home, social media, and broadcast media. Read more about Lego’s ad and holiday strategy: https://www.creativereview.co.uk/lego-christmas-ad-cataclaws/

Burger King’s Holiday Season Countdown

Burger King is counting down to Christmas with interactive new experiences for their customers. For the first time, the fast food chain created a BK Advent Calendar, which includes 12 mystery items related to past or present menu items. Additionally, Burger King will offer 31 Days of Deals in December, which will include daily offers for food discounts, free delivery, and other perks. The deals are available exclusively to Royal Perks members via the brand’s mobile app, which will present each deal in the immersive “BK Village,” a virtual town decked in holiday decorations with festive games and activities.

Burger King hopes to capitalize on busy and cash-conscious consumers during the holiday season to help boost falling sales. In Q3, the brand saw declining comp sales in the US and negative net restaurant growth. Dive deeper into Burger King’s holiday deal offerings: https://www.marketingdive.com/news/burger-king-holiday-deals-advent-calendar-mobile-app/732212/