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Timeless Holiday Advertising: How Classic Commercials Prove the Power of Seasonal Marketing

The holidays aren’t just about twinkling lights and seasonal cheer—they’re a golden opportunity for brands to connect with consumers through memorable advertising. Some holiday commercials have become so iconic that they’ve transcended marketing to become treasured parts of our cultural traditions. Every year, viewers anticipate these familiar faces: dancing Hershey’s Kisses, cuddly Coca-Cola polar bears, sleeping babies, and candy-coated comedy. These advertisements remind us that effective holiday marketing isn’t just about big budgets, it’s about creating emotional connections that stand the test of time.

The Sweet Sound of the Season: Hershey’s Kisses “Holiday Bells”

Few commercials signal the start of the holiday season quite like the Hershey’s Kisses “Holiday Bells” spot. Born from spontaneous creativity during a 1989 shoot for the Hershey’s “Whimsy” campaign, brand manager John Dunn created what would become Hershey’s longest-running commercial ever. The 15-second stop-motion animation features Hershey’s Kisses arranged as handbells, cheerfully playing “We Wish You a Merry Christmas.”

What makes this commercial remarkable is its simplicity. No dialogue, no celebrities, no elaborate storyline…just animated chocolates performing a carol. This minimalist approach has proven extraordinarily effective. Hershey’s Kisses has maintained its position as the number one holiday candy brand, and the company holds eight of the top ten holiday candy dish items. The commercial’s enduring success prompted Hershey’s to celebrate its 35th anniversary in 2024 with an interactive experience at Rockefeller Center, transforming the beloved commercial into an immersive LED musical mat where families could recreate the melody themselves.

The “Holiday Bells” campaign demonstrates that authenticity and charm can create lasting brand value. As Stacy Taffet, Chief Growth Officer at The Hershey Company, noted, the commercial has become one of the most iconic holiday advertisements in American marketing history—a testament to the power of simple, emotionally resonant storytelling.

A Bear-y Merry Christmas: Coca-Cola’s Polar Bears

Coca-Cola’s association with polar bears stretches back to a 1922 French advertisement, but it wasn’t until 1993 that these Arctic creatures became the cultural icons we know today. The commercial “Northern Lights,” which debuted as part of the “Always Coca-Cola” campaign, featured a family of polar bears gathering to watch the Aurora Borealis while enjoying ice-cold Coca-Cola. Creator Ken Stewart’s inspiration came from an unlikely source: his Labrador Retriever puppy, which reminded him of a polar bear.

The commercial’s silent format, with bears communicating only through expressions and actions, allowed the focus to remain on the music and emotional connection. The response was immediate and overwhelming. The polar bears appeared in Olympics ads, earned a spot on the Madison Avenue Advertising Walk of Fame in 2011, and inspired an award-winning short film by director Ridley Scott. The campaign’s success demonstrated the effectiveness of combining adorable characters with consistent seasonal messaging.

Perhaps most impressively, Coca-Cola’s Arctic Home campaign in 2011, which partnered with the World Wildlife Fund, became the company’s most successful holiday campaign ever. The initiative raised millions for polar bear conservation while driving product sales, proving that holiday advertising can successfully blend commercial goals with social responsibility. The polar bears’ ongoing popularity showcases how mascot-driven holiday campaigns can create decades of brand loyalty.

Silent Night, Sleeping Tight: Pampers’ Heartfelt Approach

Not all holiday advertising relies on animated characters. Pampers’ “Silent Night” commercial took a different approach, featuring sleeping babies from around the world while a soft rendition of the classic carol plays in the background. The commercial, created by Saatchi & Saatchi, worked on multiple emotional levels. The song served as clever wordplay, referencing both the holiday season and the promise of a baby sleeping peacefully through the night.

What set this campaign apart was its subtle integration of philanthropy. The initial version pledged one tetanus vaccine for children in developing countries for each pack of diapers purchased. As creator Tris Gates-Bonarius explained, the campaign avoided showing children in distress, instead appealing to sympathy through the universal tenderness of sleeping babies. This approach proved remarkably effective. By 2008, the campaign had funded over 40 million vaccines.

The “Silent Night” commercial demonstrated impressive versatility. Pampers successfully split the campaign into two directions: one continuing to champion the charitable cause and another running as a pure Christmas campaign. Both versions maintained the core messages of charity and peaceful nights, proving that effective holiday advertising can evolve while preserving its emotional core. The campaign’s success underscores how holiday advertising can drive both sales and social impact when executed with authenticity and care.

Comedy Gold: M&M’s “They Do Exist”

Some holiday commercials become classics through pure comedic brilliance. M&M’s 1996 “Faint” commercial featuring Red and Yellow M&M’s encountering Santa Claus, delivered a perfectly executed joke in just 15 seconds. When Red sees Santa, he exclaims “He does exist!” while Santa, equally shocked by talking candy, responds “They do exist!” before both faint. The commercial, voiced by Billy West and Oscar-winner J.K. Simmons, combined slapstick humor with the clever suggestion that Santa and sentient M&M’s are equally unbelievable.

The commercial’s staying power is remarkable. Mars has re-aired this same spot every December since 1996, maintaining even its original aspect ratio (a rarity in an era when most vintage content gets stretched to fit modern screens). The commercial became so beloved that in 2017, Mars released a sequel showing what happened after the fainting incident, with Yellow M&M attempting to save Christmas. This follow-up, which premiered during the Rockefeller Center tree lighting, satisfied fans who had waited 21 years to see the story’s conclusion.

Marketing experts consistently rate this commercial as a favorite holiday ad, noting its effective use of nostalgia and humor. The campaign’s memorability comes from its brevity, accessible comedy, and annual tradition. As one marketing manager observed, nostalgia is a powerful feeling during the holidays, and when combined with humor, it creates one of the most effective methods of engaging audiences. The commercial’s endurance proves that a single well-executed idea can deliver returns for decades.

Why Holiday Advertising Matters for Every Business

These iconic commercials share common threads that offer valuable lessons for businesses of all sizes. First, emotional resonance trumps production complexity. Whether it’s the simplicity of tinkling bells, the warmth of cuddly bears, the tenderness of sleeping babies, or the levity of cartoon comedy, each commercial creates a genuine emotional connection rather than relying on flashy gimmicks or aggressive sales pitches.

Second, consistency builds tradition. These brands have returned with their holiday campaigns year after year, becoming anticipated markers of the season. This repetition transforms commercials from interruptions into welcomed parts of the holiday experience. For smaller businesses, establishing an annual holiday campaign—even on a modest budget—can create similar traditions within your customer base.

Third, authenticity matters more than budget. While these are major brands, none of these commercials succeeded because of expensive celebrity endorsements or elaborate special effects. They worked because they felt genuine, whether through charming animation, heartfelt imagery, or clever humor. Small businesses can achieve similar emotional impact through authentic storytelling that reflects their values and connects with their community.

The holiday season represents a unique opportunity when consumers are actively engaged, emotionally receptive, and making purchasing decisions. People aren’t just shopping for products—they’re seeking experiences, traditions, and connections. Whether you’re running a retail shop, offering professional services, or operating an online business, holiday marketing allows you to meet customers when they’re most open to discovering new brands and building loyalty.

The lesson is clear: effective holiday advertising doesn’t require a Fortune 500 budget. It requires understanding your audience, crafting authentic messages, and showing up consistently. From iconic chocolates to polar bears, from peaceful babies to fainting candies, these timeless campaigns prove that visibility during the holiday season—paired with creativity and heart—can create marketing magic that resonates for years to come. No matter your business size or industry, the holidays offer a precious window to connect with customers, build your brand, and become part of their seasonal traditions.