these are the best Christmas commercials of 2022

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A decorated Christmas tree, a mountain of Christmas presents and an endless stream of Christmas songs on the radio: it’s all part of this festive period. But this year, another Christmas tradition continued faithfully, namely the sugar Christmas commercials! Every year brands try to steal the hearts of the public. Most brands stick to well-known themes, such as meeting, conviviality and family. Of course everyone has a different favourite, but this is my personal top 5 Dutch Christmas campaigns of 2022.

The formula for a successful Christmas campaign

What makes a successful Christmas campaign? The standard formula is actually very simple: Christmas videos are often about being together and eating with loved ones. De Speld likes to have fun with traditions and this year he made a funny video on how to create the perfect Christmas campaign video. The video summarizes all the elements that make up a typical Christmas advert.

5. Lidl

Supermarket chains are doing well again this year. Lidl proves that you don’t need special effects or other fuss for a powerful Christmas campaign. Responding to a hotly debated topic is enough. Because what has every news program been about in the last few weeks? That was of course the band One Love at the World Cup in Qatar. The band One Love represents connection and is a statement against any form of discrimination.

In Qatar, homosexuality is still a criminal offense and FIFA has banned players from wearing the headband during the World Cup. There was a lot of commotion about this all over the world. In collaboration with the advertising agency Joe Public, Lidl responds well to this by paying attention to the acceptance of homosexuals in the campaign.


HEMA stands out this year with a Christmas campaign about Takkie, the dog from Jip and Janneke. The TV commercial doesn’t directly fit the typical HEMA style we’re used to, but advertising agency DDB Unlimited has launched a cinematic Christmas campaign. The commercial is about a girl who loses her toy Takkie. The dachshund comes to life and tries to find the girl through all kinds of weather. In the end, Takkie finds his way back to the girl from a HEMA shop.

The message How nice it is that we can hug each other again refers to the past corona years, in which it was not possible for many people to celebrate Christmas together. The animations are of high quality and as a voice-over you will hear the familiar HEMA voice of Anneke Blok. In short, a well-deserved place in this top 5.

3. Albert Hein

Last year, Albert Heijn won the Ster Gouden Loeki 2021 for the best TV commercial with the Youngest Love Story of the Year. A touching story about the love between two hamsters. And even now Albert Heijn scores high and Christmas advertising comes in third place for me. Why? Albert Heijn once again opts not for clichés and sugary sweetness this year, but for a surprising angle.

The campaign takes us into the rich fantasy world of toddler Robin. She sees Christmas characters in everything: her grandfather turns into Santa Claus, the dog into a reindeer, her little brother into a giant, etc. The message of the ad is Together becomes magic. In terms of storytelling and concept, the commercial has been worked out to the last detail.

Apart from the television campaign, Albert Heijn is organizing all kinds of big projects this Christmas. In collaboration with the Red Cross and Food Banks Netherlands, the supermarket chain provides food aid to people in need. In addition, Albert Heijn connects people with feelings of loneliness by organizing meals together with Resto VanHarte.

2. State Lottery

Every year, the State Lottery manages to strike a chord with its New Year’s Eve draw campaign. In recent years, various animals have always played the main role: the cuckoo Fritsie, the dog Frekkel, the cat Frummel and the hedgehog Freddie. The special thing about these campaigns is that the first three won the Golden Loeki and the fourth got the silver last year. This has never happened before in the history of advertising.

In the 2022 campaign you will see another animal: husky Frida. The main roles are played by father and son and the theme is Don’t wait for happiness to happen to you. A son tells his father that he won the New Year’s draw and that they can therefore take his dream trip together one more time. They go on an adventure to Lapland, where they drive huskies through the snow and admire the Northern Lights. With this story, the Staatsloterij wants to inspire people not to expect the lottery to make big plans.

1. PLUS Supermarket

This year’s winner for me is the PLUS Christmas campaign, made by the Energize agency. All familiar themes appear in it, such as family and unity, but the story is original and breaks taboos such as grief and depression. It’s a real tear jerker, so get your tissues ready!

In the ad you see an angry young man who is rebellious towards his father. When his biological father’s photo frame is accidentally broken, the godfather repairs the frame and gives it to the teenager as a Christmas present. Anger gives way to sadness and after a hug they sit together as a family at the Christmas table. With the growing number of single-parent families and divorces, PLUS addresses a social and topical theme. The message of the campaign is Eating well is eating together, because food really only tastes good if you can do it together with the people you love without fighting each other.

You can see the commercial as a call to bury the hatchet this Christmas. The ad uses compelling music composed by Massive Music especially for the ad. This makes it almost like a new Netflix trailer. All in all, a nice ad with a nice message.

Christmas commercials: extra flair and unique creativity

To make an extra impression during the holiday season, think outside the box. Show an unconventional perspective in your stories or activate consumers to do something meaningful for someone else. Give your Christmas marketing campaign a unique flair or creativity, so that it stands out from other brands.

I wish you a beautiful holiday and lots of love, fun and creative energy in 2023!

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