The holiday season is already being celebrated in some parts of the world, and you may have enjoyed the creativity and film-inspired storytelling behind some of the biggest brands’ Christmas commercials.
As robots, AI, and consumerism continue to shape our daily lives, we wanted to spotlight five brands that have chosen to prioritize genuine human connection and respond to deeper, more meaningful needs.
We’ll explore how these campaigns contribute to long-term branding by building value-based associations, as well as the potential risks they might face in terms of execution.
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Table of Contents
Apple – Heartstrings
The Story
Apple’s “Heartstrings” is a touching holiday ad that tells the story of a family on Christmas morning. The dad, who’s been struggling with hearing loss, gets to hear clearly for the first time thanks to AirPods. It’s simple, heartfelt, and hard not to feel something watching it.
What makes the message meaningful
This film focuses on something we can all relate to: the importance of a connection between parents and children. By showing how communication brings families closer, Apple goes beyond just selling tech and focus on deeper emotional connections.
How the campaign contributes to long-term branding
With this campaign, Apple shares what it stands for, not just what its product can do. By shining a light on inclusivity and accessibility, especially for those with hearing challenges, Apple adds a human touch to its brand. It shows they’re paying attention to what matters to people and offer a concrete solution for it. To keep this connection strong, Apple will need to make sure these values show up in everything they do (such as employee wellbeing and labor practices).
Shelter – World of Our Own
The story
Shelter’s “World of Our Own” ad tells the story of a dad and his daughter using the power of imagination to escape the harsh realities of homelessness at Christmas. It’s a deeply moving film that highlights the daily challenges of those without a home and inspires viewers to make a difference by taking action.
What makes the message meaningful
Shelter is a non-profit dedicated to fighting for everyone’s right to a safe home, and this campaign ties perfectly into their mission. At a time of year often dominated by consumerism, the ad shifts the focus back to what really matters during the holidays: empathy, compassion, and solidarity.
How the campaign contributes to long-term branding
This campaign strengthens Shelter’s image as an organization that truly takes action and stands by families in need. It builds powerful associations around empathy and tackles social issues. However, even non-profits face challenges with their public image. For Shelter, the key risk lies in maintaining transparency about how donations are used and how much directly supports families in crisis.
Philippine Airlines – Alaga
The story
Philippine Airlines’ campaign shares the story of a young girl who takes care of her relatives in a lovingly and naturally way. She later becomes a cabin crew member, bringing the same meaningful acts of heartfelt care to the airline’s customers.
What makes the message meaningful
Genuine kindness and altruism promote emotional well-being and bring people closer together. With this campaign, the brand shows it understands that excellent customer experience is about treating people like family and making them feel cared for. It’s also deeply embedded in the essence of Filipino culture and hospitality.
How the campaign contributes to long-term branding
The commercial positions Philippine Airlines as a brand that truly values kindness, care, and being personal. But for this message to feel authentic, the airline’s staff will need to bring that same warmth and thoughtfulness to real-life interactions. If customers don’t feel the care shown in the ad, it could backfire. The key will be making sure every part of the brand’s experience reflects these values.
O2 – Snowing SIMS
The story
O2’s “Data Poverty” campaign highlights the struggles of people with limited data access during the festive season. Via the “snowing SIMS”, the brand communicates about O2’s National Databank service, which offers free mobile data, texts, and calls to those who need it most.
What makes the message meaningful
O2’s campaign raises awareness about an important social issue while showing the brand’s commitment to digital inclusion. Like Apple, it focuses on bringing people together through communication. What makes this campaign stand out is how it sheds light on a problem that’s often ignored, positioning O2 as a brand that truly cares about its customers and the wider community.
How the campaign contributes to long-term branding
This film paints O2 as a brand that’s on its customers’ side, perfectly tying into their slogan, “O2, see what you can do.” The campaign aims to build associations around generosity, humanity, and addressing social issues. However, if O2 doesn’t follow through with meaningful long-term efforts to fight digital exclusion, the campaign risks being seen as just a PR move. Real change will be key to keep this message authentic.
Etsy – Waldo Anthem
The story
Etsy chose an interesting approach by telling the story of Waldo (or Wally), the iconic book character who is often spotted but rarely truly seen. The commercial shows Waldo’s journey around the world, until he finally feels “seen” when he receives a personalized gift from his best friend.
What makes the message meaningful
What we like about this ad is how it touches on something universal yet often unspoken: the human need to feel seen and appreciated for who we are. It highlights the warmth and joy that comes from knowing our loved ones truly understand us, making life feel more meaningful.
How the campaign contributes to long-term branding
This campaign does a great job of presenting Etsy as a brand that values kindness, thoughtfulness, and human connection. It aligns perfectly with their new mission to “keep commerce human” by showing the emotional impact of personalized, handmade gifts. That said, if Etsy wants people to fully trust this vision, they’ll need to address ongoing concerns about better supporting small creators and removing the presence of some industrial goods on the platform.
Key Takeaway
These five campaigns show how brands are focusing on the people they touch, adding a sense of care and humanity to their message. More than just holiday ads, they highlight the brands’ commitment to meaningful actions, leaving a lasting impression that strengthens their long-term brand identity.
We hope you enjoyed this selection and would love to know your thoughts—which one stood out to you the most?
