Meijer - “Pass It On” (5.9-Stars) “It’s rare to see Thanksgiving ads on TV, partly because there’s a short window for them to air, and holiday ads already have a brief lifespan. To get the most value from their creative, Meijer are re-airing their successful and authentic Turkey Day ad from 2022. It puts them at the top of this year’s holiday list and reiterates the importance of reinvesting in what works.”  

Amazon - “Joy Ride” (5.8-Stars) “Amazon delivers a masterclass in taking viewers on an emotional journey with a clear storyline, characters with agency, implicit communication and music you can sing or hum to – all right-brained elements that help drive profit and market share gain. It’s also an all-too-rare appearance for elderly characters, and a reminder that brands can tell entertaining stories featuring older generations.”  

Hershey’s Kisses - “Christmas Bells” (5.7-Stars) “To consumers’ delight, the Hershey’s bells return every holiday season to bring the gift of festive cheer. Melodic music is a very right-brained advertising feature that supports long-term brand building, so it’s no surprise that this classic continues to be a hit with audiences and Hershey’s.”  

Macy’s - “Hey, Santa” (5.5-Stars) “Macy’s take a Christmas tradition and give it a heart-warming twist, as a young boy decides to use his visit to Santa’s Grotto to turn the tables and give Saint Nick a present. It’s a lovely execution, with traditional music and an opportunity to show off the full Macy’s range en route to the punchline.”  

Pillsbury - “Holidays: Tree Topper” (5.4-Stars) “Pillsbury consistently leverage their lovable distinctive asset, the Doughboy – and it’s paying off. The brand reinvested in their 2021 holiday creative, which originally scored a ‘Strong’ 4.5-Stars according to System1’s Test Your Ad platform. Two years later and it continues to delight viewers with a 5-Star score this year.”  

Hobby Lobby - “Christmas 2023” (5.4-Stars) “This year Hobby Lobby are all about regifting, taking their 2020 ad and re-releasing it. It’s rare for brands to do this, but it makes a lot of sense. Ad wear-out is far rarer than marketers think, and we see ads remain effective or even improve when they’re reissued. In this case, Hobby Lobby’s story of a teenage boy surprising his mom melts audience hearts whatever the year.”  

Capital One - “Holiday Night Fever” (5.3-Stars) ”Celebrity cameos are rarer in the holiday season, as there’s more emphasis on storytelling. But Capital One find a unique way to use a star, with John Travolta as a funky Santa Claus reprising his iconic Saturday Night Fever role. It’s one of the funniest and freshest ads of the season, and a surprising appearance for a credit card company in the Christmas top 10.”  

Walmart - “Holidays: Find Your Thing” (5.1-Stars) “Walmart bring us a montage of family scenes with a classic Christmas soundtrack. It’s not telling a story or breaking new ground but every viewer and family will recognize some of the situations here, and there’s a lot of human connection and positive emotion. It’s also reassuring viewers that a big brand like Walmart has the whole holiday season covered.”  

Kroger - “Magic happens when we bring new traditions to the table” (5.0-Stars) “Kroger’s ad is being described as a ‘tearjerker’ but it also avoids what we call the sadness trap. It’s effective when brands introduce sadness into a narrative, but they must resolve these feelings and end on a happiness high to support long-term brand building. Kroger’s sweet story gives all the characters a joyful conclusion.”  

Reese’s - “Mini Gifts” (4.9-Stars) “Reese’s are experts at leveraging their distinctive assets – a consistent, witty voiceover, splashes of their signature orange and brown colors and mouthwatering shots of chocolate and peanut butter to entice viewers. This holiday commercial is yet another in a long line of 4- and 5-Star ads.”