Aldi’s Kevin the Carrot has been named the nation’s favourite Christmas ad of all time in a study by Spikes, an “innovation consultancy leveraging the power of excitement,” for Campaign Magazine.
The survey of over 4,000 UK consumers revealed that while John Lewis is unmatched on the quantity front with seven ads in the top 10, McCann’s rogueish root vegetable takes the crown for quality in the undisputed number one spot.
Respondents praised the ad for its humour, storytelling and overall fun factor, demonstrating the power of a recurring character paired with fresh narratives to engage audiences year after year.
In second place was Coca-Cola’s iconic Christmas Trucks campaign, complete with its Holidays are coming jingle, snowy landscapes and festive fizz, of sorts. It scored particularly highly for “sparking joy” – a far cry from this year’s AI rehash which has been turning viewers off in equal measure, according to recent Campfire analysis.
John Lewis’ highest entry on the chart rounded out the top three, with its 2016 campaign, Buster the Boxer. It featured the eponymous dog bouncing on a trampoline, and viewers appreciated its humour and “infectious joy.”
The top 10 Christmas ads of all time, according to Spikes/Campaign are:
1. Aldi – Kevin the Carrot by McCann
2. Coca Cola – The Coke truck
3. John Lewis “Buster the boxer” by Adam & Eve/DDB
4. John Lewis “Man on the moon” by Adam & Eve/DDB
5. John Lewis “Bear and hare” by Adam & Eve/DDB
6. John Lewis “Edgar the dragon” by Adam & Eve/DDB
7. John Lewis “The perfect tree” by Adam & Eve/DDB
8. John Lewis “Snowman” by Adam & Eve/DDB
9. Sainsbury’s – Christmas 1914 by BBDO
10. John Lewis “Foster daughter” by Adam & Eve/DD
