The Best Australian Christmas Campaigns of 2024

The holiday season is a time for connection, celebration, and tradition, and the Australian advertising industry rose to the challenge in 2024 with campaigns that felt deeply authentic while creatively highlighting the magic of Christmas. Amid economic uncertainty, this year’s campaigns shifted focus to the importance of relationships and shared moments, making the connection to others more central than the gifts themselves. Here, we explore the standout campaigns that captured the essence of the season and demonstrated the creative excellence of Australian advertising.

Best Telco Campaign: Telstra’s "Together is for Christmas"

Telstra’s "Together is for Christmas" campaign masterfully weaves whimsy and nostalgia to deliver a heartwarming message. The art direction, color palette, and cinematography—hallmarks of creatives from Bear Meets Eagle On Fire & Revolver Films—set the tone for a timeless story of togetherness. Casting plays a pivotal role, with relatable characters whose experiences resonate universally. Complemented by a carefully chosen soundtrack, the campaign avoids clichés yet evokes a distinct Christmas magic, proving that authentic connections transcend cultural stereotypes. Telstra’s ad captures the spirit of the holidays with its whimsical charm, reminding us that Christmas is ultimately about being together.

Best Retail Campaign: Westfield’s "Dasher"

Westfield’s "Dasher" campaign is a heartfelt story about a mother passing down cherished Christmas traditions to her children. From the excitement of holiday preparations to the inevitable family squabble, the ad captures the full spectrum of a quintessential Australian Christmas. Grounded in realism yet infused with warmth, the narrative concludes with the tagline, “Feels like Christmas,” perfectly tying the sentiment to Australia’s largest shopping center brand. By focusing on tradition and connection, Westfield’s campaign speaks to all Australians, making it one of the season’s most relatable ads.

Best Beauty Campaign: Mecca Max’s "Merry Go Max"

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Mecca Max’s "Merry Go Max" campaign is a playful and colorful interpretation of the holiday spirit. Set in a vibrant amusement park, the campaign cleverly nods to the familiar Christmas saying while creating its own distinct mood. True to Mecca’s brand identity, the visuals are unexpected and full of energy, aligning with their youthful audience. Without explicitly referencing Christmas, the campaign captures the joy of gift-giving through a tone that’s fresh, fun, and unmistakably Mecca.

Best Food Campaign: ALDI’s "Go A Little Extra This Christmas"

In true ALDI fashion, the "Go A Little Extra This Christmas" campaign delivers humor and absurdity in equal measure. The premise? Someone builds a literal gravy boat to travel in. This over-the-top concept amplifies ALDI’s signature tone of voice, taking the idea of “going a little extra” to the most ridiculous and memorable realm. It’s a brilliant example of how humor can cut through the clutter and make a lasting impression during the festive season.

Best Accessories Campaign: Temple of the Sun’s "Honour Yourself"

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Temple of the Sun’s "Honour Yourself" campaign shines by celebrating authentic connection and diversity. Cast with a mix of friends who genuinely look like they belong together, the ad avoids clichéd Christmas imagery while still conveying the spirit of the season. Set on a minimalist studio backdrop, the focus is drawn entirely to the cast and the jewellery, creating a sense of intimacy that feels both modern and timeless. By emphasizing connection among friends, the campaign beautifully aligns with the brand’s ethos.

Best Social Content: Harper’s Bazaar Australia’s "Wrapped in Burberry"

Harper’s Bazaar Australia’s "Wrapped in Burberry" campaign captures the intersection of high fashion and holiday cheer. With its playful video content, the campaign makes clever use of iconic holiday symbols paired with Burberry’s signature print. The result is visually striking and perfectly tailored for social media audiences. By blending festive motifs with Burberry’s luxurious aesthetic, the campaign feels fresh, modern, and effortlessly shareable.

Best Department Store Campaign: Myer’s "Share The Joy"

Myer’s 2024 Christmas campaign, ‘Share The Joy,’ isn’t just about decking the halls – it’s about celebrating the fun, the unexpected, and the joy of Christmas, however you find it. At the heart of the campaign, in collaboration with creative agency Clemenger BBDO, is Humbug. This grumpy Christmas anti-hero finds the usual festive fun such as carols, decorations, and bright lights, too much for his sensitive soul. Humbug can’t resist causing merry mayhem in the neighbourhood, until an unlikely friend teaches him that no matter how you find joy, it’s always better when it’s shared. The campaign’s charming and humorous storytelling reinforces the idea that the holidays are about togetherness, making it a standout in the department store category.

A Reflection on 2024’s Campaigns

These campaigns showcase the creative diversity of Australian advertising. While their approaches vary—from whimsical nostalgia to absurd humor and minimalist elegance—each shares a common thread: the importance of connection. In a year marked by economic challenges, these ads remind us that the true spirit of Christmas lies in the moments we share with others. At the same time, they demonstrate how authenticity and storytelling can drive both emotional engagement and commercial success. Together, these campaigns set a high bar for the future of Christmas advertising in Australia.