{"id":6418,"date":"2020-12-03T13:17:26","date_gmt":"2020-12-03T18:17:26","guid":{"rendered":"https:\/\/sproutvideo.com\/blog\/?p=6418"},"modified":"2023-12-13T17:20:24","modified_gmt":"2023-12-13T22:20:24","slug":"how-major-brands-crafted-holiday-videos-in-2020","status":"publish","type":"post","link":"https:\/\/sproutvideo.com\/blog\/how-major-brands-crafted-holiday-videos-in-2020.html","title":{"rendered":"How Major Brands Crafted Holiday Videos in 2020"},"content":{"rendered":"\n<p>We are headed for a very strange holiday season. As the world is still grappling with COVID-19, we can expect some unique situations when it comes to celebrating the holidays with our friends and family.&nbsp;<\/p>\n\n\n\n<p>However, one thing has stayed consistent this year: an outpouring of holiday-themed commercials from the world\u2019s biggest brands. Some ignore our current situation completely, others dazzle with special effects, while others lean into the pandemic head-on to build their story.&nbsp;<\/p>\n\n\n\n<p>In this post, we\u2019ll be reviewing a few that we believe have just the right amount of holiday spirit that you can use to inspire your own videos.&nbsp;&nbsp;<\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<h2>Effects of the Pandemic<\/h2>\n\n\n\n<p>While video can often provide a welcome escape from our current realities, relatable stories will almost always hit home. This is exactly what Amazon is capitalizing on in their holiday spot, \u2018The Show Must Go On.\u2019&nbsp;<\/p>\n\n\n\n<iframe loading=\"lazy\" class=\"sproutvideo-player\" src=\"https:\/\/videos.sproutvideo.com\/embed\/799ed9b1131ce9c7f0\/653bbbb3661e80ae?playerTheme=dark&amp;playerColor=4c78ae\" width=\"630\" height=\"354\" frameborder=\"0\" allowfullscreen=\"\" referrerpolicy=\"no-referrer-when-downgrade\"><\/iframe>\n\n\n\n<p>This concept works well because it dives headfirst into something that is on everyone\u2019s mind and wraps a heartfelt story around it. Instead of focusing on pitching products, it focuses on the story of overcoming a tough situation. They also include an, oh, so subtle touch of \u2018boy meets girl\u2019 as a way of justifying the young gentlemen making an Amazon purchase of a spotlight. This little detail is great product placement because it also helps to complete the journey.<\/p>\n\n\n\n<p>Garnering an emotional reaction from the viewer is generally a foolproof way to produce a hit when it comes to holiday videos, or even videos in general. Emotions are key to motivating viewers to take action, whether it\u2019s share, comment, or buy. It doesn\u2019t really matter what time of year it is. To learn more about using emotions in your videos, explore our post on the <a href=\"https:\/\/sproutvideo.com\/blog\/the-science-behind-the-role-of-emotions-in-video-sharing.html\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">science behind emotional videos.<\/a>&nbsp;<\/p>\n\n\n\n<h2>The Power of the Right Spokesperson<\/h2>\n\n\n\n<p>While this might not be obtainable for most companies, bringing in a heavy-hitting celebrity or thought leader in your space is a great way to push your message and build trust in your product or brand. SodaStream went with a huge celebrity for their spot called \u2018The Small Things\u2019 by enlisting help from Snoop Dogg.\u00a0<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"SodaStream Celebrates The Small Things with Snoop Dogg\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/9_skPv2G4XM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>Instead of pushing the narrative using a strictly SodaStream theme, they lean into the humor that surrounds Snoop Dogg\u2019s personality. This ad certainly would not have worked with just anyone: Snoop Dogg is the star.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Still, they packed a lot into this 60-second spot. They pitch the product, subtly address COVID-19, and promote environmental causes. While the latter may seem a bit of a stretch for a sparkling water company, it\u2019s likely to resonate with environmentally conscious millennial consumers.&nbsp;&nbsp;<\/p>\n\n\n\n<p>This works well because many people absolutely love seeing a familiar face in advertising. Celebrity endorsements are one of the oldest and most used forms of advertising for the simple fact that people form deep connections with celebrities, even if they\u2019ve never met them before. From this, it\u2019s an easy jump to trust them when they are promoting a product or service.&nbsp;<\/p>\n\n\n\n<p>One thing to note is that the feeling goes both ways. If people love your spokesperson,&nbsp;the ad will resonate.&nbsp;However, if feelings change because of a scandal or misconduct, you can assume it\u2019ll have a negative effect on your business.&nbsp;<\/p>\n\n\n\n<h2>Going for Gold<\/h2>\n\n\n\n<p>Our next example takes elements of the Amazon and SodaStream advertisements above, and ups the ante. Xfinity addresses the struggles of 2020, and they have a familiar face as the lead in Steve Carrell playing Santa himself. \u201cThe Greatest Gift\u201d puts Santa and his elves in our shoes, adjusting to one of the most bizarre years to date.\u00a0<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Xfinity \/ Comcast - Give Togetherness Promotional Spot (Full Version)\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/ksZucKkaM6I?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>Where this video holds its own is the hilarious and heartwarming parallels to our \u201cnew normal.\u201d Zoom calls with co-workers, working from home, frustrations when rethinking business strategy: all things many of us can relate to.&nbsp;<\/p>\n\n\n\n<p>Seeing Santa, one of the most beloved characters of all time, deal with the stress of this year\u2019s events humanizes him in a way that will bring a smile to your face. The relatable jokes pile up over the course of the video, and end on an endearing note that wraps this video up like a Christmas present.&nbsp;<\/p>\n\n\n\n<p>Unlike the example with Snoop Dogg and SodaStream, Steve Carrell isn\u2019t the entirety of the video\u2019s focus. His star power certainly enhances it, but he is just part of a bigger story that unfolds throughout.&nbsp;<\/p>\n\n\n\n<p>The length of this video is important to point out as well. Typically, advertisements are 30-60 seconds. This ad is over three minutes long. Instead of trying to shove the full story into a small box, Xfinity chooses to go for a longer-form ad to help the story unfold naturally. This allows plenty of time to build on jokes, as well as time to explore the depths of the problem they ultimately end up solving.&nbsp;<\/p>\n\n\n\n<p>Typically a lot of video creators may shy away from longer ads but this proves that with the right story, it may be worth the extra minutes. If you decide to go with a long-form holiday video, look at our post on <a href=\"https:\/\/sproutvideo.com\/blog\/make-multiple-marketing-assets-from-single-video.html\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">ways to use it to generate multiple marketing assets<\/a> to get the most out of your efforts.<\/p>\n\n\n\n<h2>Get Extremely Creative<\/h2>\n\n\n\n<p>In general, when it comes to luxury advertising, anything goes. This can result in some insanely unique advertisements. Burberry takes creative freedom to a new level with their video, \u2018Singing In The Rain.\u2019<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"BURBERRY\u300eSingin&#039; in the Rain\u300f\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/fxmkoJlOXlM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>This holiday video starts off very subtly, then explodes into a choreographed masterpiece. The stars of the show are four young dancers, draped head to toe in Burberry. They take to the streets, seamlessly dancing whilst playing off each other and interacting with enormous hail stones.&nbsp;<\/p>\n\n\n\n<p>The creative decisions of this film make it really stand out. For instance, remixing a familiar song helps set the wintry tone. Most of the video is shot from relatively close vantage points to build excitement while the dancers progress down the street. However, ending with some dramatic wide shots help bring the performance home in epic style.&nbsp;<\/p>\n\n\n\n<p>The lesson here is one that can be borrowed from many luxury advertisements: don\u2019t be afraid to let the creative juices flow. This ad works so well because it mystifies the audience and creates a world of wonder. It really stands out from the crowd of other holiday videos because the concept is so artistic. While tried and true methods are important, thinking outside the box every now and then can really pay off.&nbsp;<\/p>\n\n\n\n<h2>Connecting Your Video to a Bigger Initiative<\/h2>\n\n\n\n<p>Without a doubt, John Lewis is the holiday ad heavy-weight champ. Each year, they spend millions of dollars crafting a story that melts the hearts of those around the world. We even did an <a href=\"https:\/\/sproutvideo.com\/blog\/what-makes-john-lewis-holiday-videos-so-successful.html\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"analysis of their previous holiday ads (opens in a new tab)\">analysis of their previous holiday ads<\/a> to highlight what can be learned from their past successes. This year is no different, with their \u2018Give a Little Love\u2019 spot already earning millions of views.<\/p>\n\n\n\n<iframe loading=\"lazy\" width=\"560\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/LUmPzwLNiMk\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen=\"\"><\/iframe>\n\n\n\n<p>This video does a great job of spreading some holiday cheer whilst presenting a beautiful ad. They enlisted the help of nearly a dozen different designers and specialists to help create one of the most unique ads out there.<\/p>\n\n\n\n<p>However, what they do better than most is expanding the concept into a full campaign. Earlier this year, John Lewis was <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.thesun.co.uk\/money\/13182245\/john-lewis-christmas-ad-cancelled-lockdown\/#:~:text=IT'S%20probably%20the%20most%20anticipated,height%20of%20the%20coronavirus%20pandemic.&amp;text=The%20Covid%2D19%20crisis%20made%20the%20retailer%20%22reassess%20everything%22.\" target=\"_blank\">unsure if they would even create their annual holiday ad<\/a>, but then decided to use it as an opportunity to create awareness for their charity partners. Considering how many people are in need of some kind of assistance this year, the whole ad is essentially an awareness piece for their \u2018<a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.youtube.com\/watch?v=mP36Ey4lcn8&amp;feature=emb_logo\" target=\"_blank\">Give a Little Love\u2019 charity initiative<\/a>.&nbsp;<\/p>\n\n\n\n<p>On a dedicated <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.johnlewis.com\/content\/give-a-little-love\" target=\"_blank\">landing page<\/a>, you can learn about all the ways John Lewis is giving back this year. The thoughtful campaign includes donations for every purchase at John Lewis, a number you can text to donate, physical installations in stores, a page to read about the <a href=\"https:\/\/www.johnlewis.com\/content\/making-of-christmas-advert\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"video production process (opens in a new tab)\">video production process<\/a>, and merchandise where all proceeds will be donated to families in need. Pushing the video and these messages through social media also helps round out the campaign and reach as many people as possible.&nbsp;<\/p>\n\n\n\n<p>By making their video part of a much greater whole, John Lewis really exemplifying the spirit of giving around the holidays. Think of ways you can tie your videos to larger initiatives, or other elements you can incorporate beyond video that will complete your campaign.<\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p>Which holiday ads have you seen that have been particularly heartwarming or outstanding? Let us know below.&nbsp;<br><\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\"><\/span> <span class=\"rt-time\">5<\/span> <span class=\"rt-label rt-postfix\">MIN TO READ<\/span><\/span> We are headed for a very strange holiday season. As the world is still grappling with COVID-19, we can expect some unique situations when it comes to celebrating the holidays with our friends and family.&nbsp; However, one thing has stayed consistent this year: an outpouring of holiday-themed commercials from the world\u2019s biggest brands. Some ignore our current situation completely, others&#8230;<\/p>\n","protected":false},"author":26,"featured_media":6420,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_eb_attr":""},"categories":[11],"tags":[297,24,43],"feature":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Major Brands Crafted Holiday Videos in 2020 | SproutVideo<\/title>\n<meta name=\"description\" content=\"We are headed for a very strange holiday season. As the world is still grappling with COVID-19, we can expect some unique situations when it comes to\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sproutvideo.com\/blog\/how-major-brands-crafted-holiday-videos-in-2020.html\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Major Brands Crafted Holiday Videos in 2020 | SproutVideo\" \/>\n<meta property=\"og:description\" content=\"We are headed for a very strange holiday season. 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