The spirit of Christmas remains—as does the pure, guilt-free indulgence—but the way we show it is evolving.
In some ways, Christmas feels like it’s changing. Last year’s seasonal ad campaigns by the likes of John Lewis and Marks & Spencer encouraged people to get rid of garish tinsel and other traditions that have been seasonal staples for decades. Black-and-white beauties (or, depending on your taste, borefests) like White Christmas and It’s a Wonderful Life have been replaced by the likes of Home Alone and, yes, Die Hard as festive film favourites. Christmas card sales are declining as postage costs go up and people look to save money. Other aspects of the holiday season remain the same—especially the power of the right personality to sell brands at what will always be the busiest shopping period of the year.
Sometimes, the prestige of the names—and the fees they receive—can be enormous. John Lewis reportedly paid Elton John £5 million to appear in their 2018 campaign, while Walkers Crisps forked out £9 million for the endorsement of ‘All I Want for Christmas Is You’ diva Mariah Carey in 2019.
And it’s not just family-oriented food and lifestyle brands that testify to the power of endorsement, either. In 2023, half of Christmas ad campaigns by top retailers featured celebrities. JD Sports’ 2023 Christmas advert enlisted a host of rappers, including Central Cee and Kano, to entice their target audience.
In short, securing the services of an authentic personality whose values and audience align with yours is as essential for your Christmas marketing campaign as it is at any other time of the year, if not more so. It’s a bustling market full of tempting offers. Tech brands, clothing lines, and beauty and cosmetics ranges can all get a great ROI from the right ambassador.
FINDING THE RIGHT AMBASSADOR FOR YOUR BRAND
Customers are often invested in the celebs, content creators, and influencers they follow on their social media accounts, be it Instagram, TikTok, YouTube, or elsewhere. With traditional brand loyalty in decline due to everything from spending habits to the rise of Amazon to generational attitudes, the reviews and recommendations of consumers’ follow-lists have become the new version of brand loyalty. People listen to the views of those they admire.
For example, subscribers who watch a video of their favorite beauty influencer trying out and endorsing a certain makeup brand or clothing range will likely be compelled to click the link in the description or bio and go spend their money. The same applies to everything from gaming to tech to entertainment.
The next question, then, is: How do you identify the right brand ambassador for you? How can you be confident that you’re partnering with someone who aligns with you and who’s truly going to add value to your holiday-season marketing strategy? That’s where MN2S come in. We facilitate brand partnerships all over the world, all year round. We can match the power and potential of your products with the quality and clickability of our talent roster. We work with major names from the worlds of influencing, fashion, acting, sports, vlogging, LGBTQIA+, and more.
Chevy Chase Partnered with Twinkly for New Holiday Campaign
We paired legendary Hollywood actor Chevy Chase with leading smart-LED lighting brand Twinkly to increase their brand visibility ahead of the holiday season. Chase is the perfect partner for Twinkly’s holiday campaign, thanks to his iconic role in National Lampoon’s Christmas Vacation and his enduring appeal across generations. His signature humor and charm add a playful, engaging touch to the campaign, highlighting Twinkly’s innovative, customizable smart LED lighting. With his cultural relevance and strong association with holiday nostalgia, Chase helps Twinkly connect with both loyal fans and new audiences, showcasing how its products bring creativity and joy to festive celebrations.
Vinnie Jones Joins Forces with Wargaming for World of Tanks Holiday Ops Campaign
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We also partnered Vinnie Jones, British actor and former professional footballer, with World of Tanks. Known for his tough, no-nonsense persona, Jones was a perfect fit for the game, which centers on strategic tank warfare. As part of World of Tanks’ Christmas-themed Holiday Ops event, Jones portrays a tank commander and lends his name to a custom in-game tank skin design.
This partnership highlights Jones’ commanding presence and widespread appeal, making him an ideal ambassador for the game. His rugged charisma resonates strongly with the game’s bold and action-driven identity, engaging both gamers and his loyal fanbase. Wargaming, the developer behind World of Tanks, has grown into one of the leading names in the gaming industry, with over 200 million players worldwide enjoying titles like World of Warships and World of Tanks.
As we approach December, brands ramp up their holiday marketing campaigns to capture the festive spirit, and a growing trend is collaborating with celebrities and influencers to make these campaigns more relatable and memorable. These partnerships leverage the celebrities’ or influencers’ audiences and personal brands to amplify a product or event’s reach. Domino’s has teamed up with RuPaul’s Drag Race UK star Ella Vaday for a festive campaign that’s as iconic as her performances on the show. Drag queens have become highly influential, crossing over into mainstream media, and making campaigns like these resonate widely. Referencing her hilarious impersonation of Nigella Lawson during the “Snatch Game” episode, Ella channels her comedic flair to resonate with a wider demographic encompassing various age groups to promote Domino’s holiday menu, blending humor, pop culture, and holiday cheer. This playful collaboration showcases Domino’s inclusive brand image while appealing to progressive audiences, Drag Race and festive food alike.
You might have heard about the Boots 2024 Christmas ad, titled “The Christmas Makeover,” stars Adjoa Andoh, best known for her role as Lady Danbury in Bridgerton, as a glamorous and empowered Mrs. Claus. Set in her “Glam Werkshop,” Mrs. Claus leads a team of “elfluencers,” including TikTok creators @soph and @snatchedbywill, to assemble festive beauty gifts from trending brands like E.l.f., Laneige, and Sol de Janeiro. The campaign showcases the diversity of beauty products available at Boots, emphasizing inclusivity and self-expression.
The ad playfully positions Mrs. Claus as the unsung hero of Christmas magic, with a cheeky nod as she quips, “You thought it was all him?” Directed by Dave Meyers, the festive film airs across various platforms, including TV, cinema, and social media, running for seven weeks. Boots’ 2024 campaign also introduces innovative media strategies, including a presence on Reddit, Pinterest, and gaming platforms like Candy Crush, along with traditional offers like the “3-for-2” Christmas deals
There are now less than 30 days until Christmas, and many ad campaigns are underway. Maybe yours is too. But there’s still time to elevate your brand. Reach out now to one of our agents for a friendly chat about how we can help.