I have to admit- I watched these ads with my phone in hand. First accidently then purposefully. See, many holiday ads tend to take the same approach. Feel good, tug at your heartstrings and perhaps try to produce one tiny tear rolling out of the corner of your eye. When every other brand is shouting “Merry Christmas!” at the top of their lungs, it’s hard to find a way to break through the noise and capture the attention of a multi-device viewer.

So yes, I watched these ads with my phone in hand and my daily Snapchat Discovery stories open to see who could pull me in and get my eyes to move up to the big screen. It’s a legitimate judging method if you ask me.

H&M – Come Together

Let’s go back to my original question: How do you stand out from the crowd? Put a twist on the classic narrative. While most holiday ads portray families gathering together H&M depicts a gathering of a different kind. This ad shows that despite circumstances the holidays have the ability to band everyone together, even if you’re complete strangers stuck in a less than ideal situation. You’re also lying to yourself if you don’t think it’s at least a little cool that Wes Anderson directs it.

Lidl – Santa Clara

This ad is all about #GirlPower, which is right on the mark given the current social movement around women’s equality. This ad really stands out too with its modern vibe and lack of light piano music commonly found in every other holidays ads. Trust me- I know this tune well after hearing it fifty times while researching this blog.

Marks & Spencer – Mrs. Claus

I’m not crying, you’re crying. Ok, this ad goes against everything I said in the beginning but I can’t help that I love it. It’s a well-told story with just enough details to make you feel invested without feeling like the brand is trying too hard. And while the ad nods to classic Christmas themes it also adds a fresh, modern twist that still tugs at your heartstrings.

Robert Dyas – Buster? Not On My Trampoline!

While everyone was busy obsessing over #BusterTheBoxer, British hardware retailer Robert Dyas capitalized on the ads popularity with their own version. Sure the idea of a dog jumping on a trampoline may seem cute to the casual observer, but some people may not want an animal bounding up and down on the trampoline they worked so hard to build. If that’s you, Robert Dyas has you covered. Personally I appreciate the ads bit of light-hearted humor and ability to spoof one of the more popular holiday ads this season.

The Winner

Lidl takes the cake. The ad is fun, the song is catchy (hey, I may even download it) and most importantly the ad keeps your attention. Despite some top-notch storytelling spanning 2-3 minutes, often times it’s best just to get to the point in a creative and entertaining fashion, especially when you’re competing for screen time.

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Nicole Knox

Nicole has a passion for telling stories through multimedia. Her experience spans across industries from consumer brands to B2B clients. With a differentiated point of view, her experience allows her to find the story in any brand and tell it in a unique and engaging way to communicate effectively with their audience.