The story is told well is the Winner of Christmas, the most tear-inducing Christmas advertisements in 2020 are in this on the 10,000 meanings behind Christmas gifts Family affection is always the first tear-jerking bomb to jump out of the family framework, and the social warmth under the epidemic is more moving

The annual Christmas is coming again, and major brands such as John Lewis, Coca-Cola, and McDonald's have also unveiled their holiday ads. Whether as an audience or an advertiser, watching Christmas advertisements has long become a "tradition" for many people at the end of the year. Compared with previous years, this year's Christmas is even more special, under the influence of the epidemic, Christmas has been covered with a mask, and even Coca-Cola has canceled the tradition of Christmas truck parades in previous years. In such an environment, some brands can only abandon the traditional route to create new ideas, and some brands find emotional resonance points and pry open the hearts of the audience, no matter what kind of thinking, emotional cards are always the first set of Christmas, and the heart-warming story is the most tireless.

This year, TOP Jun as usual for everyone to take stock of this year's Christmas warmest and best crying brand advertising films, please prepare tissues.

<h1 class= "pgc-h-arrow-right" > about the 10,000 meanings behind Christmas gifts</h1>

<h1 class= "pgc-h-arrow-right" > affection is always the first tear gas</h1>

It has been a tradition since ancient times for relatives to send Christmas gifts to each other, and various brands of Christmas advertisements often use gifts to express different meanings, among which family affection and family relations are usually the first tear gas for Christmas advertisements.

1. Coca-Cola conveys father-daughter love by "sending letters", and "together" is the best gift

The Letter Agent: Wieden + Kennedy London

For many people, the arrival of Coca-Cola trucks is the real festive atmosphere of Christmas every winter. This year, due to the epidemic, Coca-Cola canceled the tradition of truck parades, only released the Coca-Cola truck advertising short "Holidays Are Coming 2020" as usual, and launched another warm feature film "The Letter".

https://v.qq.com/x/page/n3210wlissh.html

Holidays Are Coming 2020

"The Letter" tells the story of the father who left home to work through the daughter to send a letter to Santa Claus living in the Arctic Circle, after missing the mailing letter ship, a person finally sent the letter to Santa Claus through hardships and obstacles, when a Coca-Cola truck stopped and sent him home safely, when the father arrived home, he found that the "gift" that the daughter asked for from Santa Claus on the letter was just hoping that the father could go home for the holiday. On Christmas days, the whole family is more important than any gift.

https://v.qq.com/x/page/f3210t2a61c.html

Coca-Cola "The Letter"

2. Disney uses "Mickey Mouse" to interpret the love of grandchildren, and gifts are memories and the bond of relationship repair

Agent: The Walt Disney Company

For the veteran IP Disney, the warm Christmas commercial can be described as its best play. Its Christmas ad this year, "From Our Family To Yours," tells the story of connection and companionship between generations. The shot begins in 1940, in a village in the Philippines, where a little girl receives a Mickey Mouse doll from her father at Christmas with surprise in her eyes. Then the picture shifts to 2005, Europe, where the little girl has become a grandmother, and on Christmas Eve she teaches her granddaughter to make "star lights" to decorate the house, and the slightly old Mickey Mouse dolls still accompany the old man. Slowly, the granddaughter grew up and no longer wanted to make "star lights" with grandma, and grandma picked up Mickey Mouse at home alone and threw it on the ground, and Mickey Mouse's ear also fell off. After the granddaughter noticed, she repaired Mickey Mouse overnight, and made a room of "star lights" to surprise Grandma, and the relationship between grandchildren was also repaired.

https://v.qq.com/x/page/v3210iuc56h.html

迪士尼《From our family to yours》

Among them, Disney's classic Mickey Mouse IP has also been passed down from generation to generation, not only the memories of grandma's childhood, but also the bond of her relationship with her granddaughter.

3. McDonald's "Reindeer Treats" show motherhood and sonhood, and gifts are the key to a change in attitude

Agent: Leo Burnett

In China, during the Spring Festival, it is a normal for families to play mobile phones, which is also common in foreign countries, young people and elders can not play together, although staying in the same space, but can not really feel the joy of reunion.

McDonald's Christmas short film "Inner Child" this year tells such a story. In the face of her son's disregard, the mother tried to hope that her son could integrate into the holiday reunion in various ways, from proposing to decorate the room with her son to pretending to be an elk in the Christmas market to make her son happy, to finally buying a "Reindeer Treats" Christmas package at McDonald's Drive Thru, the son's attitude changed a little bit, and finally expressed his true feelings in his heart, no longer using "indifference and disinterest" to disguise himself. "Reindeer Treats" are McDonald's Christmas presents for elk — a bag of carrots , and every year, McDonald's launches #ReindeerReady campaign at Christmas. In the short film, the "Reindeer Treats" on Christmas Eve are precisely the key to the change in his son's attitude.

McDonald's "Inner Child"

<h1 class= "pgc-h-arrow-right" > jump out of the family framework, and the social warmth under the epidemic is more moving</h1>

If in the past, Christmas represented more of a connection between relatives, then this year's Christmas has a little more meaning of social difficulties under the epidemic. Therefore, outside the framework of the family, the love between the narrators is more resonant than ever, and it is also a good story angle.

1. Caring for the lonely elderly, the Austrian Bank tells about the warmth in the nursing home

Agent: Jung von Matt DONAU

Social distancing is a key word this year, and while reducing contagion, many people have become more lonely and autistic in the process. Even on a family reunion day like Christmas, there are people who are experiencing these pains. The Austrian Bank's advertising film "Edgar's Christmas" jumps out of the concept of "family" to tell the love and warmth between people. The story takes place in a nursing home, where the elderly composer Edgar becomes autistic due to hearing deterioration, and the arrival of Christmas makes him miss his mother. An attentive caregiver noticed it and helped Edgar put on his hearing aid and played the song with everyone, which made Edgar feel caring and warm.

https://v.qq.com/x/page/c3210qqly9n.html

Austrian Bank Edgar's Christmas

2. Let the performance continue, Amazon uses ballet dancers to perform the heart-warming act of the neighborhood

Agent: Lucky Generals

The epidemic has more or less affected some story ideas, but most of them are still limited to the discussion behind the creators, and only hint at the background of the story in the short film. Amazon's Christmas advertisement "The Show Must Go On" directly put the epidemic on the table, telling the story of a ballet girl who was selected to be the protagonist, practiced rain or shine, and finally was told that the performance was cancelled due to the epidemic. In the midst of loss and sadness, her sisters and enthusiastic neighbors decided to let the show continue, inviting the girl to perform for the neighbors downstairs, and the neighbor also bought a flashlight on Amazon to light the stage, and finally realized the girl's wish to be the protagonist in the spotlight.

https://v.qq.com/x/page/c3210bt6qtg.html

亚马逊《The Show Must Go On》

In reality, countless people have been affected by the epidemic. The short film "The Show Must Go On" also makes it not difficult for people to think of the help and companionship that Amazon has provided to people during the epidemic.

3. Let love pass on, John Lewis shows the great love of society with heart-warming small things

Agent: Adam &amp; EveDDB

Similarly, this year's John Lewis Christmas ad, "Give a Little Love," focuses on this theme. Unlike the Austrian Bank, John Lewis's short film connects the theme of "love" through a series of small things that help others, so that love can flow and pass on in society. The two tell stories in different ways, but in the end they both express the theme of love between people. In this year's special festive atmosphere, such themes have also become more meaningful.

https://v.qq.com/x/page/s3203eikv6g.html

John Lewis《Give a Little Love》

Just as the plot of "Dream Quest" is simple but can make countless people cry, most of the brand advertisements that have resonated mostly at Christmas in the past years are also heart-warming stories. From last year's little fire dragon Edgar to a letter from Coca-Cola this year, what remains unchanged is that Christmas is always a reunion day, and playing a routine and sincere emotional card will also be a major strategy for the brand's holiday marketing.