MANILA, PHILIPPINES — The holiday season is in full swing, and the advertising world is delivering campaigns that bring all the Christmas cheer anyone could ever ask for. From heartwarming stories to clever twists, brands are spreading the festive spirit in the most creative ways. As the adobo Magazine team, we’ve rounded up our top five holiday campaigns that made us feel extra merry this month.
Check them out here — it’s time to jingle all the way through these top picks:
Some gifts don’t make noise — they bring it back
Christmas often brings out the most sentimental in us, and we’re a sucker for touching family stories. That’s why financial technology company Pomelo and creative agency BBDO Guerrero’s new holiday campaign hits right in the feels. See how far your love can go tells the story of Jacob, a young boy in the Philippines raised by his grandmother while his mother works overseas. But instead of focusing on the struggles of separation, it shifts the narrative to one of love, abundance, and connection, made possible by Pomelo’s convenient money transfer app.
David Guerrero of BBDO Guerrero described the campaign as a celebration of positivity and shared hope, while Pomelo’s CMO, Ladd Martin, emphasized the brand’s mission to give customers “more in every way.” This modern take on the OFW story reminds us all that love — and technology — can cross any distance this Christmas.
This Christmas, make their sacrifices feel seen
Philippine Airlines (PAL) beautifully captures the essence of selfless giving in Sorpresa (Surprise), part of its “Care That Comes From The Heart” initiative. This short film celebrates the powerful joy of fulfilling dreams and creating cherished memories with loved ones. Deeply rooted in Filipino family values, it highlights the sacrifices many parents make — putting aside their own dreams for the well-being of their children. While the specific circumstances may not resonate with everyone, the sentiment of quiet sacrifice is universally understood. The film poignantly showcases the emotional reward of finally giving back and making parents’ long-held dreams come true, regardless of how much time has passed.
Alongside Sorpresa, PAL introduces its e-Gift Card, offering a thoughtful and flexible way to share the joy of travel. With customizable amounts, no expiration, and freedom of choice, it’s the perfect gift for creating memories and celebrating milestones. Through Sorpresa and the e-Gift Card, PAL encourages everyone to honor their loved ones by giving them the gift of meaningful experiences this holiday season.
Mistletoe has nothing on a voice that earns a spot in a Christmas ad
This year, department store company John Lewis turned its Christmas campaign into a nationwide search for holiday magic. Partnering with creative agency Saatchi & Saatchi and English musician Richard Ashcroft, the retailer invited the public to perform their own renditions of “Sonnet,” the original track from its advert. The competition brought together everything from soulful harmonies to ukulele bands, even a chorus of pets, proving that creativity knows no bounds during the festive season.
The winning cover by Mel Raeburn captured hearts with its subtlety and emotion, earning her a spot in the Christmas Day airing of the ad. With proceeds going to charity and the winner receiving a £3,000 shopping spree, John Lewis brought connection and generosity to the forefront of holiday cheer.
Seriously, why give away the best gift when you can keep it for yourself?
Holiday gifting is all about spreading joy, but what if the best part of giving is keeping the gift for yourself? Central Black Midnight Sale and creative agency Wolf BKK lean fully into this cheeky idea with their hilariously wry campaign, Keep the Best Gift to Yourself. The department store company fully commits to the punchline with a laugh-out-loud film that parodies Thai gifting traditions. In the story, one sister attempts to gift a pre-loved item disguised as new. Hilarity ensues when she refuses to let go, proving that sometimes, the best gift is better off staying in your hands.
The campaign goes beyond the film with in-store activations featuring special “gift tags” that let shoppers prank loved ones with upcycled presents while unlocking discounts on the Central App. It’s a clever and funny reminder that indulging in a little self-love this season might just be the ultimate gift-giving move.
Christmas spirit gets a chaotic, animated three-pointer upgrade
Christmas just got a slam-dunk makeover. The NBA, together with creative agency Translation, has launched Jingle Hoops Regifted, an animated remix of its beloved 2013 Jingle Hoops ad. Featuring action figure versions of stars like Stephen Curry, Kevin Durant, and LeBron James, joined by Luka Dončić and Jayson Tatum, the playful campaign reimagines Jingle Bells with a basketball twist. Directed by Dave Scanlon and animated by Passion Pictures, the spot also brings forth a cheerful, chaotic spin with appearances from Jalen Brunson, Anthony Edwards, Nikola Jokić, and more.
The campaign is pure holiday fun, packed with laugh-out-loud moments and a playful nod to NBA fandom. It brings together nostalgia and fresh creativity, showcasing the league’s knack for delivering festive magic. Add in the first-ever animated presentation of a Christmas Day game, and it’s a slam dunk for fans and families alike.
Here’s a look back at adobo Magazine’s monthly campaign picks.
