Australian advertising and product research specialist Cubery has released its 2023 Christmas ad rankings.
"There’s something undeniably magical about the advertising extravaganza we’re treated to each festive season; it’s the one time of year the public is genuinely excited about (and eagerly anticipates) new campaign releases," says Cubery.
"In a world where consumers are largely apathetic and indifferent toward brands and advertising, it truly is a season like none other."
The researchers use a 3C method in rankings:
1. Captivate: Be emotive; stand out and grab attention.
2. Connect: Be recognizable; synergize with expectations.
3. Compel: Be motivating; drive behavioral change.
The top Christmas ads, according to Cubery rankings:
Australia Post | Delivering Christmas
Cubery Rating: 78 (+14 vs. 2022)
Target | All The Way
Cubery Rating: 70 (+1 vs. 2022)
Coles | Coles Christmas
Cubery Rating: 65 (-1 vs. 2022)
Kmart | Christmas Gifting
Cubery Rating: 65 (+3 vs. 2022)
Woolworths | Christmas Spectacular
Cubery Rating: 62 (+2 vs. 2022)
Aldi | Go Big on the Little Things
Cubery Rating: 61 (-2 vs. 2022)
Myer | Make Your Merry Meaningful
Cubery Rating: 58 (-4 vs. 2022)
Telstra | Hello Christmas
Cubery Rating: 55 ()
Big W | Ghost
Cubery Rating: 52 (-2 vs. 2022)
David Jones | 185 Christmases
Cubery Rating: 50 (-9 vs. 2022)
Michael Hill | A Christmas to Remember
Cubery Rating: 47 (-18 vs. 2022)
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