The Best Holiday Ads of 2024

The ad continues Old Navy’s brand revival, which has embraced nostalgia and cultural relevance.  

Shutterfly

Shutterfly calls for an end to impersonal, forgettable presents. Created by agency Quality Experience, the ads instead suggest items from Shutterfly’s new holiday card collection and gift guide, including coffee mugs, fleece blankets, water bottles, and wall art. In addition to the spot, the creative team opened a parody e-commerce store on Shopify called Meaningless Stuff, offering 28 intentionally silly items—based on props from the commercial shoot—for sale at nominal prices.  

Sephora

Gift shopping can be overwhelming, but it doesn’t have to be rocket science, according to Sephora. Witty ads directed by acclaimed filmmaker Taika Waititi remind people that Sephora is on hand to solve every gifting dilemma, from the office exchange to your BFF’s teenager. The humor in the spots is a shift away from Sephora’s previously sentimental holiday marketing. 

Etsy

The name of the game is “Where’s Waldo?” But no one ever asks, “Who’s Waldo?” Etsy’s charming ads, by Orchard Creative, delve into the mind of the beloved children’s book character. It turns out Waldo enjoys being in crowds, but ultimately just wants to feel “seen” like everyone else. He also turns the tables and plays seeker, as he hunts for the perfect gifts for loved ones, like his girlfriend Wenda and dog Woof.  

Gap 

Gap continues its nostalgia trip with a choir of musical creators and rising stars, clad in the retailer’s cozy knits and singing an a capella cover of Janet Jackson’s 1997 bop “Together Again.” Creators featured in the chorus include Nyjah Music and Zyah Rhythm, a brother duo known for their song covers that have appeared on millions of Instagram feeds around the world. Paige Fish, an 18-year-old TikToker, and soul singer Lamont Landers also feature alongside Liamani, a 16-year-old singer and actress.