With the majority of Christmas campaigns now unleashed on to audiences, it's time the advertising industry breathes in a collective sigh of relief. It’s official, we well and truly give Santa and his elves a run for their money at this time of the year.

It is also a time of year when it is so easy to get lost in the rush of things to do. So with that in mind, BITE is launching Three Things on a Thursday, a weekly wrap-up of three must-reads from the Creativebrief platform. Welcome to our first edition; a Christmas special.

The Christmas advertising super-bowl bonanza seems to only get bigger and while we might be a little biased, in 2024 brands and agencies have knocked it out of the park. The industry has rewritten the rule book, thrown formula to the wind and delivered joy, emotion, fun and festivity by the bucket load.

It might not have even hit December, but as some parts of the UK feel the first falls of snow, the festive season has brought with it a dusting of creativity. Through authentic storytelling, genuine entertainment and embracing festive tradition, brands have been able to connect with audiences by engaging with the true culture of Christmas today.

So get on your cosy socks, grab a mince pie and take a look at some of the best of the Christmas ad season this week:

JD cuts through the noise with authenticity to celebrate family in all its forms

JD Sport’s Christmas campaign takes an understated but heartwarming approach to paint a true picture of Christmas without extravagance but full of connection. Foregoing the glitter, lights, and baubles in favour of family, the spot instead celebrates the small traditions that make the festive season unique and special.

The film, ‘The Family Portrait’, created by Uncommon features famous faces including Maya Jama, Central Cee and Trent Alexander-Arnold as well as normal families from up and down the UK. Each person is shown with true, real-world connections that bring to life the power of family. The spot focuses on unique traditions, no matter how small, to show that be it fighting for the front seat of the car, showing up to the night shift with friends or taking the kids to a Chinese restaurant, the festive season is made special by connection. Amongst the tinsel and fairy lights of the Christmas advertising season, understated authenticity and simplicity shine bright.

Waitrose Christmas mystery keeps audiences guessing

While John Lewis might have secured the spot that signifies the start of Christmas for many, this year its little sister Waitrose delivered festive joy in droves with a desert-themed Christmas mystery keeping audiences guessing.

The spot’s all-star ensemble includes Matthew Macfadyen of "Succession", comedian Joe Wilkinson, Rakhee Thakrar of "Sex Education", Sian Clifford from "Fleabag", Dustin Demri-Burns of "Slow Horses" and Eryl Maynard of “Agatha Christie’s Miss Marple”. When the family sits down for Christmas dinner and realises the Red Velvet Bauble Dessert has gone missing, Macfadyen takes on the case. Part one follows his mission to uncover the culprit and audiences are left hanging at the ‘Aha’ moment.

The creative spot serves up a slice of entertainment and encourages audiences to put on their deerstalker thinking hats and get involved. Who stole the No.1 Waitrose Red Velvet Bauble Dessert? We are waiting on tenterhooks to find out in part two.

Gap sings to the tune of its customers by tapping into creator culture

Anyone for a Christmas sing-along? This year Gap is leaning on the creator economy for its festive campaign which celebrates authentic voices and originality.

A film made up of a cast of creators covers Janet Jackson’s hit song, ‘Together Again’, to promote its CashSoft knitwear in the key festive gifting season. From singers to songwriters, instrumentalists to poets, the spot brings together social media stars and rising industry talents and transforms them into a choir.

Building on the success of the 'Get Loose’ campaign from September of this year (2024), which showcased dance and self-expression, Gap is singing to its own tune to celebrate authentic voices and originality.