Navigating reality has become an almost constant shock to the system. With the ongoing cost of living crisis, wars, political polarisation, and global environmental issues, life’s stresses are becoming increasingly difficult to escape. With individuals and collectives in a perpetual state of disturbance, peop...

In the face of economic crises, climate anxieties, and global wars, people are seeking solace through connection. They want to be sure someone will hold their hand in the face of hardship. As a result, they have higher expectations of care and understanding from interactions with brands, social systems, and p...

Vodafone UK has launched its heartwarming Christmas campaign, showing the importance of connecting to the people and things that matter most. With Britons facing challenging financial circumstances this festive period, the campaign looks to remind them of better times and resonate emotionally.

Coca-Cola has released its Christmas campaign. With the headline ‘The World Needs More Santas’, the brand is encouraging people to spread a bit more kindness. As people are increasingly overcome with the pressures of the world, they expect brands to recognise their need for care and connection.

Christmas advertising is a tricky prospect in the UK this year, with brands struggling to reconcile recession concerns with the usual roster of fairytale, whimsy, and commerce. As traditional festive storytelling clashes with a harsh reality, which brands have made their ads work, and how?

Boots' 2023 Christmas campaign features a story of a mother and daughter on a mission to pay back Santa, ensuring they extend the same generosity to others along the way. Building on the longstanding Boots Christmas theme of 'giving joy,' the ad highlights the importance of everyday empathy.