The Gift

From McDonald’s, in Germany


It sure doesn’t feel like a Christmas ad as it starts, but wait for the end:

One of the stark differences between most Christmas ads in America and most Christmas ads from Europe is that the European ads aim for our hearts.

They’re trying to make us feel the warmth of the “Season of Giving.”

Some American companies get it. I loved Hobby Lobby’s Christmas ad last year, and this year’s, about a single mom and her teen son is also really good:

Not a word needed. I mean, I wish they’d left the 50% off caption out of this ad. It didn’t help it communicate its message.

Still, how can you not feel good about these spots?

Don’t forget: We’ll feature new Christmas ads every day now until Christmas Eve, and I’d love to know which one is your favorite after you’ve seen all of them.