Why Famous Characters Still Win Christmas (and Why We’re Talking About It in January)
Christmas planning is already well underway inside agencies. Scripts are being written, treatments are circulating, and brands are searching for ideas that can cut through one of the most competitive advertising windows of the year.
In that crowded festive landscape, one truth keeps proving itself: characters work.
Not as gimmicks. Not as bolt-ons. But as powerful storytelling devices that deliver emotional impact, memorability and effectiveness – at speed.
THE DATA BEHIND THE MAGIC
The numbers speak for themselves. Research consistently shows that campaigns featuring well-known characters outperform non-character-led work across key brand metrics, including attention, emotional response and long-term brand building. Familiar characters reduce cognitive load, meaning audiences “get it” faster: a crucial advantage in Christmas advertising, where every brand is shouting at once.
System1 data has repeatedly demonstrated that emotionally fluent characters are more likely to achieve top-tier effectiveness scores. And at Christmas, when emotion is currency, that fluency matters.
WHY AGENCIES ARE REACHING FOR CHARACTERS EARLIER
Christmas campaigns are no longer last-minute spectacles. They’re strategic, long-term brand plays. That’s why agencies are thinking about characters earlier in the process. A well-chosen IP brings instant recognition, built-in affection and a clear emotional shorthand that can elevate an idea from good to unforgettable.
From a production standpoint, working with characters and IP can sometimes mean longer lead-times. When it comes to keeping the fans happy, detail and authenticity is everything. So whether an agency is developing custom animation for a character, or a bespoke costume – leaving enough time to work through creative approvals is essential. This also applies to the script and working with rights holders to ensure the storytelling is on point.
Of course, great character work doesn’t happen by accident. Licensing needs to be involved early: shaping ideas, unlocking possibilities and ensuring creative ambition aligns with brand integrity.
That’s where Born Licensing comes in. Born Licensing works closely with agencies from the earliest stages, helping them to explore ideas, assess feasibility, navigate approvals and move fast, all while protecting the integrity of the IP and the creative vision.
CHARACTERS THAT OWN THE SEASON
Born Licensing are increasingly known in the advertising world for bringing ambitious IP-driven ideas to life for Christmas. They work on campaigns that deliver both cultural impact and commercial results.
Take Sainsbury’s x The BFG, a partnership that has now run for two consecutive years (2024 and 2025). Both campaigns achieved the maximum 5.9-star rating on System1’s Test Your Ad platform – becoming the brand’s first Christmas ads ever to do so. Beyond effectiveness, the work created a halo effect for the licensor, driving renewed interest in the property and unlocking additional product SKUs in-store.
Or Google Pixel x Love Actually, which reimagined one of the UK’s most beloved festive films through a modern lens. The campaign generated over one million organic views in its first 24 hours, proving the enduring power of nostalgia when paired with smart creative and careful licensing.
Other festive highlights include ASDA x Buddy the Elf, another 5.9-star System1 performer, Marks & Spencer x Bridget Jones, The AA x Elves Behavin’ Badly, and more – all showing how characters can bring warmth, humour and memorability to brand storytelling at Christmas.
As agencies plan for the festive season ahead, Born Licensing are showcasing their portfolio of represented IP. Loved characters such as The Gruffalo, Paddington, Mr. Men and Little Miss, and Peter Rabbit are heritage-rich classics synonymous with comfort, tradition and togetherness – qualities audiences crave at Christmas. Used thoughtfully, classic characters don’t just decorate a campaign: they anchor it emotionally. Outside of publishing, iconic film properties such as Love Actually and The Holiday continue to stand out for their emotional resonance and cross-generational reach.
As the festive race intensifies each year, the campaigns that win will be the ones that connect quickest and deepest. More often than not, those campaigns have a familiar face at their heart.
Because at Christmas, characters don’t just entertain: they perform.
FEATURED NEWS >
