Ads of the Week: When melody, imagination and emotion hit the mark

Why it works:

Sheraton found a way to make brand transformation feel like a bedtime story. By re-creating Goodnight Moon’s famous green and red room, the brand turns decades of advertising promises into something you can actually walk into, full of warmth, connection and the feeling of home.

The spot unfolds gently, showing a mother saying goodnight over video call, business travelers pausing between meetings and the quiet hum of hotel life turned intimate. It’s tender without tipping into cliché, grounding emotion in small gestures from milk-and-cookies check-ins to Unicef donations through Marriott’s LoveTravels program.

Instead of racing toward whatever comes next, Sheraton takes a breath. The suite and the campaign remind us why hotels exist in the first place: to make the world a little smaller and the night a little kinder.

Coca-Cola refreshes Christmas without losing its sparkle

The brand’s 2025 holiday campaign pairs AI storytelling with the same warmth that made it a seasonal staple.

Why it works:

Coca-Cola didn’t reinvent Christmas, it simply modernized the magic. Refresh Your Holidays blends familiar icons with new creative tools, proving that sentimentality still sells when it evolves. The centerpiece film A Holiday Memory captures the relatable frenzy of holiday prep, then slows it down for a quiet moment of connection, powered by one timeless prop, a cold Coke.

The return of Holidays Are Coming in an AI-assisted remake keeps the trucks, the jingle and the goosebumps intact while showing that technology can amplify tradition, not replace it. Every touchpoint, from global truck tours to local pop-ups, builds on Coke’s long-held promise of togetherness.

Coca-Cola stays the brand then sets the mood for the holiday season. The message lands the same way the product does: crisp, comforting and unmistakably classic.

Reuters uses AI to prove why real news still matters

The 175-year-old newsroom turns artificial intelligence into a visual metaphor for truth in its first-ever brand campaign.

Why it works:

Reuters didn’t need to reinvent itself to make a point. It simply showed what happens when information gets clouded. The film Pure News, Straight from the Source uses AI-generated distortion to turn clean water murky, then clears it with real Reuters footage. The message? The truth still cuts through.

Created by Gravity Road, the work takes AI from a threat into a storytelling tool. It blurs fact and fiction just long enough to remind viewers why verified reporting still matters. The campaign’s restraint is its strength. There’s no moral panic, just clarity.

As the foundation for trust in media wobbles, Reuters finds solid ground in what it has always done best: show the world as it is and let the facts speak.

Home Instead brings Kevin McCallister home for the holidays

The in-home care brand reunites Macaulay Culkin with his most famous role to remind families that love sometimes needs a little help.

Why it works:

Home But Not Alone is clever without being cute. By revisiting Home Alone through adult eyes, the ad replaces slapstick with something tender. Kevin’s obsession with bubble wrapping his mom’s house is ridiculous and instantly relatable, turning childhood mischief into grown-up worry. The joke gives way to something deeper: caring for parents is the new act of protection.

Directed by Jody Hill, the spot lays bare simple honesty, showing that aging and care can be handled with humor and heart. The cameo from Old Man Marley’s granddaughter seals it, passing along the same lesson that made the original film endure, that fear shouldn’t stop connection. It’s a campaign that knows memory can move people but empathy keeps them watching.

Apple turns Battersea into a giant digital Christmas card

The brand invites the UK to design iPad-made Christmas trees and light up London’s skyline with creativity.

Why it works:

Apple succeeds in making technology feel, well, personal. Your Tree on Battersea turns the city’s landmark into a glowing gallery, giving anyone with an iPad the chance to see their art projected on the Power Station’s chimneys. It’s festive, simple and very Apple, merging creativity, community and a sense of wonder.

Partnering with comedian Munya Chawawa adds energy and accessibility, proving Apple can celebrate joy without losing its polish. The brand could have staged another sleek product showcase but instead it handed the spotlight to the public. The result feels democratic and warm, a reminder that design isn’t just for designers. It’s a campaign that turns spectators into creators and a building into Britain’s biggest Christmas canvas.

Matalan makes Christmas a show worth hearing

The retailer’s festive campaign puts homeware in the spotlight and sets a new standard for accessibility in advertising.

Why it works:

Matalan’s It’s Showtime doesn’t just decorate the holidays, it directs them. The film celebrates the thrill of going all out, from trimming the tree to setting the table, positioning homeware as the real star of the season. It’s bright, bold and full of the small gestures that make Christmas feel big.

But what makes the campaign stand out isn’t the sparkle, it’s the sound. Created with McCann Manchester, It’s Showtime is built with audio description from the start, part of the agency’s Alt by Default initiative to close the accessibility gap in advertising. The result is a campaign that everyone can experience, not just see.

By treating inclusivity as craft, not compliance, Matalan turns a traditional Christmas ad into something more meaningful. It proves that good storytelling can be beautiful and inviting.

Gap hits a higher note with its holiday remake of The Climb

The retailer turns Miley Cyrus’s anthem into a soulful call for connection led by rising UK singer Sienna Spiro.

Why it works:

Gap worked hard to find the sweet spot between music and meaning. Give Your Gift builds on the brand’s legacy of using sound to sell style but this time the performance carries more heart than hype. Sienna Spiro’s stripped-down version of The Climb trades pop polish for gospel warmth, giving the spot an emotional lift that feels earned.

The visuals match the tone, simple, human and full of light. Director Bethany Vargas and photographer Bjorn Iooss capture the kind of togetherness that doesn’t need glitter to shine. A multigenerational choir turns the moment communal, echoing Gap’s long-running message of unity through self-expression. The campaign reminds people that giving isn’t about grandeur, it’s about grace and a good song still brings people together.