It's Chrrrrrrrristtmasss!!! That's right, the Yuletide season is upon us. A chance to be reunited with loved ones, spread some festive cheer and eat our entire body weight in mince pies.

For brands, it's a chance to convince you to part with your well-earned Christmas cash through advertising.

But with many families forced to cut back on their Xmas festivities amid a cost of living crisis and global economic uncertainty, there's been pressure on brands this year to do good as well as spread the festive feelgood factor.

It has resulted in several brands using their coveted Xmas spots to support various charities and social causes, ranging from helping children in the care system to fighting prejudice. This is the season of goodwill, after all.

But what are our festive favourites from this year's Christmas crop? Well, here are our 5 favourite purposeful Xmas campaigns from 2022.

5. Aldi

Campaign: Home Alone

C'mon, it's a Christmas classic. Home Alone has been a staple of the festive season for years, and everyone loves a trip down memory lane now and then.

Whilst the main focus of the Aldi campaign is not purpose driven, it's wholesome to see the first 10 seconds dedicated to one of the carrot children donating their pocket money to Neighbourly and shouting the charity's work with local communities out.

Could it have done more? Sure. However, it created a memorable campaign and recognised a brilliant organisation that will be working harder than ever this year. mote the new TV series, Amazon created an ad that brings together professional athletes and young girls to write a letter to the future with their promise: "Every home run we hit, every strikeout we throw, will get us closer to the ceiling you know we'll shatter one day."

4. M&S

Campaign: Gifts That Give

Yes, you heard it right! We have Harry Styles in a Christmas ad, who could ask for more?

M&S has showcased an effective example of how brands can support important causes whilst keeping their content light-hearted. This year through partnering with Neighbourly to support local communities, M&S managed to show up for their consumers and provide an absolute Christmas bop.

3. Shelter

Campaign: Brave Face

Shelter did not hold back this year for its Christmas ad as we follow a young boy practising his brave face when things didn't quite go according to plan. The story within Shelter's campaign is a story that is becoming increasingly prevalent as we go through the cost of living crisis.

Whilst many brands chose to shy away from acknowledging the current hardships faced by their consumers, Shelter provided a stark contrast.

2. J&B

Campaign: She, un cuento de

J&B explained, "It is a Christmas story that tells the beautiful story between a grandfather and his granddaughter, and how the love that unites them is so great that it overcomes any prejudice or barrier that may separate them. This is a reflection of acceptance, respect, and above all tolerance."

The Spanish whiskey brand has taken the Internet by storm as people - both cis and trans - have applauded the brand for it's bravery in giving visibility to a reality faced by so many in our society.

As we watch the family accept Ana, it's hard not to become teary-eyed as we see a positive-trans story be told in such a beautiful way.

They've also created a series of lessons to teach people BSL phrases, such as "would you like a snack?" and "fancy a cuppa?".

1. John Lewis

Campaign: The Beginner

Each year, we wait with festive anticipation for the John Lewis Christmas ad - and this year's spot did not disappoint.

In partnership with Action for Children and Who Cares? Scotland, the brand places young people in care at the heart of their campaign. Over 108.000 children in the UK are in the care system and it's so rare to see them represented in advertising.

In conclusion

For brands, getting the tone of their Christmas campaigns right is always a challenge. Trying to stand out among your competitors and encourage people to spend while also reflecting the so-called "mood of the nation is tough". But this year - amid a backdrop of torrid economic uncertainty and consumers worried about how they can heat their homes or fill their fridges with food - has been particularly difficult for advertisers.

Christmas, after all, is the perfect opportunity to tell your customers who you are and what you stand for. But it's also an opportunity to spread some Christmas cheer and offer people an escape from their day-to-day anxieties.

So it's great to see brands truly embracing purpose this Xmas and reminding customers what their values are during uncertain times; to show that they are more than the products and services they sell.