TUI Christmas Advert 2023

In this commercial

TV Commercial Review

Heart or Humor


TUI’s innovative Christmas campaign, a delightful blend of fantasy and reality, marks a refreshing departure from traditional holiday advertisements. This unique narrative, developed in collaboration with Leo Burnett, captures the untold story of Santa’s elves as they indulge in a sun-drenched holiday after their Christmas duties.

TUI Christmas commercial 2023
Elves swapping their workshop for a beach: TUI’s imaginative Christmas ad.
  1. Creative Storytelling: The advert’s narrative offers a fresh perspective on a Christmas tale, focusing on the often-overlooked elves. This inventive approach makes the ad stand out in a crowded season with clichéd festive stories.
  2. High-Quality Production: The ad boasts exceptional production quality with Andy Gent‘s bespoke puppetry and Alex Boutell‘s direction, lending a cinematic feel that captivates viewers.
  3. Effective Brand Positioning: TUI’s promise of “Live Happy” is seamlessly integrated into the storyline, showcasing the brand’s commitment to delivering joyful and memorable holiday experiences.
  1. Risk of Overlapping Themes: The combination of Christmas and summer holidays might confuse some viewers, potentially diluting the intended festive message.
  2. Target Audience Reach: Airing primarily during morning and evening programs could limit exposure to a broader audience, especially those who engage with media later in the day.
  3. Niche Appeal: The unique concept, while creative, may not resonate with all demographics, particularly those who prefer more traditional Christmas narratives.
TUI Christmas Advert 2023
TUI Christmas Advert 2023 – A joyous elfin adventure under the sun, brought to life by TUI and Leo Burnett

TUI’s Christmas campaign is a bold and refreshing take on holiday advertising. Its imaginative storyline, exceptional production, and effective brand integration make it a standout ad in the festive season. While it takes a risk with its unconventional theme and niche appeal, the ad successfully embodies TUI’s ethos of happiness and relaxation, inviting viewers to dream of their own post-holiday adventures.

  • Memorable: 85/100 – The unique storyline and high-quality puppetry make this ad memorable, although its niche appeal might not resonate with all audiences.
  • Effective: 80/100 – Effectively communicates TUI’s brand promise, but the mix of Christmas and summer themes might dilute its impact for some viewers.
  • Style: 90/100 – Stylishly executed with top-notch production values and creative puppetry, offering a visually engaging experience.
  • Heart/Humor: 75/100 – While charming, the ad’s humor and emotional appeal might not connect universally, given its unconventional theme.
  • Execution: 88/100 – Excellently executed with a well-crafted narrative and quality production, but its appeal might be limited to specific audience segments.
TUI Christmas Ad 2023
From snowy landscapes to sunny escapes -TUI redefines Christmas vacationing.

Who is Andy Gent?

With over 25 years of experience in puppet making, set building, and character creation, Andy Gent stands as a luminary in the world of model-making. His work has graced the screens in several acclaimed films, including Wes Anderson’s “Isle of Dogs” and “Fantastic Mr. Fox,” as well as Tim Burton’s “Corpse Bride.” Andy’s career is characterized by a meticulous attention to detail and a passion for bringing inanimate characters to life, making them resonate with audiences worldwide.



The concept is heartwarming and humorous.

Heart or Humor7.5
Reader Rating: ( 1 vote ) 10

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