A total of 7,011 people have chosen their christmas ads favorites between December 16 and January 3. Thus, the popular vote of reason.Why It has been, once again, the reflection of the influence of this medium, in which Marketing and Advertising professionals want to see their work recognized. In total, the number of valid votes received was 10,728.
Of the users who left their vote, 5,002 have chosen only one favorite spot among the three options available, while 301 have voted for two spots and 1,708 people have chosen three ads from the ranking. That is to say, 71% of the participants had a very clear favorite spot. Although it is also true that 24% wanted to participate using the three possible choices offered by the vote.
On this occasion, 1,039 votes have been for “Purposes that inspire us”, by ESIC University, which has been the Christmas advertisement most voted for by participating users in the popular ranking:
The piece shows how a group of young people surprises an ESIC University employee by accompanying him and illuminating his evening with Christmas balls that fall from the sky – using the technique of Fake Out of Home-, and that evoke concepts such as dreams, unity and future.
In second position in the ranking is “Driving is living together”, a work by the Accenture Song agency for the DGT that has received a total of 791 votesbeing the only favorite spot for 52% of the people who voted for it. The ad is based on a very popular insight: going to a relative’s house with Christmas food in the car.
Closing the top 3 is “There is a place that always awaits you”, designed by Casa del Libro together with the Apple Tree agency and produced by La Joya. With 748 votes achieved, the spot has stood out among the non-professional public with 80% of the votes. He has also been the exclusive favorite (the only vote cast) for 71% of the votes he has received. In the advertisement, the brand seeks to remind its community that in its stores they can always find reading as a universal refuge.
A Team Building exercise
As already indicated at the opening of the vote, it is about a popular ranking where anyone with access to the link has been able to express their tastes; It is not a technical verdict based on advertising criteria, but rather a curious and team building although, logically, the audience of reason.Why It is, for the most part, professional. In fact, of the more than 7,000 people who have voted, 26% have done so by registering a professional and corporate email.
In the same way as was done last year, the reason why an email was requested to vote was precisely to be able to validate the ranking and minimize contamination of results for the use of trolls. In this sense, more than 370 votes identified as fraudulent that attempted to adulterate the ranking through the use of bots.
In any case, it is worth mentioning that the winner of the vote, ESIC Universityhas positioned itself as the leader in the ranking practically from the first moment, thus being a reflection of the pride of belonging among the members of their community.
He Top 10 Christmas ads in 2024 It has been left as follows:
As for the agency that has received the most votes, without taking into account the in-house work of the brands, it has been Ogilvy with 1,017 votes distributed among three spots, two of which are in the Top 10: Suchard (7th), El Corte Inglés (9th) and Decathlon (23rd). Secondly is McCann with 902 votes for two spots: Iberia (4th) and El Almendro (16th).
If you are interested in seeing the complete rankingthe following table includes all the ads that have participated this year. The vast majority of Christmas spots launched in Spain up to the date on which voting opened have been included, although some brands have opted for later launches that did not see the light of day until the second half of December and others, such as This is the case of Ruavieja, this year they have limited their Christmas commitment to digital activations instead of launching a Christmas spot in traditional terms.
In total, the ranking has been visited more than 24,000 times, although we cannot know how many of them were the same person checking the position of their favorite spot. The involvement of the professionals who have created these spots is part of the game. And it is notable that many agencies and brands have understood it this way, involving their colleagues and work teams.
The editorial team of reason.Why has invested more than 70 hours in the development of this vote, for whose preparation four different professionals have intervened, carrying out the technological development, the selection of advertisements, the design of the information, the manual control of the votes, the elimination of fraud and the final count that we offer in this article.
