Here in the UK, Christmas advertising has become a seasonal tradition. John Lewis often sets the benchmark for festive storytelling, while Coca-Cola’s “Holidays Are Coming” campaign, first launched in 1995, remains a powerful cultural signal that Christmas has begun, with its glowing truck convoy instantly recognisable across generations. More recently, the unofficial modern marker of the festive season has arrived via social media, with memes declaring “it’s time” as All I Want for Christmas Is You by Mariah Carey resurfaces each year to herald the start of Christmas.
Within this wider festive advertising landscape, classic car Christmas advertising occupies a special and enduring niche. Classic vehicles bring their own emotional history, which makes them particularly effective at Christmas.
Volkswagen’s 1964 “It Comes in Its Own Box” featured a VW Type 2 wrapped like a Christmas present, while Ford’s “Put a ’69 Mustang Under Your Tree” campaign positioned the car as the ultimate festive gift. These campaigns avoided aggressive selling, choosing instead to build affection and long term brand loyalty.
In late 1986, the Mini’s future was uncertain, but research showed that the Mini still had a loyal following, especially among women drivers. Rover Group found that most buyers were urban women aged 20 to 39 who often formed strong emotional bonds with their cars.
Rover's memorable campaign - entitled 'Minis Have Feelings Too' - used a deliberately simple idea, avoiding dialogue and any obvious attempt to sell. It begins on a calm, snow covered driveway, as D401 MOJ pulls in beside D748 DAC. The two Minis appear to acknowledge one another before slowly moving together until their bumpers touch beneath a sprig of mistletoe, playfully implying a festive kiss.
According to AR Online, the campaign contributed contributed to a whopping 21% rise in January 1987 sales and, the following month, Rover announced that production would continue until at least 1991.
• Watch 'Minis Have Feelings Too' here
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