Starbucks Holiday Campaign: Key Findings
Starbucks is focusing on warmth and familiarity for its 2025 holiday campaign.
“Drawn Together” brings this to life through the coffee giant's signature red cups, a symbol of the start of the season for many customers.
Hand-drawn illustrations of two characters move across the cups, telling a simple story about connection and togetherness.
The sketches are made with the same markers baristas use to write customers' names in.
View this post on Instagram
Built by creative agency Anomaly, the spot leans into the human, imperfect feel of hand-drawn art instead of polished CGI.
“We’ve woven together elements that are unique to Starbucks, from the cozy coffeehouse atmosphere to the hand-drawn illustrations that animate on our iconic holiday cups.
Every detail was thoughtfully designed to evoke the warmth and togetherness that a visit to Starbucks brings," Starbucks Global Chief Brand Officer Tressie Lieberman said in a statement.
The campaign is designed to feel personal, intimate, and more heartwarming than many big-budget holiday ads.
Storytelling Through Art
The 60-second hero film opens with a barista drawing on a cup, in the traditional Starbucks fashion.
Hand-drawn illustrations of two characters are seen calling out to each other across a snowy, festive scene.
They move across the red cups, creating a story that mirrors the small gestures of everyday life at Starbucks.
As the animation unfolds, the camera shifts to the real people sitting together at a Starbucks table with their cups in front of them.
The Proclaimers’ hit “I’m Gonna Be (500 Miles)” plays in the background, highlighting the idea of being home for Christmas.
It perfectly complements the reunion that closes the spot.
The illustrations were created by Starbucks' in-house marketing team in collaboration with artist Geoff McFetridge, who is known for his simple, human-focused style.
"These are my personal impressions and I hope that they are something people can connect with; to have small moments of reflection," he shared.
To maximize its exposure, the spot will air during major seasonal moments, including the 57th Annual CMAs, The National Dog Show, and SNL Christmas.
It will also be shown before huge film releases like "Wicked: For Good" and "Avatar: Fire and Ash."
Since the original release, Starbucks has expanded "Drawn Together" beyond the hero film, deepening the focus on handmade craft.
The coffee giant also brought the campaign into physical spaces with fairy-lit OOH installations in London and Manchester.
Designed to mirror the film’s understated warmth, these updates bring back the focus on people, craft, and small everyday gestures.
Why Music and Emotion Work in Holiday Advertising
Starbucks’ choice to lead with music and emotion aligns with what recent studies reveal about effective advertising.
Recent research finds that music has the greatest impact on Gen Z, alongside empathy and youth-focused messaging.
A 2024 study from Zappi analyzing thousands of ads also shows that campaigns with music scored 4% higher on overall emotion compared to ads without music.
Rather than promoting a new drink, Starbucks' holiday film captures the feeling of comfort and warmth that defines its brand experience.
Using a familiar song deepens this emotion, tapping into nostalgia that’s already part of the audience’s memory.
Here's what stands out about Starbucks' approach and what other brands should pay attention to:
- Lead with emotion. Music and storytelling connect faster than any product push.
- Build on what already resonates. Starbucks is leaning into its red cup tradition that has been a brand staple for nearly 20 years.
- Keep the focus on feeling. For a brand built on everyday rituals, simple storytelling resonates more than big-budget production.
These tactics show that the best results often come from building on what already works.
Our Take: Does This Ad Capture Starbucks' Holiday Magic?
I think Starbucks got this one right.
The hand-drawn animation feels warm and simple, and pairing it with “500 Miles” gives the story just the right emotional weight.
It shows how Starbucks relies on small details to build loyalty.
This can also be seen in the brand's "Stay Awhile" campaign, which highlights seasonal drinks and the café experience.
A barista writing your name on a cup is a small personal touch that's famously associated with the brand.
Here, that same gesture becomes a story drawn on the cup, turning a familiar ritual into a memorable moment.
The spot also doesn’t push any products, and instead highlights the comfort and connection people associate with Starbucks during the holidays.
In other Starbucks news, the brand is selling a 60% stake in its China business to regain local relevance and adapt its brand experience for local consumers.
Emotion outlasts promotion. These top agencies craft campaigns where every detail, from song choice to story arc, builds long-term brand attachment.
