Home Depot’s new holiday campaign, “The Right Tree,” created with BBDO, highlights real Christmas tree farmers and family traditions through emotional storytelling. The 30-second ad and social videos showcase the tree’s journey from farm to home, reflecting the brand’s shift toward heartfelt marketing amid consumer spending cutbacks this season.
As holiday lights begin to twinkle across America, The Home Depot is ushering in the season with a campaign that celebrates one of its most cherished traditions — helping families find the perfect Christmas tree. On November 10, the home improvement giant launched its new holiday ad series, “The Right Tree,” an emotionally resonant campaign that places real tree farmers and family moments at its heart.
For the first time, Home Depot’s holiday marketing spotlights actual Christmas tree farms, including its long-time partner Sexton Farms, to tell the story behind every pine and fir that finds its way into homes across the U.S. The campaign marks a shift for the retailer — from product-led promotions to storytelling steeped in authenticity and emotion.
Developed with creative agency BBDO, “The Right Tree” runs as a 30-second spot, also available in a 15-second version, and is airing across digital video, linear TV, and connected TV (CTV) platforms. Directed by Warren Fischer and produced by Bunker, the commercial traces a live tree’s journey from a farmer’s field to a Home Depot lot, and finally to a family’s living room — a visual narrative of holiday anticipation, connection, and care.
A Tree’s Journey to the Heart of the Home
The ad opens with a scene that many families know well: a bundled-up child getting ready to head out in search of “the one” — the Christmas tree that will stand at the center of their home’s celebrations. From there, the film follows the tree’s path, beginning on a farm where it’s nurtured by tree growers like those at Sexton Farms, then arriving at a Home Depot lot where associates help customers make their choice. The story comes full circle when the same young boy picks the tree he had imagined, declaring it “the right one.”
Accompanying social media content expands on this journey, introducing viewers to the farmers and lot associates who make the holiday magic possible. The videos feature behind-the-scenes glimpses of Sexton Farms — a family-run operation that supplies live trees to Home Depot — and the care that goes into growing each one. Viewers also meet the brand’s “Orange Apron” associates who work in thousands of Home Depot parking lot tree lots nationwide, helping families carry on traditions that span generations.
A Softer, More Emotional Tone for a Tougher Season
The emotional pivot comes at a time when many U.S. shoppers are feeling the pinch of inflation and other economic pressures. According to Deloitte’s 2025 Holiday Retail Survey, consumers plan to spend about 10% less than last year, cutting back on extras but holding on tightly to cherished traditions like decorating a live Christmas tree.
Recognizing this sentiment, Home Depot’s campaign takes a more heartfelt approach — emphasizing value not just in terms of price, but in emotional connection. “The Right Tree” doesn’t promote discounts or deals; instead, it reminds viewers of what really matters during the holidays — family, togetherness, and the small rituals that define the season.
By highlighting the people and stories behind its products, Home Depot aims to strengthen loyalty and trust at a time when shoppers are more discerning than ever. Emotional storytelling, in this context, becomes a strategic choice — one that reflects the brand’s understanding of the moment.
Keeping Up with Industry Trends
Home Depot’s creative direction aligns with a broader advertising trend this season: emotionally led campaigns designed to rekindle hope and togetherness amid consumer fatigue. Gap, for instance, recently expanded its “Give Your Gift” campaign with a 90-second film set to Miley Cyrus’s “The Climb,” evoking perseverance and unity. Similarly, Lexus’s latest “December to Remember” ad uses Fleetwood Mac’s classic “Landslide” to convey nostalgia and the passage of time.
Each of these campaigns taps into the emotional undercurrent of the season — a reminder that even in economically cautious times, consumers are drawn to brands that evoke feeling, connection, and authenticity.
From Tree Lots to Retail Innovation
Beyond the warm glow of its Christmas campaign, Home Depot has been making strategic strides in its retail operations. The company has expanded Orange Apron Media, its retail media network, adding self-service capabilities for advertisers and brand partners. This expansion underscores Home Depot’s growing influence in digital retail marketing, enabling data-driven ad placements that connect suppliers directly to shoppers.
Financially, the brand continues to show resilience. In its second-quarter earnings report, Home Depot posted $45.3 billion in sales — a 4.9% increase year-over-year. The performance reflects not only steady consumer demand for home improvement products but also the strength of the brand’s omnichannel strategy.
Tradition Meets Technology
“The Right Tree” also symbolizes a balance that many brands strive for — merging tradition with modern marketing. By integrating digital storytelling with on-ground retail experiences, Home Depot is turning a simple act — choosing a Christmas tree — into a full-fledged customer journey that starts online and ends at home.
The campaign’s digital-first rollout ensures that audiences encounter its message across multiple touchpoints: a TV commercial that evokes nostalgia, social media clips that humanize the brand, and online engagement that drives both awareness and store visits. It’s a thoughtful blend of emotion and efficiency — a hallmark of effective holiday marketing.
The Heart Behind the Orange Apron
What truly sets this campaign apart, however, is its attention to the human stories behind the brand. In showcasing real farmers and real associates — the people who make the Christmas season special for millions of families — Home Depot reminds viewers that every product has a story, and every purchase supports a network of hardworking individuals.
It’s a narrative that resonates particularly strongly this year, as consumers seek meaning and authenticity in their holiday choices. By focusing on “the right tree,” Home Depot is subtly suggesting that the right choice — whether a tree, a tool, or a tradition — is the one rooted in care and community.
Building Emotional Equity
In the end, “The Right Tree” is more than a commercial; it’s an emotional investment in the brand’s long-term relationship with its customers. It transforms a retail transaction into a ritual of belonging — one that begins on a farm, passes through a Home Depot lot, and finds its place at the heart of a family’s living room.
As the soft glow of Christmas lights fills American homes, Home Depot’s message shines through clearly: the holidays aren’t about spending more, but about finding what’s right — the right tree, the right moment, and the right connection.
With its blend of heartfelt storytelling, authentic partnerships, and strategic marketing, Home Depot’s new campaign not only celebrates the joy of the season but also underscores the company’s growing confidence as both a retail leader and a storyteller in its own right.
