With celeb guests ranging from Dawn French and Nigella Lawson to beloved Roald Dahl character the BFG and Kevin the Carrot, there’s truly something for everyone in this year’s Christmas campaigns.

Retail Gazette takes a look at the Christmas adverts released so far. Let us know your favourite in the comments section.

John Lewis

In its highly anticipated festive advert for 2024, John Lewis sees Sally dashing into its Oxford Street store on the hunt for a last-minute Christmas present for her sister.

She then goes on a whimsical journey through her memories, before returning to reality to meet her sister waiting outside.

Tesco

Tesco’s Christmas spot explores the things that feed our Christmas spirit, as well as those that might see it start to waver.

JD Sports

Sportswear retailer JD Sports has once again tapped some of the UK’s biggest sports and entertainment stars for its 2024 Christmas ad campaign, featuring the likes of Trent Alexander-Arnold, Central Cee and Paddy Pimblett.

The brand’s 90-second film, titled ‘The Family Portrait’ celebrates the importance of spending quality time with family and friends, especially during the festive season.

Sports Direct

Starring Frank Lampard, Eddie Hearn and Lucy Bronze, Sports Direct’s Christmas advert celebrates new sporting traditions for everyone to enjoy over the festive season.

M&S Food

The M&S Food Christmas campaign sees Dawn French return as the voice of the retailer’s Festive Fairy, while also appearing in the six-part advert series as herself.

In the first film, the Festive Fairy helps an overwhelmed French host the perfect Christmas soiree.

M&S Clothing and Home

Following its food advert, the M&S clothing and home spot stars Britain’s Got Talent star Skylar Blu playing a young girl who uses a magical snow globe to bring her family together in the most surprising ways.

Sainsbury’s

Beloved Roald Dahl character the BFG stars in Sainsbury’s 2024 Christmas advert, alongside its real-life supermarket worker, Sophie.

The film shows the supermarket help the giant make his Christmas “a bit more phizz-whizzing”.

Greggs

In Greggs’ first ever Christmas advert, Nigella Lawson is seen endorsing the chain’s festive menu, including its festive bakes, sweet mince pies, and aromatic gingerbread lattes.  

Aldi

Aldi’s Christmas advert sees Kevin the Carrot return for yet another festive adventure, this time to return the “Spirit of Christmas”.  

Morrisons

Morrisons’ singing oven gloves are back in its festive spot for this year, with a cover of ‘Give a Little Love’ from Bugsy Malone.

Asda

In Asda’s festive advert, a team of garden ornaments set out to save Christmas at one of its stores after a snowstorm puts the brakes on a festive transformation.

Lidl

Lidl’s Christmas campaign is centered around the joy of sharing, as it marks the return of its toy bank scheme.

Debenhams

With a light-hearted take on the typical festive frenzy, Debenhams’ Christmas ad depicts the department store as the ultimate destination to ease seasonal shopping stress.

Argos

Connie the doll and Trevor the dinosaur return for Argos’ 2024 Christmas campaign, which shows how the retailer can “fulfil customers’ festive dreams no matter what they are”.

Amazon

Amazon’s Christmas ad shows a caretaker showing off his hidden talent after a thoughtful act from his co-workers. 

TK Maxx

Set to the Eve and Gwen Stefani track ‘Let Me Blow Ya Mind’, TK Maxx’s festive film sees the return of its “festive farm,” with the furry friends showing off their designer Christmas gifts.

Boots

Boots Christmas ad stars Bridgerton actress Adjoa Andoh, who plays Mrs Claus, takes charge of festive gifting preparations with a team of beauty elves while Santa Claus sleeps in front of the fire.

Waitrose part 1

The first half of Waitrose’s ‘whodunnit’ festive advert centres around a family preparing for Christmas day, only to discover that the No.1 Waitrose Red Velvet Bauble Dessert has gone missing.

The amateur detective, played by Succession star Matthew Macfadyen, sets out on a mission to uncover the culprit.

Waitrose part 2

In the second half of the supermarket’s Christmas ad, Steve is identified as the culprit behind the missing No.1 Waitrose Red Velvet Bauble Dessert.

Matalan

The Matalan Christmas advert shows a tongue in cheek take on “the most wonderful time of the year,” starring the Melling family.

Barbour

Starring Shaun the Sheep and the rest of the flock, Barbour’s Christmas advert shows Bitzer delivering the gang a collection of the retailer’s scarves to keep them warm while carolling at the Mossy Bottom Farm.

Flannels

The Flannels’ Christmas advert sees a group on “the world’s best dance floor” showing off the brand’s “future nostalgia” style.

The Perfume Shop

In its 2024 festive film, The Perfume Shop sees Santa Claus gifted something special from the retailer after working hard to deliver presents on Christmas Eve.

Etsy

Built around the universal desire to be “seen,” Etsy’s Christmas advert shows book character Waldo being spotted by people as he travels around the world.

However, he feels overlooked and unnoticed until he returns home and is greeted with a personalised gift.

Fatface

FatFace unveiled its 2024 Christmas campaign earlier this month called ‘It’s a Wonderful Gift’, celebrating the enduring value of gifts that last a lifetime.

Moonpig

Moonpig’s festive film features the return of its fan-favourite mascot, strutting down a street decked out from head to tail in festive costumes.

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The first part of ‘Sweet Suspicion, A Waitrose Mystery’ went live at the start of the month and features Succession actor Matthew Macfadyen, comedian Joe Wilkinson, Sex Education’s Rakhee Thakrar and Dustin Demri-Burns from Slow Horses.

In the conclusive ad, created by Saatchi & Saatchi, viewers are invited to watch the mystery of the missing No.1 Waitrose Red Velvet Bauble Dessert be solved by the detective, played by Macfadyen.

The 60-second film follows the detective as he works to find a motive, switching back to moments on Christmas Day when the culprit could have gotten their hands on the dessert.

We see the detective working out how someone could pull off such a crime before revealing that Steve, played by Demri-Burns, hid the dessert in the gingerbread house – before being caught in the act in the family garden shed enjoying the first bite. Once unveiled, the film ends with the whole family digging into the dessert.

The upmarket grocer’s campaign has amassed over 150m views across social, TV and digital channels, making part one it’s biggest ever Christmas campaign.

Waitrose customer director Nathan Ansell said: “The last few weeks have been filled with suspicion, guessing and alibis.

“Customers and Partners alike have been getting into the ‘whodunnit’ spirit, from wearing the ad t-shirts in store with their predictions of who the culprit is, we’ve also seen huge engagement on social media polls and I’ve even had customers getting in touch with their own detailed theories and pictures.

“I can’t wait for everyone to find out who did it! So here’s to celebrating with some amazing good food and seeing the surprise or smug looks on everyone’s faces.”

Saatchi & Saatchi chief creative officer Franki Goodwin said: ‘The response to Sweet Suspicion Part 1 has been immense. We’ve imbibed the internet gleefully every day since launch as the whole nation has been speculating.

“It’s been especially fun to watch as all the other brilliant pieces of this campaign have come to life – from the partner T-shirts in stores to the celebrity sleuths, with all of our alibi content being as richly enjoyed as the main ad.”

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Some retailers sought to capture viewers this winter with heartwarming campaigns, while others enlisted much-loved characters for a festive mission.

Retail Gazette speaks to advertising experts to find out which businesses succeeded and what is retail’s best Christmas advert of 2024.

Meet the panel

Trevor Robinson, founder and ECD, Quiet Storm

Sophie Bell, managing director, Toast TV

John Cherry, executive creative director, Atomic London

John Lewis

Views: 470k

Likes: 2.5k

Trevor Robinson: “What a relief that this one stands up to being a lovely John Lewis ad, and the whole idea doesn’t feel like it’s been shoehorned into the brand. I like the relationship between the sisters – it reminds me of the Fleabag characters – and I also like the way they tap into the idea that memories are evoked by objects and emotions.”

Sophie Bell: “I enjoyed this more on a second viewing. The first time I was trying to keep up with the story which is a bit confusing. Once I understood what was going on I related to the moments in a more personal way and enjoyed them. It was an interesting concept with a great track, but not immediately impactful.”

John Cherry: “A familiar conceit: searching stores and your mind for a gift for someone. I like the fact that it’s inspired by Eternal Sunshine. There are some almost teary moments, like when she’s unable to bring herself to join her mum and sister. I want to love it more. But too much is packed in and it feels rushed even at two minutes. It’s also very middle class, but then it is John Lewis.”

Sainsbury’s

Views: 304k

Likes: 2.6k

Trevor Robinson: “It’s a nice ad but I don’t feel moved. It lacks that element of surprise, wonder and magic that you associate with this time of the year. The BFG doesn’t really show what might be different or unique from Sainsbury’s at Christmas so the ‘go big’ message at the end is a bit tenuous. I’m not sure that using a character from a children’s book is that appealing to adults either.”

Sophie Bell: “This is the kind of nostalgia I want to consume at Christmas! Heartwarming and beautifully executed. The giving out of food to others was slightly confusing but otherwise a delightful tale. Nice touch with the end footstep in the sand too.”

John Cherry: “Another shot of food being sprinkled with magic Christmas dust. The craft is exceptional, and the BFG works as an alternative for Saint Nick. Adding dreaminess to food, and ‘going Big this Christmas’ is a good fit.”

Aldi

Views: 619k

Likes: 4k

Trevor Robinson: “Kevin the Carrot, the star of Aldi’s Christmas ads is back again to save the Spirit of Christmas. You know straight away it’s Aldi — yet it’s inevitable and a bit of a yawn. It’s certainly an ambitious ad but I found it strangely unentertaining. In a deluge of Christmas ads though this one slots in nicely.”

Sophie Bell: “I’ve not personally followed the whole Kevin & co craze but know those that have and I’m sure kids will find this one fun. Kevin clearly works for them and they’re maxing him out on screen. It was a sweet storyline but failed to capture my imagination or attention. Can’t help but love Jim Broadbent though!”

John Cherry: “People love Kevin’s Christmas adventures. It’s the same format as the last few years, but with a slightly different premise and different naff jokes. It works.”

M&S Food

Views: 380k

Likes: 2.6k

Trevor Robinson: “This doesn’t feel scripted – Dawn French’s quips, asides and one-liners really bring out her personality, in particular her slightly wicked side, much more so than in her previous ads for the retailer. It’s instantly likeable and charming; it’s got the humour and the tone right and it doesn’t feel like a hard sell. Zooming in on the food definitely made it more appealing.”

Sophie Bell: “I love Dawn French and she’s a great fit for M&S but this ad was a bit hit and miss for me. The story resonated but overall it felt fairly generic despite being beautifully shot. The party section at the end felt awkward and didn’t land for me.”

John Cherry: “Is it just me or does all the food look the same in Christmas ads? I love Dawn French—she’s the best thing in this—but the idea of her as the fairy helping the real Dawn kind of jumps the shark for me.”

Morrisons

Views: 173k

Likes: 1.1k

Trevor Robinson: “I’ve always wanted to use this track [Bad Guys from Bugsy Malone] in a commercial. I love the sentiment and the lyrics, it’s very moving and it feels perfect for Christmas. But the hand puppets make it feel too much like a Muppets extravaganza. I can’t help thinking that this was a great idea that’s gone a little bit over their heads.”

Sophie Bell: “I love a bit of Christmas bonkers – were we meant to be reminded of the muppets? Either way, I liked it! Well done the account team who sold this in to the client. And thank you Morrisons for celebrating the ‘Christmas cook’ rather than relying on fairies to make it all happen! Track was a great choice to bring this message home. Also, their food looks better than other supermarkets. Good job!”

John Cherry: “I liked the oven gloves the first time, but they’ve gone big here, with elaborate spreads of Christmas food and a huge musical number. For me, it doesn’t feel as charming as last year’s.”

Asda

Views: 1.1m

Likes: 1.4k

Trevor Robinson: “We’re saving Christmas. Again. It’s another ambitious ad with some great CGI work and I can see what they’re trying to do but, could they have done a much better idea for less? There are far too many cheesy puns (if only they had done something different) and it definitely left me wanting a lot more.”

Sophie Bell: “Silly and enjoyable with a great track. The gnome puns work for me. I like that its shot in store to demonstrate the full breadth products.”

John Cherry: “They’ve put a lot of effort into running with a pun. I don’t mind committing to it, but was the line ‘the home of Christmas’ well known enough to play with? It’s daft but also a bit much. The change in music trips me up, but it’s fun.”

Tesco

Views: 152k

Likes: 1.4k

Trevor Robinson: “It’s good. It’s entertaining. But it’s not as fun and joyous as last year’s, and it felt like the same idea to me. There are some interesting visual devices, like breaking through the door, and I like the idea that a taste can bring back his Christmas spirit.”

Sophie Bell: “This heartwarming ad captures the meaning of Christmas traditions, reminding us why we love them. I was drawn into the story and entering the gingerbread world was an interesting surprise that brought some of that anticipated Christmas magic to the story. However, the gingerbread world section felt drawn out and unclear at times. Overall I liked it, the ending pulled on the heartstrings and made me connect, but you need to commit your attention to get the most out of it.”

John Cherry: “It’s a bit darker than last year, even though it uses a similar premise. While the visuals are fanciful, the emotion feels genuine and sincere, carrying a true Christmas message: spread the festive spirit and look after others. It had me welling up. Also, I can’t stop humming the music.”

M&S Clothing and Home

Views: 80k

Likes: 419

Trevor Robinson: “Firstly, I love the track and I’m very envious they got to use it. Using the snow globe as a device to shake things up is interesting and it’s a good way to introduce a Christmassy feel, but it all feels very familiar and I don’t see the connection to the clothing. It’s good, in as much as it’s entertaining, but I felt like it was going to be better than it was.”

Sophie Bell: “I like the snow globe concept, it delivers a fun Christmassy world in which to show off the products. However, I was left feeling a bit underwhelmed, it did the job but there wasn’t anything particularly special about it.”

John Cherry: “A nice little bit of charm. A great track, and feels Christmassy without being schmaltzy. The device of the girl moving the snow globe to control reality is lovely—joy unlocked by a mere snow globe. Not entirely original and no big emotional story, but a modern, cool and fun festive clothes horse. The food ad could take a lesson from this one.”

Boots

Views: 383k

Likes: 3.7k

Trevor Robinson: “I can see a lot of money was spent on this, it’s very lavish, but I’ve seen it on TV and I didn’t even know it was for Boots. It’s fine, but when I see something like this, I don’t see the point of it and it doesn’t really make sense to me. I think make-up and stuff is good for getting the vibe of Christmas but it doesn’t land right; who goes to Boots for Christmas presents? I shouldn’t say this because I’m in advertising, but it feels a bit wasteful – they should have spent the money on something else.”

Sophie Bell: “Adjoa Andoh is an actress I enjoy watching, the fame of her Bridgerton role means I have assumptions about what to expect and I think that’s a good play for beauty products at Christmas. I like the world that’s been created; its vibrant, fun, dynamic and definitely Christmassy. However, Boots the brand gets lost in the noise somewhat. The final line ‘you thought it was all him’ feels like a great fit for Lady Danbury, less so for Boots. But it’s a sassy ad that stands out.”

John Cherry: “Glitter! Glam! A woman in charge, while Santa gets all the credit (it’s just true that most of what makes Christmas, Christmas is organised by women). It’s a knowingly camp panto, so I forgive it for trying a bit too hard, it’s helped by Adjoa Andoh playing her glorious Lady Danbury character (more or less), a little nod to Bridgerton. There’s a bit of ‘Here come the girls’ to it – it could have gone awfully wrong but it kinda works.”

Waitrose

Views: 162k

Likes: 1.1k

Trevor Robinson: “The cast they’ve got is admirable – they are really high calibre actors – and I found it entertaining to a certain extent, but it got hammy towards the end. The little character stories are really nice, and full marks for what they are trying to do, but I’m impatient and the two-parter idea doesn’t work for me. It wasn’t dramatic enough to warrant a second part – I think they should have done it in one, or at least had two ads top-and-tailing the same ad break.”

Sophie Bell: “I love this ad, does what is needs to on the business end selling product but delivered in a way that makes me want to see more. And some great relatable family Christmas dynamics amidst the fanciful detective story. An all round winner for me demonstrating the power of great acting and editing.”

John Cherry: “I could watch this over and over again. The idea driving it, even in the social films—featuring more celebs—is perfectly judged and relatable. The food is at the heart of the story, not shoehorned in. No magical Christmas dust needed. When many Christmas ads are repetitive, it’s reassuring to see something original.”

Lidl

Views: 79k

Likes: 636

Trevor Robinson: “This is all about giving. I enjoyed the sentiment and the concept – it’s different from the other Christmas ads and I like the fact that it is doing something tangible and real. But it came across as slightly patronising and preachy, particularly with the poetry. Christmas is the one time of the year when I don’t want to feel guilty.”

Sophie Bell: “I like the sentiment of this ad – sharing and giving at Christmas – but the story wasn’t clear or compelling and the emotion was a bit obvious and overdone. The result was therefore a little sickly sweet for my taste.”

John Cherry: “Magic sprinkled over food, this time by wishes from magic bells. The sentiment of one kid using her wish to give a present rather than using it on herself is sweet—it’s the true meaning of Christmas after all. It might be my cynicism talking, but it didn’t cause a twinge in my heart.”

Amazon

Views: 116k

Likes: 2.1k

Trevor Robinson: “The cynical side to me should hate this, but I do like it. It made me laugh because I really wanted him not to be able to sing very well at the end. His voice is good enough to get in the show but I guess he didn’t make the cut, so he had to shove off back to his cleaning. There were a lot of gratuitous shots of the Amazon parcel, especially the jacket coming out of the box, which annoyed me. But it’s an ad after all – they’ve got to sell.”

Sophie Bell: “A positive tear-jerker showing love and kindness, this should be right up my street, but it sadly didn’t move me. It looks great but lacks the delight of anything unexpected. I really wanted to like this more than I did.”

John Cherry: “You can instantly smell this is an international ad. It’s overengineered and contrived, with too many knowing looks (apologies, System 1, but you really can go too far). Nice sentiment of giving to others, but it lacks any true emotion, I actually wonder more about how the old singer ended up a janitor in the first place – now that’s a story.”

Greggs

Views: 6.9k

Likes: 38

Trevor Robinson: “It’s genius to cast Nigella Lawson because she’s known for promoting premium, gourmet food. It really should work but it doesn’t – instead it made me want to cringe. I get that it’s meant to be ironic and funny but this was completely lost on me. Will anyone outside of advertising find it amusing?”

Sophie Bell: “I was left feeling a little confused by this ad. Nigella was an odd pairing which may well have been the point but for me missed the mark.”

John Cherry: “At first, I thought this was an AI-made film. While it doesn’t have the visual splendour of the other Christmas ads, it got my attention. If it’s good enough for Nigella, I’ll be swapping a Pret sandwich for a steak bake.”

And the winner is…

Our panel’s favourite Christmas ad is:

Trevor Robinson: John Lewis

“The John Lewis advert held up to its legacy of Christmas adverts without the need to recreate the same storytelling from its past— even despite the pressure— what a relief.

“I loved the Fleabag relationship between the sisters, wrapped with the motion of time, your relationship with objects, and your relationship with the people in your life that matter most.”

Sophie Bell: Waitrose

“Waitrose gets my vote for the top spot because I’m invested in the story… can’t wait for part 2!”

John Cherry: Waitrose

“It wins for: subtle use of celeb casting, being enjoyably entertaining, having a relatable family moment (not schmaltzy), putting food at the core of the story (not shoehorned in or sprinkled with ‘magic’ – extra points for it actually being good enough to eat).

“But primarily, it’s an original idea for Christmas that lives beyond a TV ad. I’ll bet they’ve already sold out of that dessert.”

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Set to the soundtrack of Richard Ashcroft’s Sonnet, ‘The Gifting Hour’ ad follows Sally dashing into John Lewis’ Oxford Street store on the hunt for a last-minute Christmas present for her sister.

Falling through a rack of dresses, she enters a fantastical world and stumbles out of the wardrobe in the attic of her childhood home.

Sally takes a whimsical journey through her memories as she searches for the perfect present for her sister, against the clock. 

Returning to the store and back to reality she has found the gift, ready and wrapped and goes meet her sister waiting outside.

As they walk away we see her sister reflected in the John Lewis window as the child from her memories.

The ad is the third installment of the department store’s Golden Quarter campaign that showcases it as a gifting destination. It comes after the retailer relaunched its ‘Never Knowingly Undersold’ price promise in September.

John Lewis customer director Charlotte Lock said: “The secret to finding the perfect gift is knowing where to look. Our ad heroes the thoughtful gift-giver and celebrates ‘the gifting hour’,  the moment when you go a little deeper in your heart and in our stores to find something really special and meaningful for the ones you love. 

“Our shops are the beating heart of our brand and our customers love the ritual of Christmas shopping there – so we wanted to give the store a starring role in our ad for the first time.”

Franki Goodwin, chief creative officer at John Lewis’ creative agency Saatchi & Saatchi, added: “We’ve all been there – time’s running out, and you’re still looking for the perfect gift for someone in your life who’s impossible to shop for. That’s why I believe viewers will truly connect with our heroine – as she dives into a rack of dresses, exploring her memories in search of that special gift. 

“The Gifting Hour is a glorious visual and emotional feast which is both grown-up and childlike at the same time.”

John Lewis launches TikTok talent contest

John Lewis, which is famous for its Christmas advert cover songs, will also launch a nationwide talent search on TikTok with Ashcroft and record label BMG.

The department store is asking for aspiring musicians to record their own versions of Sonnet using the hashtag #MySonnet and a panel that includes Ashcroft will pick a winner that will feature in a special Christmas Day airing of the advert on TV.

Lock added: “This year the John Lewis Christmas advert features an original song rather than a cover track, and we’re offering the nation the chance to put their own stamp on it and become the ultimate cover star. So whether your style is pop, indie, country or R&B – we can’t wait to hear your take on Sonnet.”

All proceeds from the winning single will support the John Lewis Partnership’s Building Happier Futures programme, which helps care-experienced people build brighter futures.

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The grocery giant‘s campaign, created by advertising firm BBH, follows the story of Gary and explores the things that feed our Christmas spirit as well as those that might see it start to waver.

The three minute film follows Gary as his Christmas spirit explodes after his grandfather hands him a pack of the supermarket’s gingerbread men.

As his spirit lifts, viewers see his environment transformed into a magical gingerbread landscape, including a gingerbread scooter, a gingerbread Tesco till, and gingerbread snowflakes.

However, the magical world starts to crumble as Gary’s Christmas spirit dips when he thinks about the absence of his grandmother over the festive season.

The advert sees Gary and his grandfather come together to relive his tradition of building a gingerbread house, which he used to do with grandmother.

The pair’s home-made biscuit house then goes on to be placed on the Christmas table, featuring a host of other festive favourites from the retailer.

As everyone sits down to enjoy the meal, viewers see their Christmas spirit peak, with the exterior of his grandfather’s house turning into gingerbread too.

As part of the campaign, Tesco is donating 10p from each of its gingerbread products sold this Christmas to Trussell and Fareshare, with products available including Tesco create your own gingerbread house, Tesco create your own gingerbread village, and Tesco mini gingerbread men.

Tesco group customer director Becky Brock said: “We want our Christmas campaign to connect people with the joy of moments that help feed our Christmas spirit and showcase how Tesco can help you do just that.

“We appreciate that even if you love Christmas, there can be little things that eat away at your Christmas spirit as well as things that help to feed it.”

She continued: “We’re here to top up your Christmas spirit wherever we can, whether it’s the first bite of a Christmas sandwich, mince pie or gingerbread man, in the run up to the big day, a delicious, great value spread of food to enjoy with loved ones or service with a smile from our fantastic colleagues.

“We hope that the ad, and Tesco help feed your Christmas spirit this year!”

The campaign follows a host of other festive adverts released by retailers over recent days, including spots by Sainsbury’s, Amazon and M&S.

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The food and fashion giant has worked with a number of famous faces in recent years, including Hannah Waddingham, Sienna Miller and Bella Freud.

The retailer also recently enlisted Britain’s Got Talent star Skylar Blu to appear in its 2024 Christmas advert for its clothing and home campaign which launched last week.

The festive advert showcases the best of its partywear, decorations, gifting and homeware for the Christmas season, following on from its food advert, which saw Dawn French return as the Festive Fairy.

Speaking to The Sun, an M&S insider said: “Gillian is the perfect face to help evolve the brand.

“She is chic, high calibre and sophisticated, so bosses are keen to sign her as a key brand ambassador.”

M&S saw profits surge during its half year results last week, as clothing and food sales continued to soar, delivering their fourth consecutive year of market share growth.

Profit before tax and adjusting items was up more than 17% at the retail giant for the half ended 28 September, hitting £407.8m, while sales climbed 5.8% to £6.52bn.

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The retailer’s advert showcases the best of its partywear, decorations, gifting and homeware for the festive season and follows on from its food advert, which saw Dawn French return as the Festive Fairy.

The video stars 10-year old Skylar Blu from Britain’s Got Talent’s 15th season and is set to the tune of ‘I Believe in Miracles’ by the Jackson Sisters, produced in collaboration with creative agency Mother.

In the piece Blu plays a young girl who uses a magical snow globe to bring her family together in the most surprising ways.

The young girl at the heart of the story triggers her family’s festive transformation. When she first spots a snow globe from across the room, she looks into it and the magic starts to happen.

She hears a sound and suddenly hundreds of baubles tumble down the stairs in the hallway. As she continues to shake the enchanted snow globe, more magical events occur.

As the M&S advert progresses, viewers see the world through the child’s perspective and the laws of physics seem to warp.

Her family defies gravity, dancing together around the room, with snow swirling and twirling. By the end of the film, her whole family shares the same enthusiasm as the young girl, with a final tagline: ‘Christmas Starts Here’.

The full 90 second advert will premiere at 10.30am today (7 November) during ITV’s This Morning.

It will also be brought to life across M&S own channels including homepage, social, in store and via store window takeovers.

M&S clothing and home marketing director Anna Braithwaite said: “For many of our customers, Christmas is one of the biggest events in the calendar, a moment for the whole family to look forward to, to come together and create lasting memories.

“The festive season instils a sense of hope, wonder and joy and this year, we’re taking a playful approach by adding a little fantasy to our Christmas campaign.

“We have long been known to deliver the magic and sparkle of Christmas for our customers and this season, through our campaign, we’re showcasing the very best of M&S, with exceptional quality, stylish clothing and innovative, thoughtful and playful gifts – all at a great value.”

Director Elliott Power added: “The excitement of kids at Christmas is infectious, it reminds us what it felt like and it takes us back – this is not just a fashion film but a festive flight of fancy through a child’s eyes, a visual spectacle with a playful tone, with beautiful elevated festive fashion integrated throughout.”

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The ad follows Andoh, who plays Mrs Claus, as she leads a trusty squad of beauty elves.

Set to an instrumental of Eve’s Who’s that Girl?, she applies a swipe of No7 lipstick with an epic outfit change as she takes charge of festive gifting preparations while Santa Claus sleeps in front of the fire.

The ad shows Mrs Claus and her team of beauty elves preparing the hottest beauty gifts in her “werkshop”, including viral brands such as Bubble Skincare, e.l.f, Sol de Janerio, and Laneige.

The wide range of gifts are also represented in the different beauty elves looks, from vamp and glam to every style in-between, showing there’s a beauty gift for everyone.

The advert culminates with Mrs Claus triumphantly satisfied with her work, commenting “You thought it was all him?”, giving a nod to those who make Christmas magical.

The festive campaign comes as Boots gears up for its biggest Black Friday, with over 22,000 promotions running throughout November.

The retailer’s chief marketing officer Pete Markey said: “As the UK’s favourite beauty retailer, we are on a mission to spread magic and excitement to beauty enthusiasts this Christmas, whilst also recognising the unsung powerhouses who make Christmas so special.

“This advert is the perfect culmination of both, and I cannot wait to see the reaction and help gift-givers find the perfect gift this Christmas.

“In the past 12 months – our 175th anniversary year – we have expanded our beauty offering even further by launching another 55 new beauty brands, including some of the biggest names in beauty such as Prada Beauty, Made by Mitchell and Supergoop!

“With 1,300 gifts to choose from and over 160 of the hottest trending brands, we want to wow you and your loved ones this Christmas.”

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French is back on screens as the voice of retailer’s beloved festive fairy as well as appearing in the six-part ad series as herself.

The first film airs today (4 November) and shows French wandering a snow-filled street feeling overwhelmed with all the tasks needing to be completed before the big day.

It cuts to her falling back on the sofa, complaining there’s “so much to do” ahead of hosting a party for the neighbours. The festive fairy awakens in a box of decorations offering to help French host the perfect soiree.

Flying around the room, she waves her wand, and the place is lit up with Christmas decorations and a table littered with wrapping paper is transformed into an M&S Food feast.

The retailer said each advert “promises to be a feast for the eyes, highlighting the very best from M&S Food this year” and its final ad, airing on 17th December, will feature a festive cameo performance by classical singer Katherine Jenkins.

M&S Food marketing director Sharry Cramond said: “Last year, our Fairy added something truly magical to Christmas, and this year, we’re thrilled to take it to the next level, with Dawn French herself joining the fun alongside her Fairy character!

“We’re always looking to push creative boundaries, and we believe this year’s campaign will leave our customers smiling and feeling super inspired.

“To top it off, we’re honoured to feature the incredible Katherine Jenkins, adding even more festive magic to our screens!”

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In the new advert, Lawson is seen at home alongside a Christmas tree decorated with Greggs baubles, before describing the “rapturous riot of flavour” of the chain’s “festive bake” pastry.

Before taking a bite, she talks about its “succulent filling, creamy sauce, all wrapped up in the flakiest of flaky pastries, in one or both hands, say hello to the Greggs festive bakes”.

Lawson said: “As a longtime fan of Greggs, and especially their sausage rolls, I’m thrilled to be collaborating with them to celebrate the return of the iconic Christmas menu.”

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In the final scene, the camera pans across a kitchen table laden with items from the bakery giant’s Christmas menu, before landing on a platter of vegan festive bakes.

 

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The retailer denied a bust-up with Lawson after reports suggested that she had declined to endorse the chain’s well-known sausage rolls more widely.

It said the reports were “inaccurate”, adding that food writer was only ever recruited to promote the Christmas menu and had never been asked to endorse sausage rolls.

As December nears, a host of Christmas adverts have been released in recent days, including Aldi, which sees the return of Kevin the Carrot, and Morrisons’ campaign which once again features its singing oven gloves.

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