This year’s cohort of Christmas adverts have officially landed on our screens, with festive campaigns featuring the likes of Dawn French, Bridgerton star Adjoa Andoh and Roald Dahl’s the BFG.
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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