In Part 1, we explored the best of the heartwarming and innovative Christmas campaigns from the USA, New Zealand and Australia, highlighting how these ads capture the festive spirit unique to their cultures. Now, in Part 2, we turn our attention to the United Kingdom, a nation renowned for producing some of the most memorable and emotionally engaging Christmas commercials each year.
The UK's tradition of crafting impactful Christmas ads has become a significant aspect of its festive season, much like the anticipation surrounding Super Bowl commercials in the United States. This phenomenon gained momentum in the early 2000s, notably with John Lewis & Partners' annual campaigns that blend storytelling with emotive music, setting a benchmark for others.
Several factors contribute to the UK's prominence in Christmas advertising:
Emotional Storytelling: British ads often focus on narratives that evoke strong emotional responses, fostering a deep connection with audiences.
High Production Values: Brands invest significantly in production quality, ensuring that each advert is a visual and auditory delight.
Cultural Traditions: These adverts have become an integral part of British Christmas culture, with viewers eagerly anticipating their release each year.
Let's get into the top UK Christmas ads of 2024, examining how they continue to uphold and evolve this cherished tradition. This year it's all about groceries and the high street.
JOHN LEWIS
The department store that is John Lewis has 3 campaigns in total. A gifting, a charity and then the Christmas campaign. All of these blend beautifully together but not as matching luggage.
GIVE KNOWINGLY
This isn't the Christmas ad but the prelude. “Give Knowingly,” tells the ng story of a pink cashmere jumper gifted by a mother to her daughter. Over time, the jumper becomes a treasured item, accompanying the daughter through key life moments and symbolising the power of thoughtful, meaningful gifts. The campaign reinforces John Lewis’s reputation as the go-to destination for heartfelt presents.
SEND ME A SIGN
Send Me a Sign is the charity campaign that features a charity single created to raise awareness and support for loneliness. Priced at £0.79, all proceeds go to UK charities Re-engage and Friends of the Elderly, providing companionship to those in need. Produced on a budget of less than £500, the campaign reflects the spirit of giving and encourages viewers to share and support this meaningful initiative.
THE GIFTING HOURS
One of my top ads for 2024, the ad takes viewers on a nostalgic journey, embracing the classic structure of storytelling, magical realism, and emotional connection that has become synonymous with the brand's holiday campaigns. It follows Sally, who, while searching for a gift in the store, stumbles upon a hidden portal and a journey ensues - a poignant reminder of the enduring bonds of family and the magic of rediscovery during the Christmas season. It reinforces the theme of thoughtful giving and the joy of shared memories—a hallmark of John Lewis's festive storytelling. For me a real tear-jerker. ❤️
BOOTS
Now this little gem cleverly taps into the social currency of the Bridgerton phenomenon by casting Adjoa Andoh as a bold, empowered Mrs. Claus. In a twist on the traditional narrative, Mrs. Claus takes over gift preparation while her husband sleeps, rallying her team of female elves and showcasing No 7 lipstick and Boots’ beauty products. Set to Eve’s “Who’s That Girl,” the ad redefines festive tradition with humour and modernity. Mrs. Claus saves the day and quips, “You thought it was all him,” celebrating female empowerment and flipping conventional Christmas roles. 👏👏👏
WAITROSE
In a very British way, “Sweet Suspicion,” cleverly uses a whodunnit-style format to captivate viewers with a festive mystery. Featuring a star-studded British cast led by Matthew Macfadyen, the quirky lineup of suspects includes family members, played by actors and even the family cat. Presented as a two-part special, the ad keeps audiences guessing while highlighting the irresistible allure of Waitrose’s Christmas treats. A nice change to have a mystery!
TESCO
Tesco rarely fails to deliver a stunning Christmas advert, and this year’s campaign, is no exception. Inspired by the nostalgic fairytale Hansel and Gretel, the advert is both heartwarming and enchanting, designed to boost festive spirits amidst the season's hustle and bustle. Set to the Gorillaz track On Melancholy Hill, the ad beautifully captures a journey of remembrance and renewal, blending emotion and festive nostalgia. It’s a moving tribute to the power of rituals, leaving me once again, shedding a tear, covered in goosebumps, and embracing the magic of the season.
FAMILY-FRIENDLY FRIVOLITY
I can be a bit grinche-like but I am not into the animated ads. While these aren't for me I do appreciate the storytelling and narrative and there are some wonderful spots that continue the joy and magic of Christmas.
SAINSBURY
This advert brings Roald Dahl’s beloved BFG to life in a heartwarming festive tale. Guided by Sainsbury's worker Sophie, the gentle giant selects British-sourced festive treats like cheese, sprouts, and salmon to prepare a magical Christmas feast. With a sprinkle of magic, the BFG surprises a family with his creation, delivering a delightful twist of storytelling.
ASDA
This is actually one of my favourites, but I must say a comment from an Asda worker online was quite revealing.... "I work for ASDA and this is 100% how head office & 90% of area mangers think the shop gets ready judging by how many hours and colleagues they have cut." Ouch!
Featuring a team of animated garden gnomes, who spring to life to transform an Asda store into a magical festive wonderland during a snowstorm. Set to the A-Team theme, the ad showcases the gnomes’ efforts to prepare the store for the season, highlighting over 540 holiday products.
ALDI
Yes Kevin the Carrot is back with yet another mission to save Christmas. I still haven't grown to love this style of ad but a huge round of applause for the humour, which like a good Pixar movie, gives a chuckle which ever way you get the joke.
M&S FOOD
The last one worth a mention is this ad as it reminds me of practically every single one of my British mates. To a tee. Starring Dawn French alongside the beloved Fairy. Add a tired human, magical powers, chaos ensues as an impromptu party with all the neighbours kicks off—complete with delicious, show-stopping M&S food. Playful, festive, and full of surprises.
So that's it. A wrap. We viewed over 50 ads and some were just meh and others interesting but not worthy of a mention. But before we sign-off for the year, we have a quick checklist of what makes a great Christmas Ad - just in case you are interested ✨
How to make a great Christmas Ad
Creating a standout Christmas ad involves more than a big budget—it requires an understanding of the tropes that connect with audiences emotionally and memorably. Here are the key ingredients (so we think):
Tell a universal story
Whether it’s about family, giving, or overcoming adversity, the story must resonate across demographics. Ads that weave emotion into relatable narratives leave lasting impressions.
Leverage emotional tropes
Family and Togetherness: Showcasing connections and relationships.
Nostalgia and Tradition: Evoking memories of childhood or holiday rituals.
Magic and Wonder: Bringing a touch of fantasy or enchantment.
Humour and light-hearted Fun: Making audiences smile or laugh.
Gift-Giving and Joy: Highlighting the excitement of finding the perfect present.
I actually worked out there are 11 tropes for Christmas!
Incorporate a standout soundtrack
A powerful, emotional, or unexpected soundtrack can elevate the entire ad, making it unforgettable and adding depth to the narrative.
Include a ‘Give-Back’ message
Sustainability, charity, or community-driven themes can differentiate a brand by aligning it with consumer values during the festive season.
Make it relatable and shareable
The best campaigns are those that prompt conversations, evoke emotion, and are relevant to the consumer's experience.
This year’s campaigns that we chose to showcase exemplify these elements while delivering a remarkable diversity in execution. There are many exceptional executions that we explore who struck the right balance of heart and humour, who managed to innovate within tradition, and which left us truly inspired for the season ahead.
Merry Christmas x
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