Christmas is fast approaching, bringing with it the aroma of mince pies and mulled wine, dazzling dresses, sparkling trees, festive parties, and, of course, the eagerly anticipated Christmas adverts. As much as we might bemoan consumerism and capitalism, complaining that “holidays are overly commercialised these days”, there’s no denying the excitement of watching the first Christmas advert of the year. And so, in this blog, we’ll be looking into some of our favourite festive ads in more detail, and comparing each of them based on memorability, originality, and, last but certainly not least, Christmas cheer.

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John Lewis: The Gifting Hour

Unlike the traditional John Lewis Christmas advert formula of an emotional story following a sweet character unrelated to John Lewis, this year’s much-awaited ad follows a woman shopping in the Oxford Street store for a gift for her sister. Reminiscent of Narnia, she falls through a clothes rack into an emotional flashback of moments through her life with her sister.

This may be John Lewis’ most controversial advert yet, with fans left outraged that it is actually about shopping. However, it effectively strikes an emotional cord by portraying the relatable ups and downs of family relationships, unlike previous campaigns which are not as widely identifiable. With John Lewis subtly woven into every step of the story, the ad reminds viewers of everything the department store has on offer and is likely to drive sales more effectively than previous campaigns.

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Memorability: 8

Originality: 8

Christmas Cheer: 9

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Waitrose: Sweet Suspicion: A Waitrose Mystery

The Waitrose advert, which follows a murder mystery-style narrative, is a two-part campaign entitled, ‘Sweet Suspicion’, featuring a well-known cast of actors and TV personalities. The first chapter sees a Waitrose Christmas desert go missing in a family home and Succession actor Matthew Macfadyen investigating the ‘crime’ among his family members.

This advert is fantastic. The combination of well-known faces, the familiar murder mystery format, and the cosy home setting make it immediately comforting, which strengthens the emotional connection with the brand. It also strikes the perfect balance between humour and suspense without feeling cringey. What’s more, the campaign is interactive, with clues at Kings Cross, in-store employees wearing ‘suspect’ shirts, and partnerships with The Times and ITV, as well as a social media campaign encouraging public debate over who stole the desert.

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Memorability: 10

Originality: 10

Christmas Cheer: 10

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Aldi

In this light-hearted ad, Kevin the Carrot and his sidekick Katie take on a Mission Impossible-style quest to save Christmas after the Humbugs steal the Christmas spirit. Along the way, viewers get a sneak peek at Aldi's festive food range, ending with a grand party spread.

This ad is reminiscent of a classic Christmas animation, with Jim Broadbent as the narrator and snowy scenes of a cosy village. Its family-friendly tone perfectly aligns with Aldi's inclusive approach and commitment to low prices for everyone. Moreover, this is Kevin’s 9th year of Christmas appearances, creating a sense of consistency, which makes the brand feel trustworthy and familiar.

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Memorability: 8

Originality: 8

Christmas Cheer: 9

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M&S Food  

The M&S ad encapsulates the spirit of Christmas, as the award-winning M&S fairy works her magic in the home of Christmas-hating Dawn French, giving her a makeover and filling the house with festive decorations and an abundance of M&S food, all ready for her neighbourhood Christmas party.

This advert could be described as quintessentially M&S: the abundance of food, warmth, and magic brought by the M&S fairy screams quality and luxury, which is what the brand is all about. It evokes feelings of joy and excitement, perfectly capturing the festive spirit while inspiring viewers to choose M&S. It is a brilliant reminder of why the brand remains a go-to for indulgent treats, heightened by the casting of a national treasure.

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Memorability: 9

Originality: 8

Christmas Cheer: 10

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Sainsbury’s BIG Christmas  

Inspired by Roald Dahl’s timeless classic, the Sainsbury’s Christmas advert brings the beloved BFG to life, taking viewers on a delightful and whimsical culinary journey. The ad opens with the BFG cutting a ‘snozzcumber’, dreaming of something better to eat. Along with real Sainsbury’s colleague Sophie, the BFG then goes on a quest for festive foods to save his Christmas.

This heartwarming ad reflects Sainsbury’s position as a brand ensuring every customer has access to affordable, great-tasting food. The use of Roald Dahl’s famous character evokes a sense of trust and nostalgia, creating an emotional connection that resonates with audiences of all ages while reinforcing the brand’s family-friendly values.

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Memorability: 10

Originality: 10

Christmas Cheer: 8

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Boots

The Boots ad follows Bridgerton star, Adjoa Andoh as Mrs. Claus in her ‘werkshop’. Mrs. Claus finally gets the credit she deserves as the driving force behind Christmas, as Father Christmas sleeps by the fire.

This ad breaks away from the traditional Christmas image of a cosy, snowy village, offering instead a vibrant burst of glamour and music. With traditionally marginalised individuals taking centre stage and using Boots products, the campaign conveys a strong sense of empowerment, which aligns with Boots' mission of helping people feel their best through their range of cosmetics, pharmaceuticals, and well-being products. From its lively pace to the festive details, it creates a feel-good atmosphere that immediately draws viewers in and sets the tone for celebrating the festive season.

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Memorability: 9

Originality: 10

Christmas Cheer: 9

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Asda: Gnome of Christmas  

Asda’s advert sees two employees worrying that they won’t be able to get the store ready in time for Christmas due to heavy snow closing the roads. They pick up a gnome in the shop and press its nose, sending a signal to thousands of gnomes nationwide who come to transform the store ready for Christmas.

Like the Sainsbury’s and Aldi adverts, this family-friendly ad reflects Asda’s position as a supermarket for everyone, offering low prices and a wide range of products to bring people together during the festive season. However, having it based in a supermarket slightly takes away from the Christmas warmth of other ads, making it feel less relatable and reducing some of its festive charm.

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Memorability: 8

Originality: 8

Christmas Cheer: 8

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There’s no denying that 2024 has been a brilliant year for Christmas ads, showcasing a festive blend of creativity, nostalgia, and Christmas cheer. This year’s brandformula favourite is the Waitrose advert, which has ranked highest for memorability, originality, and Christmas cheer. The murder mystery-style video is excellently executed with the perfect amount of festive spirit to engage and entertain its viewers, while encouraging them to choose Waitrose for all their festive food needs.