The countdown to Christmas has officially begun (although being a somewhat curmudgeonly type, I think it’s all a tad too soon).
But putting my ‘bah humbug-ness’ to one side, the encroaching sound of sleigh bells bring with them a hotly anticipated batch (for marketers anyway) of the latest Christmas ads.
From heart-warming tales to infectiously catchy jingles, every year the UK’s biggest brands try everything in their power (and budgets) to outdo one another with their festive offerings.
So, grab a warm mince pie, a steaming Glühwein and join us as we dive into our stocking and pull out our favourite festive five for 2024.
- Etsy finds Wally
Etsy have knocked it out of the park with this year’s skit, choosing a universally recognisable character to centre the ad around. Togged out in his trademark red and white hoops, we see Wally going about his day-to-day business while musing how “people always ask where’s Wally, never who’s Wally”.
Despite the crowds, our protagonist cuts a somewhat lonely figure, until Wenda gifts him a golden compass with the engraving “I’m glad I found you”.
With the potential to bring a tear to the driest of eye, the ad nails the idea that choosing the right Christmas gift can make people feel “seen” – cherished and special. With just the right amount festive feelgood to give you that fuzzy feeling, it demonstrates the power of personalisation – perfectly encapsulating Etsy’s USP.
2. Boots sparks controversy
While high street staple Boots’ ad is certainly bold, colourful, fun and festive, there’s no denying that it divides opinion.
The advert depicts the big man in red kicking back for a nap while Mrs Clause, (played beguilingly by Bridgerton’s Adjoa Andoh) leads her army of LGBTQI elves in getting the real graft done in the “werkroom”.
The ad has caused a huge debate around whether it helps or hinders traditional gender roles and has been criticised by some for being too “woke”. However, it is a great example of how powerful it can be to target your key audience precisely and not be afraid to ruffle some feathers.
Clearly the most Marmite of 2024’s seasonal selection, love it or loathe it, the ad has bagged Boots a sack-load of headlines and mentions at a critical time of year.
3. John Lewis takes us on a trip through the clothes rails
Of course, no Christmas list would be complete without the latest John Lewis ad.
Not veering too far from the candy cane sugariness (and some might say saccharine feel) of past ads, 2024’s tale is certainly less abstract than many of its predecessors.
We open in a John Lewis store with the leading character quickly disappearing through a clothes rail into a Narnia-inspired world, on a mission to try and find a suitable gift for her sister.
With markedly more product placement than in previous years, the advert hops around the timeline of their lives, perfectly depicting a typical sibling relationship and showing how by scouring our shared history, we can find the perfect present for a loved one.
In short, John Lewis has once again proved why they are the true masters of the Christmas advert.
4. Twix takes on TikTok
While not strictly an advert, honourable mention goes to Twix this year. The doubly delicious chocolate treat has been making waves on TikTok since they joined the platform earlier this year.
Harnessing the channel’s power to target Gen Z consumers Twix has launched a couple of creative activations which have got people talking.
The brand worked with micro influencer Momma Cusses and drove engagement through the roof when she announced that Twix’s TikTok account followed her, and only her. Their viral “cookie in disguise” campaign has also taken off, with a recent post claiming Santa will bring what you want if you leave a Twix out for him this year.
The brand has made an undoubtedly impressive TikTok debut, making this channel definitely one to watch.
5. Sainsbury’s thinks big for Christmas
This year, the supermarket has created a genuinely uplifting ad, starring a beautifully depicted BFG (that’s the Big Friendly Giant, for those not au fait with the fantastic stories of Roald Dahl).
We join him on a hunt for the right (and sometimes wacky) ingredients to make Christmas “fizz-whizzing” for the whole family – a sentiment that beautifully reflects the retailer’s brand promise of ‘Good food for all of us’.
This is clearly a high-budget production which does a brilliant job of combining the right theme, with the brand’s offering; neatly tying the advert in a bow with the line “want to go big this Christmas?”
With exactly the right mix of emotive storytelling plus a generous sprinkling of festive magic, Sainsbury’s has served up a real cracker Christmas advert (sorry!)
