Christmas adverts 2024
For Brits, Christmas adverts are more than just a marketing moment – they’re a beloved holiday tradition!
It’s that time of year again! The mince pies are back, town lights are about to dazzle, and our screens are filling up with Christmas adverts that joyfully scream, “IT’S CHRISTMASSSSSS!”
These ads are as much a part of our British holiday season as arguing over who gets the last purple Quality Street. So, pop the kettle on, grab a mince pie, and dive into the 2024 line-up of Christmas adverts that bring a sparkle to our screens and warm up those winter nights!
Overall sentiment towards Christmas adverts
For Brits, Christmas adverts are more than just a marketing moment – they’re a beloved holiday tradition! Nearly half (44%) feel these ads are essential to the festive season, creating that warm, fuzzy feeling that Christmas is right around the corner.
What makes a Christmas advert stand out?
Nostalgia tops the list for Brits, as we love ads that transport us back to childhood. Snow-filled scenes, twinkling lights, and familiar Christmas tunes tap into that emotional connection and deliver a sprinkle of yuletide magic. Close behind nostalgia are touching stories and a good dose of British humour. And then there’s the sensory magic: beautifully crafted visuals and catchy tunes make an advert unforgettable.
Emotional tone preferences in Christmas adverts
A good bit of emotion goes a long way in Christmas adverts! The majority of Brits (62%) appreciate ads with a heartfelt touch. One in four of us can’t resist a tear-jerker – who could forget John Lewis’s The Man on the Moon? Meanwhile, 36% prefer a gentler emotional tone, one that’s warm without being too intense. But it’s not all about the feels – a quarter of us would rather keep it light-hearted, showing that a balanced approach can hit the sweet spot for a wide audience.
The best time to drop a Christmas advert
The people have spoken – November is the golden month for Christmas adverts, with two thirds of us wanting ads to start soon as the clock strikes midnight on 1st of November. For a few eager folks (about 5%), it’s apparently never too early to get into the spirit.
Do Christmas adverts meet expectations?
Almost half of us (48%) say, absolutely – brands either meet or exceed the hype! For others, it’s a bit of a mixed bag, with 29% saying quality can vary year to year. And there’s the Grinch-like crowd (23%) who find the Christmas ad buzz a tad overblown.
The brands Brits most look forward to seeing at Christmas
When it comes to Christmas adverts, a few brands have earned the spot of festive royalty. Here are the top three that Brits eagerly await each season:
John Lewis
The one to beat, year after year! John Lewis has become legendary for its emotional and beautifully crafted adverts, whether it’s a heartwarming tale of friendship or an inspiring message of kindness. Every year, we wonder, “What will John Lewis bring us next?” and they rarely disappoint.
“John Lewis’s is the one to beat every year.”
Female Pulser, aged 31
Aldi
Known for its cheeky humour and clever twists, Aldi’s Christmas adverts bring plenty of laughs and memorable moments. With everyone’s favourite festive vegetable, Kevin the Carrot, back in action, Aldi has carved a special place in British Christmas traditions.
” I enjoy M&S ad when they show Christmas decorations and food range.”
Female Pulser, aged 57
Marks & Spencer (M&S)
M&S knows how to make us drool with their mouth-watering, festive food adverts, and they often mix in a bit of fun and sparkle to keep things merry. Whether it’s a delicious spread or a joyful narrative, M&S ads never fail to bring a bit of magic to the season.
“I always love the Aldi advert with Kevin the carrot as they always seem to have a great story theme”
Male Pulser, aged 34
Christmas 2024: watch all of the latest ads
John Lewis: ‘The Gifting Hour’ by Saatchi & Saatchi
The 2024 John Lewis Christmas ad, #TheGiftingHour, has arrived, setting a cosy, festive mood across the UK. To capture the public’s reaction, we ran a Pulse, gathering insights on how Brits feel about this year’s entry into the Christmas ad tradition.
Heartwarming & relatable
This year’s ad resonates with a grounded portrayal of family life, touching on its heartwarming and messy moments. With 62% finding the ad memorable, the authentic approach is connecting, showing life as it is rather than as a glossy holiday fantasy. Nearly half (47%) said the ad met or exceeded their expectations, with 23% saying it went above and beyond. John Lewis leaned into authenticity this year, with 46% saying the ad made the brand feel more relatable than ever.
Soundtrack that sets the mood
The soundtrack, featuring Richard Ashcroft’s Sonnet, strays from traditional Christmas tunes, bringing a reflective, tender feel to the story. It’s an unexpected choice, but it’s got people talking and has left many viewers humming along.
A touch of nostalgia
This year’s ad embraces a nostalgic, family-centered feel that many found heartwarming. One in four respondents said it felt like a throwback to cherished family traditions, while comments like “hit home with my daughters” highlight its cross-generational appeal. However, 20% found the storyline a bit complex, mentioning it didn’t have the straightforward storytelling of past ads, though it’s undoubtedly sparking discussion.
John Lewis store cameo
The subtle inclusion of a John Lewis store was popular with 36% of viewers, who felt it added authenticity by grounding the story in a real-life setting. However, 1 in 5 felt the placement verged on product promotion, making it a “love-it-or-loathe-it” detail.
The annual tradition of comparison
Every year, a new John Lewis ad sparks the inevitable debate: “Is this the best one yet?” About 10% of viewers felt it didn’t quite reach the heights of past classics, but that comparison has become part of the fun. Each ad offers a fresh take on Christmas, and this year is no exception, adding to the yearly tradition of lively discussion.
Sainsbury’s: ‘Sainsbury’s BIG Christmas’ by New Commercial Arts
Sainsbury’s is kicking off the season with a magical, Roald Dahl-inspired treat! This year, they’ve gone big – literally – with an ad starring the lovable BFG, bringing nostalgia, warmth, and a sprinkle of holiday wonder.
Sainsbury’s BFG has certainly cast a spell, with 71% of viewers enchanted by the ad’s perfect blend of magic and nostalgia. With only 2% missing the Dahl reference, it’s clear the holiday magic has come through loud and clear! Here’s what stood out the most:
- BFG characters steal the show: 71% agree that the festive, character-driven approach was a big win, adding a touch of whimsy to the season.
- Food galore: 56% loved the ad’s mouth-watering spreads, reminding us all that the holiday season is all about good food and cheer.
- Stephen Fry’s voiceover: With his warm and familiar tones, 54% felt Fry’s narration brought an extra layer of cosiness, adding to the ad’s festive feel.
Aldi: ‘Christmas Spirit’ by McCann
Guess what? Britain has spoken, and it seems the Coca-Cola truck has some serious festive competition! According to 41%, Aldi’s iconic Kevin the Carrot is now the sign that Christmas is on its way. Kevin has become a true holiday favourite, and his latest advert has once again charmed viewers across the UK.
- Christmas Spirit vibes: Two in three felt that unbeatable festive cheer, thanks to Kevin’s charm and holiday magic.
- Feel-good moments: 60% loved every feel-good scene, making it a heartwarming start to the season.
- Epic storyline: 44% were captivated by the blockbuster-worthy storyline, which kept them glued to the screen.
M&S: ‘The Journey’ by M&S (in-house)
This Isn’t Just Any Christmas Ad… It’s the M&S Christmas Ad!
With a delightful mix of cheeky humour and festive warmth, the 2024 M&S Christmas ad is already receiving a solid thumbs-up from Brits, with 60% loving every moment of it. As one viewer perfectly put it, “Everything about it just screams Christmas!”
The ad brings back fan-favourite Dawn French, who’s lighting up screens as both a fairy and herself. Her charm has captured hearts, with 60% saying she’s what makes the ad unforgettable – casting a spell of holiday magic with her signature wit.
And then there’s the soundtrack! Elton John’s “Step into Christmas” has 46% of viewers tapping along, proving that a great tune can bring all the festive vibes. M&S has nailed the combination of music and holiday cheer, setting just the right mood for the season.
Asda: ‘The Gnome of Christmas’ by Havas London
This year, Asda has jingled its way into the holiday season with a gnome-tastic Christmas ad that’s capturing hearts across the UK! Their 2024 Christmas campaign, crafted by Havas London, is bringing all the festive magic viewers could ask for – and it’s a hit!
Here’s how it’s gone down with viewers:
- Holiday Fun and Magic: A full 3 in 4 agreed that the ad is “sleighing it,” bringing all the fun, engagement, and that unmistakable Christmas magic!
- Gnome Stars: 74% crowned the gnomes as the true stars of the show, adding heaps of holiday charm to this year’s campaign.
- A Touch of Humour: 45% loved the humour, saying it brought the holiday spirit to life with plenty of laughs.
- Festive Visuals: Half of viewers felt the sparkling decorations and visuals made it feel like Christmas has truly arrived.
But it’s not all smooth sailing – some hinted that they’d prefer to see gonks over gnomes. It turns out there’s a bit of a holiday mascot debate brewing!
Waitrose: ‘Sweet Suspicion: A Waitrose Mystery’ by Saatchi & Saatchi
This year, Waitrose is shaking up the Christmas ad game with a Cluedo-style mystery that has Brits hooked! Instead of the usual tear-jerkers, they’ve crafted a clever whodunit, and it’s going down a treat – with 60% of viewers loving the concept and eagerly trying to solve the case.
So, who’s the prime suspect? Here’s what viewers think:
- The cat – 20% are pointing to the family feline, found lurking in the kitchen with telltale paw prints all around!
- A mysterious guest – 18% are betting on a character yet to make their debut. Could it be a cameo from the highly-anticipated John Lewis ad?
- Grandma (or the detective!) – 13% think it’s grandma…or perhaps the detective herself, spotted in the living room with a suspicious spoon in hand!
The feedback is full of praise for this twist on a Christmas ad:
“Surprising cast, great storyline—like a good game of Cluedo, I can’t wait for the next turn!”
“Love it! Classic Agatha Christie vibes, and it suits Waitrose’s heritage perfectly.”
“It’s a fun twist from the usual sappy ads—I’m hooked on solving it!”
Boots: ‘Make Magic’ by The Pharm
This year, Boots UK is turning tradition on its head, and Santa’s taking a back seat – it’s Mrs Claus who’s stealing the show! With 51% of Brits loving the fresh take, this ad is all about festive vibes, nostalgia, and a touch of empowerment.
So, what made Boots’ Christmas ad a standout?
- Full-on festive feels – 71% said the ad brought everything they needed for that classic Christmas atmosphere.
- Noughties throwback – 70% were thrilled by the blast from the past with Eve’s “Who’s That Girl,” giving the ad a catchy, unexpected twist.
- Spot-on casting – 61% couldn’t get enough of the cast, and Bridgerton fans? Let’s just say, they. Are. Loving it.
Lidl: ‘A Magical Christmas’ by BBDO Germany
Lidl’s 2024 Christmas ad, directed by Oscar-winner Tom Hooper, is here to melt hearts with a feel-good message about giving—and it’s hitting all the right holiday notes!
Why are people loving it:
- All about giving: This ad goes big on kindness, with a solid 78% saying the theme of giving back is what makes it stand out.
- Adorable kiddo moment: The ad’s star is a young hero showing us the power of small acts of kindness, and 64% feel that extra tug on the heartstrings because of it. Talk about the “aww” factor!
- Festive feels: Nearly half (48%) loved the holiday visuals—because what’s a Christmas ad without a sprinkle of festive sparkle?
- Real-life vibes: Over 52% appreciated the everyday, relatable characters, making it easy to see themselves in the story.
While a few thought the ad was similar to other Christmas classics, most agreed that Lidl’s focus on kindness, community, and everyday magic brings just the right spirit.
TK Maxx: ‘Festive Farm’ by Howatson+Company
TK Maxx’s ‘Festive Farm’ ad is back, bringing us the chicest farmyard around! This quirky, stylish holiday spot has people talking, and opinions are as varied as the farm animals themselves!
What’s the buzz?
- Mixed reviews: Reactions are split—some love the humour and charm (animals in chic wear? Yes, please!), while others find it a bit too quirky or not impactful enough.
- Shoppers ready to hit TK Maxx: Good news for TK Maxx—68% say they’re likely to shop there this season! The ad seems to be working its magic in boosting interest. That said, 32% are still on the fence, hinting that a little more clarity on what TK Maxx brings to the holiday table could help reel them in.
- What viewers ant: Turns out, almost half (48.8%) want a mix of stylish animals and festive people. TK Maxx’s fashionable farm animals are a win with 33%, while 18% still crave the classic holiday scenes.
Shelter: ‘World of Our Own’ by Don’t Panic
This Christmas, Shelter and Don’t Panic have teamed up to deliver a hard-hitting ad striking a chord with Brits. Instead of festive cheer, this campaign shines a light on the stark reality of homelessness, a tough but crucial reminder at this time of year.
With 40% describing sadness and 25% expressing empathy, many felt the ad’s emotional punch. Comments like “It’s heartbreaking” and “Makes you appreciate everything you have” show how impactful the message has been. Moreover, the ad has motivated action—over a third said they’re more likely to donate to homelessness charities this season.
Etsy: ‘Where’s Waldo?’ by Orchard Creative
Etsy’s brought a surprising star to this year’s holiday ad – none other than Where’s Waldo? And it’s a hit! Nearly half (49%) are loving Waldo as the face of the campaign, saying he adds just the right mix of nostalgia and fun.
The ad is ticking all the festive boxes, with 39% calling it the perfect holiday vibe, and it’s even got 60% thinking about shopping on Etsy this season. Looks like Waldo’s not just hiding – he’s helping people find the perfect gifts!
Barbour: ‘Shaun the Sheep x Baa-bour’
Barbour’s 2024 Christmas ad, crafted alongside Aardman, is a festive delight starring none other than Shaun the Sheep and his woolly friends! Here’s what everyone loves about the ad:
- Shaun the Sheep & Friends – 78% say the sheep are total scene-stealers, bringing humour and charm to every frame!
- Festive Vibes – 74% agree the Christmassy atmosphere, with cosy scarves and snowy scenes, is spot on.
- Heartwarming Storyline – 58% found the story both touching and entertaining, especially when the sheep break into a sing-along.
The campaign doesn’t stop at animation. Barbour has created 30 limited-edition “Re-loved” Shaun the Sheep-inspired wax jackets, with all proceeds going to Oxfam – a perfect eco-friendly holiday touch! Nearly half of viewers (48%) are thrilled with this sustainable angle, saying, “Sustainability should be a year-round thing!”
Tesco: ‘Feed Your Christmas Spirit’ by BBH London
“I’m not crying. I’m cutting onions. I actually loved it. I don’t really like Christmas adverts, but that pulled on the heartstrings. Good job, Tesco. It’s really well made.”
If that doesn’t perfectly sum up the vibes of Tesco’s 2024 Christmas ad, what will? This year, Tesco has crafted an ad that’s less about the typical holiday sparkle and more about the memories that linger in our hearts. Here’s why it’s resonating with so many:
- Gingerbread House Nostalgia: With 43% of viewers loving the gingerbread house as a symbol of family tradition and 41% feeling it brought a heartwarming touch, this sweet scene captured a universal sense of togetherness and nostalgia.
- Balancing Joy and Reflection: Nearly half (49%) appreciated the ad’s realistic blend of joy and reflection, saying it beautifully captures the season’s bittersweet side. Another 35% praised the inclusion of themes around remembrance, seeing it as a refreshingly honest take—even if it brought a few tears. Still, for 17%, the ad leaned a bit too sentimental, preferring lighter holiday cheer.
With this ad, Tesco reminds us that Christmas is about more than gifts; it’s about celebrating the moments and people that make the season special.
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