Always the one to watch! However, this is one that should be a lesson for them in communication and expectations in my humble opinion. The teaser gave us an understanding that it might be a tear-jerker this year…a mother and daughter relationship based around special times in someone’s life around wearing a pink jumper bought as a gift. However, it turned out the main advert was not about the teaser but that has simply been part of a trilogy under the subject of ‘give knowingly’. The main advert chose to be about the bond between sisters and searching for that perfect gift during ‘the gifting hour’. We all know that rushing around, last minute trying to find the perfect gift for someone special and it actually bought John Lewis advertising back to the idea of actual Christmas shopping. Saatchi and Saatchi have had their second year with the retailer and broke from the traditional thought-process of what we believe a John Lewis advert to be but that may have been a mistake. After carving out, over many years, the need for this advert to be part of our ‘it’s Christmas time’ experience we expect to see a mini movie that stirs us and makes us feel emotionally connected with values that resonate with us. I think lots of communication around the advert hasn’t been what I’d expect as even the music – the brilliant ‘Sonnet’ by Verve has been questioned as to why its in its original style and not changed up as we expect from a John Lewis advert. When in reality, they have launched a competition on TikTok to find someone to change it up to be played live on Christmas day - which is actually a good idea. I’d have started the competition earlier and made more noise about the opportunity. We waited a week later for its release this year after the trailer anyway! Not a great year for me here on lots of levels.
6/10
Aldi https://www.youtube.com/watch?v=dJ1vQesB9hk
Again, bringing back their highly popular Christmas character ‘Kevin the Carrot’ with his familiarity and likability factor, this year sees Kevin and Katie saving Christmas spirit after it is kidnapped by humbugs. From Bond to Mission Impossible references this is a tasty treat, as always. It appeals to all ages and has built momentum with the character investment over many years. As long as they keep coming up with a good storyline for them each year, these could run and run!
8/10
I loved it. The baby octopus with big dreams. The journey and storytelling is magical. And its very… erm John Lewis?! Having used the exact formula for what made John Lewis Christmas adverts successful, Disney have added what they do best to it – characters and heartfelt emotion through relationships. It is unsurprising to me that it’s the same agency that first launched these epic style Christmas adverts Adam&EveDDB and they delivered it like a Disney Short film. Directed by the outstanding Taika Waititi (who also directed my favourite CocaCola advert last year!) this group together are the ultimate storytellers. It’s everything I’d expect it to be and more.
10/10.
A lot of people like this – and there is no doubt it is created beautifully, arguably more beautifully than the animated movie version of it. However, when investing everything into one character you have to be sure it is universally liked and although BFG is well-known, its not universally loved. Roald Dahl also very often comes under the microscope these days so I’m not sure by my snozzcumbers I’d have gone with this – but a good effort and workable narrative for the brand. 7/10
Morrisons: https://www.youtube.com/watch?v=zPRt0TPbPWg
I loved this too! The simple universally used on Christmas day household item. The oven glove. With Muppets-type energy (which I’m always here for) and a cheerful, fun fanfare of seasonal singing – this has all the joy I’m looking for from my Christmas advert. Linked to cooking and food and drink being the main event of your seasonal celebration, it’s a smash from this supermarket for me. Excellent positioning.
9/10
TK Maxx: https://www.independent.co.uk/tv/lifestyle/tk-maxx-christmas-advert-2024-farm-b2639479.html
These adverts have been popular before and the farm animals with their designer gear running around are sweet and easy to love and the message is cost of living crisis clear – buy designer gifts for your loved ones cheaply. Tick! Only thing I would say is timing not ideal to bring them back out again as acutely aware of the current situation for farmers and the farming community. Apart from that, it has and does work.
8/10
Shelter: https://www.youtube.com/watch?v=OGIYzugykGA
A heartbreaking advert from a charity that beautifully relays a parent’s love for their child and the need to deliver the best that they can at Christmas, even if that is simply through escapism. It hits all the right notes in their ask of the public too. With some stellar acting from the actor playing the father to note. A sorrowful and well-placed advert for a simple ask to give something back at this time of year if you can. Well done Shelter.
10/10
Argos: https://www.youtube.com/watch?v=Gkp0wRLQ3xo
Having the T Rex toy play ‘20th century boy’ by T-Rex in the opening bars of the advert had me invested from the start. Every child dreaming of what they might open Christmas Day is encompassed in the dreams of what they might want to become when they grow up. Fun all round and just a really good advert that says buy toys!
8/10.
Waitrose - Sweet Surprise
I LOVED THIS! A really simple storyline that just works, helped along by an absolute stellar cast including Matthew Macfadyen, Joe Wilkinson, Rahkee Thakrar, Sian Clifford, Dustin Demri-Burns and Eryl Maynard. Who doesn’t want to see a festive whodunnit? Leaving it on a cliffhanger gives them another bite of the cherry later in the season. Utterly brilliant.
9.5/10 (but only because I’m still waiting on Part 2!)