Each year, the UK’s major retailers step up to deliver their best Christmas ads, bringing warmth, humour, and nostalgia to our screens.
With anticipation high from viewers, 2024’s Christmas ads are no exception. This year’s campaigns blend magic, emotion, tradition, and (in Morrison’s case) singing oven-gloves to captivate audiences. From festive food to heartwarming stories, here’s a look at what Tesco, Marks & Spencer Food, Waitrose, Disney, Aldi, Morrisons, Sainsbury’s and John Lewis are offering this holiday season.
Tesco: Helping #FeedYourChristmasSpirit
Tesco’s 2024 Christmas ad is centred around the emotional story of a father recalling memories of his late grandmother while constructing a gingerbread house with his widowed grandfather to keep alive her family tradition. The campaign promotes Tesco’s range of holiday products alongside its broader #FeedYourChristmasSpirit theme, encouraging people to enjoy simpler, heartfelt festive moments.
Marks & Spencer Food: The Christmas Fairy
The M&S Food 2024 Christmas advert stars the loveable Dawn French who comes face-to-face with herself as the iconic “Fairy” to discover that magic really does exist. Dawn’s warm humour brings to life the magical indulgence of the holiday season with M&S’s famously luxurious food offering taking centre stage.
Waitrose: Sweet Suspicion
Waitrose’s 2024 Christmas advert, Sweet Suspicion, is a festive mystery that follows a family’s intrigue after the disappearance of their Christmas pudding. With a full star line-up of quirky characters and humorous twists we’re kept guessing who the “culprit” might be, showcasing a variety of holiday food offerings from Waitrose. The ad combines humour with nostalgia and the joy of sharing delicious meals with loved ones.
Disney: The Boy and the Octopus
Disney UK’s 2024 Christmas advert, The Boy and the Octopus, tells a heartwarming story of a young boy who forms an unlikely friendship with an octopus to go on whimsical adventures and create holiday memories together. The octopus, embodies Disney’s classic magic to helps the boy feel less alone during the festive season. The advert supports Disney’s Make-A-Wish Foundation, emphasising holiday magic as a time for connection and joy, especially for those who may need it most.
Aldi: Kevin the Carrot’s Christmas Mission
In Aldi’s 2024 Christmas advert, viewers favourite, Kevin the Carrot embarks on a heroic mission to save Christmas Spirit from Humbug who’s intent on spoiling Christmas joy. With the help of his friends, Kevin brings back the warmth and magic of the season, spreading kindness and holiday cheer. The advert highlight’s themes of togetherness and the importance of keeping the festive spirit alive, all while showcasing Aldi’s seasonal offerings.
Morrisons: Singing Oven-Gloves
Morrisons’ 2024 Christmas advert sees the return of the popular singing oven gloves with their rendition of “Give a Little Love” from Bugsy Malone, sang by Morrisons employee choir for a fun and energetic performance. The ad showcases Morrisons’ Christmas range, with the singing gloves embodying the cheer and support of every Christmas chef.
Sainsbury’s: Big Christmas (BFG)
Sainsbury’s 2024 Christmas advert, “Big Christmas” brings the charm of Roald Dahl’s BFG to life in a festive campaign centred on friendship, food, and celebration. Featuring the iconic BFG and a Sainsbury’s employee named Sophie, the advert follows their search for ingredients to craft a Christmas feast. Narrated by Stephen Fry, the ad invites viewers to “Go big this Christmas” with Sainsbury’s festive offerings, capturing the warmth of the season with a nostalgic twist.
John Lewis: The Gifting Hour
This year’s John Lewis Christmas advert, The Gifting Hour, was highly anticipated as the final festive release of the season. Moving away from its usual stars of charming creatures, the ad tells a touching story of sisterly love. Through scenes that revisit the sisters’ shared childhood memories, we follow one sister’s search for the perfect gift—a journey underscored by Richard Ashcroft’s Sonnet to reveal the secret to finding the perfect gift, knowing where to look.
As the festive season unfolds, Christmas adverts remind us of the power of storytelling to capture hearts, foster connection, and evoke the warmth of festive traditions. UK top retailers, each with their unique take, show how the spirit of Christmas, through humour, nostalgia, and a touch of magic, can create memorable brand experiences.
By tapping into shared seasonal values and emotions, these campaigns celebrate togetherness, but also enhance brand awareness and drive engagement during the busiest retail season of the year.
Whether it’s Aldi’s heroic Kevin the Carrot, Tesco’s heartfelt tribute to family, or John Lewis’s tender portrayal of sisterly love, these ads have become part of viewers Christmas traditions, and for many, they mark the beginning of the festive period.
