It’s no secret in the Your Marketing Team office that we all love Christmas. Whether it’s because of festivities in the run up to the big day, the Christmas lights, the family get togethers or simply because it is the birth of baby Jesus – we’re big fans at YMT. Each festive season as the years go by, the anticipation for Christmas gets bigger and bigger. After seeing some firm favourite characters make a comeback like Aldi’s Kevin the Carrot and M&S’s Dawn French Christmas fairy, I asked each member of the team which Christmas advert caught their eye this season.
Laura A’s pick – Sweet Suspicion: A Waitrose Mystery
I think my favourite Christmas ad this year is the Waitrose one, it has to be, as I love a good ‘who dunnit’ I always have, ever since I was little! It just resonates with me, and I also love food!! It’s perfect for a nation of food lovers, it captures the significance of the Christmas Day feast, a beloved tradition, while showcasing the relatable mix of festive family tensions and laughter, with a great cast. All of this wrapped up in a humorous Cluedo-style mystery that keeps us intrigued and eager to solve. I can’t wait for part 2!
Steph’s pick – The boy and the Octopus from Disney
One evening, while scrolling through TikTok, the Disney Christmas advert unexpectedly caught my attention. Normally, I’d swipe past adverts without a second thought, but this one was different. At first, I thought it was a trailer for a new Disney film—the beach setting somewhere hot was different from the typical snowy festive scene. The advert captured the magic of discovering a new world, featuring a boy and a curious octopus, all delivered without a single word. It also got me thinking, had I ever seen a Disney Christmas advert before, let alone on TikTok? This shift in where we encounter Christmas ads reflects how far they’ve come from their traditional TV roots. Now, they seamlessly appear on social media, reaching us in unexpected moments.
Ellie’s pick – The gifting hour from John Lewis
This Christmas, my favourite ad is from John Lewis. As someone close to my sisters, I love how it captures the challenge of finding the perfect gift for someone who’s not only family but someone who’s stood by you through life’s hardships, helped you grow, and is basically your built in best friend from day one (even if you do argue!)
I think this advert includes all the feelings of happy, sad, nostalgia and thoughtfulness that you'd expect from a Christmas advert and I absolutely love it!
Sue’s pick – Shaun the Sheep from Baa-bour!
As a Christian I struggle to find anything that even nods to the birth of Jesus. A flock of sheep do feature in the original story, and whilst in this case there is a sheep dog rather than shepherds and they are singing carols in a British farmyard rather than grazing on a hill in the Middle East under the stars, in amongst all the other ads, there is a tenuous link. From a marketing perspective, tapping into the popular character Shaun the Sheep over the Christmas season is a clever move and highly likely to resonate with their age forty plus target audience. At the centre of the advert, is the theme of kindness, warmth and generosity, all characteristics of the Christian faith and the sheep are given thoughtful gifts which appear to be just what they need at the time. The fact that they already have big woolly coats made out of the same material, just makes it more ridiculous and funnier! How can this advert not make you smile?
Lisa’s pick – Snowing Sims from O2
My choice for this year's Christmas ad is the O2 "Snowing Sims" ad. The ad shows the experience of people living with data poverty during the festive season. The scenes are drawn from real stories, featuring a young man working in a kitchen who can’t complete his studies due to limited data, a father and daughter unable to stream a show together on a coach journey and a woman outside a laundrette struggling to stay connected with loved ones. I particularly love this ad because it's not about excessive spending at Christmas but focuses on charity at Christmas time.
Beccy’s pick - ‘Give Knowingly’ Gifting Campaign from John Lewis
Pitched as a teaser to ‘the big one’, John Lewis teamed up with Saatchi & Saatchi on this advert. A mother narrates why she has chosen to gift a pink jumper to her daughter for Christmas, with Bob Dylan’s ‘Make you feel my love’ playing in the background. “Knowing you’re not really into pink, but your mum knows it suits you…….Just know, it’s for you and the person who gave it to you loves you”, the mother talks through poignant moments of her daughter’s life in the future where the jumper will eventually become a firm favourite. I think I am the perfect target audience for this one! With my son having left home this year and two daughters not far behind, this really struck a chord with me. As mums, we are always there for our children, even more so as they discover their independence and carve out their own future whilst we watch on and encourage from the sidelines. The role of motherhood shifts delicately as children grow older and I think this piece captures that emotion beautifully.
Laura T’s pick – The Entertainer Christmas Advert
Maybe I’m not quite feeling the spirit of Christmas yet, but I struggled to pick a favourite from the big players. After a bit of Googling I stumbled on the Christmas ad from The Entertainer. Comical light-hearted commentary on the fate of last year’s favourite toys, set to the iconic breakup song ‘It must have been love’ from 80’s pop rock duo Roxette, this one made me laugh. The scruffy, googly eyed stuffed toy is beautifully cast and the voice actor pitches it perfectly. It could be perceived as a slightly cynical take on what is the biggest event on the annual calendar of consumerism, ending with the slogan 'For the next love of their life' - parents know they need to buy new toys - and this ad let's them know where to do that but without the gloss or persuasive sales techniques.
Laurie’s pick – TK Maxx - Festive Farm, Christmas 2024
The TK Maxx Christmas ad has the key features that a good advert should have: a good tune, a clear message, a colour scheme that aligns with the brand and an easy-to-follow storyline. I love the simplicity of this ad. Call me a Scrooge but I'm not a fan of adverts that are more reminiscent of a feature film. The TK Maxx ad gets the message across quickly and easily and adds a bit of humour in for good measure.
What’s clear from our favourite picks? We’re suckers for good story telling. Brands are tapping into our emotions and now more than ever the entertainment factor continues to rise. With episodic storytelling spread across multiple channels, we’re gripped waiting for the next episode. Although none of our favourite picks included the comeback of fan favourites, the increased use of these across the ads keeps the consumer engaged and attempts to encourage brand loyalty. With a variety of ads capturing the team’s attention, it’s safe to say we’re certainly feeling more festive after watching so many Christmas ads!