The race for the best 2024 Christmas ads is well underway, and this year’s contenders are going big on humour, heart, and nostalgia. With each brand vying to claim the festive crown, we’re looking at the standout campaigns that are already setting the tone for holiday cheer. Here’s the rundown of which ads to watch—and why they’re worth your time.
November 7, 2024
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The race for the best 2024 Christmas ads is well underway, and this year’s contenders are going big on humour, heart, and nostalgia. With each brand vying to claim the festive crown, we’re looking at the standout campaigns that are already setting the tone for holiday cheer. Here’s the rundown of which ads to watch—and why they’re worth your time.
Waitrose has ditched the usual feel-good format for something unexpected—a Christmas mystery inspired by Agatha Christie. In “Sweet Suspicion,” we follow a family of foodies who realise their centrepiece dessert, a Waitrose No.1 Red Velvet Bauble, has gone missing. The whodunnit unfolds with the help of an all-star cast, including Succession's Matthew Macfadyen, in a two-part story that leaves us guessing.]
Why it’s worth watching: This is Waitrose’s first attempt at a multi-part Christmas ad, and they’re doing it with a cliffhanger that makes us anticipate the next chapter. The ad breaks away from predictable Christmas clichés, and its mystery angle feels fresh, while the cast brings it to life with wit and charm.
Aldi has brought back its festive mascot, Kevin the Carrot, for another caper, but this year’s storyline takes a spy thriller turn. When the “Christmas spirit” is stolen by villains known as Humbugs, Kevin and his wife Katie go undercover to save the day. From clever James Bond references to classic Mission: Impossible moments, this ad gives younger viewers a delightful, action-packed twist.
Why it’s worth watching: While some might say the Kevin saga is running out of steam, Aldi’s animation and lighthearted approach still win points for creativity. The humorous, spy-movie vibe shows that you don’t need to reinvent the wheel each year—sometimes just a new angle is enough to keep things entertaining.
Marks and Spencer have a special charm this season with “The Christmas Makeover,” starring Dawn French as both a stressed-out holiday host and a magical fairy who brings her home up to festive standards. French’s iconic voice (and her fairy character) have become synonymous with M&S Christmas ads, and this year’s offering is no different. It’s a cosy, lighthearted ad that showcases the brand’s Christmas food lineup, complete with “Step into Christmas” as the soundtrack.
Why it’s worth watching: M&S has perfected the art of pairing star power with seasonal staples. French’s dual role adds humour and charm, and the message of getting “holiday ready” without the stress is one that resonates with many viewers. For those looking for a blend of wit and practicality, this ad delivers.
In one of the most unique moves this season, Asda has foregone big-name stars in favor of garden gnomes. Set in an Asda store caught in a snowstorm, two employees call upon an army of animated gnomes to save the Christmas season. The ad is sprinkled with gnome puns and gnome-inspired versions of holiday songs like “Driving Home for Christmas,” making it an endearing and silly holiday spot.
Why it’s worth watching: This ad taps into quirky humor, and while the gnome puns might not appeal to everyone, it’s a fresh break from celebrity endorsements. For those who appreciate a bit of seasonal whimsy, it’s the perfect ad to remind us that Christmas can be fun and frivolous.
Taking inspiration from Roald Dahl’s BFG, Sainsbury’s ad follows the story of Sophie, a store employee, as she teams up with the Big Friendly Giant to gather festive ingredients across Britain. The ad blends live-action with animation, creating a visually charming story that pays homage to British literary nostalgia.
Why it’s worth watching: Sainsbury’s plays on the theme of childhood wonder with a well-executed combination of live-action and animation. It’s a nostalgic trip down memory lane and a charming way to celebrate British heritage. For anyone who grew up on The BFG, this ad will bring a smile.
Although John Lewis hasn’t officially released their ad at the time of writing, it’s always one of the most anticipated campaigns of the season. Known for emotional storytelling that often goes viral, John Lewis typically sets the standard with its Christmas ads, sparking conversation and keeping the holiday season sentimental.
Why it’s worth watching: John Lewis has a reputation for getting Christmas ads right with a mix of heartwarming narratives and impressive production quality. Whether it’s a tear-jerker or a feel-good story, John Lewis is almost guaranteed to capture attention once their ad finally drops.
This year, Barbour has brought back Shaun the Sheep for a festive ad that leans into cozy, countryside charm. Created by the renowned Aardman Studios, the ad focuses on gifting Barbour’s signature winter wear, setting the scene on Mossy Bottom Farm.
Why it’s worth watching: The stop-motion animation style is nostalgic, and the simplicity of Shaun the Sheep appeals to a wide audience. With its emphasis on warmth and comfort, Barbour’s ad speaks to the quieter side of Christmas, away from the commercial frenzy.
With a forecasted spend of £10.5 billion on Christmas ads, brands are going all out to capture the holiday market. Kantar reports that consumer sentiment towards festive ads is at an all-time high, with 59% of people saying they “love” holiday ads. The successful formula this season blends humour, storytelling, and nostalgia, as brands lean on characters, celebrities, and cherished holiday themes to build connections and stand out.
These Christmas ads serve as more than mere product promos—they’re seasonal events that capture the magic (and occasional mayhem) of the holidays. Whether it’s Waitrose’s mystery, Aldi’s spy adventure, or M&S’s fairy magic, each ad brings a unique take on what the holidays mean, reminding us that Christmas marketing is as much about storytelling as it is about sales.
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