Christmas adverts have officially taken the nation by storm as the big retailers have released their festive campaigns over the past few weeks.
But with many shoppers’ budgets squeezed, retailers faced a challenge to get the tone of their Christmas adverts right this year.
Retail Gazette speaks with advertising industry experts to find out which businesses succeeded and what is retail’s best Christmas advert of 2023.
Meet the panel
FCB London creative director Jessica Giles
MullenLowe creative director, Loren Cook
Quiet Storm founder and creative director, Trevor Robinson OBE
John Lewis
Views: 1.6 million
Likes: 3,100
Jessica Giles: “Quirky and unexpected but as a bit of a Christmas traditionalist it feels lacking in the tear-jerking emotion that John Lewis has always been famous for.
“While it does show a lot of product, it feels like they’ve forced it in to end on an especially commercial tone, rather than one of true Christmas spirit”.
Loren Cook: “Listen, I’m fully into sentient carnivorous plants and I love a bit of Andrea Bocelli. But this year’s John Lewis offering misses the mark for me. Stylistically beautiful, yet confusing”.
Trevor Robinson: “I like its Little Shop of Horrors-inspired darker spin on the wait for Christmas Day. I enjoyed its different sense of humour because it marked a step change from the usual, but I didn’t know what I was supposed to do with that.
“The ‘Let Your Traditions Grow’ strapline felt shoehorned in, and, most disappointingly, the plant didn’t sing”.
Sainsbury’s
Views: 90,000
Likes: 484
Jessica Giles: “Never expected to get Rickrolled by a Christmas advert! Nice, simple and effective placement of product throughout, with just the right amount of puns and culture references like Charcuter-trees.
“Not necessarily a spot I’ll remember for years to come but gets me in the spirit for a delicious Christmas feast”.
Loren Cook: “I’m a little indifferent to this Sainsburys ad. As a way of telling us all about this year’s Christmas food range, the thought of what Santa has for dinner is a smart one.
“But still, I’m left a little cold. Even a shoehorned Rick Astley cameo didn’t do it for me. Maybe I am the Grinch.”
Trevor Robinson: “The little girl taking command of the tannoy is a funny, promising start, but from there, it is nothing more than a hard sell of products.
“It feels patronising for the viewer. I got the Rick Astley gag, but it’s a dubious ending, and I’m not convinced everyone will know him or his songs well enough for this to land as hoped. In the deluge of Christmas ads, this one is merely fine”.
Asda
Views: 1 million
Likes: 1,400
Jessica Giles: “Feels like a missed opportunity to have so little of Michael Bublé singing, especially with such a punny endline!
“Sure it showed a lot of their Christmas products, but to me it lacked a lot of charm or emotion to carry the storyline and felt a bit more of a box-ticking exercise to show the range of foods and clothing for sale.”
Loren Cook: “Where do you stand on Michael Bublé? His windpipe.
Ok that was opinion of Steve Coogan and Rob Brydon in ‘The Trip’. But love him or hate him it’s hard to deny that this spot is full of charm. At its heart it’s an incredibublé (sorry) way of landing the landing the whole festive food offering.”
Trevor Robinson: “Michael Bublé is a surprisingly good actor, and it feels quite funny, but as a ‘big name celebrity ad’, it is up against Warburton’s fantastic campaign with Samuel L Jackson, and, for me, this campaign falls short in comparison.
“Ultimately, I didn’t buy into Bublé having anything to do with Asda.”
Aldi
Views: 4.1 million
Likes: 5,100
Jessica Giles: “Like last year, Aldi has leaned into re-enacting a traditional film – jumping on the buzz for the upcoming Wonka film by creating a delicious visual spectacle of Charlie and the Chocolate Factory.
“It’s true to the plotline of the original so it lands the nostalgia, but has added the subtle innuendos hidden for the adults to giggle at.
“This year’s advert definitely feels more magical with all the fantastical CGI graphics, and the messaging about giving back feels much more intrinsic to the spot.”
Loren Cook: “This Willy Wonka-inspired spot is a feast for the eyes. The story is simple, the animation is delightful, and it features trumpeting sprouts. Lovely.
“However, after 8 years I do wonder if Kevin has run out of steam. Using the tropes of a famous story feels slightly lacklustre”.
Trevor Robinson: “With all its fart and bum jokes, I don’t understand who this advert is for and who will find it funny.
“It certainly didn’t make me want to eat anything, which is disappointing when you think how tempting all the sweets are in Charlie and The Chocolate Factory. My conclusion: Bah Humbug.”
Waitrose
Views: 192,000
Likes: 859
Jessica Giles: “A bit cheesy and chaotic, but what Christmas party isn’t? Great song, and it showcases all of Waitrose’s Christmas offerings, naturally, while offering loads of inspiration to host your own festivities, even if it’s confusing to take in everything that’s going on.
“It’s not an ad I’ll choose to watch over and over again, but at least it feels festive.”
Loren Cook: “Glam and playful. Graham Norton’s Gold Buche de Noel lifts the entire ad. But I really don’t want to go to that party.”
Trevor Robinson: “I think this ad is meant to be charming in a Ted Lasso or Love Actually way, but it misses the mark. It feels staged, and the food doesn’t even look very appealing.
“As for Graham Norton, he might suit the core audience, but what is he doing here? What really does it for me is the last line about having more cheese…”
M&S Food
Views: 700,000
Likes: 2,100
Jessica Giles: “I got really excited when I recognised Ryan Reynolds’ voice in anticipation of the humour that was to come, but was a slight let down.
“The second half of Fairy trying to cheer them up felt a bit disjointed after Reynolds’ signature sarcastic storytelling of how they ended up lost in the snow, and it would have been great to get more of that witty tone later in the spot.
“However, it was overall still a charming and cute Christmas ad that left me in a festive mood.”
Loren Cook: “I find this spot forgettable, which is disappointing when it features Dawn French, Ryan Reynolds, and Rob McElhenney.
“Also, for a M&S Christmas food ad I think the food is missing from the story. But will l still be getting my picky bits from there? Yeah.”
Trevor Robinson: “Dawn French and Ryan Reynolds? You have to be a lunatic not to love at least one of those guys. Once again, there is a lovely start to the ad with a cute story about a little girl, but it quickly falls by the wayside.
“On paper, this sounded hilarious, but it doesn’t quite get there. Rob McElhenney doesn’t get enough screen time to even try to be funny.”
Boots
Views: 237,000
Likes: 1,100
Jessica Giles: “Simple, charming and based around the interesting insight of ‘who gives gifts to Santa’ which helps it stand out from the rest of the commercials that are a bit more generic in their gifting messaging.
“Product placement was obvious but had the right amount of humour in the types of gifts each person was gifted so it didn’t hit you over the head too much.
“Just the right amount of child-like anticipation and excitement throughout to make you smile”.
Loren Cook: “This ad feels very different for Boots. It’s filmic and the casting throughout is great. It’s a sweet story told well”.
Trevor Robinson: “The road trip is a good premise for this ad, but it all happens so quickly that I had to rewind it to see what gifts the girl was handing out.
“That each one is personalised is totally lost in the vignettes. Overall, the idea is better than the execution. It is directed well, but they have tried to cram in too much. It needs more time to breathe.”
Argos
Views: 3.1 million
Likes: 437
Jessica Giles: “If there weren’t those subtle hints of a Christmas tree and presents in the background, I’m not sure you would really call this a Christmas ad?
“It incorporates products in a more fun way than most, but the scenario feels like it could happen any time of year, and unfortunately lacks any specific storyline that would make it feel festive enough to stand up to the competition.”
Loren Cook: “No heart string pulling or metaphoric messages, just a silly, joyful spot filled with product. It works”.
Trevor Robinson: “If Toy Story is the benchmark for talking toys, this one should be funnier and more surprising. The doll reminded me of Meghan, so I was expecting more.
“It is a great way to show the product. The client must have been rubbing their hands with glee.”
Amazon
Views: 216,000
Likes: 2,000
Jessica Giles: “The classic structure of an Amazon Christmas ad – finding a surprising use for a random product you can add to cart – but it still works! Lovely casting with a really charming and simple, emotional storyline”.
Loren Cook: “Pass me the tissues. This ad does the job of reminding us that we all need a little childlike joy in our lives. I want to be sledging with those old ladies”.
Trevor Robinson: “I hadn’t heard great things about it, so I expected to hate it, but it’s found its way into my list of favourites. And while it is predictable, I thought it was sweet even if it could have been better.
“I was praying for a different, more surprising ending, like the three of them hurtling down the motorway on sledges or, realising how dull watching kids is, sacking it off for a Magic Mike show. Next year, maybe”.
Tesco
Views: 33,000
Likes: 225
Jessica Giles: “A cute concept with a memorable visual execution, and there’s a nice balance of Christmas-y emotion versus teenage angst and embarrassment which feels fresh compared to a lot of the other Christmas ads this season.
“A few moments that felt forced like the obvious ‘Clubcard accepted’ and it could have been edited much shorter—it drags a bit and feels slightly redundant when it could be more pointed and still get the idea across.
“Overall a charming spot though, that makes you smile when the son finally succumbs to the Christmas spirit”.
Loren Cook: “It’s terrifying, truly bizarre and gives me ‘Return to Oz’ feelings. I love it. As a person who puts their tree up way too early, I’m elated at the idea of Christmas spirit actually turning me into a tree.
“The miserable teenager finally embracing the festivities is delightful”.
Trevor Robinson: “I know this won’t be for everyone, but I loved it. It surprised me. It’s schmaltzy, it’s quirky, and I love the idea of people transforming into Christmas items as the spirit takes over them. I love the track, How Bizarre, even if it isn’t a traditional Christmas song.
“The casting and acting are spot on, especially the teenager trying to hide his Chrismassy feelings. It reminded me of how hard it is to get my teenagers into the swing of things these days”.
And the winner is…
Our panel’s favourite Christmas ad is:
Jessica Giles: Amazon
“Don’t think they needed the flashback, would have been cleaner without, but you can really feel the childlike joy emanating from their faces, and it makes me want to hop on a sledge in the snow myself!”
Loren Cook: Tesco
“It was a close call between Tesco and Amazon grannies for my top pick. But I love how Tesco have told a warm story with a dose of Christmas creepiness to the sound of non-Christmassy song. Different and I like it”.
Trevor Robinson: Tesco
“Before Tesco’s late entry, Amazon was my favourite, but the grocer’s top-notch effort this year has kicked that one into the snowdrift.
“It is a Christmas tradition of mine to hope for more when it comes to festive ads. With such big budgets on the table, I want something creative, original and entertaining.
“For me, only Tesco has really achieved that this year as I struggled to tell the difference between the rest. Overall, I am left feeling we can do better. Let’s hope that doesn’t become another tradition”.
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