Reviewed: experts reveal the best retailer Christmas adverts of 2024

 

  

10. Amazon 

22.5/55

The ecom giant’s spot suffered in the points department as the majority of our experts found the rags-to-riches premise “contrived”, “twee” and “inauthentic”, with one noting that it was “no wonder” the comments had been switched off on YouTube. Several judges drew a comparison to John Lewis’ tearjerker ads from years gone by, but not in a particularly flattering light, with one likening it to a “budget version” of the department store’s classic advertising.  

The ad was rated highly by a handful of our judges though, who felt it was “consumer centric”, “joyful” and carried a real Christmas message. Another sympathised that the ad may have been crafted for global audiences, which may be why it lost a bit of authenticity in its execution. 

 

9. Greggs 

25.5/55

Nigella Lawson takes centre stage in Greggs’ Christmas ad, which had a polarising effect on our judges. Many were pleased by the exciting juxtaposition of the well-spoken celebrity chef with the baker’s Festive Bake, described by one as a “classic rug pull”, but several also felt that it would be unlikely she’d ever actually eat one outside of this advert. This note was particularly highlighted during the shot of what one judge described as “the most unconvincing bite of food in all of television”.  

Generally our judges enjoyed the ad and the pairing, but felt it was a missed opportunity and could’ve been improved with less formality and more of the classic tongue-in-cheek humour that both Lawson and Greggs are known for.  

 

8. Marks & Spencer 

26.5/55

Our experts loved the festive glamour and sparkle that oozed from this ad. They praised the sharp choreography, how great the clothes looked and they especially loved the “joyful” track ‘I believe in miracles’ by The Jackson sisters the spot was set to.

However, despite enjoying the art direction and look of the ad, most agreed that it failed to pack a punch in how it made viewers feel – with more than one expert noting that it lacked depth and was even a little bit “cold”. Brrr. 

 

7. Boots 

27/55

Starring Bridgerton actress Adjoa Andoh as the powerhouse Mrs Claus behind Santa, this advert was hugely controversial for some consumers, even sparking calls for a boycott due to being stamped with what the spectator described as the “hallmarks of the hyper-liberal politics”. Aside from the rattled cages, the advert didn’t perform especially well with our expert panel for plenty of other reasons.  

Primarily, Boots lost points for “missing the core brand values” and failing to link the brand to the advert in a way that was meaningful enough. A couple also felt that it lacked the “magical storytelling we’ve come to expect at this time of year”, while another said it lacked “passion and heart”. However most agreed that aesthetically the advert was a visual treat, with plenty of glitz and glamour synonymous with Boots ads gone by.  

 

6. Morrisons 

31.5/55

The grocer’s singing oven gloves return for another year, much to the delight of many of our judges who love them for their “smile inducing” abilities and the “cute”, “light-hearted humour” they bring to the season. With one judge noting that their inclusion “treads the thin line between innocent joy and cheesy try-hard really well”. However, the ad wasn’t an all-out success with our panel, as some noted it may have relied more on “entertainment over emotion” and was “product-centric”.

Although the song choice was a huge hit, a handful noted the art direction for the scenes felt “cluttered” and several felt the food didn’t look as appealing as it could have – instead saying it looked “generic” and “functional”. 

 

5. Aldi 

33/55

Now a hotly-anticipated feature of Christmas, Aldi’s Kevin the Carrot is back in action for their festive ad once again. The majority of our panel praised the supermarket for this choice, with one stating that the discounter had “found a magic formula and are sticking with it” and another noted that the family fun and humour “perfectly aligned” with its brand values.

Lots loved the “iconic” puns like the “false bottom” and the oven dial safe, and gave the brand credit for sticking to this valuable brand asset for eight years now. Where Aldi lost points was in the storytelling, with many of our judges agreeing that it had done a better job of making the ads more memorable and punchier in the past, with one noting that this year’s ad even “felt a bit long”.  

 

4. TKMaxx  

35.5/55

“Random” was the overwhelming sentiment from our judges when it came to the fashion brand’s Christmas spot, which features animals decked out in designer outfits set to Eve’s track “Let Me Blow Ya Mind”. But the “weird” nature of this ad was generally very well-received – with many of the panel in agreement that the off-centre approach gave this spot a “fresh” feeling and they enjoyed that TkMaxx didn’t seem to be taking itself too seriously.

A couple of judges did feel as though dialogue between the two main characters felt as though it had been cut, and that a bit more dialogue might have improved the ad – but in general it was well-praised for the silly take that centred the TK Maxx’s value credentials.  

 

3. Barbour  

38/55

The fashion brand more than held its own in this line-up of massive Christmas ads with its Aardman Shaun the Sheep tie-up, landing in a very respectable third place. Our judges overwhelmingly used the word “fun” to describe this advert and loved the flawless execution of the stop motion. Many agreed it did the job of being memorable – which is of particular importance when the brand only appears on TV during the festive season, and was family-friendly.

Some praised the simplicity of the story while a handful noted the absence of a “journey” for the characters. Overall though, our experts agreed that it did a lovely job of reinforcing Barbour’s heritage, durability and agreed it was “brimming with small, delightful details”, all wrapped up in a festive bow.  

 

2. Sainsbury’s  

40/55

Roald Dahl’s classic character the BFG is the central pillar of the supermarket’s advert this year, which was hugely popular with our panel who gave it a score worthy of second place. The use of the BFG gave the spot a lot of traditional Christmas magic, nostalgia and created a “warm and fluffly” advert for everyone in the family. Although it was noted by a few judges that the use of such a famous character was a “safe bet” for Sainsbury’s, more popular was the opinion that the “comfort and familiarity” of the choice allowed for “marvellous storytelling”. 

The food and the supplier stories ashined in this ad, with one panellist saying it felt like a “genuine celebration of the finest UK produce, with a sprinkle of magic”, and another saying it put the art of festive hosting “in the most beautiful light.”

 

1. John Lewis 

41/55

The most highly anticipated advert of the Christmas season, by advertising experts and consumers alike, John Lewis remains the favourite for another year. The only criticism drawn by some of our experts was that the timeline “demanded attention” from viewers and may be confusing for some, noting that it may have been a better ad on the second or third watch – not a bad strategy for a highly repeated advert.  

Although this edition wasn’t as “weepy” as ads we’ve seen from John Lewis during Christmases past, our judges seemed to appreciate the choice by the department store to avoid the emotional turmoil this year. Overwhelmingly, the spot was praised for being heartfelt and “visually stunning”, while centring the art of gift giving and its place within it. It also gathered points for sprinkling in nostalgia and a non-traditional love story, even if we didn’t get to see the gift in the end.