Let’s get into part 2?
With just another week to go until the big day, shall we continue the festive fun with part 2 of this year’s Christmas adverts? In this section, we dive into the adverts from Tesco, Amazon, Lidl, Boots, Asda and the mighty John Lewis. So, shall we get started?
Tesco | Helping #FeedYourChristmasSpirit ✨
Tesco’s 2024 advert swaps 2023’s Christmas trees for gingerbread. Set to 2010 tune of On Melancholy Hill by Gorillaz, the advert follows a man called Gary, and his grandad, as they navigate the festive season while mourning the loss of his late grandma. Along the way, everything around Gary turns into gingerbread, from his fish, friends and even himself at one point. As the story unfolds, we learn the significance of the gingerbread; a festive tradition he shared with his grandma. Created by BBH London in partnership with Iconoclast, Tesco’s group customer director, Becky Brock says “We want our Christmas campaign to connect people with the joy of moments that help feed our Christmas spirit and showcase how Tesco can help you do just that.”
My only criticism for this advert is that you need to watch the full 3 minutes to truly understand the storyline and its significance. With the majority of TV adverts being a max of 30 seconds long, you just don’t get the emotion behind it when it’s cut down. Having said that, ‘Feed Your Christmas Spirit’ does tug on the heart strings; it’s real and features the reality of missing a loved one during Christmas time: “First Christmas ad to make me feel christmassy whilst also having real emotions. I love everything about this.” and “I expected something like this from John Lewis, but not Tesco. You guys and girls have really upped your game this year…”
It just goes to show that Christmas adverts don’t need an overly elaborate storyline, sometimes less is more. Well done, Tesco. Although you made me tear up, you do get my vote. Gingerbread anyone?❤️
Amazon | Midnight Opus
Following the theme of heartfelt, let’s jump into Amazon’s 2024 entry. Midnight Opus’ message is all about how small gestures go a long way during the festive season. The 90 second advert features a theatre caretaker who is heard quietly singing bits of the 1965 Hal David and Burt Bacharach classic ‘What the World Needs Now Is Love‘, whilst working. Surprised by his vocal talent, colleagues rally behind him by lighting a stage, ordering him an Amazon tuxedo jacket, and cheering him on.Touched by their generosity, the humble caretaker belts out the song, leaving his colleagues touched by his incredible voice.
Global Chief Creative Officer at Amazon, Jo Shoesmith says “Midnight Opus is a story that celebrates the joy from doing something special for the people in your life. I think we all know how wonderful it feels to be the recipient of even the smallest act of kindness – whether that be a thoughtful gift or an encouraging word – and we wanted to bring that ineffable emotion to life.” It is a cutesy ad with a nice message and the caretaker can certainly sing. But, personally, it doesn’t quite have that Christmasy feel to it. I preferred last year’s advert better – sorry Amazon, it’s a 6/10 from me…
Boots | The Christmas Makeover
The Boots ad stars the brilliant Adjoa Andoh (a DreamingFish friend!) as a sassy Mrs Claus, running a beauty ‘werkshop’ with her ‘elflunencers’ while Santa naps by the fire. We’re big fans of Adjoa here at DreamingFish, having worked with her across a few projects with Tree Aid, and we loved seeing her play a festive role in this advert. When asked about her involvement, Adjoa said: “How beauty can make you feel and how it shapes your identity is very important to me, so when Boots asked me to be a part of their festive campaign and play the vital and often under-valued role of Mrs. Claus, I was thrilled.” Released on Wednesday 6th November, the advert features the iconic song ‘Who’s That Girl’ by Eve, a true #girlpower anthem and I’m here for it.
Produced by RadicalMedia and directed by Dave Meyers, the 70-second advert has received a whole bunch of hate over its sheer ‘wokeness’. “Boots have just put the final nail in its own coffin. Go woke, go broke!” and “What a sick company you are using Santa Claus to promote gender ideology” are just a few comments flooding platforms like X and YouTube. Some people have even pledged to #boycottboots! As American 19th century showman, Phineas T. Barnum once said “there’s no such thing as bad publicity” and in this instance, I believe it’s true. Since its release, the video has racked up 502k views on YouTube compared to Tesco’s mere 217k. Not my favourite contender but very good effort, Boots.
John Lewis | The Gifting Hour
Once known as the Kings of Christmas adverts, John Lewis’ crown may be slipping…Their 2024 entry follows a sister travelling through memories (seeing her sister throughout her different ages/phases to find the perfect gift for her. Created by advertising agency, Saatchi & Saatchi (who also made the Waitrose xmas ad) the advert is soundtracked by The Verve’s Sonnet; the original version instead of a cover track, a usual John Lewis speciality. Saatchi & Saatchi’s Chief Creative Officer Franki Goodwin says: “The Gifting Hour is a glorious visual and emotional feast which is both grown-up and childlike at the same time. Our chosen track, Richard Ashcroft’s Sonnet, is a memory for anyone who grew up in the ’90s – and the fact we’ve not chosen a cover version really leans into the nostalgia.”
Despite its high production value and heartfelt message, the advert fell flat, leaving viewers confused about its meaning: “Sorry John Lewis but it’s a definite NO from me. Don’t understand what’s going on.” “Don’t get that John Lewis Christmas ad at all. Very confusing.” I think for those who have sisters, this advert makes sense: “As someone who has lost a sister this makes complete sense to me. I’d give anything to be able to go back like this. Just beautiful.” However, for those who don’t, the advert perhaps doesn’t resonate in the same way.
Due to the The Gifting Hour’s complex storyline, we need the full 90-seconds to fully appreciate the advert’s meaning. When the ad gets shortened for use on television, it just doesn’t work. Given a multimillion-pound budget (historically £7M), it’s disappointing that the ad’s cutdowns were overlooked. Come on, John Lewis; you’re better than that.
Lidl | A Magical Christmas
Directed by Tom Hooper, Lidl’s Christmas advert focuses around the theme of ‘sharing and small gestures’, the latter much like Amazon’s Midnight Opus. In the heartwarming 60-second ad, a young girl named Emma uses her Christmas wish to give a less fortunate boy a hat and scarf. Produced by creative agency, BBDO Germany, their CEO, Simon Usifo says: “Lidl’s incredible brand power shines through in this campaign, capturing the importance of togetherness, the spirit of giving, and the strength of community. It’s a truly authentic reflection of what makes Lidl a beloved part of the holiday season.”
This year, Lidl’s Toy Bank scheme is back with an aim of donating over 100,000 toys to children across the country who are less fortunate and in need. On YouTube, the video has received positive reviews, with the majority of people commenting on its authentic feel: “This is what Christmas is about. Beats the John Lewis and Boots adverts hands down.” and “What a brilliant ad! This years winner by far! So many use CGI and cliches to death at Christmas but for me Lidl is the deserved winner. Why? Well, because it has used storytelling to its full extent. Hats off Lidl, a masterful campaign!”Couldn’t have said it better to be honest, congrats for the lovely ad, Lidl.
Asda | Gnome of Christmas
Because nothing says Christmas like a bunch of ceramic gnomes, right?! Swapping Michael Bublé for an army of cheerful garden gnomes, Asda’s 2024 advert follows the gnomes as they help employees Bill and Maggie prep the store for Christmas. Their adventure-filled mission is set to the A-Team theme, adding a fittingly fun and whimsical touch.
Created by Havas London and director Bryan Buckley, this 90-second ad took seven months and 3,000 hours of animation to make. The production is undeniably insane, but for me, the endless gnome puns fall flat: ‘gnome more messing around’ and ‘go big or go gnome’. Overall, the video has gotten some pretty positive reviews: “Great British advert, just could not help but smile, exactly what it should be about” whilst others took to YouTube to question the use of the gnomes in a Christmas advert: “Are gnomes Christmassy? Shouldn’t they be elves or am I missing something?”, “What have gnomes got to do with Christmas? I expected something better from ASDA.”
Asda claims to have sold over 100,000 festive gnomes over the last four Christmases. Who knew gnomes were in such high demand! Chief Customer Officer at Asda, David Hills says: “Asda’s gnomes are long standing favourites with our customers and they were staring us in the face as the obvious characters for our Christmas campaign.” For those of you who fancy it, you can purchase your own gnome, for just £7. Last minute Christmas shopping? There’s #gnome time like the present…
Who’s your winner?
Now that you’ve seen all the 2024 contenders, who takes the crown for the best Christmas advert of the year? Are you a sucker for Aldi’s Kevin the Carrot, Tesco’s wholesome gingerbread, Waitrose’s whodunnit pudding mystery (did you get it right?), or a lover of Sainsbury’s BFG? I think it’s safe to say that the production level across all the 2024 adverts have certainly topped last year’s. What will 2025 bring? See you again this time next year!
Ana x
