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 ✨
Compared to their 2023 advert where everything and everyone turned into Christmas trees, Tesco’s 2024 advert turns everything into gingerbread to get people into the spirit of Christmas. Set to 2010 tune of On Melancholy Hill by Gorillaz, the advert follows a man called Gary (along with his grandad) as he balances the emotional ups and downs of the festive season, whilst mourning the loss of his grandma. Along the way, everything around him turns into gingerbread, from his fish, friends and even himself at one point. As the story unfolds, we learn the significance of the gingerbread/gingerbread houses; a festive tradition he used to do 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. With the majority of TV adverts being a max of 30 seconds long, you just don’t get the emotion behind this advert when it’s cut down so much. You just see everything turning into gingerbread, not there’s anything wrong with that! I only truly understood the meaning of the advert when I watched the full version on YouTube and how many people would do the same?
Compared to the other adverts out there, this one by far tugs on the old heart strings. It’s real and features normal people going through real feelings and emotions during Christmas time. Despite the shorter cutdowns, viewers have loved this advert “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, as they say; sometimes less is more and Tesco couldn’t be more correct. Well done, Tesco. Although you made me sob, 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 care taker who is heard quietly singing bits of the 1965 Hal David and Burt Bacharach classic ‘What the World Needs Now Is Love‘, whilst working, by a group of his colleagues. Surprised by his vocal talent, they all come together to make him feel special and seen by doing small things like lighting the stage, ordering him a black tuxedo jacket (from Amazon of course!) and encouraging him to sing out loud. Touched by their generosity, the humble care taker belts out the song, leaving his colleagues speechless and 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 it personally, doesn’t quite have that particularly Christmas feel to it. I preferred last year’s advert better – sorry Amazon, it’s a 6/10 from me…🤷🏻♀️
Boots|The Christmas Makeover 💄
On a very different tone to the previous adverts, Boots have truly ruffled some feathers with their 2024 advert. Featuring the wonderful Adjoa Andoh as Mrs Claus, the advert’s theme is a twist on the traditional ‘Santa Claus and his elves’ with Mrs Claus and her ‘werkshop’ with all her beauty ‘elflunecers’ (all the puns!) sorting out the presents (a wide range of Boots’ beauty products, of course), whilst Santa is fast asleep in his chair by the fireplace. 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 the role of a sassy Mrs Claus 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. The creative brilliantly shows how beauty can help us feel empowered and fabulous. It can lift your spirits in minutes. I like to keep things simple, but quality is important to me, and Boots can offer that to every shopper at every budget.” 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.
However, despite the ad’s light-hearted approach, the public’s response has been far from positive. Produced by RadicalMedia and directed by award-winning music and commercials Director, Dave Meyers, the light-hearted 70 second advert has received a whole bunch of hate online due to 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 examples of the hundreds of negative comments that have flooded platforms like X and YouTube. God forbid having an advert that features a woman of colour as the main character along with drag queens! Wake up haters; it’s Christmas. Some people have even gone as far as boycotting Boots (there’s even a trending #boycottboots for God’s sake). If this advert makes you not want to shop at Boots, step aside because I certainly will be. As American 19th century showman, Phineas T. Barnum once said “there’s no such thing as bad publicity” and in this instance, I believe this to be true. Since its release last month, the video has had 502k views on YouTube (and counting!) compared to Tesco’s mere 217k views. It’s not my favourite contender but good effort, Boots.👏🏼
John Lewis | The Gifting Hour 🎁
Formally known as the Kings of the Christmas advert world, John Lewis’ crown has been slipping over the last few years…For their 2024 entry, John Lewis’ advert is all about a sister’s bond and the challenge that is finding a loved one the perfect gift for Christmas. From the perspective of one sister, the advert follows her as she travels back through time and her memories (seeing her sister throughout her different ages/phases) to track down the perfect present to give to 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. Speaking about the meaning of the ad, Saatchi & Saatchi’s Chief Creative Officer Franki Goodwin says: “We’ve all been there – time’s running out, and you’re still looking for the perfect gift for someone in your life who’s impossible to shop for. That’s why I believe viewers will truly connect with our heroine – as she dives into a rack of dresses, exploring her memories in search of that special gift. 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 the advert’s amazing level of production and heartfelt message, its fallen flat amongst viewers; leaving many confused and unsure on what the video is all about. I think for those who have sisters, this advert hits deep in the feels: “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 doesn’t tug on the heartstrings in the same way. “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.” Similarly to the Tesco advert, I have the same comment when it comes to the advert cutdowns. Due to its complex storyline, the whole 2 minutes is needed to fully understand what is happening and when you lose the core 90 seconds of the advert, for use on television, the video just doesn’t work. You completely lose the touching aspect of the storyline! From a company that would’ve spent a lot of money (previous adverts have cost them around £7 million!) on creating this advert, I’m disappointed that they didn’t think through the cutdowns better. Come on, John Lewis, you guys are better than that.
Lidl | A Magical Christmas 🧤🧣
Directed by award-winning director Tom Hooper, Lidl’s Christmas advert this year focuses around the theme of ‘sharing and small gestures’, the latter much like Amazon’s Midnight Opus. In the heartwarming, 60 second advert, a little girl called Emma uses her Christmas wish to give a little boy, who is less fortunate than her, a hat and scarf to keep warm, for when they play outside in the snow together. Produced by creative agency, BBDO Germany, speaking about the video, 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. For more information on this wonderful scheme or if you’d like to donate, head over to their website to learn more. I must say, for the second year running Lidl’s advert feels more John Lewisy than the John Lewis ad itself. On YouTube, the video has gotten such positive reviews, with the majority of people commenting on its real and authentic feel: “Great Christmas advert. 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?! Last year’s Asda advert featured the #KingOfChristmas, Michael Bublé, himself but for this year’s entry, they’ve opted for something perhaps a little less festive; garden gnomes. Due to a snow storm, Asda employees Bill and Maggie are in desperate need of help to get their store ready in time for Christmas, but who’s going to help them? Enter the army of cheery garden gnomes to save the day! Their adventure packed Christmas mission is set to the tune of the 80s TV show ‘A-Team’, which fittingly adds to the fun and whimsical element of the video.
I can’t deny that the production of the advert is insane but the endless amount of gnome puns just falls a bit flat after we’ve heard the first few: ‘gnome more messing around’ and ‘go big or go gnome’… The 90 second advert, produced by UK advertising agency Havas London and directed by American filmmaker, Bryan Buckley, took around seven months to create and is made from around 3,000 hours of animated footage; damn. You can find out more about how the advert was created here. 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.”
According to their website, 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 – a very Asda way for us to showcase our breadth of offer.” For those of you who fancy it, you can purchase the gnomes (for only £7) featured in the ad over on Asda’s website. 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, (find out who the culprit was here – 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!👋🏼🎅🏼🫶🏼
