The holiday season has evolved into more than just a peak shopping period—it’s now a high-stakes creative battleground where brands unleash their most ambitious campaigns. Each year, Christmas commercials grow increasingly cinematic, aiming not just to sell products but to imprint their message into viewers’ emotional memory. These aren’t mere advertisements—they are narrative experiences, rich with symbolism, cultural nods, and increasingly, magical escapism.
Over the past five years, holiday advertising has mirrored the spirit of the times. From the quiet, scaled-back messaging of 2020 during the COVID-19 pandemic to the cozy reassurance of 2023’s nostalgia-driven campaigns, the creative direction has consistently reflected public sentiment. In 2024, we’re witnessing a fresh chapter—one defined by storytelling rich in fantasy, whimsy, and emotional resonance. This year's festive offerings signal a continued desire to escape the weariness of everyday life and embrace a world filled with enchantment, warmth, and optimism.
Here’s a detailed journey through the standout Christmas campaigns of 2024, examining how each brand has crafted its seasonal tale, and what it reveals about the evolution of modern advertising.
Argos Ignites Holiday Joy with a Musical Mascot Spectacle
Argos has long carved a distinct niche in the Christmas advertising landscape, prioritising products people truly want with a dose of British wit and whimsy. In its 2024 festive campaign, the retailer once again taps into this winning formula, resurrecting its beloved brand mascots—Trevor the Dinosaur and Connie the Doll—for another offbeat, highly visual journey. This year, though, the narrative cranks up the volume, quite literally, by transforming Trevor into a rockstar in a musical dreamscape that’s both entertaining and unexpected.
In an age when brands often strive to outdo each other with tear-jerking montages or Hollywood-style narratives, Argos has doubled down on what it does best—creating commercials that don’t just entertain but also sell. Trevor’s rock-fueled fantasy is directed by none other than Michael Gracey, the visionary behind The Greatest Showman, ensuring the production is as polished as it is exuberant.
The advertisement opens with Trevor immersed in a vivid dream sequence. Towering atop a cascade of Marshall-style speakers, Trevor explodes into performance mode, delivering a dinosaur-sized rendition of the classic glam rock anthem 20th Century Boy—tongue-in-cheek renamed to Toy for this context. The roaring crowd, flashing lights, and animated bravado perfectly capture the childlike imagination that fuels the season, all while keeping the brand message rooted in tangible product appeal.
The real genius, however, lies in the underlying simplicity. As Trevor awakens from his fantastical reverie, he’s greeted by Connie presenting a Bluetooth speaker, styled after the iconic Marshall amplifier. This clever transition from fantasy to reality underscores Argos’ essential role as a practical destination for gift-giving, especially for those seeking fun and functionality.
The spot is a high-energy fusion of childhood nostalgia, holiday magic, and retail relevance. It avoids the over-sentimentality that weighs down many seasonal campaigns and instead celebrates festive imagination in a way that’s both accessible and joyful. It doesn’t attempt to over-intellectualise Christmas but taps into that universal desire for delight, soundtracked by an earworm and anchored by a product consumers can buy immediately.
Created in partnership with advertising agency T&P and animated by the talented team at ETC, the ad balances showmanship with shrewd commercial insight. It’s a classic case of doing more with less—using well-established characters, playful storytelling, and a simple gift to deliver a campaign that’s as watchable in December as it is shoppable.
In a marketplace increasingly saturated with self-serious Christmas ads, Argos’ strategy of delivering fast, fun, and festive content that speaks directly to family audiences sets it apart. It might not tug on every heartstring, but it strikes a resonant chord nonetheless, and in doing so, affirms the brand’s identity as a vibrant, gift-centric retailer that understands how to turn seasonal shopping into a playful experience.
Sainsbury’s Elevates Festive Advertising Through Storybook Fantasy
Sainsbury’s, known for its consistent commitment to quality and community, delivers a strikingly imaginative and heartwarming campaign in 2024 that diverges from the typical Christmas ad blueprint. Foregoing celebrity gimmicks and transient trends, the retailer instead reaches into the rich tapestry of children’s literature, drawing inspiration from Roald Dahl’s The BFG to deliver a story that feels at once timeless and refreshingly current.
In this whimsical tale, the Big Friendly Giant himself becomes the centerpiece of an unexpected festive journey, teaming up with Sophie, a friendly Sainsbury’s colleague, for a culinary expedition through the retailer’s premium Taste the Difference range. Together, they explore a fantastical universe where humble Christmas ingredients—succulent smoked salmon, earthy Brussels sprouts, and rich Stilton—are imbued with the magical potential to make a holiday feast truly extraordinary.
Narrated by the unmistakable voice of Stephen Fry, the campaign is given an added layer of gravitas and charm. The bespoke orchestral soundtrack, recorded with a 54-piece ensemble at the legendary Abbey Road Studios, envelops the ad in a cinematic sheen that enhances both its emotional and visual appeal. Each scene is meticulously rendered, offering a narrative that’s immersive and rich in holiday sentiment without veering into saccharine territory.
But beyond the polished aesthetics lies a meaningful message. Sainsbury’s pairs its imaginative storytelling with an ambitious social initiative—Nourish the Nation—which aims to distribute over five million meals to families in need over the holiday season. In an economic climate where many households continue to feel the sting of rising costs, this tangible commitment to supporting vulnerable communities adds gravitas to the campaign, grounding its fantasy in real-world action.
The ad smartly balances enchantment with ethical responsibility. It neither shouts about charity nor hides behind glamour but integrates the two in a narrative that feels both generous and genuine. As such, the campaign manages to reflect Sainsbury’s broader brand ethos: high-quality food, heart-led service, and an enduring sense of public duty.
Additionally, by opting for a literary character familiar to both children and adults, Sainsbury’s sidesteps the problem of fragmented audiences. Unlike fleeting influencers or divisive celebrity figures, the BFG is a universally recognised symbol of kindness and imagination. This cross-generational appeal makes the campaign both emotionally resonant and widely accessible, cutting through the noise of modern media consumption with elegance and ease.
Balancing Storytelling with Substance: A Tale of Two Strategies
Though the executions differ dramatically—one being a raucous, music-infused fantasy and the other a cinematic food odyssey—both Argos and Sainsbury’s have tapped into the same fundamental truth: that holiday advertising is most effective when it entertains, engages, and leaves a lasting emotional impression. The similarities don’t end with tone or production value. Both brands manage to articulate their commercial objectives—whether that’s selling specific products or reinforcing ethical credibility—without sacrificing storytelling integrity.
What separates these two campaigns from the crowd is the confidence in their own brand identities. Argos doesn’t pretend to be something it’s not; it embraces its role as a high-street go-to for fun, accessible gifts and wraps that proposition in a high-gloss performance. Sainsbury’s, meanwhile, continues to uphold its reputation for quality and community by offering a narrative steeped in tradition, flavor, and empathy.
In an era where consumers are more discerning than ever, and brand loyalty is harder to earn, this kind of clarity is invaluable. The season of giving may be steeped in sentiment, but it’s also a critical time for commercial differentiation. Both campaigns demonstrate that it's possible to enchant while still hitting the core objectives of visibility, memorability, and product alignment.
Reflecting Culture While Defining Brand Identity
As Christmas advertising becomes an increasingly theatrical and scrutinised spectacle, the pressure on brands to innovate while remaining true to their core values has never been greater. Both Argos and Sainsbury’s have shown that they understand not only the spirit of the season but also the needs and desires of their customers. Whether it’s through musical whimsy or culinary reverie, these campaigns provide a blueprint for how to do festive marketing right—balancing creativity with clarity, and charm with commerce.
They don’t merely mimic popular trends or chase viral moments; instead, they build stories that support the brand’s DNA and enrich the viewer’s experience. The result is advertising that doesn’t just occupy space in the commercial break—it earns its place in the cultural conversation.
As audiences become more selective in what they emotionally invest in, particularly during the holidays, campaigns like these reaffirm that creative bravery and strategic authenticity are what truly resonate. Both Argos and Sainsbury’s have found ways to make this festive season not just marketable, but memorable—and in doing so, they remind us that great advertising isn’t just about products or promotions; it’s about meaning, magic, and a story well told.
Asda’s Gnome Brigade Sparks Holiday Delight with Animated Escapade
Asda has long demonstrated a flair for memorable Christmas campaigns, and in 2024, the retailer has once again struck a delightful chord with audiences through its high-octane, animation-driven festive spot. This year's concept centers around a cast of eccentric garden gnomes who spring into action amid a blustery snowstorm to save the day—and quite literally, the store. Infused with humor, color, and nostalgia, the ad reinvents the traditional retail advertisement into a miniature adventure film.
The soundtrack alone is a masterstroke of emotional resonance and tongue-in-cheek charm. Set to the legendary theme of The A-Team, the music injects the campaign with an instant sense of drama and fun. It also evokes a sense of childhood television wonder, connecting generations who remember the 1980s action series with a whole new audience of children drawn in by the whimsical gnome cast.
The plot unfolds with two worried Asda workers fretting over the store’s readiness for the festive rush. With snow falling thick and fast, they activate a signal flare that triggers an almost mythical response: garden gnomes from across the country are mobilized, each arriving on the scene with unique talents and tools. From Gnicky, the flamboyant fashion designer, to Gnorma, the logistical mastermind, each character brings something quirky and specific to the table, creating a lively ensemble cast with strong commercial potential.
The advertisement was developed under the direction of Bryan Buckley, a filmmaker renowned for high-impact, emotionally intelligent storytelling. The animation alone took over 3,000 hours to complete and was produced with painstaking detail, blending cinematic techniques with playful caricature to produce a visually rich and narratively tight campaign.
Beyond the screen, Asda cleverly ties the fictional world of its gnomes to real-world merchandising. Decorative gnome figurines, already popular in previous years, have once again become hot-ticket items. By integrating collectible products directly linked to their advertising characters, Asda creates a seamless retail experience where viewers can turn emotional connection into instant purchase. This brand-to-cart alignment significantly enhances consumer engagement while reinforcing the campaign’s narrative structure.
At a time when audiences increasingly crave escapism that still feels grounded, Asda’s campaign delivers on both fronts. It merges modern animation and timeless themes—teamwork, community, and festive preparation—into a story that’s light-hearted yet meaningful. The gnomes don’t just decorate; they galvanize. They embody Asda’s broader message of collaboration and service during the busiest time of year.
What distinguishes Asda’s approach from its competitors is the clever layering of humor and purpose. While the gnomes generate plenty of laughs, the underlying message is clear: when everyone comes together, even the biggest challenges—like preparing a snowbound supermarket—can be turned into something magical. This nuanced balance between comedy and commercial clarity gives the campaign both emotional stickiness and retail impact.
Amazon Tells a Quietly Powerful Tale of Hidden Talent and Kindness
In contrast to Asda’s rambunctious animation, Amazon’s 2024 Christmas commercial opts for emotional depth and quiet elegance. Titled Midnight Opus, the advertisement focuses on the unseen beauty of human potential, conveyed through a touching story about a janitor working the night shift at a grand old theatre.
From the opening frames, the atmosphere is gently immersive. The setting—a dimly lit, empty auditorium—is both visually striking and symbolically potent. As the janitor mops the stage, he breaks into a rendition of What the World Needs Now, unaware that his coworkers are listening. His voice, warm and expressive, becomes the centerpiece of the ad, drawing the audience in with its heartfelt sincerity.
What follows is a surprise act of appreciation and solidarity. The theatre crew, recognizing their colleague's exceptional talent, organize an impromptu concert for him. Using Amazon’s delivery service, they order a formal tuxedo, setting the stage for the janitor to shine in a moment that feels earned and deeply human.
The execution is flawless, both in narrative pacing and emotional tone. The choice of song is particularly resonant. Originally written by Burt Bacharach and Hal David, the lyrics of What the World Needs Now carry an enduring message of compassion and unity—ideals that feel especially poignant during the festive season. Combined with the warmth of the janitor’s performance, the ad leaves a lingering emotional imprint.
Despite Amazon's complicated public image—including ongoing scrutiny over labor practices and workplace conditions—the brand succeeds here in framing its service as an enabler of kindness. By focusing on an underappreciated figure whose moment of glory is made possible by thoughtful gestures, the commercial reframes convenience not as consumerism but as empowerment.
The ad was produced by Amazon’s in-house creative team in collaboration with the acclaimed production company Hungry Man, known for its refined storytelling and human-centered narratives. The casting, set design, and musical arrangement all work in concert to produce a campaign that is quiet but impactful.
Moreover, the ad’s reach extends far beyond traditional media. Distributed across Europe and later rolled out in North America, it is part of Amazon’s broader festive push to showcase the intangible benefits of its vast platform—connection, fulfillment, and emotional resonance. The use of storytelling as a vehicle for brand positioning is subtle yet effective, reinforcing the idea that Amazon is not just a retailer but a facilitator of joyful moments.
A Study in Contrast: Action vs Emotion in Holiday Campaigns
Asda and Amazon approach the holiday season from dramatically different creative angles, yet both manage to leave an indelible mark on the viewer. One leans into chaos and comedy; the other into quiet introspection. This juxtaposition highlights the diversity in successful holiday marketing strategies and illustrates that there is no one-size-fits-all template for reaching hearts—and carts—during Christmas.
Asda’s gnomes are loud, zany, and relentlessly entertaining. Their world is exaggerated, their personalities over-the-top, and their mission urgent but whimsical. The result is a campaign that engages younger viewers and families while offering clear merchandising potential. The characters are instantly lovable, and the plot is simple yet compelling: when the holiday crunch arrives, teamwork makes the magic happen.
Meanwhile, Amazon’s Midnight Opus takes a more grounded, emotionally resonant route. It doesn't aim for laughs or slapstick, but instead for empathy and quiet triumph. The janitor, though nameless, becomes a symbol of all the unnoticed talents around us—people whose light simply needs an audience and a little support to shine.
Both campaigns effectively use their platforms to amplify brand values. Asda positions itself as vibrant, community-oriented, and delightfully chaotic, while Amazon casts itself as a silent partner in life’s most touching moments. What binds them is their ability to tell a story that doesn't just showcase a product, but reveals something fundamental about people, relationships, and the spirit of giving.
Crafting Emotion Through Imagination: What These Ads Get Right
Holiday campaigns often risk veering into either saccharine sentimentality or overwhelming noise. But Asda and Amazon demonstrate that successful Christmas advertising is ultimately about crafting narratives that are not only enjoyable but meaningful. These two campaigns showcase a mastery of tone, pacing, and message clarity—whether through animated gnome escapades or soulful nighttime serenades.
Asda’s campaign is a whirlwind of color and motion, appealing to viewers who appreciate energy, humor, and personality-driven storytelling. Amazon, by contrast, delivers emotional depth through silence, sincerity, and song. Both illustrate the power of narrative to transform brand messages into something more—into moments that make audiences feel seen, heard, and connected.
What these campaigns share, beyond their polished execution, is an understanding of what the holidays truly represent: the joy of giving, the strength of community, and the quiet magic that can be found in unexpected places. Through imagination and authenticity, both Asda and Amazon remind us why festive advertising continues to matter—not just as a tool for commerce, but as a catalyst for connection.
Aldi’s Kevin the Carrot Returns with a Festive Mission That Delights Generations
In the world of festive advertising, few characters have achieved the enduring popularity of Aldi’s Kevin the Carrot. Introduced in 2016, Kevin has become not only a central figure in Aldi’s Christmas marketing strategy but also a symbol of seasonal joy for families across the UK. Now entering his ninth year of holiday escapades, Kevin once again proves his enduring charm in the 2024 campaign by taking on a new antagonist: the mischievous Dr. Humbug.
The storyline unfolds in a beautifully rendered animated village, a place once brimming with holiday cheer that has fallen under the icy influence of Dr. Humbug and her gloomy minions. Enter Kevin, the ever-optimistic carrot, who, along with his family—particularly his resourceful wife Katie—sets off on a mission to reclaim the stolen spirit of Christmas. Disguises, gadgets, humorous twists, and narrow escapes make this mini-adventure feel like a festive espionage tale for the whole family.
Narrated by the rich, nostalgic voice of Jim Broadbent, the ad brings together timeless storytelling with a sharp sense of humor and emotional warmth. The campaign is crafted by McCann, with animation led by Riff Raff and Psyop, two studios known for elevating character-driven animation into high art. The resulting visuals are not only technically impressive but resonate emotionally, ensuring that the campaign connects across generations.
Crucially, Kevin’s enduring appeal lies in his simplicity. He embodies the classic underdog hero: humble, optimistic, and endlessly determined. In an advertising climate often oversaturated with overwrought narratives and brand vanity, Kevin’s down-to-earth charm feels refreshingly authentic. Children adore his antics and visual slapstick, while adults appreciate the clever puns, visual gags, and subtle cultural references woven into the story.
Moreover, the campaign reinforces Aldi’s brand promise in an unobtrusive yet effective way. The mission to restore joy becomes a metaphor for Aldi’s commitment to making Christmas accessible and delightful for all. Without heavy-handed messaging, the commercial subtly highlights Aldi’s quality offerings at competitive prices—an especially resonant message in an era of heightened cost-consciousness.
Year after year, Aldi’s festive campaigns featuring Kevin the Carrot have contributed not only to brand recall but to cultural continuity. The character is now part of the British Christmas lexicon, spawning collectible toys, plush merchandise, and themed holiday recipes. In 2024, Aldi has once again shown that staying true to a beloved character, while evolving the story with fresh creative elements, can be a masterstroke in long-term branding.
Boots Shines a Light on Mrs. Claus in a Bold Reimagining of Holiday Tradition
This year, Boots subverts the traditional Christmas formula with a trailblazing campaign that repositions Mrs. Claus not as the silent helper behind Santa, but as the true powerhouse of the festive season. Portrayed by Adjoa Andoh, known for her commanding performances in Bridgerton and beyond, Mrs. Claus leads a dynamic beauty workshop filled with bustling elves who meticulously prepare personalized gifts and skincare packages.
At first glance, the campaign is a dazzling blend of whimsy and glamour. But beneath the glittering surface lies a powerful message of female leadership, agency, and celebration of self-worth. While Santa snoozes in a cozy armchair, Mrs. Claus orchestrates the operation, ensuring each gift reflects care, thoughtfulness, and individuality. The ad closes with her looking into the camera with a wry smile, delivering the impactful line: “And you thought it was all him?”
The production, directed by Dave Meyers and soundtracked by Eve’s defiant anthem Who’s That Girl, is slick, colorful, and unapologetically empowering. This modern feminist twist on a familiar festive figure taps into broader cultural conversations about equality and representation—ensuring the ad doesn’t just entertain, but resonates.
Boots has cleverly expanded the reach of this campaign through an intricate web of cross-platform initiatives. Beyond television and cinema placements, the campaign has spilled over into social media through collaborations with top beauty influencers, cleverly dubbed “elf-fluencers.” These digital ambassadors showcase curated holiday looks using brands featured in the campaign, including e.l.f., Laneige, Sol de Janeiro, and Bubble Skincare. The integration also extends into immersive experiences on platforms like Snapchat, Pinterest, and even within popular mobile games like Candy Crush.
One of the most notable features of this campaign is its inclusive targeting. For the first time, Boots is actively engaging male audiences across platforms such as YouTube and podcast sponsorships, reshaping what it means to gift beauty products and engage with self-care narratives. The focus is not only on appearance but on empowerment, self-expression, and the emotional lift that comes from thoughtful gifting.
As a retailer traditionally associated with practical shopping and seasonal beauty bundles, Boots’ evolution into a cultural storyteller is particularly noteworthy. The brand has repositioned its voice from merely being a product provider to becoming a proponent of inner strength, confidence, and identity. By doing so, it effectively aligns its product offering with values that are increasingly shaping consumer decisions.
Contrast and Complement: How Aldi and Boots Capture Two Sides of Christmas
The festive season often conjures visions of tradition and nostalgia, but Aldi and Boots approach these themes from contrasting yet equally effective angles. Aldi leans into warm, playful continuity with Kevin the Carrot, celebrating lighthearted humor and the togetherness of family in a format that’s friendly, familiar, and culturally embedded. It’s a campaign that evokes classic animated tales while staying rooted in retail relevance.
Boots, on the other hand, takes a bolder leap into reinvention. The brand doesn’t just show products—it reframes the entire Christmas mythology, placing women’s contributions center stage and challenging passive portrayals of Mrs. Claus with bold visuals, strong characters, and cultural modernity. It uses beauty as a vehicle not just for appearance, but for personal power.
Despite their tonal differences, both campaigns share an underlying commitment to purpose-driven storytelling. Aldi keeps joy accessible through humor and affordability, while Boots empowers viewers to see gifting—and themselves—in a new light. Both also showcase the value of character consistency, whether through a returning mascot or a reimagined icon, allowing the brands to build deeper emotional connections over time.
These strategic approaches highlight that effective holiday campaigns don’t require formulaic sentimentality. What they need is clarity of voice, relevance to modern audiences, and stories that reflect the evolving dynamics of culture, identity, and celebration.
Emotional Resonance and Cultural Insight Drive Success
At the heart of both Aldi’s and Boots’ Christmas campaigns lies the recognition that emotional resonance is key to cutting through the festive advertising noise. Whether through a talking carrot or a confident Mrs. Claus, both brands embrace characters that audiences can connect with—and crucially, remember.
Aldi continues to leverage the power of storytelling in a format that appeals across demographics. The humour, simplicity, and recurring themes of Kevin the Carrot allow the brand to build trust and anticipation year after year. This continuity provides not only entertainment but commercial momentum, as customers return not just for groceries but to be part of an unfolding tradition.
Meanwhile, Boots breaks from tradition by redefining what festive leadership looks like. By tapping into current discussions on gender roles and individuality, the brand positions itself not just as a retailer, but as a participant in broader social change. The creative direction is bold, refreshing, and likely to inspire both admiration and discussion—a combination that marketing campaigns seldom achieve.
Lidl Infuses Subtle Magic into Everyday Acts
Lidl’s campaign, directed by Tom Hooper of The King’s Speech, blends realism and magic through the lens of a young girl performing quiet acts of kindness. While the storyline—centered on her wish to help a lonely boy—is not immediately obvious, the ad rewards attentive viewing and builds to a touching final gesture.
While understated, the campaign is anchored by a tangible initiative: Lidl’s Toy Bank, which aims to donate more than 100,000 toys to underprivileged children. This real-world action infuses the campaign with purpose, subtly enhancing the message of holiday compassion.
M&S Food Goes Dual with Dawn French
Dawn French reprises her role as the M&S Fairy in a campaign that breaks the fourth wall—literally. This time, a live-action Dawn engages in witty banter with her animated self in a sequence that introduces a festive house party fueled by M&S Food.
Although the plot may leave some viewers puzzled, the campaign is part of a broader six-part series highlighting various elements of M&S’s culinary range. The episodes promise depth and detail, with future segments featuring musical guests and celebrity collaborations, setting the stage for sustained viewer engagement throughout the season.
M&S Clothing Transforms a Gathering into a Gravity-Defying Celebration
For its Clothing and Home division, M&S crafts a vivid visual dreamscape. In the ad, a young girl’s discovery of a magical snow globe upends the laws of physics, sending her family gliding across walls and ceilings in celebration.
Set to the upbeat track I Believe in Miracles, the spot showcases a renewed emphasis on glitzy, glamorous apparel. After several years of subdued fashion, this ad heralds a return to statement pieces and theatrical flair, capturing the joy of dressing up for the holidays.
Waitrose Delivers a Delicious Whodunnit
Waitrose dares to be different this year with Sweet Suspicion, a stylish comedic mystery. Set in a stately home with a cast of quirky characters, the plot revolves around a stolen dessert and features deadpan interrogations conducted by Matthew Macfadyen.
This entertaining two-part series cleverly incorporates Waitrose’s gourmet holiday offerings while giving viewers a story to invest in. It’s witty, self-aware, and refreshingly offbeat, and its cliffhanger ensures audiences will return for more.
Morrisons’ Oven Gloves Sing Again
Returning by popular demand, Morrisons’ singing oven gloves are back, this time lip-syncing to Give a Little Love as a family prepares their festive feast. Directed by Michael Gracey, the ad embraces absurdity with a theatrical flair.
The campaign’s playful tone and charming visuals are perfectly pitched to delight families, while subtly reinforcing the retailer’s focus on food at the heart of Christmas celebrations.
Tesco Builds a Gingerbread World of Emotion
Tesco’s holiday ad takes a tender turn with Feed Your Christmas Spirit, which follows a man named Gary rediscovering joy through a nostalgic tradition—baking gingerbread houses with his grandfather, a memory once shared with his late grandmother.
As Gary reconnects with the past, his world morphs into a gingerbread wonderland. It’s visually inventive and emotionally grounded. The campaign is also philanthropic, with a portion of gingerbread product sales supporting FareShare and Trussell Trust in combating holiday hunger.
John Lewis Weaves a Memory-Driven Magical Journey
John Lewis’s 2024 commercial, The Gifting Hour, follows a last-minute shopper, Sally, on a surreal journey through her memories inside a department store. Her path leads through wardrobes, attics, and childhood moments, reminding her where to find the perfect gift.
Set to Richard Ashcroft’s Sonnet, the ad combines nostalgia with fantasy in true John Lewis style. A nationwide competition invites aspiring musicians to cover the track, adding a participatory element that connects the campaign to real-life storytelling.
Creative Industry Reflections: A Year of Familiar Faces and Fantasy
According to advertising professionals, 2024’s Christmas ads share a notable emphasis on continuity. Characters like Kevin the Carrot, the M&S Fairy, and the Asda gnomes serve as anchors for brand identity. This shift toward serialized storytelling reflects broader entertainment trends and gives brands the opportunity to deepen engagement over time.
However, not all responses have been glowing. Some creatives have lamented a lack of emotional authenticity and innovation, with an overreliance on CGI and magical themes at the expense of relatable human moments. Still, campaigns like Amazon’s, Tesco’s, and Waitrose’s have demonstrated that emotional resonance, clever storytelling, and product visibility can coexist meaningfully.
Final Thoughts
The 2024 Christmas advertising season has proven once again that this unique period remains one of the most emotionally resonant and creatively ambitious moments in the marketing calendar. Across brands and formats, the emphasis this year has clearly leaned toward escapism, magic, and fantasy—perhaps a reflection of the public’s longing for wonder amid economic pressures, global unrest, and cultural fatigue.
Many brands have returned to familiar characters, such as Aldi’s Kevin the Carrot or the M&S Fairy, showing the growing value of consistency and recognisable mascots. This brand continuity not only boosts emotional connection but ensures immediate brand recall in a saturated media environment. It's a strategy that mirrors modern content consumption—serialisation, episodic storytelling, and character loyalty—all trends borrowed from television and streaming platforms that now influence how brands approach long-form festive narratives.
However, while spectacle was abundant, some industry voices have questioned whether heart and relatability have taken a backseat. The emotional core that defined some of the most iconic Christmas ads of past years—such as John Lewis’s The Long Wait or Sainsbury’s WWI truce ad—feels less pronounced. Instead, we’ve seen an abundance of fantastical elements, animated characters, and surreal dream sequences, which—while visually impressive—don’t always land with lasting emotional impact.
Yet this shift may not be accidental. Today’s audience is more fragmented than ever, with generational divides, platform preferences, and diverse cultural touchpoints making it difficult to deliver a one-size-fits-all message. In this context, fantasy becomes a universal language—one that offers a break from reality without directly challenging it. When executed well, as in Sainsbury’s BFG or Amazon’s Midnight Opus, it becomes more than escapism; it becomes reassurance.
Ultimately, 2024’s festive campaigns continue to underscore the power of emotional storytelling, the value of creative continuity, and the importance of reflecting the times we live in—even through fairy lights and CGI snowflakes. Christmas advertising may be evolving, but its ability to enchant, entertain, and engage remains strong. Whether through heartfelt nostalgia or gnome-led chaos, these campaigns remind us why we keep coming back year after year: to feel something that cuts through the noise and leaves us, however briefly, a little more uplifted.
