With the festive season fast approaching, there are many traditions to look forward to, such as decorating our homes with Christmas trees and tinsel, tucking into delicious food and exchanging gifts. However, there is one Christmas tradition that we are particularly excited about – you guessed it, Christmas adverts!
From the heart-wrenching to the humorous, Christmas adverts have long been a staple of Britain’s Christmas period. Not only do they hold a special place in our collective memory, evoking feelings of nostalgia for times gone by, but they are also effective marketing tools that enable businesses to generate interest in their brands.
This year has seen the release of numerous adverts that successfully blend compelling storytelling with strong commercial awareness. In this blog, we will explore the light-hearted, emotional and downright quirky adverts that have defined this year’s Christmas advertising landscape.
- Waitrose: Sweet Suspicion
First up on our list is Waitrose’s Sweet Suspicion, an advert that strikes the perfect balance between comedy and nostalgia. Boasting a cast of kooky characters, the advert centres on the most Christmassy of mysteries – the disappearance of a Christmas pudding! The plot has an air of Agatha Christie about it, involving a family’s attempts to identify the pudding thief, with a series of hilarious twists and a nail-biting cliffhanger.
What we love about it: Waitrose’s contribution to 2024’s deluge of festivities is especially striking, not least due to the casting of Matthew Macfayden in the lead role. We appreciate how it showcases Waitrose’s products in a subtle way that doesn’t distract too much from the whimsical plot. Overall, this advert is heartwarming fun, with a smattering of quintessentially British charm.
- Aldi: Kevin the Carrot’s Christmas Mission
Are you a fan of goofy Christmas ads that are fun for all the family? We think that Aldi’s 2024 advert is sure to be of interest! This animation follows Kevin the Carrot as he strives to save Christmas Spirit from Humbug, a villainous walking, talking hard-boiled sweet hell-bent on vanquishing festive fun. Kevin the Carrot has been Aldi’s festive mascot for many years, proving to be a hit with their target demographic.
What we love about it: This advert works so well because of its broad appeal – kids can enjoy the silliness of the animation, while adults can giggle at the cheeky quips and admire the skilful cartoon product placement. Like the Waitrose ad, Aldi’s offering cleverly uses humour as a tool for featuring their festive products in a way that doesn’t feel forced. As many of the best Christmas adverts demonstrate, subtlety is key for product placement.
- Tesco: Helping #FeedYourChristmasSpirit
Ready for a tear-jerker? Tesco’s #FeedYourChristmasSpirit is guaranteed to tug on your heartstrings. The story follows a father reminiscing over a Christmas tradition his late grandmother used to practice – building a gingerbread house. To ensure that her legacy lives on, he constructs a gingerbread house with his grandfather, conveying that the beauty of the festive period lies not in consumerism, but in the simple, sincere moments.
What we love about it: Striking emotional connections with audiences is an effective advertising strategy, and this advert is a prime example of why it works so well. Of course, Tesco’s extensive range is on display, but the heartfelt bond between the main character and his grandfather is what viewers will remember. Associating your brand with relatable human-interest stories is a powerful way to build trust and loyalty.
- Sainsbury’s: Big Christmas (BFG)
Sainsbury’s evoke the nostalgia of Roald Dahl’s BFG in their literary-inspired Christmas advert. Similar to Aldi’s ad, Big Christmas skilfully uses an eye-catching, recognisable animated character to keep viewers hooked. With his protruding ears and distinctively good-natured persona, the BFG is a beloved character who encapsulates the spirit of Christmas. The plot sees the BFG and a Sainsbury’s employee work together to find ingredients for a Christmas dinner.
What we love about it: Brimming with festive cheer, Big Christmas should be hailed as a case study in how to make your brand appeal to a wide audience. The aesthetically appealing live-action animation is likely to delight children and adults alike, while Stephen Fry’s narration ensures that the advert will live on in the memory.
- John Lewis: The Gifting Hour
And now we come to the pièce de résistance: the John Lewis Christmas ad. The iconic department store has a rich history of producing heartwarming festive adverts, and this year is certainly no exception. Their highly anticipated advert for Christmas 2024 didn’t disappoint, telling the tale of a woman who endeavours to find the perfect gift for her sister. Soundtracked by the iconic Verve song Sonnet, The Gifting Hour invites viewers on a festive journey to discover the true meaning of Christmas.
What we love about it: Festive fun, a people-centric plot, intelligent product placement and a recognisable score – John Lewis’s 2024 Christmas advert has it all. Marketers should take note of the brand’s ability to maintain a loyal customer base through sleek, unforgettable and often profound advertising. We can’t wait to see what they come up with next year!
The Christmas adverts of 2024 have once again captured our hearts and imaginations. From the comedic charm of Waitrose’s Sweet Suspicion to the nostalgic warmth of Tesco’s #FeedYourChristmasSpirit, these adverts deftly combine emotional resonance with effective yet subtle product placement. While these ads are specifically Christmas-focused, the methods they employ can be used by advertisers and marketers all year round.
Adfield: The Agency You Can Grow With
Are you looking for expert support to help you elevate your marketing campaign? At Adfield, we understand the significance of building emotional connections with audiences. Through our expertise, we can work with you to ensure that your marketing output resonates with your target demographic, drives engagement and enhances brand loyalty.
We invite you to get in touch with our Sales Manager Emily Davies to discuss your needs:
Telephone: 07341493662
Email: Emily@adfield.co.uk