As the festive season kicks off, so does the annual battle of Christmas adverts, with retailers vying to capture the hearts of audiences.
This year, John Lewis has entered the scene with a heartwarming advert that revisits its traditional roots, while other brands have taken a variety of creative approaches to stand out.
John Lewis: A Nostalgic Journey
John Lewis’s Christmas advert, released on Thursday, takes viewers on a whimsical journey through one woman’s memories as she searches for the perfect gift for her sister.
Set to Richard Ashcroft’s 1990s track “Sonnet,” the advert combines nostalgia with sentimentality, presenting a “tear-jerker” that analysts believe returns the retailer to its roots.
The storyline follows Sally, the heroine, as she embarks on a frantic last-minute shopping trip. She stumbles through a rack of dresses and finds herself transported into a fantastical world, revisiting moments from her childhood, teenage years, and adulthood.
Family and memories take center stage, creating a touching narrative without relying on celebrity appearances.
We get contacted every year by A-listers who want to be in our ad
Charlotte Lock, customer director at John Lewis
What we didn’t want was for a celebrity to overshadow the story.”
This year’s advert is a deliberate shift from 2023’s divisive campaign, which featured a giant Venus flytrap and left many viewers puzzled.
The 2023 theme is more traditional, resonating with a nation seeking emotion and sentimentality after a challenging year marked by global conflict and economic crises.
Fun and Whimsy Take Center Stage Elsewhere
While John Lewis opted for an emotional approach, other brands embraced humor and playfulness to lift spirits:
Familiar Faces and Nostalgia
Consistency has been a winning strategy for many brands, as familiar characters and themes continue to captivate audiences:
- Argos: Connie the doll and Trevor the dinosaur return for another animated adventure.
- Lidl: A heartwarming story of a girl sending a gift to a lonely boy ties into the retailer’s toy bank scheme.
- Sainsbury’s: Roald Dahl’s Big Friendly Giant adds a touch of magic as he asks the supermarket to make his Christmas “phizz-whizzing.”
Celebrity Endorsements
Unlike John Lewis, several brands leaned on famous faces to add star power:
- Waitrose: Matthew Macfadyen of “Succession” stars in a whodunit two-parter, hunting for the thief of the family’s red velvet cake.
- Greggs: Nigella Lawson headlines the bakery chain’s first-ever Christmas advert, celebrating her love for festive bakes.
- Amazon: The story of a theatre caretaker with hidden singing talent unfolds, culminating in a performance of “What the World Needs Now Is Love.”
The Economics of Christmas Advertising
Retailers are set to spend a record £10.5 billion on festive advertising this year, according to the Advertising Association and World Advertising Research Centre.
While it’s difficult to quantify the direct financial return on these campaigns, they play a critical role in shaping brand perception and engaging consumers.
“Adverts have become part of the ritual surrounding Christmas,” said Prof. Helen Wheatley, a historian of television. “They’re not just about driving sales but creating a shared cultural moment that marks the countdown to the holiday season.”
A Unifying Tradition
From heartwarming tales of generosity to humorous escapades, Christmas adverts reflect the diverse ways retailers aim to connect with audiences.
Whether through nostalgia, humor, or celebrity appeal, these campaigns have become an integral part of the festive experience, uniting viewers and setting the stage for the celebrations to come.