The 2024 Christmas adverts have hit our screens, showcasing a blend of humour, nostalgia, and festive spirit.
- This year’s campaigns feature appearances from beloved personalities such as Dawn French and Nigella Lawson.
- Opinions are divided, as experts weigh in on which advert stands out in capturing the essence of Christmas.
- John Lewis and Waitrose are highlighted for their creative narratives and emotional resonance.
- The ongoing challenge remains for retailers to balance brand messaging with genuine festive storytelling.
In 2024, the landscape of Christmas adverts has been marked by a variety of approaches, with some leaning into heartwarming narratives while others evoke nostalgia through familiar characters. The inclusion of figures like Dawn French and Nigella Lawson injects personality into these campaigns, offering an added layer of engagement and charm.
John Lewis continues to set the bar with its holiday ads, creating a narrative that, according to Trevor Robinson, offers ‘a lovely John Lewis ad’ that avoids feeling forced. Sophie Bell noted that the story required a second viewing to truly appreciate, indicating a complexity that resonates on a deeper level once understood. John Cherry praised its emotional depth but critiqued its middle-class appeal.
Sainsbury’s opted for a nostalgic angle, utilising Roald Dahl’s BFG. While Robinson found it lacking in impact, Bell appreciated its heartfelt delivery, though she found some elements confusing. Cherry noted its craftmanship but questioned its adult appeal, highlighting the challenge in capturing a broad audience.
Aldi’s Kevin the Carrot makes a comeback, a move noted by Robinson as ambitious yet predictable. Bell and Cherry observe that while its format remains unchanged, it continues to delight its audience, particularly children.
M&S leverages Dawn French’s signature humour, providing a charming and relatable narrative. Robinson appreciated the authenticity of her performance, while Bell and Cherry acknowledged that, despite its generic storyline, French’s presence enhances the overall appeal.
Morrisons ventures into the territory of musical celebration with their ad, which, according to Robinson, felt extravagant yet slightly overdone. Bell found its focus on shared Christmas traditions refreshing, and Cherry appreciated its lack of cliché magic, emphasising the importance of originality in festive adverts.
The panel’s deliberation concluded with preference toward John Lewis, for its innovative approach, and Waitrose, whose narrative invites anticipation for future developments. Cherry highlights Waitrose’s success in integrating relatable family dynamics and quality food presentation without resorting to typical magical tropes.
As the festive season approaches, retailers strive to create memorable ads that resonate emotionally while effectively conveying brand messages.
