The holiday season in the UK wouldn’t feel complete without the yearly spectacle of Christmas adverts. These much-anticipated TV spots have become as traditional as mince pies, as brands compete to create the most memorable campaign.
From sentimental stories to humorous tales, Christmas adverts aim to evoke a festive spirit, create emotional connections, and drive holiday sales. Last year, John Lewis’s heartwarming Venus flytrap story and Aldi’s beloved Kevin the Carrot campaign generated major buzz, and now 2024’s releases are setting the stage for even more holiday cheer.
Here’s a roundup of the top Christmas adverts for 2024 so far.
This feature will be regularly updated with the latest campaigns as they’re released throughout the season:
Aldi – “The Spirit of Christmas
For the ninth year, Aldi brings back its festive mascot, Kevin the Carrot, in an action-packed adventure titled “The Spirit of Christmas.” In a snowy Christmas village, humbug characters arrive in a mysterious black and white van to capture the “Spirit of Christmas,” leaving the once-glowing village in darkness. Santa calls on Kevin, who—alongside his wife Katie—embarks on a daring mission to retrieve the lost holiday spirit. Through clever disguises, quick thinking, and teamwork, Kevin shows the humbugs that “Christmas is better when goodwill is returned.”
Jemma Townsend, Marketing Director at Aldi UK, said, “Would it even be Christmas without Kevin the Carrot on our screens? We’re delighted to bring back everyone’s favourite carrot for a ninth year to help the nation get into the Christmas spirit.” Kyrsten Halley, also from Aldi UK, added, “While the ad is packed with light-hearted entertainment, the message is a serious one—we want to make sure everyone can have the best Christmas possible.”
Argos – “Rockstar”
Argos takes an imaginative approach this season with “Rockstar,” directed by Michael Gracey of The Greatest Showman. The ad features children’s toys Connie the doll and Trevor the dinosaur, who come to life for an animated rock concert, mixing festive magic with youthful wonder. This playful take on Christmas encourages kids and families alike to embrace the magic of toys and storytelling.
Debenhams – “Shine Bright”
Debenhams enters the Christmas ad scene this year with “Shine Bright,” a glamorous campaign that showcases holiday fashion and festive luxury. Featuring a star-studded cast in lavish settings, the advert is designed to appeal to shoppers looking for style inspiration this season. The theme celebrates the magic of looking and feeling special during the holidays, with a focus on festive apparel and gifting ideas.
John Lewis – “Give Knowingly”
John Lewis has teased a warm and heartfelt campaign this year, “Give Knowingly,” which features loved ones exchanging gifts with care. Set to a cover of Paul Simon’s “I Know What I Know,” the teaser hints at a nostalgic theme, encouraging audiences to embrace thoughtful giving. Although the full advert has yet to premiere, John Lewis has hinted at another classic that will focus on community, togetherness, and meaningful moments—elements that have come to define its Christmas advertising.
Sainsbury’s – “Phizz-Whizzing Christmas”
Inspired by Roald Dahl’s BFG, Sainsbury’s new Christmas advert takes viewers on a whimsical food adventure. The ad opens with the BFG contemplating a towering, knobbly “snozzcumber” but soon dreams up far tastier treats. With the help of Sophie—a Sainsbury’s colleague played by an actual store team member—the BFG embarks on a quest to source holiday favourites like Brussels sprouts, Stilton cheese, and salmon. Together, they create a festive feast of Sainsbury’s Taste the Difference dishes. Narrated by Stephen Fry, the ad ends with Fry inviting viewers to “go big this Christmas.”
TK Maxx – “Festive Farm”
TK Maxx has brought back its quirky “Festive Farm” for 2024, starring the stylish alpaca, Lil Goat, Duck, and Hedgehog as they strut around the farm in chic winter attire. The animals sport metallic puffer coats, green sweaters, and even fluffy slippers, bringing fashion and humour together in a memorable way. But it’s not just the animals in clothing that surprise the farmers—it’s the fantastic deals they got by shopping at TK Maxx. This fun, lighthearted advert is all about finding unique holiday style at unbeatable prices.
Very – Returning Favourite
Very has brought back its popular 2023 advert, which continues to focus on capturing moments of togetherness and family joy. This nostalgic choice taps into the holiday traditions that resonate with viewers and reinforces Very’s identity as a family-friendly, festive retailer.
Greggs – Nigella Lawson
Greggs has revealed its 2024 Christmas menu, featuring a festive collaboration with Nigella Lawson. In a new ad, Nigella, known as the “Queen of Christmas,” is seen enjoying Greggs’ signature Festive Bake in a warmly decorated London townhouse, complete with a Christmas tree adorned with Greggs-themed baubles.
Expressing her love for the season, Nigella describes the Festive Bake as a “rapturous riot of flavour.” Her joyful reaction captures the simple pleasure of the holiday treat, bringing festive flair to this year’s eagerly awaited menu launch.
Tesco – Helping #FeedYourChristmasSpirit
Tesco’s 2024 Christmas advert, “Helping #FeedYourChristmasSpirit,” tells a heartwarming story of family, tradition, and remembrance. The advert follows Gary, a young man spending the season with his grandfather, reflecting on his late grandmother. As Gary takes a bite from a Tesco gingerbread man, he’s transported to a whimsical gingerbread world, symbolizing the festive warmth and joy he remembers. Yet, the magic fades, reminding him of his grandmother’s absence. Determined to honor her, Gary and his grandfather revive their tradition of creating a gingerbread house together, restoring a shared sense of holiday spirit. Set to the reflective track “On Melancholy Hill” by Gorillaz, the advert captures the mix of joy and nostalgia that defines the holiday season. As part of this campaign, Tesco has committed to donating 10p for each gingerbread product sold to Trussell Trust and FareShare, supporting communities during the festive period and spreading Christmas cheer.
John Lewis – The Gifting Hour
John Lewis’s 2024 Christmas advert, titled “The Gifting Hour,” follows the touching journey of Sally, who is on a heartfelt, last-minute mission to find the ideal gift for her sister. Arriving at John Lewis’s flagship Oxford Street store just before it closes, Sally is transported through memories of shared moments with her sister, underscoring the sentimental value behind each gift. Set against Richard Ashcroft’s “Sonnet,” the advert deepens the emotional connection to the holiday season, emphasizing John Lewis’s commitment to meaningful gift-giving. This theme reinforces the retailer’s dedication to its “Never Knowingly Undersold” promise, aiming to remind audiences of the importance of thoughtfulness and togetherness during the holidays.
Boots – The Christmas Makeover
Boots’ 2024 Christmas campaign, “The Christmas Makeover,” spotlights Mrs. Claus, portrayed by Bridgerton’s Adjoa Andoh, as she leads a dynamic team of beauty elves in her festive “werkshop.” While Santa rests, Mrs. Claus and her squad, including influencers @soph and @snatchedbywill, prepare an array of beauty gifts from brands like No7, e.l.f., and Sol de Janeiro, catering to diverse beauty enthusiasts. The advert concludes with Mrs. Claus playfully remarking, “You thought it was all him?” This campaign underscores Boots’ commitment to offering a wide range of beauty products for the holiday season, celebrating the often-overlooked contributors to Christmas magic.
Matalan – It’s the Most Wonderful Time of the Year…Right?
Matalan’s 2024 Christmas advert, “It’s the Most Wonderful Time of the Year…Right?” captures the holiday season’s realities through the relatable experiences of the Melling family. Set against the backdrop of a typical family Christmas, the 30-second ad humorously showcases moments from festive preparations to family traditions that don’t always go as planned. From lively board game debates to the chaos of last-minute wrapping, the advert emphasizes Matalan’s understanding of the authentic, sometimes messy holiday spirit. Aligned with their slogan “We get it, we’ve got you,” the campaign resonates with families seeking both style and practicality. The ad, airing during popular shows like ITV’s Emmerdale and Channel 4’s Married at First Sight, also features a cameo from Matalan’s social media personalities, Mat and Alan, adding a touch of familiarity to this warm, down-to-earth celebration of the season.
Barbour – Shaun the Sheep x Baa-bour
Barbour’s 2024 Christmas advert sees the return of Shaun the Sheep in a charming animated tale crafted by Aardman Animations. Set on the familiar Mossy Bottom Farm, the story follows Bitzer the sheepdog, who is determined to lead the flock in a festive carol performance. However, the cold weather creates a frosty challenge, causing their “baas” to freeze in mid-air and halt the performance. Bitzer steps in to save the day, outfitting the sheep with cozy Barbour hats and scarves, helping them find warmth and their voices once again. The advert highlights Barbour’s holiday theme, “giving the gift of warmth,” celebrating both comfort and festive cheer. In tandem with the campaign, Barbour has released a limited collection of 30 Re-loved wax jackets inspired by Shaun the Sheep, with all proceeds supporting Oxfam. These unique jackets are available on Barbour’s website and select Oxfam stores, underscoring the brand’s dedication to sustainability and charitable giving.
Flannels – The Party Is On
Flannels’ 2024 Christmas advert, titled “The Party Is On,” transports viewers to an electrifying dance floor, embodying the brand’s “future nostalgia” aesthetic. The campaign showcases models adorned in vibrant, color-pop suits, vivid prints, coordinating sets, and glittering accessories, epitomizing contemporary luxury fashion. Set against a backdrop of dynamic lighting and energetic choreography, the advert positions Flannels as the ultimate destination for festive party attire, blending high fashion with a lively, celebratory atmosphere. This approach aligns with Flannels’ commitment to offering cutting-edge designer pieces that cater to the dynamic tastes of modern consumers during the holiday season.
Amazon – Midnight Opus
Amazon’s 2024 Christmas advert, titled “Midnight Opus,” tells the heartwarming story of a theater janitor whose hidden singing talent is discovered and celebrated by his colleagues. As he goes about his nightly duties, his soulful rendition of “What the World Needs Now Is Love” resonates through the empty theater, capturing the attention of the staff. Moved by his passion, they come together to transform the stage, complete with lighting and an instrumental backing track, and gift him a tuxedo jacket purchased from Amazon. Encouraged to perform, the janitor delivers a touching rendition of the 1965 classic, highlighting the joy that thoughtful acts of kindness can bring. This campaign underscores Amazon’s role in facilitating meaningful connections during the festive season, emphasizing the impact of small gestures in uplifting others.
Morrisons 2024 – Give a Little Love
Morrisons’ 2024 Christmas advert marks the return of its iconic singing oven gloves, this time delighting audiences with a rendition of “Give a Little Love” from Bugsy Malone. Directed by The Greatest Showman’s Michael Gracey, the advert opens with a Morrisons delivery van arriving at a festive home on a snowy evening. As the story unfolds, a single oven glove springs to life, joyfully singing the song’s opening line. Viewers are then taken through various holiday kitchens, where the animated gloves cheer on home cooks and hosts preparing Christmas meals, offering support and a bit of holiday magic. A choir of 26 Morrisons colleagues recorded at the legendary Abbey Road Studios brings warmth and authenticity to the soundtrack, adding to the advert’s heartwarming feel. The campaign highlights Morrisons’ dedication to making Christmas special for families across the UK, emphasizing the spirit of togetherness and the range of quality products that make holiday hosting memorable.
Asda – Gnome of Christmas
Asda’s 2024 Christmas advert introduces a playful storyline featuring a group of animated garden gnomes—Max, Gnibbles, Gnorma, Gnicky, and Gnarla—who spring to life to save Christmas. With a snowstorm threatening to derail holiday plans, the gnomes band together to transform an Asda store into a vibrant festive wonderland, highlighting the retailer’s wide range of seasonal products. Set to the classic tune of The A-Team theme song, the advert adds a sense of adventure and nostalgia as the gnomes race to complete their holiday mission. Asda’s campaign brings a mix of humor and holiday spirit, celebrating the excitement of Christmas preparations while emphasizing the brand’s dedication to creating a magical shopping experience for everyone this season.
Waitrose – Sweet Suspicion: A Waitrose Mystery
Waitrose’s 2024 Christmas advert, “Sweet Suspicion: A Waitrose Mystery,” brings a delightful twist to the festive season with a humorous whodunnit centered around the sudden disappearance of the No.1 Red Velvet Bauble Dessert at a family gathering. The story features a star-studded cast led by Matthew Macfadyen as a determined detective, alongside Joe Wilkinson, Rakhee Thakrar, Sian Clifford, Dustin Demri-Burns, and Eryl Maynard, each playing quirky family members with their own possible motives. Directed by Lucy Forbes, known for This Is Going to Hurt, the advert blends comedy with suspense to create an engaging mystery. For the first time, Waitrose is rolling out a two-part holiday campaign, with the initial episode presenting the case and a follow-up later in the season to reveal the culprit. To further involve audiences, Waitrose has added interactive elements, such as a physical evidence board at King’s Cross Station and in-store activities where staff wear ‘suspect’ t-shirts, inviting customers to join in solving the mystery. The campaign highlights Waitrose’s festive product range in an immersive and entertaining way that captures the holiday spirit.
Lidl – A Magical Christmas
Lidl’s 2024 Christmas advert, directed by Oscar-winner Tom Hooper, tells a heartwarming story that captures the spirit of giving. The narrative centres on a young girl who, during a snowy outing, notices a boy without a hat, unable to join the sledding fun. Later, after helping an elderly woman who has dropped her shopping, she’s told to “make a wish when the bell rings.” At her family’s Christmas dinner, amid wishes for fun transformations like Brussels sprouts turning into biscuits, the girl selflessly wishes to send her new Lidl woolly hat to the boy she noticed earlier, spreading warmth and joy.
As part of this campaign, Lidl has relaunched its Toy Bank initiative, inviting customers to donate new, unopened toys at stores across the country until December 16. These donations will go to local children in need, ensuring every child can enjoy a gift this Christmas. This initiative reflects Lidl’s dedication to supporting communities and embodies the true meaning of the holiday season.
Smyths Toys – Two magical words… Smyths Toys
Smyths Toys Superstores’ 2024 Christmas advert, crafted by Droga5 Dublin, captures the thrill and anticipation kids feel at the mere mention of “Smyths Toys.” The ad playfully treats the word “Smyths” like a magical trigger, setting off a frenzy of excitement among children eager for a trip to the store. For an extra touch of humour, Smyths has released a “bleeped” version of the advert on platforms like Instagram and YouTube, allowing parents to share the fun with their kids without instantly prompting requests to visit the store.
Sports Direct – New Traditions Start Here
Sports Direct has unveiled its 2024 Christmas campaign, New Traditions Start Here. The advert brings together a star-studded cast of sports icons, celebrating the role of sport in creating new holiday traditions. Featured athletes include football legend Frank Lampard, England and Chelsea footballer Lucy Bronze, boxing promoter Eddie Hearn, England rugby player Maro Itoje, and endurance athlete Russ “Hardest Geezer” Cook. Through this campaign, Sports Direct highlights how the festive season is the perfect time to start fresh, active traditions with family and friends.
JD – JD Family
This year, JD shifts the focus away from traditional festive decorations to highlight what truly matters during the holiday season. JD Family is a genuine celebration of the diverse forms of family that make the festive period special for communities across the UK. The campaign features some of the nation’s biggest names, including Central Cee, Maya Jama, Trent Alexander-Arnold, Paddy “The Baddy” Pimblett, and Beta Squad, alongside their real-life families and closest friends. From lively kitchen moments to friends heading out to a rave, the campaign offers a vibrant and relatable portrayal of modern family life in 2024.
This feature will continue to be updated, offering a full look at the creative storytelling and festive cheer that make these Christmas adverts such a beloved part of the UK holiday tradition.
