Christmas Ads 2024: A Festive Showdown!
Emily Rhodes – My take on this year’s Christmas adverts
It's the most wonderful time of the year—when Christmas ads start popping up faster than mince pies at a family gathering. And for some, these holiday ads are almost as eagerly anticipated as the big day itself. From heartwarming moments to humourous one-liners, every brand is trying to capture that magic that gets us in the festive spirit.
But which brands have truly nailed it this year?
We’ve taken a look at some of the big hitters this year:
Coca-Cola
Coca-Cola's 2024 Christmas advert has stirred mixed reactions with its groundbreaking use of artificial intelligence to reimagine its iconic 1995 "Holidays Are Coming". The advert takes a bold and innovative approach by leveraging artificial intelligence to create all its visuals. The ad features AI-rendered versions of familiar festive elements like illuminated Coca-Cola trucks and snowy landscapes, with a diverse cast of characters spreading holiday cheer. While some have praised its creativity and modern take, others have criticized the move, describing the visuals as unsettling and overly surreal, deviating from the brand's traditional warm and nostalgic tone. Quite ironic from the brand who’s previous slogan was “Can’t beat the real thing.
M&S Food
The M&S Food Christmas advert for 2024 once again brings the beloved festive fairy, voiced by Dawn French, into the spotlight. However, this year takes an exciting turn as French also appears as herself in her first on-screen debut, sharing the screen with her iconic fairy character who gives her quite the fright. She helps Dawn who is already exhausted by the holiday preparations, into party mode with a magical makeover and a table full of M&S food. Dawn and her neighbours are THEN bopping to Elton John, with the hostess grudgingly giving some credit to M&S. You can't get more British than this ad. It's filled with typical British expressions, expressing sentiments like "I love Christmas," but really conveying thoughts like "I'm already exhausted" and "Welcome, mere strangers, invade my personal space."
Aldi
Good old Kevin is back for his ninth consecutive year in Aldi‘s ‘Get into the Christmas Spirit Ad’ where Kevin the Carrot and his wife are sent on a secret mission from Santa to free Christmas Cheer from the Humbug Headquarters in order to save Christmas. Beyond the fun narrative, the ad carries a meaningful message about the importance of joy and togetherness during the holidays Packed with clever disguises, snowy scenes and a good dose of laughs it’s a family-friendly crowd-pleaser.
John Lewis
John Lewis’ Christmas ad ‘The Gifting Hour’ stays true to the retailer’s history of delivering emotional, story-driven holiday adverts and this year it focuses on the importance of sibling bonds. Sally goes into the store to look for a last-minute gift for her sister where she falls into the rack in a Narnia style and is transported on a nostalgic journey of her childhood memories with her sister capturing the highs and lows and pulling on our heartstrings like only they know how. It’s the first of their ads to feature one of their very own stores It’s the first time the brand has strayed from their tradition of using cover songs with an original piece. The brand will be airing a special Christmas Day showing of the advert featuring consumers’ submissions of their song. Charlotte Lock customer director for John Lewis said
”Our shops are the beating heart of our brand and our customers love the ritual of Christmas shopping there – so we wanted to give the store a starring role in our ad for the first time. This year the John Lewis Christmas advert features an original song rather than a cover track, and we’re offering the nation the chance to put their own stamp on it and become the ultimate cover star. So whether your style is pop, indie, country or R&B – we can’t wait to hear your take on Sonnet.”
So who gets the ‘Best Christmas Ad’ award?
This year's festive advertising has certainly delivered a varied selection of holiday cheer. From Coca-Cola’s leap into AI territory to Aldi’s charming family escapades, there’s something to please everyone.
For me, Boots reigns supreme this year with the fun, feminist vibe and Christmas is always about the big man himself so it was a refreshing sentiment of how it’s women that often make Christmas so special.
Interestingly, a number of brands have stuck with the same campaign or even the same advert this year with brands such as KFC running a repeat advert with ‘again’ added on the last slide. Evidence shows that consistency is all the rage this Christmas with those brands leaning into this evidencing better short-term effectiveness and long-term power (Kantar 2024).