Christmas adverts – the 10 most-anticipated ads as the festive battle for customers commences

With just under six weeks to go to Christmas Day, the countdown has officially begun, with all the big brands rolling out their seasonal adverts.

Becoming something of an institution over recent years, many see the festive ads as the starting pistol for their Christmas preparation/panic, despite us only being halfway through November.

And with an estimated £10.5bn spent on this year’s Xmas ads, it’s not just about inducing a fuzzy warm feeling in viewers, but also about encouraging them to put their hand in their pocket.

As we brace ourselves for festive fun, we take a swift look at this year’s bevvy of commercial offerings, as the annual battle of the Christmas adverts begins.

John Lewis

A girl called Sally falls into a clothes rack reminiscent of CS Lewis’s The Lion, The Witch And The Wardrobe, but instead of finding Narnia, she ends up in John Lewis.

Through family flashbacks we lean how much she loves her older sister, whose gift she has carelessly left it to the last minute to buy. Spoiler alert – as one would expect in an advert for a retailer, she finds a pressie.

With the retailer famous for its use of cover versions in their Christmas ads, this one is the origin story for a new cover, with a concurrent competition on TikTok to find an aspiring artist to rerecord a version, which will be featured on the Christmas Day airing and released by record label BMG too.

Waitrose

Marketed as a whodunnit – this big-budget production has a host of celebrity cameos, an intricate storyline and not one but two parts.

Comedian Joe Wilkinson, Fleabag star Sian Clifford and Succession’s Matthew Macfadyen all have a role in the ensemble, revolving around hunting down the thief of a “chilled desert”.

Being Christmas, when tensions are traditionally high, everyone has reason to have scoffed it. The culprit won’t be revealed until the second part of the ad is released, but in the meantime, activity at Kings Cross Station, in stores and on social media is set to keep the investigation very much alive.

Sainsbury’s

Sainsbury’s goes big for its advert, calling on a beloved Roald Dahl character – the BFG, or Big Friendly Giant – to travel the country with a supermarket worker called Sophie (who pleasingly is a real store employee) in the search for the perfect festive treats.

A CGI BFG procures salmon, sprouts and cheese before a bit of magic helps him whip it all up into a feast, which he then gifts to an unsuspecting family through the window.

The first ones to release their ad earlier this month, the dulcet tones of national treasure Stephen Fry wrap the action, with a call to arms to stock up in readiness for Christmas.

M&S

Another national treasure – Dawn French – is back for this one, playing both herself and a festive fairy, who gives both French and her home a make-over ready for a Christmas soiree.

French, whose multi-Christmas-dinner eating antics on The Vicar Of Dibley put her into the Xmas annals, is transformed into “the quintessential hostess” with a bit of help from her little friend.

Banking on the idea that you can never have enough of a good thing, there are six instalments of the advert running between now and the New Year. Who doesn’t like a second – or sixth – helping.

Lidl

This one pulls on the heartstrings, with a little girl inspired to give a gift to a boy who appears not to have any, after an old lady gives her some magic bells.

Directed by Oscar-winning filmmaker Tom Hooper (he directed The King’s Speech), a CGI racoon and giant gingerbread man add a little action to events around the dinner table.

But the take home message is to think about giving as well as receiving, with the return of the retailer’s toy banks scheme set up at supermarkets with the aim of donating over 100,000 toys, to ensure no child experiences a giftless Christmas.

Aldi

Kevin the Carrot is back for a ninth year running, this time trying to save the Christmas spirit from a bunch of hard-boiled humbug villains.

With the ad narrated by actor Jim Broadbent, our plucky hero braves an oven, a Mission Impossible-inspired ventilation system and Bond-esque snow jet-ski dash across the mountains, all to save Christmas.

Helped by his wife Katie, he of course pulls it off. A fan favourite, soft toys of the root vegetable are sold in stores, and this year cuddly humbugs are on sale too.

Morrisons

It’s a song and dance number from Morrisons, courtesy of their singing oven gloves performing Bugsy Malone’s You Give A Little Love.

A choir of 26 Morrisons employees gave voice to the gloves, recording their rendition of the song at the iconic Abbey Road Studios in London.

Like Lidl, the retailer pulled out the directing big guns, hiring The Greatest Showman director Michael Gracey to oversee proceedings.

Asda

Bagging the prize for the most gnome puns in one advert, Asda sees a flash mob of gnomes preparing the store for Christmas.

The resulting advert isn’t as irritating as it sounds on paper, thanks to nice performances by the two human characters in the ad – Maggie and Bill.

And as we know, Christmas is all about the merchandise, so the supermarkets are of course selling special Xmas versions of their garden gnomes to accompany their already 50-strong gnome range. Who knew?

Tesco

Tesco reminds us of those members of the family who are no longer here to join us on the big day, with a man carrying on his late grandmother’s festive tradition of baking gingerbread.

He becomes obsessed with the spicy treat, as it infiltrates every part of his day from his haircut to a trip to see the Christmas lights.

He eventually gets together with his grandad to bake a gingerbread house, revealing it to the family at lunch, thus keeping the tradition alive.

Greggs

And in the most unlikely festive cameo of the year, Greggs has enlisted Nigella Lawson to star in its first Christmas ad.

Rapturously endorsing their festive bakes, Lawson has her hands full of pasties, and her table full of take-away coffees, as she promotes the bakery’s festive-themed fare.

Whether or not you believe the 64-year-old TV chef really tucks into their sausage rolls in real life – the attention-grabbing collaboration looks like a wise move for the chain, whose sales have jumped in recent weeks as it continues its UK expansion.