The festive season brings a fresh wave of Christmas ads from major retailers.
- Many ads featured well-known figures like Dawn French and Adjoa Andoh.
- Retailers aim to capture the holiday spirit, each with a unique approach.
- Experts analysed which ads stood out in creativity and effectiveness.
- The question remains: which ad claims the title as the best of 2024?
The arrival of the Christmas period is marked by the introduction of festive advertisements, with various retailers showcasing unique blends of creativity and nostalgia. Well-known figures such as Dawn French and Bridgerton’s Adjoa Andoh headline campaigns that strive to encapsulate the essence of the holiday season. This year’s advertisements have sparked discussions and analyses, with experts dissecting their impact and execution.
Trevor Robinson applauded the John Lewis advertisement for its originality and the genuine portrayal of familial relationships. He appreciated the emotional resonance invoked by the ad, which featured a touching narrative about sisters and the memories tied to Christmas objects. Meanwhile, Sophie Bell found the ad enjoyable upon a second viewing, noting the confusion of the storyline initially but appreciating the concept after comprehending it.
Sainsbury’s advertisement harnessing the character of the BFG attracted mixed reviews. Though Trevor Robinson mentioned the lack of surprise and magical elements, Sophie Bell found it nostalgic and heartwarming. John Cherry recognised the effort in giving the food an enchanting touch, though criticised the ad’s middle-class tone and rushed feel.
Aldi’s familiar character, Kevin the Carrot, returned for another festive mission, receiving mixed reactions. Trevor Robinson found the ad a bit predictable yet acknowledged its ambitious nature. Sophie Bell related the advertisement to children’s entertainment, recognising its appeal to younger viewers, though she noted it failed to capture her full attention.
In the campaign featuring Dawn French, critics noted its blend of humour and festive cheer. Trevor Robinson praised French’s natural wit and personal touch, which added charm, while Sophie Bell found parts slightly generic despite the overall warmth. John Cherry, though appreciative of French, felt the ad sometimes strayed into overly whimsical territory.
Morrisons’ ad presented a musical extravaganza with familiar Christmas themes. Although Trevor Robinson appreciated the soundtrack’s sentiment, the execution reminded him too much of a Muppets-like showcase. Conversely, John Cherry highlighted the effort, noting that while the advertisement dazzled with visuals, it lacked the charm of the previous year’s offering.
Boots’ advertisement, featuring Adjoa Andoh, merged glamour with a spirited festive atmosphere. While Sophie Bell enjoyed the vibrant set, she noted Boots’ brand identity was somewhat overshadowed. John Cherry praised the camp sense and the nod to Andoh’s well-loved character from Bridgerton, adding a layer of theatricality to the advertisement.
The advertisement for Amazon, featuring a heartwarming tale of kindness, was critiqued for its polished yet emotionally hollow presentation. Trevor Robinson’s cynical perspective found discomfort in the overt branding, while Sophie Bell and John Cherry pointed to its lack of engaging story development despite its polished appearance.
The diversity in 2024’s Christmas adverts reflects varied attempts to capture the festive spirit, yet the question of the most effective campaign remains subjective.
