This year’s Christmas advert battle among UK supermarkets showcases varied approaches to capturing festive magic. Our expert panel weighed in on which retailer struck the most effective chord.
Tesco’s advert stands out by embracing both emotion and realism, addressing the poignant theme of grief during the festive season. Katie Drew notes its ability to rival the emotional depth typically seen in John Lewis adverts. While some might find its melancholic tone unexpected, the consensus among experts is that it successfully delivers a heartwarming message. “Building on last year’s creativity,” Michael Chadwick remarks, “Tesco adds emotional weight to its presentation, making it both human and Christmas-themed. The representation of gingerbread street scenes particularly appealed to viewers.”
Meanwhile, Sainsbury’s captures a nostalgic Christmas magic with the beloved BFG character. The spectacle is visually striking, but experts like Katy Hopkins point out a potential overshadowing of the brand by the iconic character. Michael Chadwick questions the choice of the BFG, yet concedes it provides light-hearted escapism that aligns with festive traditions. The ad does well in creating brand associations with feelings of wonder and curiosity.
Asda reinvents its Christmas narrative with gnomes, a quirky yet fitting symbol for the brand. Despite the confusion it might cause among those unfamiliar with Asda’s history of featuring such characters, the ad is noted for its clever puns and engagement strategies. As Katy Hopkins describes it, “It’s unashamedly Christmassy,” appealing greatly to younger audiences.
Morrisons brings back its singing oven gloves from the previous year, but the response from experts is mixed. Michael Chadwick and Guy Bradbury both note the lack of fresh innovation in the concept, which impacts its overall reception.
Aldi continues with its iconic Kevin the Carrot character, merging humour with storytelling. This consistent theme keeps its audience engaged, though opinions differ on its effectiveness. While some view it as repetitive, Alex Vasile appreciates the humour woven into the narrative, stating it encapsulates the right festive spirit.
Lidl takes a charitable turn by promoting its Toy Bank initiative, emphasising the significance of generosity over commercialism. The message resonates well, even if the ad itself is less memorable. It stands out for shifting focus from products to purposeful action.
Waitrose takes the festive crown this year with a mystery-driven mini-series featuring outstanding casting. The originality and execution capture viewer attention effectively, creating anticipation for future instalments. Experts praise its innovative approach, drawing parallels between the ad and popular detective stories, and commend its ability to engage the audience with a cliffhanger.
In contrast, M&S presents a traditional Christmas display with a touch of reality in its narrative, yet stirs less excitement. Critics like Michael Chadwick acknowledge its effective depiction of the holiday hosting experience but note the lack of a standout element.
In this year’s Christmas advert showdown, Waitrose emerges victorious with its fresh perspective and engaging storyline. While other retailers succeeded in creating memorable moments, Waitrose’s inventive and strategic approach captivated audiences, reinforcing its position as a standout in the retail landscape.
