The magic of Christmas: A celebration of 2024’s festive adverts

I love Christmas. There’s something magical about the season. Old traditions blending with new ones, the joy of giving, and the little moments that make the holidays feel special. 

For me, one of those moments is the annual arrival of Christmas TV adverts. They’re more than just commercials, they’re cultural markers, woven into the fabric of our festive traditions.

Over the past few years, UK advertisers have significantly increased their investment in Christmas.

Over the past few years, UK advertisers have significantly increased their investment in Christmas advertising. In 2021, £7.9 billion was spent during the festive period. Fast-forward to today and 2024 projections indicate a record £10.5 billion will be spent – a 10.5% increase from 2023.

Above: John Lewis went in a different direction for 2024's Christmas campaign. 

This year’s Christmas ads haven’t disappointed. In a year where the UK advertising market has faced both challenges and shifts, these festive campaigns remind us of the enduring power of storytelling. The UK has long been celebrated for its creative advertising, telling stories that resonate on a deeper, human level. In recent years, the industry has leaned further into emotion, nostalgia and social values, making Christmas the perfect time for brands to shine.

As a trailblazer of the seasonal ad, it begs the question; is this the future of Christmas advertising?

Some of 2024’s ad campaigns have already stood out. John Lewis, known for setting the benchmark, has returned with a story about the joy of human connection. However, this year, it looks a little different. The Gifting Hour follows a woman’s quest to find the perfect gift for her sister, taking viewers on a magical journey through cherished memories. 

Whilst it does follow the same sentimental, heartwarming style, it is a long shot from its traditional ‘mini movies’ about men on the moon and dogs discovering trampolines. This year the advert is actually set inside a John Lewis department store – some would say an advertising sin! As a trailblazer of the seasonal ad, it begs the question; is this the future of Christmas advertising?

Above: M&S's work for this year's Christmas campaign continued its grounded and relatable relationship with Dawn French.

Meanwhile, M&S embraced humour with their ad featuring grumpy Dawn French and her chaotic yet relatable struggles of preparing the perfect Christmas dinner. It’s funny, grounded and speaks to the shared experiences of families across the UK. 

Humour, when done well, has a universal appeal that lingers long after the ad is over. It reminds me of the playful tone of the classic Hamlet Christmas ads. Like Hamlet’s dry, British humour, M&S’s take on festive mishaps resonates because it’s grounded in the chaos we all recognise from family gatherings.

Humour, when done well, has a universal appeal that lingers long after the ad is over.

Tesco has delivered another touching campaign this year – in fact my favourite, because it really connects with family and traditions that matter to me. Their ad follows a man who, together with his grandfather, carries on the festive tradition of his late grandmother by making a gingerbread house for Christmas. 

The emotive soundtrack enhances the heartfelt narrative, striking a chord with viewers. Many have even compared the campaign favourably to the emotional storytelling often associated with John Lewis, highlighting Tesco’s ability to deliver a memorable and impactful festive ad.

Above: This year's Tesco ad leans into an emotional and heartfelt narrative.

The evolution of UK Xmas ads

The UK’s advertising market has undergone a transformation over the decades, moving from straightforward product pitches to immersive storytelling. Take the 1970s and 80s, for example, when brands like Coca-Cola gave us iconic campaigns (Holidays Are Coming, anyone?). These early ads focused on creating strong associations – Coca-Cola with festive joy, or Woolworths with the perfect gifts.

More recently, brands have embraced the growing importance of purpose-driven marketing.

By the 2000s, emotional storytelling took centre stage, with ads becoming mini-movies. John Lewis’s 2011 ad, The Long Wait, remains a personal favourite for this reason. Its unexpected twist still brings a tear to my eye.

More recently, brands have embraced the growing importance of purpose-driven marketing, incorporating social issues, sustainability and community into their narratives. This mirrors broader trends in the creative space, where audiences value authenticity and shared values.