We’ve hardly had a moment to trade in our autumn leaves for tinsel before our screens started lighting up with the first signs of Christmas cheer. Brands aren’t holding back this season, launching a flurry of Christmas adverts that are already spreading the holiday spirit.
This year’s lineup has something for everyone, from the much-anticipated return of Aldi’s Kevin the Carrot to a beloved Roald Dahl character and a show-stopping musical number, sung by oven gloves. Meanwhile, one brand is adding a twist, keeping us all guessing with an Agatha Christie-style two-parter that promises mystery and suspense.
With 2024 bringing a fresh batch of creative holiday campaigns, the question is: which ones stood out? Who nailed the heartwarming message, who brought the laughs, and which ads have already become this year’s must-watch classics?
M&S Food
Marks & Spencer’s 2024 Christmas ad features national treasure Dawn French to spotlight their festive food range. The ad playfully captures the exhaustion and overwhelm that many hosts feel as Christmas approaches—until Dawn’s magical Christmas fairy doppelgänger appears just in time to save the day.
With a wave of her wand, the fairy summons a merry crowd, decorations, and a lavish spread of M&S party food, transforming Dawn’s home into a festive celebration. The ad wraps up with Elton John’s classic Step Into Christmas as Dawn dives into the holiday spirit.
Waitrose
For 2024, Waitrose has gone all out with a festive whodunnit titled Sweet Suspicion. Centred on the theft of a No.1 Red Velvet Bauble Dessert, the ad stars Matthew Macfadyen as a detective interrogating a cast of quirky suspects played by British TV icons: Dustin Demri-Burns, Rakhee Thakrar, and Sian Clifford.
Viewers will have to wait for part two to uncover the culprit, with Waitrose highlighting the irresistible appeal of their Christmas treats.
Aldi
Kevin the Carrot returns for his ninth consecutive year, bringing his trademark charm to save Christmas once again. In Aldi’s 2024 Christmas ad, the holiday spirit is under threat from a gang of mischievous humbug sweets who’ve stashed it away in their fortress, Humbug HQ.
Kevin and his trusty sidekick, Katie, take on the daring mission to retrieve it, slipping into festive disguises, navigating obstacles, and narrowly escaping a well-placed booby trap. In true heroic fashion, Kevin returns triumphant, restoring the holiday cheer just in time.
Sainsbury’s
Sainsbury’s 2024 Christmas ad brings warmth and nostalgia with a delightful twist—featuring none other than Roald Dahl’s beloved BFG. The gentle giant seeks help from Sainsbury’s worker Sophie to prepare his Christmas supper, and together, they travel across the UK gathering festive ingredients, all sourced from British producers.
With a sprinkle of magical Phizzwhizzards, the BFG transforms these fresh picks into a “delumptious” Christmas feast, though, naturally, it’s far too much for one giant to handle. The heartwarming ad ends with the BFG surprising a family with the bounty before bringing Sophie back to the store. A charming and wholesome reminder of the joy that sharing Christmas (and a good meal) brings.
Asda
Asda’s 2024 Christmas ad, Go Big or Go Gnome, skips the celebrity cameos and instead brings in a team of animated gnomes to handle holiday prep. As snow begins to fall, Asda employees Maggie and Bill worry they’re short-staffed for decorating—until Bill summons his secret gnome squad.
Set to the A-Team theme, gnomes swoop in, filling shelves, decking out trees, and organising festive wear. As dawn breaks, the crew heads out to the cleverly adapted tune: Driving Gnome for Christmas.
Lidl
Lidl’s 2024 Christmas ad is a heartwarming tale of spreading a ‘Lidl magic’. After a young girl shows kindness to an elderly lady, she’s gifted a set of magical gold bells that can make wishes come true. When hung on the Christmas tree, the bells work their charm—transforming Brussels sprouts into biscuits, summoning a raccoon, and even bringing a giant gingerbread man to life.
But the true magic lies in giving, as the girl teaches her family the joy of selflessness by wishing one of her own gifts into the hands of another child. Lidl encourages customers to donate toys to Lidl’s in-store toy banks, spreading festive cheer to those in need.
Morrisons
Morrisons’ 2024 Christmas ad delivers festive flair with a lively Bugsy Malone musical mash-up of Bad Guys and You Give a Little Love, brought to life by their iconic oven glove puppets.
The ad kicks off with a Morrisons van delivering all the Christmas essentials, setting the stage for a feast of flavours. From marinating turkey to roasting salmon, the musical energy builds as we’re treated to mouthwatering shots of party food, starters, mains, mince pies, and desserts. It’s a joyful celebration of holiday cooking, with Morrisons serving up everything you need to make Christmas dinner memorable.
Greggs
Greggs marks a delicious milestone with celebrity chef Nigella Lawson taking centre stage in the chain’s first-ever festive campaign. In the ad, Lawson is at home, surrounded by Christmas cheer and Greggs-themed baubles on the tree.
She enthusiastically describes the “rapturous riot of flavour” that is the Greggs Festive Bake—highlighting its “succulent filling, creamy sauce, all wrapped in the flakiest of flaky pastries.” Lawson, a long-time Greggs fan, adds her personal touch to the ad, celebrating the return of the iconic Christmas menu.
Amazon
A true tear-jerker, Amazon’s 2024 Christmas ad is a moving celebration of kindness and the joy of unexpected moments.
Set to a beautiful cover of What the World Needs Now Is Love, the story follows a humble theatre caretaker who softly sings to himself as he goes about his duties. His colleagues, quietly touched by his voice, hatch a surprise plan. When the caretaker arrives at the theatre one morning, he’s greeted by a stage set for his performance, complete with a microphone and backing track. All that’s left is to slip into his new tuxedo jacket—delivered by Amazon—and step into the spotlight.
John Lewis
No Christmas season feels complete without the arrival of the highly anticipated John Lewis Christmas ad. This year, the brand is building suspense by releasing it a little later than usual. But for now, we have a 30-second teaser that suggests a return to their sentimental roots after last year’s quirky Venus flytrap ad.
Get your tissues ready—this one promises to tug at the heartstrings!
So, which is your favourite 2024 Christmas advert?
2024’s Christmas ads strike the perfect balance between emotional storytelling and festive fun, with themes of generosity and togetherness taking centre stage. Lidl’s magical bells, Sainsbury’s BFG, and Amazon’s singing sensation highlight the joy of giving, while Morrisons, Waitrose, Aldi, and Asda keep the holiday spirit alive with creativity and humour—whether it’s Morrisons’ musical twist, Waitrose’s whodunnit, Aldi’s Kevin the Carrot, or Asda’s army of gnomes. British icons like Dawn French, Nigella Lawson, and a star-studded Waitrose mystery add a special touch. Together, these Christmas adverts serve up nostalgia, joy, and community, making this holiday season one to remember.
Curious about how this year’s ads compare to last year’s? Check out our blog post on our favourite Christmas adverts of 2023.
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Blog Cover Photo: africaimages/shutterstock.com
