Christmas ads for 2024 are here, featuring famous personalities and beloved characters.
- Retailers aimed to charm viewers with heartwarming themes and familiar figures.
- Experts weigh in on which ads hit the mark and which fell short.
- John Lewis’s ad impressed with emotional depth and relatable storytelling.
- Waitrose’s creative approach garnered praise for its originality.
The festive season brings an array of Christmas ads vying for attention, with notable appearances from Dawn French and Bridgerton’s Adjoa Andoh. Many retailers sought to engage audiences through heartfelt narratives, while others relied on well-known characters to carry their campaigns. Experts analyzed these commercials, identifying both triumphs and missteps during the holiday advertising rush.
Trevor Robinson commended John Lewis for its ad’s authenticity, noting the natural integration of brand identity without force. He likened the relationship between the sisters in the ad to the dynamics seen in the show Fleabag, highlighting how memories are connected to objects and emotions. This ad managed to evoke a sense of nostalgia and emotional resonance for viewers.
Sophie Bell expressed an initial bewilderment with John Lewis’s narrative, but upon further reflection, she appreciated the storyline’s depth. The ad featured an interesting concept, although its immediate impact was limited. John Cherry remarked on its resemblance to the thematic essence of the film Eternal Sunshine, though he felt the execution was rushed and noted its appeal to a middle-class audience.
On the lighter side, the BFG took center stage in Sainsbury’s Christmas ad, earning mixed reviews from the panel. Trevor Robinson remarked on the ad’s lack of emotional wonder, critiquing the choice of employing a children’s character to appeal to adults. Sophie Bell, however, found the nostalgia delightful, with a positive nod towards the craftsmanship and execution. John Cherry appreciated the ad’s whimsy, though expressing reservations about its overall impact.
Aldi’s campaign featuring Kevin the Carrot once again captured public affection, despite its predictable format. Sophie Bell acknowledged the ad as entertaining to children, though she admitted it failed to captivate her. John Cherry identified the reliance on familiar themes and jokes, yet recognized its continued effectiveness in engaging audiences.
Dawn French’s comedic charm was a highlight in one campaign, as Trevor Robinson and John Cherry enjoyed her unscripted quips which added to the ad’s appeal. However, Sophie Bell commented on its generic storyline, observing that despite the humor and visual appeal, it struggled to present something unique or memorable.
In contrast, the Waitrose ad stood out as a favorite for both Sophie Bell and John Cherry. They praised its clever celebrity casting and relatable family dynamics. The ad’s emphasis on food as part of the story, rather than as a mere prop, resonated strongly. Waitrose’s choice to steer clear of magical embellishments helped it stand out for its sincerity and originality. Robinson, however, pondered if a more cost-effective approach could have achieved similar success.
Not all ads hit the mark, with some, like Boots’ commercial, facing criticism for not effectively associating the brand with the festive narrative. Critics observed that while it showcased a vibrant and dynamic essence, it fell short of making a clear connection to Christmas themes. John Cherry noted the risk of losing brand focus amid the festive shimmer, while Sophie Bell highlighted its sassy charm that nevertheless disjointed from the brand’s identity.
The Christmas ads of 2024 provided a mixed bag of creativity and execution, leaving a significant impact on the audience and advertising experts alike.
