18 Nov Keira, tears and Christmas cheer – our top festive ads
Christmas came early this year in adland. From end of October the retailers/brands have crashed into the festive season with no warning. First Debenhams, then John Lewis and Asda, followed by the all the rest – almost on the daily. This year, we’ve seen the usual festive themes but with an emphasis on real life moments and real feelings (take that, AI). Without further ado, here are our top three (because all good things come in 3’s).
Starting with our absolute fave so far. Waitrose <3. If there’s anything we Brits love at Christmas, it’s a good rom com. The most unlikely – and brilliantly silly – pairing, Keira Knightley and sweetly frumpy comedian (and Celebrity Traitor star) Joe Wilkinson, play the leads as unlikely lovers. Over four full minutes, we watch their relationship blossom over their shared passion for food. Despite a mad moment where Keira’s brother is mistaken for a rival boyfriend, things get back on track. As Phil (Wilkinson) reveals his feelings for Keira by baking a pie with “I love you” on its lid, the pair share a kiss. Sweet, hilarious and nostalgic – this is a twinkling beauty and oh so simple.
A father and his teen appear on bad terms in the opening scenes of the new John Lewis ad. Then things take a turn when dad opens a record – Alison Limerick’s 1990s track Where Love Lives, reimagined by British artist Labrinth – a thoughtful present from his son. As the beat drops, it sends dad down memory lane to his own teenage years dancing to his favourite music. He sees his son appear in the crowd, which then cuts to a tear-jerking montage of his boy, as a toddler and baby. Snapping back into the room, an emotional/reparative hug between the two heals all woes, with the endline: “If you can’t find the words, find the gift.” Awww, as it turns out love does live here after all.
Our next pick is adorably Aardman. Barbour has once again enlisted loveable chaos-conjurers, Wallace and Gromit, for a very calamitous Christmas moment. The nation’s favourite inventor and his loyal canine sidekick return for a stop-motion spectacular that’s pure comfort viewing. This year’s ad sees Wallace in full festive mode, determined to “automate” Christmas to perfection – complete with a mince pie-making contraption that (predictably) goes awry. Cue Gromit’s usual quiet competence and a good dose of northern charm. Set against the warm glow of claymation cosiness, it’s a love letter to British eccentricity and tradition, stitched together (quite literally) with Barbour jackets passed down through generations. There’s no heavy product placement – just that understated Barbour storytelling magic: community, craft and continuity. It’s funny, familiar and full of heart – and the cameo of Wallace’s mum knitting in the background? Chef’s kiss.
So, there we have it – three cracking Christmas campaigns, each tugging the heartstrings in their own way. Whether it’s romcom magic, father-son feels, or classic claymation charm, this year’s ads remind us of what it’s all about: connection, nostalgia and a bit of festive silliness. OK Christmas, we’re ready for you now!