This year’s The Gifting Hour from John Lewis feels refreshingly real. It shows the familiar rush and uncertainty of trying to find the perfect gift. But it’s not just about shopping – it’s about the emotional side of gift-giving, connecting it to special memories, from childhood fun to life’s big moments. The ad follows a woman in a last-minute gift hunt who is taken back through time to relive memories with her sister, ultimately finding a present that reflects their bond.
This mix of everyday reality and warmth makes the ad so relatable. The stress of last-minute shopping is something we all know, but the joy of giving a meaningful gift in the end makes it all worthwhile.
– Jessica Lee, Associate Digital Strategist
Tesco’s Helping #FeedYourChristmasSpirit advert for 2024 is a reminder of the different emotional complexities the festive season holds for people.
The story of a young man navigating his first Christmas without his grandmother captures the bittersweet reality of loss during a time traditionally associated with joy. Through nostalgic visuals and heartfelt storytelling, the advert shows how traditions can become a single bridge between the past and the present, keeping the spirit of loved ones alive.
When the world transforms into a gingerbread wonderland is visually so beautiful, it evokes the magic of Christmas, imagination and cherished memories, the visual crumbling of this world when the grandson feels his grief mirrors the fragility of healing after loss and the duality—between joy and sorrow.
The powerful message in this advert is the importance of keeping the memory and legacy of loved ones alive by recreating tradition.
Tesco’s message is clear: Christmas is about connection, and remembering those we’ve lost can help us cherish those we still have.
– Cara Shoniwa, Product Owner
Shelter’s ‘World of Our Own’ 2024 Christmas advert is a heartwarming story of a space-exploring father and daughter duo, adventuring on a new planet, meeting aliens, and even spotting Santa’s sleigh dashing across the sky. But all is not as it seems, as we’re brought crashing back to reality.
The ad does well to remind us that not all Christmas’ look the same, and that “love alone can’t save a child from homelessness.” It brought a tear to my eye and made me stop and think about other ways of giving gifts during the holidays, not just to those in our family, but those who need our help the most.
– Sophie Whike, Growth Partner
Barbour and Shaun the Sheep are back, wrapping up the holidays with a tale of freezing ‘baas,’ cosy scarves and some very stylish sheep. This marks the second year Barbour has collaborated with Aardman Studios to share the importance of gifting warmth this season.
The stop-motion ad shows Bitzer the dog saving the day when Shaun and the flock freeze mid-carol. Equipped with hats and scarves, the choir warms up, filling Mossy Bottom Farm with festive tunes.
As a heartwarming twist, Barbour has released 30 limited-edition “re-loved” Shaun-inspired jackets hidden in Oxfam shops across the UK. These collectables will support Oxfam’s charitable work, making giving even more meaningful this Christmas.
For me, it is the perfect blend of humour and heart, woven into a story that showcases incredible craft, creativity and attention to detail.
– Millie Spalding, Senior UX Strategist
The 2024 Sainsbury’s Christmas advert is a nostalgic delight for any avid reader of Roald Dahl, as it features the Big Friendly Giant (BFG) trying to make Christmas a bit more “phizz-wizzing.” Not the typical Christmas magic, but magic none-the-less, the BFG transports Sainsbury’s worker Sophie around the UK, highlighting key suppliers helping put Christmas dinner on the table for thier shoppers.
As the book featuring the oversized star of the ad was published in 1982, many of the original readers likely have children of their own and are the purchasers and decisionmakers of their household. I love this ad because it helps reconnect these viewers to a sense of childhood wonder and captures the attention of a new generation of readers.
– Megan Thomas, Marketing Coordinator
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