Ah, the Christmas ad. Possibly the most divisive commercial you can hope to create. Why? Well, people have VERY STRONG FEELINGS about them. We love a mascot, but not if it’s completely disconnected from the brand or product. We want to feel something, but not be emotionally manipulated. We like a good tune, but not if it’s basic, or worse, is old and hasn’t aged well. We enjoy a spectacle and a bit of magic, but not if it’s tone deaf and overly lavish during a cost-of-living crisis. Also, don’t burst the Santa is-he-real-or-isn’t-he bubble! Or else parents everywhere will be coming for you.

Phew. No wonder armchair experts up and down the country can be so negative about them. At bandstand, that’s not really our style. So, in the spirit of festive cheer and goodwill to all etc etc, we’ve rounded up a few of our favourite Christmas ads below and explained why we love them:

Purdy & Figg
“You can’t scratch and sniff Christmas ads. But you can spritz and inhale Purdy & Figg’s latest festive TV rendition. I loved how they turned Santa into a customer–he gets so distracted by spritzing and spraying that he totally forgets to drop off the presents! This one’s a real feast for the noses.” Bea, Junior Creative

Shelter
“The ad opens exactly how we’d expect. Tinsel strewn classrooms. Singing. Exuberant dancing. We’re all smiles as our hero starts giving the song some welly, only to have the rug pulled from under us as we discover that the Bonnie Tyler banger is in fact the hold music for accommodation services. Deft, devastating, and appropriately downbeat–Shelter are becoming festive kings of thought-provoking gut punches.“ Lottie, Creative Director

Waitrose
“Keria Knightley! Joe Wilkinson aka the most brilliantly deadpan man alive! Cheesy rom-com cues! Silly. Delicious. Charming. I’m sure I’m not the only person who would happily watch these two for 90-minutes, instead of four.” Fi, Strategy Director

Asda
“What a great example of IP used not just to exploit nostalgia, but to tap into real audience insights. With more of us worrying about the cost of Christmas, many shoppers are feeling Grinch-like, and uncomfortable in that new skin. ASDA’s spot validates that audience and shows us that sharing the joy this festive season doesn’t have to cost the earth; establishing themself as the place where hearts can grow three sizes.” Chris, Account Manager

M&S Food
“For the past few Christmases, the M&S fashion ads have been having all the fun, while their M&S food counterparts have had to settle for relatively safe executions that served mainly as displays of their various seasonal options. This year, there’s a lovely step change. From the funny traffic misdirect opening through to the Tom Kerridge cameo ending, I was really charmed by this spot. And they were still able to fit in tons of scrummy food shots. Win/win.” Cory, Executive Creative Director

Lidl
“While I don’t think Lidl’s ad is the most beautifully shot out of the lot this year, I think there’s a really nice message behind it that feels very relevant and heartfelt. Tonally, they hit the nail on the head. It’s also great to see an ad that isn’t stuffed with AI, and instead filled with what feels like genuine human interactions.” Roman, Creative Artworker

Aldi
“The duo of Aldi ads is a bit like cracking open an advent calendar. Part 1 felt a little flat, like opening a single raisin, leaving me wondering if the festive magic got stuck in the freezer aisle. But then comes part 2 and it all clicks! The characters come alive and you actually care about them. (Yes, even if they’re carrots.) It’s warm, funny and full of Aldi-branded heart. I’ll be back for doors 3-24.” Kaela, Creative

Coca-Cola
“This ad really embodies family connection for me–everyone squeezed into a snow globe the way my family squeeze around the dinner table and dance around our small living room each year. And there’s the sentimental ritual of getting the decorations out each year and being surprised by how much they mean to me. Also, the music makes my Christmas spirit light up!“ Rosie, Production Assistant

Tesco
“I love that Tesco’s Christmas ads lean into reality: the messy, funny, chaotic and perfectly imperfect moments that make holidays what they are. From the freezer raid to the last-minute present dash, the office Secret Santa to the gloriously awkward family games, it all feels so real. It shows us Christmas doesn’t have to be flawless to be special.” Nadya, Senior Creative

And that’s a wrap folks. If those spots don’t immediately make you reach for a mince pie or run out and buy your Christmas tree, we don’t know what will.

Make sure you keep your eyes peeled for our Baylis & Harding spot, featuring the lovely Amanda Holden, coming soon.