Supermarkets went big with their Christmas ads this year, with celebrities aplenty – from Ryan Reynolds to Rick Astley – taking centre stage.
But have the big budget ads worked?
Grocery Gazette brings together some of the best creative and strategic minds in the advertising industry to find out what they think of the big supermarkets’ offering and the big question on everyone’s lips: which is the best Christmas ad this year?
Meet the panel
Ogilvy executive creative director, Sam Cartmell
Sam Cartmell is an executive creative director at Ogilvy. He has worked on clients including Tesco, Boots, Philadelphia, Costa and Stella Artois.
VCCP business lead of retail experience, Steph Thomas, and creative director, Darren Groucutt
Steph leads business in retail experience for VCCP, while Darren Groucutt works on the creative side. VCCP’s notable clients include Cadbury, Müller, Doritos, Dominos and Walkers.
Dark Horses chief creative officer, Steve Howell
Steve is the chief creative officer for Dark Horses, whose FMCG clients have included Just Eat, Small Beer and Lays.
Tesco: Become More Christmas
Views: 36k
Likes: 236
Sam Cartmell: ‘”Tis the season to be jolly bizarre. I love this spot from Tesco, which takes our everyday world and makes it as mad as a bowl of Christmas nuts. As an embarrassing father of teenagers, it’s good to see this relationship observed so well.
“Tesco perfectly captures how it feels when you’re touched by the Christmas spirit, with people turning into festive trees, snowmen, and nutcracker soldiers as the big day looms. Its energy is wonderfully infectious, and you’re left thinking if only the world was filled with more joy like this. The gingerbread-legged delivery woman gag was perfectly timed. Great casting and performances in here too.”
Darren Groucutt: “It might actually be my new favourite. Tesco’s bonkers ad cleverly integrates various characters embodying Christmas emblems, brilliantly escalating as everyone enthusiastically joins in, culminating in the heartwarming moment when the father hands his son a long-forgotten handmade Christmas tree topper.
“It skillfully features their products, making the narrative both clever and emotionally resonant.”
Steve Howell: “Saving the best till last, Tesco have delivered a Christmas advert that really gets you into the Christmas spirit. It’s got a big visual idea of everyone becoming more ‘Christmas-y’ and a lovely story of a teenager slowly coming round to his parents’ enthusiasm.””
Sainsbury’s: One little girl asks one BIG question
Views: 82k
Likes: 450
Sam Cartmell: “Having been on a diet this year, I’m a bit worried about the Big Man’s calorie intake here. If Santa’s anything like me, he needs to up the protein and reduce the carbs.
“Love the start with the little girl’s question and the panic-induced silence of the adults. After that, it’s a jolly festive romp through the aisles as Father Christmas talks us through his burgeoning and helpfully category-crossing menu – all set to the perfectly chosen Ski Sunday music. A quick nibble of Rick Astley in the cheese aisle continues the cheeky, retro theme.”
Steph Thomas: “Sainsbury’s, using Morrisons’ favourite ploy of including real staff in adverts to land authenticity, did a well-rounded job at getting across range in a cheery tone that seemed rather joyful.
I would, however, say it’s one of the safest scripts of the bunch this year to follow the nostalgia, range, and humour formula. A lovely storyline, with a good display of range, was achieved.”
Steve Howell: “Sainsbury’s have served up a pretty banal advert that showcases lots of food and Christmassy stuff, with a random cameo from Rick Astley.
“Apart from the neatly written gag that accompanies his appearance, there really is no point in him being there. Must have been one of those marketing 101 requests to amplify the film with the use of a celebrity, without any real consideration of who or why.”
Asda: Make Christmas Incredibublé
Views: 971K
Likes: 1.3K
Sam Cartmell: “Let’s raise a large glass of bubbles to the Bublé. His performance is self-aware enough to carry the spot and there are some very fun moments.
“The ad could’ve left out the shocked staff member with the name check towards the end, but that is being picky. This is big, populist stuff that genuinely helps reframe Asda with a sprinkle of stardust – effortlessly handled as ever. Bublés all round.”
Steph Thomas: “It ticks so many boxes; humour, nostalgia, but also, food trends landed brilliantly with quality and care at the heart of the message.
“And as much as I am rather indifferent to Michael Bublé, who is often defrosted for this season to flood our radio waves, I was pleasantly surprised to see he can actually act and land a few gags quite well along the way.”
Steve Howell: “Another supermarket setting its commercial in its store and showcasing its array of Christmas food and products, with an appearance from a celebrity. There’s some unsubstantiated rumours that Mariah Carey was lined up originally but dropped out last minute.
“Could be a load of Bublé. But the inclusion of Michael Bublé is well-worked and integral to the piece. It’s a really well-written spot, with some good gags and a lovely little serenade from Bublé at the end.”
Aldi: Kevin and the Christmas Factory
Views: 3.6M
Likes: 4.8K
Sam Cartmell: King Kevin is back with a Willy Wonka-themed extravaganza. The nation waits all year for our favourite Carrot to help see us through those dark December days – and this year’s Wonka/Conker twist is perfectly timed, even if it leads to a slightly complex tale.
While I love a rhyme, the pace of the poem could’ve pick up at times. But then again anyone who can squeeze in references to Plum Crack and Huge Willy in the middle of a Christmas spot knows exactly what the great British public loves.
Darren Groucutt: “Aldi’s commercials have a remarkable ability to capture the essence of the season without feeling over-the-top. It’s approach is often subtle and heart-warming, rather than overly dramatic or exaggerated.
“The way [Aldi] creates characters and stories is more about genuine charm and relatability, drawing audiences in with a sincere connection.”
Steve Howell: “Kevin the Carrot is back to firmly place himself amongst the greats of Christmas traditions. This animated spectacle is like pure Christmas, with great characters, a well-written rhyming narrative and hearty moral lesson for us all to absorb.”
“William the Conker feels a little obscure at this time of year, but I’m guessing having him roasted might not have landed with the little ones quite as well.”
Morrisons: Singing oven gloves
Views: 266,696
Likes: 1.5K
Sam Cartmell: “You can’t help but love the glove in this smart, well-written tribute to Christmas Day’s unsung heroes. It brings a fresh, uplifting take on the tricky festive TV spot with some beautifully chosen lyrical moments and gags. Big hand to all.
Steph Thomas: “Morrisons has an excellent and unique approach, creating the memorable ‘oven glove’ idea. The ad is clever from an ownable character perspective that everyone can understand and smile along to, whereas John Lewis’s Venus fly trap inclusion, in contrast, people might be more likely to frown along to.”
Darren Groucutt: “Morrisons’ Christmas ad is a favourite in our house. It delivers a heart-warming message about supporting Christmas cooks and showcasing its festive range, all with a fun and engaging touch.”
Steve Howell: “Yes, inanimate objects coming to life to sing in unison might not be the most original of ideas, but when it works, it’s bloody works. This is full of joy, and warmth and makes you excited for putting on a good feast this Christmas.”
Lidl: A Magical Christmas
Views: 287K
Likes: 2.9K
Sam Cartmell: “Lidl’s spot felt almost American with the choice of raccoon and the street signs. It’s a well-told tale of Christmas love and a big number, production-wise.
“Plus, the toy bank donation is a smart fit for Lidl and ups the social relevance in a tough year for the UK.”
Steve Howell: “This commercial has got a few superfluous elements that just confuse the storyline. For one, a raccoon isn’t native to the UK, so it feels a little disconnected. That aside, it seems to be living in a shed, then a tree, wanting to donate a hat, then a teddy bear, and it’s not clear whether the mother in the story dropped the bear in the first place.
“The CGI of the raccoon is a little off in places. Then there’s the tokenistic single person of colour at the dinner table which really gripes. Hello Lidl, it’s 2023. Which all in all, makes for a really frustrating watch.”
Darren Groucutt: “Lidl’s Christmas ad, elegantly captures the essence of the season, emphasising the impact of small gestures without feeling overdone. It’s a touching reminder of the power of kindness, beautifully told in a simple yet powerful storyline.”
Waitrose: ‘When the food’s good, everything’s good’
Views: 141K
Likes: 824
Sam Cartmell: “When the food’s good, everything’s good’ isn’t a mantra to argue with. This high energy, high calorie spot feels super festive. If you shop at Waitrose, perhaps every day simply feels this perfectly divine, dahling! There’s plenty of beautifully shot posh nosh on show, all glazed with a high-gloss colour palette and art direction that screams quality.
Plus, who wouldn’t want Mr Norton to bring a little something to your festive knees up. The security guard/ ‘policeman’ mis-direct gag at the end is an oldie but a goodie, which is what Christmas is all about.”
Steve Howell: “When the food’s good, everything’s good” is a line you could write some brilliant work too. Instead, Waitrose has gone with a house party full of people rattling off fancy foods to one another, with a bit of innuendo attached.
“It becomes a gratuitous product porn commercial, with a random appearance of Graham Norton, who shall not be named for some reason. It’s just all a bit much.”
Steph Thomas: “Waitrose offers excellent food styling yet again. Perhaps a script aimed more at the individual shopper, in contrast to the majority of Christmas ads focusing on families. Its approach shifts somewhat to the always-on-December party atmosphere and not just the main event.”
M&S Christmas Food: Right & Left Mitten
Views: 663K
Likes: 2K
Sam Cartmell: “The celeb fest continues over at M&S. It’s another glove-themed number but this time it’s woollen mittens versus Morrisons’ oven variety.
“Voiced by the wonderful Dawn French, Ryan Reynolds and Rob McElhenney, its big, impressive talent delivers on the premium writing you expect from a quality retailer like M&S. These aren’t just mittens. These are Hollywood-millionaire, wittily scripted, Wrexham-saving mittens. Very nicely done.”
Steph Thomas “M&S returns with a cute(ish) story but it was a little confusing to me. It does little to compete in the breadth of range and newness – other than the random inclusion of Welcome to Wrexham’s most famous voices showing up.
“The random mix of celebrity voices with a mediocre tale to go with it, just feels too jarring as an obvious ploy to get mainstream attention.”
Steve Howell: “Dawn French, Rob McElhenney and Ryan Reynolds are a triumvirate I didn’t see coming this Christmas. Especially for an M&S Food commercial.
“The characters they voice are cute and are given enough substance for this episodic series to have some legs. The only issue is you’d never know it was a series unless you read the description.
“It feels like a straight-forward commercial, showcasing explicitly the food that M&S proffer, without any cliff-hanger moment or sense of continuation beyond the constraints of its 1:20 time length.
“So, then what’s the point? Why should I care? Are these characters really that intriguing for me to watch episode after episode of seemingly generic food adverts? It just feels like a waste of time and money amid some unbelievable casting.”
And the winner is…
Sam Cartmell: Asda and Morrisons
“A solid year from the supermarkets, if not a legendary one. The late entry from Tesco is a contender for top spot. Tree-mendous!’
Darren Groucutt: Tesco
“It might actually be my new favourite. Love it!”
Steph Thomas: Asda
“Asda for me is the winner. It ticks so many boxes; humour, nostalgia, but also, food trends landed brilliantly with quality and care at the heart of the message, a food range that caters to all demographics and for a variety of Christmas-led occasions, not just the main meal, and also a nod to its products beyond food.”
Steve Howell: Tesco
“There’s plenty of product on show, but it never gets in the way of the narrative which helps make it my new favourite Christmas advert of the year. “
