The best and worst 2024 Christmas ads
See which brands nailed the holiday magic and which missed the mark.
The festive season is upon us, and with it comes the annual tradition of Christmas adverts. From heartwarming tales to hilarious antics, these ads have the power to make our spirits bright or leave us feeling a bit bah, humbug.
So let's dive into the world of 2024's Christmas ads. We'll explore our favourites and least favourites, the heartwarming and the head-scratching, before revealing the best ad of them all.
Waitrose – Whodunnit?
Waitrose has truly outdone themselves with their 2024 Christmas ad campaign. This star-studded whodunnit, featuring the likes of Joe Wilkinson and Matthew Macfayden, plays out across two ads.
This delightful blend of humour, suspense, and culinary indulgence surrounds the missing Red Velvet Bauble Desert and adds a layer of intrigue, keeping viewers guessing until the final reveal. The ad's clever use of suspense, combined with its witty dialogue and charming characters, makes it a truly enjoyable watch.
It's clear that Waitrose has invested significant effort into creating a memorable and engaging Christmas campaign. By tapping into the nostalgia of classic whodunits and showcasing their delectable festive treats, they have successfully captured the hearts of viewers and positioned themselves as the go-to destination for Christmas shopping.
Verdict: 👍🎅
Debenhams – Duh
Debenhams’ latest Christmas campaign aims to highlight the contrast between bustling high-street shopping and the ease of online purchasing. Despite featuring a star-studded cast, the ad struggles to capture the festive spirit that audiences anticipate during the holiday season.
By emphasising less appealing aspects of shopping, like waiting in rainy queues, the ad leans too heavily on the mundane and misses the joy and magic often associated with Christmas.
Though the message of convenience is clear, it lacks the emotional depth that makes holiday ads truly memorable. As a result, this campaign feels like a missed chance to deliver a magical and impactful holiday experience.
Verdict: 👎🎅
M&S – Dawn French is back
Dawn French returns to spread festive cheer as the M&S Christmas fairy. This time, she’s not just lending her voice to the character—she’s sharing the screen with her whimsical CGI alter ego.
Picture a humorously grumpy yet festive Dawn French, navigating the holiday season with her signature wit. Despite her playful disdain for Christmas chaos, she still manages to create a feast worthy of royalty (or fairies). With a sprinkle of magic from her fairy companion, your home will be brimming with seasonal charm, a table laden with M&S's delectable offerings, and a holiday glow to make your neighbours jealous.
A series of ads highlight more of M&S's outstanding Christmas collection—from savoury party favourites to irresistible desserts. And don’t miss the festive must-haves, like the enchanting Santa’s Workshop Light-Up Tin filled with buttery cookie stars.
Verdict: 👍🎅
Argos – Rockstar
Argos's 2024 Christmas ad featuring Chad Valley Trevor, the talking T-Rex, is a curious case. On one hand, it's an energetic spot that captures the excitement of childhood. The T-Rex's rockstar dreams and the friendship between Trevor and Connie are heartwarming if you’re a fan of those characters. But the ad misses the mark.
The execution feels a bit flat and it fails in the Christmassy-feeling department. This ad could be recycled for any gift-giving occasion. Ultimately, the ad is a mixed bag. While it's entertaining, it doesn't reach the heights of previous years' Christmas ads.
Verdict: 👎🎅
Barbour – Shaun the Sheep
Barbour’s 2024 Christmas campaign delivers a delightful treat in partnership with Aardman Animations. This charming collaboration brings Shaun the Sheep and his lively flock back to Mossy Bottom Farm for a story brimming with festive humour and heart.
Set against beautifully animated winter backdrops, the ad showcases Aardman’s signature artistry, with endearing character designs and seamless integration of Barbour’s timeless products. The blend of countryside charm and the brand’s iconic outerwear adds a touch of sophistication to the playful scenes.
This year’s ad captures the season's magic with a nostalgic yet fresh approach. Its lighthearted narrative and warm visuals highlight the joy of tradition and the timeless power of storytelling, making it a standout festive favourite.
Verdict: 👍🎅
Coca-Cola's AI Christmas
Coca-Cola's iconic Christmas ad has always been a heartwarming tradition, but this year's AI-generated version has left a sour taste. While the familiar tune of "Holidays Are Coming" plays, the uncanny valley vibes are strong. The AI-generated characters, particularly the polar bears, look more like digital ghosts than cuddly creatures
It's a stark reminder that while AI can be a powerful tool, it's not always the best solution. In this case, the AI-generated ad lacks the warmth and charm of previous years' campaigns. Perhaps Coca-Cola should stick to the tried-and-true formula or invest more in human creativity to deliver a truly magical Christmas message.
Verdict: 👎🎅
TK Maxx – Small Christmas
TK Maxx takes viewers to a cosy farmyard where a cast of lovable animals showcases the latest fashion finds. From a stylish alpaca rocking a green jumper to a hedgehog sporting a beanie hat, the ad brings to life the thrill of discovering designer deals at unbeatable prices.
With its enchanting visuals and uplifting message, the campaign stands out as a festive highlight. It’s a heartfelt reminder that even during challenging times, we can still share joy and make the holidays special for those we love.
Featuring delightful characters and the clever tagline, “Spoil your loved ones for less,” TK Maxx’s ad should strike a chord with audiences, leaving a cheerful and lasting impression.
Verdict: 👍🎅
Smyths Toys – Magic words
Smyths Toys’ 2024 Christmas campaign takes a lively and imaginative approach, celebrating the excitement and wonder that the toy store brings to children. The concept of a magical connection to the phrase “Smyths Toys” is creative and visually fun for audiences young and old.
But it lacks the heartfelt sentiment often associated with Christmas. Its emphasis on the consumer side of the season, although fitting for a toy retailer, might not resonate with those seeking a more emotional holiday message.
In the end, the campaign is an entertaining effort, but it misses the deeper, magical essence of the festive season that could make it truly unforgettable.
Verdict: 👎🎅
Honourable mentions + our favourite
We also liked John Lewis’s and Tesco’s ads, so check those out if you haven’t seen them yet.
And our favourite? That comes from the U.S. – Apple’s Heartstrings. This moving ad about hearing loss needs no explanation. Watch it for yourself.
Happy Christmas, everyone!