The UK's Christmas ads 2022: turkeys or crackers?

VJ Anand, ECD EMEA + Global Creative Operations at VaynerMedia

John Lewis has returned with another touching piece of work. It’s great to see that they have opted for a relatable and grounded film this year, one that follows a middle-aged man and his efforts in learning to skateboard. In the final scene, we learn the true reason behind his new-found hobby, as a skateboarding teenager waits at the door of her new foster home. 

Brands are showing that they are tuned in to the mood of the nation and addressing issues that are important to consumers this year.

At a time when many families, no matter their background, will be feeling the effects of the ongoing economic downturn, it is refreshing that John Lewis isn’t pushing products, aspirational glamour, or gratuitous gift-buying. Instead, their ad tells a sensitive, emotional story while raising awareness of children in care.

John Lewis & Partners, The Beginner, adam&eveDDB

One notable characteristic in this year’s line-up is the use of American cultural influences. The John Lewis ad features a festive rendition of Blink 182’s All The Small Things as the soundtrack, with Sainsbury’s following suit with an instrumental of Wheatus Teenage Dirtbag. Asda’s Have Your ‘Elf a Merry Christmas summons Will Ferrell’s character Buddy from the hit movie Elf’.

When making work for our clients we are evangelical about listening to audiences and paying attention to the way they dictate culture, not us. It would be interesting to know if agencies took signals from platforms like TikTok and Instagram that pointed to early 00’s American pop culture making a comeback this year.

After the many challenges  of 2022, the most important point for advertisers this Christmas is hitting the right tone. Most have focused on family, togetherness and community, the importance and value of which we are continually reminded of in tough times. Brands are showing that they are tuned in to the mood of the nation and addressing issues that are important to consumers this year.

Given all the doom and gloom of the cost-of-living crisis, how do you strike an optimistic tone? 

Hopefully, the next step is that brands engage with their audiences in the comments, learn from their responses and are continually guided by that rich feedback. Building next year’s landmark campaigns by listening to real people can start now and be refined and shaped by the cultural moments of 2023. 

ASDA, Have Your Elf A Merry Christmas, Havas

Adam Johnson, Creative Director, Interbrand UK 

This year we’ve seen a huge contrast to the optimism that shone through in 2021’s Christmas ads, where the focus was on going big after Covid. Following 2020’s 'unprecedented' year, we all heaved a sigh of relief as we began a return to normal over the festive season.

But just as brands had hoped for business-as-usual at the busiest time of the year, the end of 2022 presents a whole new challenge — given all the doom and gloom of the cost-of-living crisis, how do you strike an optimistic tone? 

Perhaps next year we'll see more brands learn from John Lewis (once again), by using their ads to create impact measured in more than just sales.

The answer to this is much less exciting than you might expect.

It seems as if each has retreated to their comforting and traditional themes: full-on schmaltz, modern family values (often through great work with charitable causes) or affordable quality with a festive twist. Perhaps, after far too many years of uncertainty, unsurprising Christmas adverts might not be such a bad thing after all.

This year my favourite, along with many other people, will have to be John Lewis, “The Beginner”.  I have a young family and can really appreciate the sentiment, even the toughest cynic will struggle to be unmoved. It puts the past year into perspective and is a great example of how a brand can ensure they are using advertising to do some good and show others how they can too. 

Christmas is a time of unashamed excess and yet putting food on the table hasn’t felt this expensive for 40 years. What do advertisers do?  

You can argue that it’s not as creative as many of their previous memorable ads, but more importantly this could be their most meaningful.  Perhaps next year we'll see more brands learn from John Lewis (once again), by using their ads to create impact measured in more than just sales.

Aldi, Kevin the Carrot, McCann London

Rowenna Prest, Chief Strategy Officer, Joint 

Argh. The conundrum. Christmas is a time of unashamed excess and yet putting food on the table hasn’t felt this expensive for 40 years. What do advertisers do?  

The first thing not to do is ignore it!  One of the best things about the magic of Christmas is the joy everyone can share, and while the World Cup is a big event it really isn’t bigger than Christmas and shouldn’t take centre stage. This is even more true given the dark side of the Qatar World Cup, one which is very much not inclusive. So I really hope Kevin the Carrot gets to enjoy a bit of Christmas cheer this season.

But there were three themes that I thought were particularly strong.

1. Celebrating the excess.  Understandably this path was less well trodden compared to more bountiful years.  And whilst there was risk in appearing tone deaf, I do think people want a break from the gloom, even for just one day.  Sainsbury’s Taste the Difference did this well.  Whilst the fairytale setting did feel a bit familiar the food looked absolutely delicious. They didn’t knock less superior, and therefore cheaper, food, instead leaning into the Christmas truth that some people simply can’t stand parts of traditional Christmas fare so need something a bit different.

Sainsbury's, Once Upon A Pudding, Wieden + Kennedy

2. Celebrating the excess with a nod to reality.  If celebrating the excess was potentially risky, adding a dash of reality was even more so.  Get it wrong and the Christmas bubble would immediately burst.  (Bah humbug Argos!)  Tesco trod the line just right: The Christmas Party felt joyful and the nod to reality felt helpful, i.e. you can get delicious food at great value, and entertaining – Love Actually is not the greatest Christmas film.  And funnily enough, having the Christmas excess rub up against a bit of reality made that excess feel all the more necessary.

Tesco, The Christmas Party, BBH

3. Supporting what Christmas is really about.  For me, this was the winning theme with both M&S and John Lewis choosing it.  By demonstrating their commitment to charity both brands went beyond simply showcasing product in a creative Christmas wrapper and got to the true meaning of it: togetherness, kindness and compassion. Ironically, I’m sure this highly emotive move away from such naked commerciality will probably pay back the most strongly.  

M&S’s joyful take on supporting communities felt bang on for a post-Covid world where we value community and being together more than ever, especially at Christmas. But the outright winner was John Lewis.  Their film was a beautiful demonstration of the familial kindness that underpins a lot of Christmas behaviour.  Their extreme example of this beautifully pulled at the heartstrings and was a welcome break from having so much fun this Christmas.