Christmas Campaign Review
Our take on the big hits (and a few misses) from this year’s Christmas adverts
It’s a Tuesday in November, the kind that calls for a little extra sparkle. Both sniffling through a cold, and in need of some festive cheer, MOREVER Creative Director, Dan Mellor, and Marketing Manager, Pip Evan-Cook gathered around a plate of warm mince pies to dive into some of this year’s crop of Christmas adverts.
Together they watched each film in our yuletide selection box, and shared their thoughts on the associated campaigns.
John Lewis:
‘The Gifting Hour’ by Saatchi & Saatchi
This year’s John Lewis yuletide ad shows a clear return to a more human-centred approach. There are no anthropomorphic animals this year. It has a strong commercial focus - showcasing products that can be found in store and offering a wealth of translatable ideas for merchandising and the further roll-out of the campaign. With the economic challenges, facing retailers and public alike, JL has returned to targeting its traditionally safe client base - middle class women.
The narrative, featuring a “reverse Narnia” concept, has symbolic elements echoed in the music, like the ‘red box of memories’ from The Verve’s ‘Sonnet’. The clever transitions and multiple scenarios jump around in time with seemingly random chronology, making it interesting to watch but requiring multiple viewings to fully grasp. It doesn't quite ‘fulfil’ in the traditional sense on first watch.
Despite this, the casting, high quality music and layered, thought-provoking story were all well-crafted and executed. However, the central strapline, “The secret to finding the perfect gift - knowing where to look,” didn’t hit home as definitively as with previous campaigns. Both the on-screen text and the conceptual correlation with the visual story could have been a little bolder we think.
Given how many times each of us is likely to see this campaign between its early release and when Santa shows up, the complexity of the story could prove a clever choice, keeping us engaged for longer. By the time you’re eating your turkey, you might have it all figured out. But, it risks disengaging audiences hoping for a more immediately gratifying story.
Verdict: A merry and bright 7.5/10
Coca-Cola:
‘Holidays are Coming’ by Secret Level, Silverside AI and Wild Card
A rehash of its iconic Christmas ad. The original, whether you like it or not, had a sense of nostalgia and strong brand positioning. The AI-generated version strips away any warmth or personality and story that the original had. Aesthetically it follows the now cliched look of ‘AI stock’ and also what on earth is wrong with Santa’s fingers…frostbite maybe?
For an ad which probably aimed to celebrate the magic of Christmas, it feels a little cold and mechanical - the opposite of what audiences tend to want at this time of year.
Verdict: Bah humbug – a frosty 2/10
JD Sports:
‘The Family Portrait' by Uncommon
This ad blends pro-shot footage and phone footage as seamlessly as the mix of celebrities and ‘real people’ merge in an energetic, fast-paced snapshot of modern life. The focus is clear: JD Sports is doubling down on being "street" showcasing a variety of "family" scenarios - whether it's fishing with your mates, getting ready for a big night out, or cheering on your football squad. It’s an inclusive take on the idea of family, though it veers into cliché at times.
The branding is undeniably strong - JD has leaned into a sleek, edgy look with all-black smart tracksuits, subtle logos, and a stripped-back colour palette which closely follows the trend on the street. However, the ad loses a little momentum as the music builds, becoming a disjointed series of moments rather than a cohesive story. The montage approach captures energy but lacks emotional depth, perhaps more of a shared narrative could have tied it all together in a gratifying way.
While it’s visually sharp and stays true to JD’s brand identity, the lack of a clear storyline makes it feel more like a collection of highlights rather than a memorable Christmas campaign. With the featured celebs it no doubt took some time and energy to capture the raw footage - this is never easy. Hats off to the producers and to the editor.
Verdict: It’s “k bro” - a respectable 6/10
Shelter:
‘World of Our Own’ by Don’t Panic
This ad does capture the magic of Christmas, using the power of a child’s imagination to transform everyday life into something extraordinary. The story is instantly engaging - and encourages curiosity. We aren’t sure what is coming and we sort of don't care as we are taken on a swift and engaging story from the point of view of a child’s imagination. As the Dad plays the supreme game of make-believe, reality sharply cracks through and breaks the child out of the imagined world.
The visual storytelling is exceptionally well done, with lovely details like the handwritten childlike name on the spacesuit and clever repurposing of items from their surroundings into the imagined "space world." It’s clear a lot of thought went into making this feel cohesive and meaningful.
The only critique lies in the portrayal of the Dad. While he’s deeply engaged in his child’s magical world, he feels a little too perfect - almost like a teacher rather than a parent. Adding a more human moment, like a brief lapse in his immersion or a glimpse of his own struggles mid-story, might have added more depth. It is right that the emphasis is on the child and not the Dad character and overall, it’s a visually stunning, beautifully crafted and heartfelt piece.
Verdict: A solid 9/10
The abrupt ending is its biggest flaw. The vibe shifts awkwardly, as if they ran out of budget or ideas. The music change - from ‘A-Team’ excitement to cosy Chris Rea - feels jarring and unearned. Instead of building to a big festive finish, it fizzles out, creating dissatisfaction.
It has a muddled execution with moments of charm but an ending that misses the mark.
Verdict: Go big or go gnome - 4/10
The Entertainer:
'Ray' by Adam & Eve
Our pick of the bunch! We love this one. It is original with an inspired soundtrack, dryly executed to create a funny-to-all-ages amalgam of visual and sound. The strapline ties in brilliantly. A fresh take that taps into one of those unspoken but universal truths: we often waste our money at Christmas in an attempt to find the perfect gift.
Spot on characterisation for the main character Ray, how could anyone reject him? Visually it could have been a little more festive but they probably wanted something evergreen, and that it is. This ad could work any time of year.
Verdict: Jingle all the way! 9/10
That's a wrap!
Dan’s a hard marker for sure, but it was interesting to view these all in one sitting and be able to make comparisons. One thing we noticed is that genuine human stories are becoming more prevalent in our Christmas campaigns. We are seeing more brands and agencies dig deeper into the honest experience of Christmas, and lean less on the classic tropes. Yes, Christmas brings festive fun, good smells and wraps us up in a warm hug, but it also gives rise to difficult choices, hard work and specific challenges that only seem to inflate each year.
Without a doubt, the campaign from The Entertainer by Adam & Eve was our favourite. It made us both laugh, was deceptively simple and relied on two easily recognisable human truths - rejection is hard to take, and kids are both delightful and challenging in equal measure, particularly at Christmas! They managed to do this by creating a sad East-End furball who we all want to catch before he hits the deck. And guess what - only one voice-actor needed!