‘Tis the season once more when the nation’s top supermarket chains embrace the Christmas spirit with captivating prime-time advertisements. We’ve observed them all and selected our favourites as well as the ones that didn’t quite hit the mark!
John Lewis: A Blend of Chills and Time-Honored Christmas Delights
The Spooky Award is bestowed upon John Lewis‘ advertisement, created by Saatchi & Saatchi, showcasing a colossal, gift-loving plant aptly named Snapper.
Contrary to expectations, Snapper proves to be a friendly companion, eschewing the bloodthirsty tendencies of Audrey II from “The Little Shop of Horrors.”
John Lewis opted for a tried-and-true approach this year, delivering a beautifully directed piece brimming with traditional Christmas charm.
We award it three-and-a-half piranha plants out of five.
ASDA: Yuletide Crooners and Taste-Testing
As the holiday season approaches, Michael Bublé has awakened from his annual slumber to collect his latest round of royalty checks.
During a brief stop at the bank, he swung by ASDA to sample the budget supermarket chain’s 2023 lineup of festive treats, concluding the visit with a sweet rendition of “Walking in a Winter Wonderland.”
Though directed by Oscar winner Taika Waititi, it may not earn any awards, but it remained inoffensive.
Bublé commented on the advertisement, saying, “I cherish my connection with the UK, and as a big Christmas enthusiast, it was a privilege to be invited to star in Asda’s Christmas ad this year.” How heartwarming.
We rate it two-and-a-half baubles out of five.
Marks & Spencer: Stirring the Holiday Pot
In a country thirsting for controversy, we can thank Marks and Spencer for igniting the sparks with its Krampus-inspired Christmas ad. In this unconventional take, singer Sophie Ellis-Bextor sets ablaze a pile of Christmas cards, venting her frustrations against the holiday season’s pressures.
As one observant YouTube commentator pointed out: “Witness the intense disdain in the woman’s eyes just before she sets those Christmas cards on fire. This isn’t comedy; it’s a blatant display of contempt for traditional values disguised as ‘comedy’ for the sake of ‘plausible deniability.’ Where are the children and elderly relatives? Where is the LOVE?”
Seems like M&S might have lost a customer.
Regarding the ad’s soundtrack, it claims the title of the most disappointing, featuring a cloying rendition of a classic rock song, this time Meat Loaf’s “I’d Do Anything for Love (But I Won’t Do That).” As someone who has been likened to Mr. Loaf, I regret to mark this down.
Two lumps of coal out of five.
Lidl: Adorable Raccoon Takes the Spotlight
In the heart of Lidl, surprises await at every turn.
Were we even anticipating Lidl to tug at our heartstrings with an utterly endearing story of a trash panda forging an unlikely friendship with a towering guard dog?
The narrative culminates with a heartfelt appeal to support Lidl’s Toybank, a program that brought joy to over 80,000 underprivileged children on Christmas Day last year.
The ad’s CGI also deserves top marks. A perfect five out of five hearts.
Sainsbury’s: Santa Takes the Center Stage
While Christmas is undoubtedly the day we commemorate the birth of our heavenly Lord, let’s not forget about the jolly man up North, Santa Claus.
One retailer that does care is J Sainsbury. In a cameo featuring pop icon Rick Astley, Sainsbury’s staff put together a lavish feast for Santa, complete with turkey, beef Wellington, cheese, and pudding.
“It was a genuine honour and an absolute blast to join the Sainsbury’s store team during the shoot, even though they did playfully question my cheeseboard before dessert suggestion!” said Astley about his role in the ad. You’re quite the character, Rick!
We rate it three Rick rolls out of five.
Argos: A Trip to the Uncanny Valley
Argos opted for a brief and punchy advertisement featuring a toy dinosaur capturing the antics of a lifeless doll named Connie, who inexplicably springs to life and showcases a few dance moves.
Unfortunately, it didn’t quite hit the mark.
We give it a rating of one Chucky doll out of five.
Waitrose: Spreading Christmas Joy at the Forefront
Waitrose, often associated with an upscale clientele, took a different approach in their 2023 Christmas advertisement, focusing on genuine and unassuming festive merriment, all set to the tune of Depeche Mode’s “Just Can’t Get Enough.”
With mince pies, spirits, decorations, and the presence of Graham Norton, it’s easy to embrace the holiday spirit.
In many respects, Waitrose’s contribution to the 2023 festive lineup embodies the essence of a top-notch Christmas ad. I might just pour myself a festive drink after watching that.
A perfect score of five Xmas trees out of five.
