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Writer's pictureDominic Parker
Nov 14, 201913 min read

UK Christmas TV Adverts 2019 Review

Updated: Nov 10, 2023


Last year my Christmas TV ads compilation was my most successful blog. So I figured, why mess with success.

Again consumers across the UK are eagerly awaiting the chimes of 'Holidays are Coming' and the battle for the most sentimental TV campaign.

I've compiled the offerings currently live. As with last year, the scores are based on my own opinion and there's no science behind the method whatsoever, other than my own taste, which I like to think is excellent :)

I'll keep adding to this blog post as more companies release their seasonal offerings.

Happy Retail Festival everybody!

 

Company: Smyths

Title: Oscar's back for his encore

Released: 1 Nov 2019

Hashtag: #IfIWereAToy

Copy: 'Our lovable Oscar is back in a brand new story. We first met Oscar on his 2016 journey through the toy store, where he met an array of toys we know and love.


Now Oscar’s imagination has made the toy store his theatre, with a whole cast of iconic performers, from Barbie to Buzz and Woody. Oscar and the toys proudly present a new version of the song “If I Were a Toy”, showing us the magic of the toy store through the eyes of a child.'


Comment: Probably the catchiest earworm music bed of the bunch. Smyths showcases the ranges they have available and even manage to throw in a little reference to a scene from Toy Story 2 as if it took place in one of their stores rather than Al's Toy Barn. Still a little bland.

Score: 4/10

 

Company: Iceland

Title: The Magic of Frozen

Released: 1 Nov 2019

Hashtag: #Magicoffrozen

Copy: 'Three words... Perfect Christmas Dinner. Discover the magic of frozen at Iceland this Christmas.


Disney’s Frozen 2 in cinemas November 22.'


Comment: Last years Iceland Christmas advert made national headlines with the launch of its anti-palm oil campaign and the use of the Rang Tan orangutan character, it was great. This year the company has taken a very different direction by opting for a brand partnership with Disney to promote the new Frozen 2 movie.


The Rang Tan palm oil advert was what inspired me to write this blog last year. It was touching and well-executed. Given the amount of money that Iceland probably spent to secure the rights to promote Frozen 2 around their freezer aisles it's not a shock they've done this.


It just feels a shame that they've taken a fairly dull approach to the delivery of this campaign compared to 12-months ago.

Score: 2/10

 

Company: Game

Title: Get it Right with Game

Released: 4 Nov 2019

Hashtag: N/A

Copy: N/A


Comment: I love the granny trying to play a game and I like the bed and use of various Christmas scenarios, it feels like a well-targeted ad. For Game fans it's important to get the gift right rather than 'it's the thought that counts'.

Score: 6/10

 

Company: Lidl

Title: A Christmas you can believe in

Released: 6 Nov 2019

Hashtag: N/A

Copy: 'At Lidl, we’re Big on Christmas. Big on a Christmas you can believe in. Big on naughty treats that taste too nice. Big on the joys of giving and getting more for your money.


Big on award-winning spirits measuring up to high expectations. Big on mighty mains and decadent desserts. We’re Big on all things festive.


Except of course, on price, because that’s where we’ll always be Lidl.'


Comment: A stereotypical British Christmas is depicted here. It's good. It showcases the range on offer at Lidl and has some humour to it. It's just not that brave. But of course, two packs of mince pies should be added to the trolly every time.

Score: 6/10

 

Company: The Salvation Army

Title: Imagine Christmas without The Salvation Army

Released: 9 Nov 2019

Hashtag: N/A

Copy: 'The Salvation Army's TV commercial.


Your gift will ensure The Salvation Army are there for those who need it most this Christmas.


To find out more about The Salvation Army go to http://www.salvationarmy.org.uk.'


Comment: If you were to write a Salvation Army advert by numbers it would be this. The ad tugs on the heartstrings but doesn't have the power of others within its category. They used a similar formula last year and it must work for them from a donation point of view. If it ain't broke, don't fix it.

Score: 4/10

 

Company: M&S

Title: Go Jumpers for Christmas!

Released: 7 Nov 2019

Hashtag: #gojumpers

Copy: 'Pack it up, pack it in. Let Christmas begin'

Comment: Ok a confession. It took me until the end of the advert to realise that they were using 'Jump Around' by House of Pain because it works well with jumpers jumping around. I know I'm an idiot. I really liked this offering from M&S it was fun and made me smile a few times. A lucky cat wearing a jumper and waving, what's not to like.

Score: 9/10

Company: M&S Food

Title: This Is Not Just Food... This Is M&S Christmas Food

Released: 6 Nov 2019

Copy: 'Ready for your tastiest Christmas yet? Welcome to our winter wonderland: the M&S Food Christmas Market – where good food and festive fun collide to create a truly magical Christmas experience. Join Paddy Mcguinness and Emma Willis as they meet our very own product developers and try this year's festive food stars.'


Comment: Alas M&S food does not do as well as it's stablemate. For years they've been able to portray their food in a way that makes the mouth water, not anymore. Here we see some random celebs, probably plucked from a focus group research piece of who the public like, forced together to pretend to be matey. They then deliver weak lines to promote the food hall offerings. Could do better M&S Food, sorry.

Score: 4/10

 

Company: Aldi

Title: Put on an Amazing Show this Christmas

Released: 6 Nov 2019

Copy: 'Roll up! Roll up! The Amazing Aldi Christmas Show is here. Witness the Flying Tra-peas, a guest appearance from bad guy Russell Sprout and of course, the star of the show'


Comment: Kevin the Carrot is now an Aldi staple for the festive season, gotta shift that merchandise!


This advert is fun, but oh my do they cram in the cultural references. Combine Peaky Blinders 'ooh that's popular', with The Greatest Showman 'ah yes people like that', add a touch of Robbie Williams 'mums love him', and let us entertain you this Christmas! Next year we can probably expect Kevin the Carrot to collaborate with Little MIx, Killing Eve and the new Cats movie with Taylor Swift to make a festive melting pot.


Last year Aldi were cheeky and ran a parody of the Coca-Cola truck, alas no such cheek this year. But still a good solid effort.

Score: 6/10

 

Company: Sainsbury's

Title: Nicholas the Sweep

Released: 11 Nov 2019

Hashtag: N/A

Copy: '150 years ago Sainsbury’s opened their first store and Christmas changed forever. Coincidence? Almost certainly… ho ho ho.


Presenting Sainsbury’s Christmas advert 2019.'


Comment: I was not expecting a Father Christmas origin story from Sainsbury's. This advert made me feel festive, warm and fuzzy and brought a smile to my face. My favourite so far. Big thumbs up Sainsbury's and happy anniversary!

Score: 10/10 (winner, winner, chicken dinner)

 

Company: Argos

Title: The Book of Dreams

Released: 1 Nov 2019

Hashtag: N/A

Created by: ?

Copy: 'Argos renames the catalogue ‘The Book of Dreams’ as a dad’s childhood dreams are awoken when he sees the drumkit his daughter has circled.


You can shop your own dream gifts.'


Comment: Argos have done really well here. I've yet to see the more likely 30 second edits of this ad but to watch it in its entirety is a pleasure. I've also noticed that to tie into the Book of Dreams theme they've launched a site where you can look back on your childhood with catalogues from years gone by. I'm a big fan of the Simple Minds tune as well, it's just lacking a reference to John Hughes' The Breakfast Club, although it does feel a bit like Weird Science.

Score: 9/10

 

Company: Asda

Title: Let's Make Christmas Extra Special

Released: 2 Nov 2019

Hashtag: N/A

Copy: 'Take a look at our Christmas TV ad, and follow Jack and Tilly as they spread Christmas magic around their town.


Let’s make Christmas extra special.'


Comment: This advert is as if Billy Elliot met the BFG. I'm a big fan of the giant gingerbread people and I think it gets into the action nice and quickly. The 'spud' line feels a bit meh to wrap it up with though.

Score: 8/10

 

Company: Barbour

Title: 125 Years of Blooming Barbour Christmases

Released: 4 Nov 2019

Copy: 'This Barbour Christmas, we are celebrating 125 years of Blooming Barbour Christmases with Raymond Briggs' beloved Father Christmas. Discover our Christmas story'


Comment: Barbour stick with Raymond Briggs but this year their attention moves to this Father Christmas story. After the slick live-action Snowman creation in 2018 this version doesn't feel quite as good. Showing the product ripping multiple times throughout the advert possibly isn't the best showcase for their jackets either.

Score: 4/10

 

Company: Visa

Title: Where You Shop Matters

Released: 5 Nov 2019

Copy: 'Show your High Street some love!


Watch the 2019 Christmas ad featuring real shopkeepers and join Visa in supporting the High Street because #WhereYouShopMatters.

The advert features 13 real shopkeepers – including a bookseller, greengrocer, antique dealer and café owner - encouraging shoppers to show their High Street some love and shop local.'


Comment: The objective is spot on. But, this advert is virtually identical to what they ran in 2018. Surely Visa can do better?

Score: 3/10

 

Company: Very.co.uk

Title: Get More Out of Giving

Released: 1 Nov 2019

Hashtag: N/A

Copy: 'Get more out of giving at Very.co.uk.


Very's Christmas advert tells the story of a community that comes together to give Sidney, a lonely man, a Christmas that he’ll never forget. Watch as the community races to pack a pink parcel full of Christmas delights to make the festive season special for their neighbour...'


Comment: This feels in the vein of John Lewis ads from days gone by. A slowed-down version of Rudimental's 'Feel the Love' accompanies a community clubbing together to support a neighbour at Christmas. Heartwarming and nice, but not innovative.

Score: 5/10

 

Company: JD Sports

Title: JD Comes Alive

Released: 8 Nov 2019

Hashtag: #JDComesAlive

Copy: 'Back and better than ever, join us in the ice cave this Christmas with a few friends you might just recognise.'


Comment: This advert is very similar to their 2018 offering. However, the execution is significantly better. I'm old and this advert is certainly not aimed at me. But for its target audience, I can totally see how this would resonate.

Score: 7/10

 

Company: IKEA

Title: Silence The Critics

Released: 7 Nov 2019

Copy: 'When it comes to hosting, we all have those little voices in the back of our heads that say our home isn’t up to the job. And whether it’s the chipped mug, the crack in the wall, the weirdly shaped bathroom, or the living room that has as much personality as a cardboard box, the voices seem to zoom in on our biggest fears and magnify them until we declare our home a no-go zone. But at IKEA, we believe every home is worthy of a get-together and that with a little imagination and some clever IKEA products and ideas, there’s no reason not to host. In this campaign, we want to inspire the nation to get their homes party-ready. And Silence The Critics, once and for all.'


Comment: Where do I start with this ad? I was a bit taken aback when I first saw it. It's a bit lacking in festive feel but, WOW, Ikea does grime made me smile. It's so different. It's awesome.

Score: 9/10

 

Company: Walkers

Title: All Mariah Carey wants this Christmas

Released: 1 Nov 2019

Copy: 'Back and better than ever, join us in the ice cave this Christmas with a few friends you might just recognise.'


Comment: Ok, I can only focus on one thing about this advert. How small a bite did Mariah take of the crisp? Maybe she's not a fan of prawn cocktail? I have visions of her management team saying something like "ok Mariah is up for this advert, but she doesn't do potato chips, you'll need mouthwash and toothpaste available as soon as the take has wrapped or we're not doing it". Maybe she prefers Quavers (like the music note, get it?!? no? oh forget it).

Score: 7/10

 

Company: Pandora

Title: Show her that you know her

Released: 31 Oct 2019

Hashtag: N/A

Copy: 'Show her that you know her this Christmas by gifting her the Pandora Holiday collection celebrating the most precious moments spent with family and friends.'


Comment: This one was an early release. A dad surprising his hard-working daughter with a Christmas gift while she works, nice.

Score: 6/10

 

Company: Boots

Title: Introducing Bootiques by Boots

Released: 8 Nov 2019

Copy: 'Christmas shopping has never been harder. What do you buy the person who is super into beauty? Or what do you buy the person who, quite literally, has everything? Well, this Christmas Boots is going to help the nation become better gifters and help you Gift Like You Get Them. Watch our TV advert to find out how.'


Comment: Well that was angry. Last year the Boots ad was packed with sentiment. This year it didn't feel at all festive and just made Christmas feel like an unpleasant occasion. Thanks for the misery Boots.

Score: 3/10

 

Company: Pepsi Max

Title: Try A New Tradition This Christmas

Released: 11 Nov 2019

Hashtag: N/A

Copy: 'Watch professional surfer Heidar Logi and his fellow surfers take to the cold Icelandic waves for an exhilarating night ride with their LED-fitted boards. This is their new Christmas tradition. Try a new tradition this Christmas with Pepsi MAX.


Pepsi MAX knows if you don’t already love it, it’s just because you haven’t tasted it yet.


Maximum Taste. No Sugar.'


Comment: Another concept repeated year on year. They're out earlier than Coca-cola and the ad is very on-brand for Pepsi Max. Decent.

Score: 5/10

 

Company: Debenhams

Title: Christmas TV Advert

Released: 10 Nov 2019

Hashtag: N/A

Copy: 'Give the gifts that show you know them. Find sweets of the 80s for the nostalgic types and bright knits for the loud and proud! With our 3 for 2 offers, your gift list will be ticked off with ease – no elves required'


Comment: No wonder they're struggling on the High Street when this is the best they can offer. They're miles away from their competition in terms of execution and creativity. Try again next year Debenhams.

Score: 1/10

 

Company: Amazon

Title: Amazon Holiday 2019

Released: 3 Nov 2019

Hashtag: N/A

Copy: 'It's the time of year to get together. And the Amazon boxes are back singing with everybody who's in the festive spirit.'


Comment: The singing boxes are back. A nice but samey offering from the online retailer.

Score: 6/10

 

Company: Joules

Title: Christmas at the Click of a Button!

Released: 8 Nov 2019

Hashtag: N/A

Copy: 'We've decided to spend this Christmas with one of Britain's most' iconic duos. Are you ready for a cracking Christmas?


30 years ago, as Joules was just starting its journey, another brilliantly British creation was coming to life…Wallace & Gromit. To mark both our milestone anniversaries, we’ve decided to spend Christmas together!⁠⠀

⁠⠀

Spot the Joules Christmas favourites brought to life in true Wallace and Gromit style! It's everything you need for Christmas at the click of a button.⁠'


Comment: The scruffy Ardman characters and the stylish brand is an interesting collaboration. But who doesn't like Wallace & Gromit. It's ok, it looks lovely but I think I was hoping for more.

Score: 6/10

 

Company: WWF

Title: Adopt A Better Future

Released: 13 Nov 2019

Copy: 'Their world is disappearing - and we are the last generation who could save it. That’s why this Christmas we’re asking people to come together and join the fight to #AdoptABetterFuture. Watch our Christmas advert and help us spread this message.


By adopting a jaguar, you aren’t just helping one animal - you’re protecting the rainforest and everything in it. Because one adoption is powerful, but one million adoptions can be world-changing.'


Comment: This is angry. I guess they're trying to follow Greenpeace and Iceland from 2018. The look of this advert is awesome but I can imagine kids being petrified by the execution.

Score: 3/10

 

Company: Halfords

Title: The Gift That Keeps On Giving

Released: 6 Nov 2019

Hashtag: N/A

Copy: 'Give someone you love the gift that keeps on giving. Enjoy free storage, free bike build and 20% off kids' bikes this Christmas at Halfords.'


Comment: Well that was boring.

Score: 2/10

 

Company: TK Maxx

Title: Gift Different

Released: 6 Nov 2019

Hashtag: N/A

Copy: 'Same old, same old. Year in, year out. It’s time to shake off that shopping autopilot and break the monotony of Christmas gifting.


Enter Titus Klaus Maxximillian - a man with an unplaceable accent but a very specific mission: to Gift Different.'


Comment: I think they took inspiration from Duke Kaboom in Toy Story 4. This ad is weird, but I recall last years offering was weird as well with a stocking brought to life. I'm not blown away but their weirdness though. There's definitely better out there.

Score: 5/10

 

Company: John Lewis/Waitrose & Partners

Title: Excitable Edgar

Released: 13 Nov 2019

Copy: 'Together with Waitrose & Partners, we’re excited to share the festive tale of a little girl and her excitable friend, Edgar. #ExcitableEdgar


Our story this year is all about the magic of friendship and how one thoughtful gesture can make all the difference. Edgar’s excitement around the festive season can often lead to fiery consequences, but Ava sparks an idea for the perfect present to help him light up Christmas in his own special way.'


Comment: I like this. I know it's come in for some criticism for scaring children but I think it's their best offering for a few years. The associated merchandise tie-ins are obvious. It's interesting to see that Waitrose released the same ad with their name leading the tail end brand card on the advert just 24-hours later.

Score: 8/10

 

Company: Tesco

Title: Delivering Christmas

Released: 17 Nov 2019

Copy: 'A Tesco delivery driver takes an unexpected detour through time, embarking upon 100 years of delivering Christmas in one magical night. Loaded with a van full of ‘food from the future,’ he might just make a few historic deliveries along the way.'


Comment: It's not the same as a Delorian, but time travel in a Tesco's delivery van to make deliveries across time is a fun idea. I do wonder how their creative teams chose the places to visit as there are some odd choices in there, I do like a bit of Bully though.

Score: 7/10

 

Company: McDonald's

Title: Reindeer Ready

Released: 15 Nov 2019

Copy: 'The Reindeer Ready story continues...'


Comment: Strong on the cute factor and a nice blend between animation and reality. A little similar to Asda with the grumpy teen sibling whose heart melts a little for the festive season. But, whose heart wouldn't melt for a box of Chicken McNuggets?

Score: 8/10

 

Company: Homebase

Title: Winter 2019

Released: 19 Nov 2019

Hashtag: N/A

Copy: 'In the run-up to Christmas, five-year-old Scarlett lovingly makes a decoration for her mum in her school art class. Made from toilet roll, pipe cleaners, glue and glitter, her fairy is simply... monstrous. And all ready to take pride of place on her mum’s perfectly-decorated tree.'


Comment: This one came out of left-field. I wasn't expecting it to really make me chuckle so much. I thought we'd just get decoration pricing information from Homebase in an advert. But, this is really nicely done. I want to see what happens next when the daughter makes the discovery that her decoration has been hidden.

Score: 9.5/10

 

Company: Peacocks

Title: 135 Years of Fabulous

Released: 22 Nov 2019

Copy: 'The Peacocks Christmas Advert 2019 has landed. Sparkle and shine this festive season with Peacocks Fashion - 135 Years of Fabulous!


Merry Christmas from Scarlett Moffatt and Peacocks.'


Comment: Scarlett looks uncomfortable and like she doesn't want to be there. A nice way to showcase some of their stock and the different fashions of the Christmas season. But, it's just a bit meh..

Score: 2/10

 

Company: Coca-Cola

Title: Holidays are Coming 2019

Released: 24 Nov 2019

Copy: 'Our iconic advert is back for 2019'


Comment: It seems that they're last to the party this year. Er comments, er, well, er, it's the Coca-Cola ad. It's the same as every year. Although big change this year, there's a brief recycling message at the end. It's like a revolution.

Score: 4/10

 

Company: Sky

Title: E.T. Came Home For Christmas

Released: 28 Nov 2019

Hashtag: N/A

Copy: 'Reconnect this Christmas, watch the full reunion with E.T. and Elliott.'


Comment: Nice to see the reunion between Elliott and E.T. A warm and fuzzy advert for Sky. I particularly liked the cuddles on the sofa. I believe that there's an extended cut to be released soon, perhaps that'll explain why the kids needed to repeat the bicycle flight, that felt a bit shoehorned in.

Score: 7/10

 

It was pointed out to me by my colleague Dionne Witter the other week that most Christmas adverts no longer promote a product(s). They use the airtime to wish customers seasons greetings and to purvey their brand personality hoping that this sentiment will transfer to purchase. They're expensive awareness pieces that form part of a broader marketing mix.


Please don't be upset if I didn't like your favourite advert, these are just my opinions.

Merry Christmas!


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