From teary-eyed storytelling to light-hearted humour, 2024 has once again delivered a fantastic range of festive campaigns that sets the excitement for the season. As a communications consultancy creating connections for growth, we love checking out the big brands’ Christmas campaigns each year and the impact they have on the target audience. Take a look at the roundup of our favourite festive campaigns this year – a Christmas blog tradition of ours!
John Lewis
It wouldn’t be Christmas without the John Lewis Christmas advert, would it? This year’s campaign, “The Gifting Hour”, is a little different than we’ve seen on the screens in previous years but tugs at the heartstrings, nonetheless. The story follows Sally, a young adult shopping in the brand’s store for her sister’s Christmas present. In sifting through clothing racks, the advert shows Sally walking through a gap of dresses and entering a series of core-memories in her life, including memories of her family at Christmas and key childhood moments with her sister.
Reflecting on different eras of her life, the campaign subtly nods to the loss and longing of loved ones at Christmas, as she relives a memory of her sister dancing with her mum in the kitchen with tears in her eyes. Not only does the advert focus on the special bond between sisters and family but includes incredibly rich detail; from the appearance of old-fashioned John Lewis boxes in the loft to nostalgic Christmas memories prompting ideas for her sister’s Christmas present.
We love the reminder of what’s important at Christmas and the special memories made over the festive season – making it even more special with a John Lewis present. A very touching watch and incredible attention-to-detail from John Lewis this year!
Waitrose
A Waitrose Mystery! Filmed in two parts, “Sweet Suspicion: A Waitrose Mystery” followed by “A Waitrose Mystery: Solved”, this fun whodunit style of detective story focuses on the plot of uncovering the identity of a criminal – the family member that ate the Waitrose Red Velvet Dessert. Featuring familiar faces like English comedian and actor, Joe Wilkinson, the comedic timings and clever references makes it a humorous watch whilst showcasing stunning shots of Waitrose’s Christmas food.
Amazon
Amazon’s 2024 Christmas campaign is a sentimental one you’ve probably already hummed or sang along to this season! It follows an older gentleman working as a cleaner in a theatre. When his colleagues notice his beautiful voice quietly singing “What The World Needs Now Is Love” by Jackie DeShannon, they purchase him a tuxedo from Amazon. Gifting him with his new suit, he takes the stage and surprises rows of colleagues in the audience with his pitch-perfect classical voice. With emphasis on the quick Prime delivery and vast range of products available, the film is a sweet reminder of the magic of gifts at Christmas – no matter how small!
Tesco
You’ve probably already seen this advert a handful of times on TV – it seems to be everywhere! Tesco’s Christmas campaign for 2024, helping #FeedYourChristmasSpirit, is another heartwarming one. A builder visits the only house on the street without Christmas lights – his grandad’s – for a quiet cuppa and a chat before handing him a pack of gingerbread biscuits as he leaves. With festive AI visuals of the town and Tesco store as gingerbread structures, the grandson purchases ingredients and visits his grandad again, this time making a gingerbread house together to add to a gorgeous spread of Christmas dinner on the table. Throughout the story features memories of his grandmother, making gingerbread houses together at Christmas. Another meaningful campaign focusing on Christmas tradition and togetherness from Tesco this year!
Christmas, commercially, is the most important time of year for many brands, which is why it’s so important for them to take the stage and showcase their creativity to connect with consumers in a meaningful way. This year’s standout campaigns from John Lewis, Waitrose, Amazon and Tesco reflect a mix of humour, emotion, and purpose-driven messaging, proving that brands can still inspire, entertain, and make a difference during the festive season.