This year’s Christmas adverts are packed with nostalgia, humour, and heartfelt storytelling, continuing the tradition of brands pulling out all the stops to captivate audiences during the festive season. Magical world-building, emotive storytelling, light-hearted comedy, and format innovation – the line-up of big brand Christmas ads for 2024 has it all, with some already becoming clear fan favourites.

John Lewis has once again nailed the art of magical storytelling with a campaign that whisks viewers into a snowy forest via a wardrobe—think Narnia meets sustainable living. The ad’s environmental message blends seamlessly with its enchanting visuals, reinforcing the retailer’s commitment to heartfelt narratives and social responsibility. Fans have praised its ability to feel both fresh and deeply nostalgic, a hallmark of the brand’s festive campaigns.

John Lewis Christmas ad 2024.

Aldi returns to the ever-popular ‘Kevin the Carrot’ concept, this time with an added ‘Mission: Impossible’ style twist and a mission to save Christmas from the nefarious (and aptly named) ‘Dr. Humbug.’ Packed with humour and family-friendly charm, the campaign delivers on Aldi’s promise of affordability without losing the sense of holiday magic. Kevin’s enduring popularity highlights the brand’s clever use of mascots to create festive anticipation.

Aldi Christmas ad 2024.

Boots takes a bold and empowering approach this year, with Adjoa Andoh starring as Mrs. Claus in a playful reimagining of Santa’s workshop. Playfully titled ‘Mrs Claus Werkshop’, the ad chooses to focus on beauty items whilst celebrating individuality. Boots are clearly counting on viewers embracing the fun and inclusive tone the ad aims to strike, and this is reflected further in the brand’s multi-platform push. On a similar note, Waitrose have gone for a more light-hearted campaign complete with a detective theme, featuring Matthew Macfadyen – still riding a wave of popularity following his performance in award-winning drama Succession. The ad’s comedic edge is likely to draw plenty of smiles across living rooms over the festive period.

Boots Christmas ad 2024.

On the emotional side, Tesco’s poignant tale of a man grieving his grandmother while finding solace in family traditions has tugged at heartstrings. Meanwhile, Lidl’s story of a girl spreading kindness with magical bells highlights generosity during the season. Both campaigns seek to engage the need for emotional connection that people often experience during Christmastime, all whilst keeping their longstanding brand values front-and-centre.

Magic, meaning, and everything in between – 2024’s Christmas TV ads are yet another example of great storytelling making a difference in brand advertising. Whether it’s Aldi’s humour, John Lewis’ magic, or Tesco’s heartfelt message, the ads continue to capture the season’s joy, nostalgia, and generosity. The best campaigns continue to showcase both the spirit of the season and each brand’s unique identity.