It’s that time of year when businesses bring out their Christmas cheer in an attempt to make people spend more money through the medium of cute, fluffy animals and sappy songs in their big-budget Christmas adverts.

This flurry of festive promotion is something I find particularly fascinating as not only are they make or break for some businesses (namely John Lewis), but they are also a way for some of the more formal businesses to show their fun side.

However, this year’s crop of adverts hasn’t been the greatest I’ve ever seen. However, there are some clever adverts this year that really tug at the heartstrings (and not from the source you most expect).

As nearly every business worth their salt has produced a Christmas advert, I’ve picked my four ‘top’ adverts and my four ‘flop’ adverts which have stuck in my memory.

Top Adverts

Argos: Argos’ 2023 advert focuses on their best toy characters in a comedic fashion which not only promotes their toys but also conjures feelings of nostalgia for some (including me) which further strengthens the power of the advert – something Argos has never really done before.

Lidl: In my opinion, the most emotive advert of the year has not come from that department store but in fact one of the German discounters. Following the escapades of a loveable racoon, the Lidl Christmas advert conveys the warm, fuzzy message of spreading joy while also not being too cringeworthy and actually including some products (something that doesn’t happen often).

Aldi: Kevin the Carrot has returned for his seventh year this time in a factory of marvellous creations – referencing the new Wonka film which will soon be gracing our cinemas. Aldi have once again nailed it with some nice veg puns (Willy Conker, Augustus Grape, Violet Beau-rhubarb and Verruca Sprout anyone?), witty innuendos and our endearing orange friend that is the much-loved Kevin the Carrot.

Morrisons: Morrisons’ 2023 Christmas advert is certainly unusual and unique due to the fact it is populated with singing puppet oven gloves (yes, you did read that right). Despite being positively peculiar, this advert is one of my favourites for the simple fact it is totally different and actually rather entertaining without trying to be too much of a sob story.

Flop Adverts

John Lewis: Hold the front page! The John Lewis Christmas advert – the original big budget Christmas advert – isn’t all that good this year. Gone are the cute, fluffy animals, gone is the emotive song, gone is the heartfelt friendship – all in favour of a venus fly trap. Although there is a feigned meaning of embracing other traditions I’m not sure when we’ve ever associated Christmas (that warm, caring time of year) with a snappy, scaly venus fly trap – must do better next year!

Waitrose: Not only have John Lewis produced a stinker of a Christmas advert but their bedfellow Waitrose has also made a festive faux pas with their overly pretentious showing. In a time of economic downturn and a cost of living crisis, who thought it a good idea to show an exceedingly middle class party where the saving grace was a ‘Florentine-inspired Panettone’. I accept that Waitrose sees themselves as a cut above us mere peasants but is this really what we want to be seeing on our screens?

McDonald’s: This one isn’t a total disaster (the school show section is bordering on hilarious) however the awful facial expressions they have now adopted in their advertising is cringe-worthy and crass while being totally unrealistic. There is no chance that there would suddenly be a mass exodus of workplaces, schools and other events purely to indulge in the fast-food of McDonald’s – they peaked at the reindeers of previous years.

Marks & Spencer: M&S’ advert this year has attracted criticism from all sides: not only for being pretty awful as it shows people shunning the Christmas traditions we all know and love but also for being politically distasteful.

For those who aren’t aware, M&S had to edit their Christmas advert as some red, green and silver hats were thrown on a fire and some felt this caused offense as it could be a symbolic reference to the war in Palestine. Despite this advert being filmed months ago, despite red and green being on nearly every flag going and despite the fact it was a festive bit of fun M&S’ Christmas season has probably been ruined by some keyboard warriors on Twitter reading far too much into things – aren’t Christmas adverts fun!

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