December is here and what better way to get in the festive spirit than watching this year's Christmas adverts. The UK is known for having some of the best Christmas campaigns so as always there's big boots to fill. Keep reading to see some of the best and worst Christmas ads in the UK for 2023.
Amazon Christmas Advert 2023 | Joy Ride
In this heartwarming Christmas ad, the story unfolds with three lifelong friends sitting on a bench longingly gazing out at all the children sledding and playing in the snow. The main character then pulls out her phone and orders seat cushions from Amazon (with the magic of Prime's one-day shipping of course) all set to surprise her friends with the following day. It then cuts to the trio joyfully sledding down the snowy hill with their new cushions, laughing and cheering, very clearly having the time of their lives. The scene then transitions from the present moment to a scene from their childhood. A rendition of The Beatles song 'In My Life' plays in the background really adding to the emotional aspect of the campaign.
This ad beautifully captures the essence of lifelong friendships and cherished memories. The storyline is simplicity at it's best - heartwarming without any unnecessary frills. This campaign celebrates doing the things that bring you joy regardless of age. We personally loved this ad and it may have even made us shed a (very tiny) tear the first time we watched it. So incredibly wholesome we have to give this one a 9.5/10.
Boots Christmas Advert 2023 | #GiveJoy
This ad tells the story of a young girl and her mum on a journey to the North Pole to give a Christmas gift to Santa. With a Boots shopping bag filled with gifts, they head from the city to the North Pole. On their journey, they get help from a few generous strangers. In exchange, the young girl gives each of them a thank-you gift with a humorous twist (special mention to the male pilot with the long, stunning hair who received a Dyson Airwrap). After finally reaching Santa, they drop a pair of travel flight socks down his chimney for his upcoming Christmas journey.
While many Christmas ads tend to focus more on emotional messaging than promotion, Boots crafted a story that skilfully wove many of their products in without seeming like they were forcing it down your throat. We definitely gained some inspiration for Christmas gift ideas, which is ultimately a win for Boots. However, it did slightly diminish some of the emotional sentiment. All in all, this was a cute ad, but we expected a bit more from Boots, so we give this one a 6/10.
Lidl Christmas Advert 2023 | A Magical Christmas
Give us animals over people any day... This little Christmas-loving raccoon is the star of Lidl's Christmas advert as he goes on a journey to return a lost toy monkey to a little boy. However, when he arrives at the house and returns the monkey to its rightful place under the Christmas tree, he runs into the family dog. The child is reunited with his monkey, and the dog and raccoon form an unlikely friendship, enjoying some Christmas food together outside.
All we can say is, we now want a pet raccoon. Not only is he absolutely adorable, but the animation and attention to detail are really well done (especially the little noises he makes 🥺). Lidl has also released a Christmas Raccoon stuffed toy, which will no doubt be flying off the shelves with the proceeds going to charity (bonus point for Lidl). The only critique we could have is that we were kind of hoping the raccoon would have a grander ending, but it's very wholesome nonetheless. 9/10
ASDA | Make this Christmas Incredibublé
ASDA managed to secure a big name for this year's Christmas ad - Michael Bublé, who holds the position of ASDA's Chief Quality Officer. In the ad, Michael is walking around, approving all ASDA products as if he knows what he's talking about. The commercial showcases various company staff and a wide array of delicious-looking foods. The video concludes with Michael Bublé singing "Winter Wonderland" with a choir outside an ASDA store.
As much as we appreciate a bit of Bublé, we can't say we was blown away by this ad. ASDA faced the challenge of following up on their incredible Christmas ad from last year, which featured Will Ferrell as his beloved character Buddy in the movie Elf. The 2022 ad was a nostalgic Christmas masterpiece that not even the King of Christmas Songs could compete with. You can watch the ASDA's Elf ad here.
Overall, the ad fell short for us as we felt it lacked substance and failed to create a strong emotional connection. While we appreciated ASDA's attempt to include their staff in the video, it didn't quite have the desired effect. The ending with the singing in front of the store felt a bit cheesy, but not in the good Christmas kind of way. We did enjoy Bublé's self-deprecating line when asked to pick a cheese, saying, "I'm so talented." However, this alone wasn't enough to salvage the ad. 4/10.
John Lewis Christmas Advert 2023 | The Perfect Tree
This video begins with a young boy planting a seed with the hope to grow a perfect Christmas tree. The seed ends up growing into a very large Venus flytrap called Snapper, which seems to have the playful personality of a dog. As he continues to grow (and almost eats the family dog), he gets put outside in the cold. On Christmas, the young boy sees Snapper out the window and offers him a present which results in the whole family joining to bring the Christmas celebrations outside.
Snapper was very cute and we were definitely rooting for him over a boring Christmas tree but... we didn't really *love* this ad like we thought we would. We feel like John Lewis tried something different and stepped out of their typical ad style we all know and love. But as they say, if it ain't broke! Considering John Lewis practically invented Christmas ads here in the UK, we had higher expectations but it was still a cute ad. 5/10.
Final Thoughts
These advertisements show how powerful the art of storytelling and emotional connection is in marketing. As these advertisements often go beyond promoting products, they aim to create a memorable and emotional experience that resonates with viewers. By tapping into universal themes like love, family, and joy, these ads create a sense of shared values and traditions. Smaller brands can learn from this approach, understanding that effective advertising goes beyond the transactional and delves into the realm of building relationships. This emotional connection can lead to increased brand loyalty, positive word-of-mouth, and a sense of goodwill that can extend far beyond the holiday season. In essence, the success of these big brands lies in their ability to tell compelling stories that resonate emotionally and build a lasting connection with their audience.
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