Halloween is over [1], meaning we have officially entered the festive season. And what better way to ring in the season of goodwill than with Christmas adverts dropping on TV. Every year, retailers battle it out to produce the funniest, quirkiest, most heartfelt Christmas ad of them all, with some spending huge sums of money to promote their festive offerings. No longer is the ad break used to make a cuppa, it's the time to laugh, cry, and cringe at the Christmas commercials.
For a while, the John Lewis Christmas advert has reigned supreme with a buzz surrounding when it will be released each year. With an emotional pull, it can usually be counted upon to tug at our heartstrings and bring about social media debates around which John Lewis Christmas advert is the favourite [2]. Although, other retailers have upped their game in recent years. Who can forget last year's Asda commercial with a cameo [3] from Buddy the Elf? Or Alison Hammond's queen of Christmas banquet for Sainsbury's?
For 2023, the Christmas adverts have begun rolling in – and they are star-studded. Marks & Spencer's food ad features a Hollywood duo, while Asda has tapped up Christmas crooner Michael Bublé. Ahead we've ranked all of the Christmas TV adverts released, including John Lewis. Watch them for yourself and see what you think.
Asda Christmas Advert 2023
The supermarket giant launched a teaser advert on 1 Nov., titled "Pop the Bublé" with a cameo from Christmas crooner, Michael Bublé himself. While it got us excited, we were apprehensive about how the full advert would turn out. Well, we needn't have worried. Bublé's brilliant sense of humour is demonstrated as he becomes Asda's new chief quality control officer. From testing the food, choosing the cheese for the boards, and approving the sequins on dresses, he ends the Christmas advert y joining a choir and belting out "Walking in a winter wonderland. . . "
As longtime Bublé fans, we have to commend the supermarket for tapping up the singer to star in its ad. Last year's "Elf" commercial was always going to be hard to beat and, while it's not quite matched in our eyes, it's still one of the best of the season. Bublé's velvety tone is Christmas in a bow, while he genuinely played along with the humour of the advert rather than just making an appearance for the sake of it. Plus, the title "Make This Christmas Incredibublé" needs to be on some merch, surely?
Rating: 8/10
Aldi Christmas Advert 2023
Kevin the Carrot is back as Aldi's iconic Christmas mascot! This year, the adorable Christmas ad has taken inspiration from "Charlie & The Chocolate Factory" (very apt considering Timothée Chalamet [4]'s "Wonka" premieres in December). As Kevin takes on the role of Charlie, he visits William Conker's gravy-filled factory, but some of his vegetable visitors aren't as well behaved as him. From falling in the gravy river to being stuck on a pulley system after greedily grabbing a mince pie, Kevin is finally given the "cheese" to the factory and opens it up to share its delights with everybody.
What more could we have asked Aldi for? From the magic of the story to the rhyming narration, Kevin the Carrot is back at his best. It doesn't have the emotional pull necessarily, but it's familiar, it's warm, and it makes us smile, which sums up the festive season nicely.
Rating: 8/10
Coca-Cola Christmas Advert 2023
This coca-cola Christmas advert brought a little tear to our eye because the world does need more Santas. The commercial kicks off in a world where everyone is Santa helping and supporting each other, shopping for the festive season and, of course, sharing a coca-cola. The scene cuts to what we're actually seeing, which is everyone's inner Santa. There are, in fact, lots of people all spreading a little kindness, whether it's donating a carrot nose for a snowman or holding the door open on a train.
Don't panic, traditionalists! This advert is running in conjunction with the decades-old "Holidays are Coming" coca-cola truck, so there's plenty of Christmas magic to go round. The message of kindness in this advert strikes right at the heart of Christmas. Some might think it's a little on the twee side, but we are behind the messaging in a world that feels a lot right now.
Rating: 8/10
M&S Food Christmas Advert 2023
M&S had been teasing that a famous double act would be appearing in it's Christmas food ad this year, but we did not see Hollywood stars Ryan Reynolds [5] and Rob McElhenney coming. And they are perfect! Dawn French returns as the M&S Christmas fairy, who sees a pair of mittens stuck in the snow outside. She waves her wand and brings the pair inside, as "Left Mitten" and "Right Mitten" are voiced by the actors and Wrexham FC owners. They explain how they came to be left outside alone (their owner Lily had a loose backpack), and so the Fairy introduces them to the joys of M&S Christmas food.
These recognisable voices bring the advert to life – and it's a treat. Not only is it funny, sweet, and oh-so-delicious, but it instantly brought a smile to our face. We may have a soft spot for Reynolds as it is, and this Christmas advert has just confirmed our love.
Rating: 8/10
John Lewis Christmas Advert 2023
The one we'd all been waiting for arrived on 9 Nov. as the John Lewis Christmas advert [6] follows that aesthetically-pleasing narrative we've come to know and love. The plot sees a young boy buy a seed to grow a Christmas tree, but it actually grows to be a Venus flytrap, called Snapper. The little boy comes to nurture and love the plant, and wants it to replace the traditional tree, but it gets too bug and has to be taken outside. He runs out to give his plant a present and remind the family that new traditions can spring up every year. The advert is set to tenor Andrea Bocelli singing a new rock opera track, "Festa".
While we look forward to the John Lewis Christmas avert each year, we have to admit we're a little disappointed with this one. It's sweet, but feels a little "meh". It lacks the emotional depth of last year and part of the excitement is the choice of cover song to accompany the advert. The original song by Bocelli doesn't have the heart-wrenching pull of years gone by. It's shot beautifully, and the little boy is oh-co-cute, but we're not so on board with the likes of new Christmases which seems to be a theme this year (M&S's clothing ad also shuns tradition). There's not the nostalgia we've been craving so it's good, but not wow-worthy.
Rating: 7/10
McDonald's Christmas Advert 2023
McDonald's released its Christmas advert on 10 Nov., and it's a good one. The commercial shows a few lacklustre festive traditions (the office Christmas party, the awkward children's festive show, cancelled trains), and sees people flocking to McDonald's to brighten up the day, They are joined by a crowd of people, including Santa, and there's a fun nod to Richard Curtis's "Love Actually" with someone using placards to ask if they fancy a McDonald's.
The fast-food restaurant has been one to watch for Christmas adverts, and McDonald's 2023 commercial made us smile. With recognisable cringe-worthy festive moments, although filmed in a warm-hearted way, we've all grabbed a cheeky Big Mac during the festive season. British eccentricity is celebrated with fancy dress outfits and rom-com nods and, although the heart of the advert is of course to encourage us to add chicken nuggets and the like to our Christmas countdown, it encapsulates a lot of a elements that are true to life.
Rating: 7/10
Tesco Christmas Advert 2023
Tesco's Christmas advert celebrates all the prep that goes into the big day. As a family start getting ready for festivities, their teenage son doesn't quite share their Christmas spirit. As everyone around him starts to turn into Christmas trees, snowmen, gingerbread, and reindeers, he remains his usual self. That is, until his Dad surprises him with one of his childhood tree decorations.
As Christmas adverts go, this one is a good effort. The sentiment is sweet and the costumes are fun. I agree that the run-up to Christmas can sometimes be the most exciting time, and the cute childhood memory brought a little sparkle to my eye.
Rating: 7/10
Lidl Christmas Advert 2023
Budget supermarket Lidl has chosen a sweet storyline for its Christmas advert this year. As a raccoon looks out from it's tree to see a family decorating their living room for the festive season, it sees the family dog accidentally break the son's favourite tree decoration. Later, the mum picks up a toy monkey at Lidl to help cheer him up. The raccoon notices it has been dropped and so travels through the city with the toy monkey to get it back to the little boy. It also marks the return of the Lidl Toy Bank, a nationwide drive that saw over 80,000 toys donated last year.
While this advert warmed our heart, it didn't quite have the pull of other Christmas adverts. The raccoon is cute and the tree is twinkling, but the message gets a little lost. The toy monkey doesn't have a link to the festive season (like Monty the Penguin for John Lewis in 2014, for example) and there are plenty of presents under the tree already without the toy that the little boy didn't know about previously. It's sweet, but lukewarm hot chocolate for us.
Ranking: 6/10
M&S Clothing & Home Christmas Advert 2023
Good old M&S has pulled out all the stops this year with its star-studded Christmas advert. With "Ted Lasso [7]"'s Hannah Waddingham, "Queer Eye [8]"'s Tan France, singer Sophie Ellis-Bexter, and "Fresh Meat" star Zawe Ashton, the theme is less about the magic, and more about being relatable. With the tagline "Love Thismas, Not Thatmas", the advert features a series of scenes including some of the "chores" of the festive season, like writing Christmas cards and icing a gingerbread house. All playing out to the tunes of Metaloaf's "I Would Do Anything For Love (But I Won't Do That)", recorded by Ray BLK, the high street stalwart has taken a more pragmatic route this year.
While the M&S Christmas advert made us laugh out loud in recognition of our festive runup (and made us add a sequin dress to our party season wishlist), it does lack the magic and wonder of the season. While there are instantly relateable moments, there isn't as much about what the stars do love about Christmas. That being said, there's bound to be a whole host of ads offering this sentiment so it does stand out. And we would love to dance around under gold Christmas cracker hate confetti with Waddingham.
Rating: 6/10
Sports Direct Christmas Advert 2023
Each year, Sports Direct are known for partnering with high profile sports stars to feature in its Christmas advert, and this year has pulled out all the stops. Mason Mount, Alessia Russo, Lauren Hemp, Aaron Ramsdale, Eberechi Eze, James Maddison, Eddie Nketiah, Gabriel Jesus, Johnny Fisher, Conor Benn, and Zarnel Hughes are the stars taking part this year in an advert with a sweet message. The "Dream Big" commercial sees young Macy dreaming of being an amazing sports star, as they take on athletes in boxing, football, and sprinting.
Sports Direct adverts are bold, loud, and inspiring. While it might not be awash with fairy lights and presents, it's an advert that perfectly appeals to its customers with a horde of famous sports stars to help. And the moral of dreaming big and accomplishing dreams still plays into the magic of the season.
Rating: 6/10
Sainsbury's Christmas Advert 2023
Sainsbury's has gone for a little sprinkling of extra cheese for its Christmas advert this year. A curious little girl steps up to the tannoy in a Sainsbury's store to ask shoppers what Santa has for his Christmas dinner. As staff offer their suggestions, the food magically appears on Santa's table. There's also a cameo from Rick Astley, with a nod to his hit song "Never Gonna Give You Up", of course.
Sainsbury's have had a good crack at Christmas ads over the years. There's been the 1914 no man's land ad of 2014, "The Big Night" of 2018 featuring a kid's nativity play and that amazing plug outfit, and Alison Hammond's feature in 2022's commercial. But 2023's offering has left us a little deflated. Yes, we have our eye on the charcuter-tree appetiser, but we will also be making a dash for the kettle when this one comes on TV.
Rating: 5/10
Morrisons Christmas Advert 2023
Supermarket Morissons has taken a fun approach this year, focusing on the all-important Christmas hosting. A series of different patterned oven gloves sing American rock band Starship's classic power ballad "Nothing's Gonna Stop Us Now" to support their owners in creating the perfect Christmas feast.
While this Christmas advert started off well and made us smile, it gets a little repetitive after the first couple of oven gloves. The food looks undoubtedly delicious, but we needed a bit more from the commercial. A singed oven glove, perhaps. Or additional kitchen accessories joining in the chorus. Sweet, but not much more.
Rating: 5/10
Argos Christmas Advert 2023
The Argos Christmas advert is decidedly more consumer-heavy than some of its competitors. Connie, the dancing doll, is aiming to film a video showing her excitement for Christmas, filmed by the toy dinosaur, Trevor. As she dances around Argos gifts, including Sonos speakers and a Shark hairdryer, she finishes her performance and asks if Trevor captured it all. It turns out that Trevor has been filming on a phone and been recording himself the whole time.
While the Argos Christmas ad is cute and playful, it's a little too sales-driven for our taste. It feels harsh to judge it compared to other more story-led commercials, but the Christmas ad space is competitive. And, while it has humour and fun, we have become accustomed to more of a plot or a celebrity cameo.
Ranking: 4/10
Very Christmas Advert 2023
Online retailer Very released its Christmas advert on 1 Nov. titled "Let's Make it Sparkle". The animated commercial sees pigeons heading to high streets to buy presents before a flock of flamingoes descend from the sky to deliver ordered gifts from Very. Each house they deliver to gets an added sparkle makeover as fashion, home, and tech presents take hold.
Branding is heavy in this advert, which we know is the point, but it feels a little in-your-face. The animation is lovely, and the pink flamingoes to match the pink logo is aesthetically pleasing, but we need a bit more than a bird-delivered package to make us squeal in festive delight.
Rating: 4/10