With so many strong contenders from the likes of John Lewis and Disney to Asda and Lidl, we asked our London team to rank their top 10 Christmas adverts for 2022 to put you in the festive spirit – here’s what they had to say.

10 – McDonalds – The List

McDonald’s has unveiled yet another heartfelt advert ready for the festive season.  ‘The List’ packs an emotional punch by telling the story of a young boy who gets a little bit carried away creating his Christmas wishlist for Santa. After losing his list in the wind, his family take him to their local McDonalds where he is reminded that it is the small things, like spending time with family, that matters most.

9 – M&S – Gifts that Give

M&S has gone all out this year with not one but two Christmas adverts. Whilst it’s hard to pick a favorite, we love how the M&S home and gifts advert sums up the togetherness of Christmas and features real-life UK wide community groups. Set to Harry Styles’ Treat People with Kindness, the ad shows families lovingly exchanging M&S gifts which really put a smile on the face of our UK team.

8 – Sky – An Alternative Christmas Advert

At first this video seems like your typical heart warming Christmas ad until a plot twist is revealed. Designed to promote the new Sky TV ‘Christmas Carole’ film, this advert perfectly sums up the ‘bah humbug’ mood. Christmas is supposed to be the most joyful time of the year, but for many people the festive season can be tough so it’s refreshing to see an honest campaign that pokes fun at the stereotypical festive ads we come to expect.

7- Boots – #JoyForAll

Featuring actress Lydia West, Boots bring the feel-good factor with their 2022 Christmas advert #JoyforAll. The main character uses glasses to unveil the true meaning of Christmas and find out what really brings her loved ones joy. After a particularly turbulent year, we were pleased to see an ad which brought such positive energy and made something as basic as glasses seem so luxurious.

6- Sainsbury’s – Once Upon A Pud

Sainsbury’s Christmas advert is set in a medieval world where a feast is being planned. Alison Hammond stars as the Countess who is in charge of choosing the food but her disliking for Christmas pudding means it is strictly off the menu, until a young chef changes her mind. Food is an essential part of any festive celebration which Sainsbury’s recognizes in this campaign by showing that you really can ‘Taste the Difference.’

5- Aldi – Home Alone

Kevin the Carrot returns for Aldi’s 2022 Christmas advert. You may remember him from their 2017 commercial, but this year he got into a spot of trouble after missing his flight to Paris. Based on the festive favorite ‘Home Alone’, Kevin is seen at home enjoying the World Cup 2022, when he realizes that his house is under threat from intruders. This campaign is very culturally relevant by paying tribute to the football world cup and we found the snowman scene particularly amusing.

https://www.youtube.com/watch?v=gnELFxI2OfU

4- Disney – THE GIFT

‘The Gift’ is the final installment of Disney’s ‘From Our Family to Yours’ festive shorts which follows the story of a family who, this year, prepare for the holiday period and the arrival of a new baby. The video accurately sums up the joy a new sibling can bring – as well as the loneliness and displacement it can cause an older brother or sister too. As a trusted creative partner, we were particularly impressed by the quality of the animation.

3- Lidl – The Story of Lidl Bear

We might be a little biased, but we love the Christmas Lidl advert which focuses on the world of advertising. The ad depicts a cuddly bear who unexpectedly finds fame and becomes the face of Lidl’s marketing efforts. But it’s not long before he remembers what really matters at Christmas by returning home to his loved ones. This campaign really pulls on the heartstrings and extra credit goes to the supermarket for not selling replicas of the starring character, and instead setting up a charitable toy drive in his honor.

https://www.youtube.com/watch?v=S-vkJYBJhRA

2- Asda – Have your Elf a Merry Christmas

Nearly two decades after the Christmas classic ‘Elf’ was released, Buddy is back but this time starting a trial shift in his local ASDA. We were impressed by the visual effects in this nostalgic ad and how it seamlessly brings the classic film back to life by using original footage from Elf, and reprising iconic lines from the original.

https://www.youtube.com/watch?v=KnW1TWqAXYs&t=8s

1- John Lewis – The Beginner

It’s no surprise that John Lewis is at the top of our list after delivering notoriously great Christmas adverts year after year. But we have to say this one is particularly special because it tells the story of a foster family, who are about to welcome a new child into their home. The ad portrays a man who takes up skateboarding a little later in life than you’d expect. Although he struggles initially, he never gives up and at the end of the video it becomes clear who all his efforts have been for. Our team found this advert particularly moving and admired how it highlighted the importance of kindness and human connection.

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Last year’s festive adverts focussed on indulgence after Covid spoiled Christmas celebrations the previous year. However, this year advertisers are choosing to be mindful as consumers feel the pinch on disposable income and express concern over the cost of living crisis. This can be seen in the above clips through comforting and traditional themes which focus on charitable causes, wholesome moments, small gestures and quality time with loved ones. 

If you want more information about what the current economic landscape means for advertisers, check out our recent blog.