Every November, as the days grow shorter, a quiet battle begins. It’s not fought on battlefields, but on our television screens – a contest for our emotions waged by the UK’s biggest brands. The goal? To create the Christmas advert that will resonate most deeply, the one we’ll remember long after the last decorations are packed away.
For years, companies like John Lewis, Marks & Spencer, Sainsbury’s, and Asda have poured creativity and heart into these short festive films. They aren’t simply selling products; they’re attempting something far more ambitious: to capture the spirit of Christmas itself. And often, the most successful adverts do so by reaching for the tear ducts.
Recently, we asked readers to share the Christmas adverts that have stayed with them, the ones that evoke the strongest memories. The response was overwhelming, a testament to the power these mini-movies hold. Prepare for a journey through heartwarming stories, emotional moments, and a few classics that will undoubtedly stir up some feelings.
Many remember 2013’s “The Bear and the Hare” from John Lewis with a particular fondness. The advert, featuring a beautifully animated grizzly bear who’d never experienced Christmas, became instantly iconic. Lily Allen’s cover of Keane’s “Somewhere Only We Know” soared to the top of the charts, forever linked to the touching tale of friendship and the joy of sharing the season.
One reader, Julia Gill, confessed a “soft spot” for this advert, while Shona Haswell admitted it “really got to me emotionally.” The story of the hare determined to share Christmas with his hibernating friend struck a chord, proving that even the simplest narratives can be profoundly moving.
In 2014, Sainsbury’s took a different approach, drawing inspiration from a remarkable historical event. Their advert, “1914,” commemorated the Christmas Day truce on the Western Front, when soldiers from opposing sides briefly laid down their arms to share gifts and even play football. The ad, created in partnership with The Royal British Legion, was a powerful and poignant tribute.
Readers like Joanie Wood called it “brilliant,” and Tracy Bates described it as “powerful stuff.” Every detail, from the uniforms to the trenches, was meticulously researched to ensure historical accuracy, adding to the advert’s emotional weight and impact.
“Buster the Boxer,” John Lewis’s 2016 offering, remains a firm favourite. The charming story of a boxer dog longing to join in the fun on a new trampoline is pure joy. The advert’s use of Randy Crawford’s cover of “One Day I’ll Fly Away” adds a layer of nostalgia and warmth, making it a truly unforgettable experience. Caroline Schofield declared it “the best ever.”
Amazon’s 2023 advert, “Joy Ride,” taps into the power of lifelong friendships. The heartwarming story of three friends reliving their youth, sparked by a simple purchase of seat cushions, resonated deeply with viewers. Set to an instrumental version of The Beatles’ “In My Life,” it’s a beautiful reminder of the enduring bonds that make life special. Mandy O’Connor Whitworth shared that it reminded her of her own mother and sisters.
The 2022 John Lewis advert, “The Beginner,” is another guaranteed tearjerker. It follows a middle-aged man learning to skateboard, revealing his motivation to be connecting with his teenage foster daughter, Ellie. Beyond the heartwarming story, the advert also raised awareness for the importance of social care and John Lewis’s “Building Happier Futures” scheme.
Lindsey Bayley, a social care worker, found the advert particularly resonant, while Carolyn Dobson simply declared it her “favourite.” It’s a powerful example of how advertising can be used to shed light on important social issues.
Of course, no discussion of Christmas adverts would be complete without mentioning Coca-Cola’s iconic “Holidays are Coming.” For many, the sight of the illuminated red trucks signals the official start of the festive season. Roxie Taylor perfectly captured the sentiment, stating that “as soon as I hear that bell ring, it’s Christmas.”
Finally, Joanne Gurney chose “Love is a Gift,” an unexpectedly heartbreaking advert. The story of a man awaiting a present from his deceased mother, only to discover it’s a recording of her voice, is profoundly moving. Remarkably, this powerful advert was created on a budget of just £50, proving that a compelling narrative is far more important than lavish production values.
