After a long year, there’s a lot of pressure on this holiday season’s Christmas ads to stick the landing.
So now that they’re live, what does Rooster think of this year’s batch of Christmas ads?
Talking about the difficulties of the year that’s been is getting pretty old so let’s look forward to what’s in store for this Christmas as we rate the UK’s top brands’ Christmas ads. Some we love, some we don’t, and some we’re split down the middle on. Without further adieu, find the ads in contention — and our rankings — below with a final winner at the bottom.
Enjoy.
2020’s Christmas ads rundown:
Disney
Zac van Manen, Senior Social Manager:
Oh man this one hurt bad. After a long year away from all our families — especially so when they’re at the other end of the world — wrapping your Christmas campaign around old memories rooted in the love we still have for those who are no longer with us was a punch straight to the heart. Bonus points for the Filipino setting, points deducted for vigorous shoehorn of Mickey, but still my favourite so far.
9/10.
Natalie Garland, Senior Account Manager:
Pulled at the heartstrings as so many of us have missed seeing our families this year. A beautiful message of tradition and spending time on what really matters.
7/10.
Baillie Horwood, Account Manager:
Pure magic from start to finish. It gave that true heart-tingling feeling throughout and made perfect use of Disney’s most iconic & loved character. It makes me want to call my nan straight away – by the far the best ad I’ve seen this year.
10/10.
Hannah Carlisle, Senior Account Executive:
Pull out your hankies, Disney have gone for full nostalgia with this advert. It does a good job of capitalising on the fact that Disney is with us all our lives, transcending national borders, and will reopen again for us to come back to soon. The advert is also a touching story of the close relationship between Grandparent and Grandchild: something which I can definitely relate to and which hit me hard in the feelings. The animation is, of course, beautiful, making it as visually striking as it is heartfelt. Minus points because I actually sobbed.
7/10.
Jo Kendall, Account Director:
This is a weepy one. Love it.
6/10.
Yasmine Triana, Head of PR:
Beautiful animation (to be expected) and a sweet idea to reference how many decades Disney has been a part of people’s lives. Shoehorning micky mouse into the family photos I think is a little forced (too harsh?) but a clever glimpse of Frozen on the TV without making it the focus. Love the idea of traditional xmas activities at home. Made me want to try making lanterns. But not too impactful, unfortunately, for me. Doesn’t make me think any more or less about Disney.
6/10.
LEGO
Zac:
Too unfocused for me unfortunately. Grew up on and around LEGO so love the brand but don’t vibe with a Christmas ad that’s just product placement in strange scenarios. Vibed with the princess with the big sword though.
4/10.
Nat:
Lighthearted and a refreshing insight into children’s lovely imaginations. Nice to have a laugh after the doom and gloom of this year! Not entirely sure of the Christmas reference, but I’ll go with it…
6/10.
Baillie:
This made me realise I prefer animated adverts; it was all a bit too chaotic for me. I’d much rather watch a slowed down sob story.
4/10.
Hannah:
I love this advert! LEGO is well known for its sense of humour and this one has it by the bucketload. A brilliant ode to imagination, creativity and the joy of storytelling and play, while tapping into those memories of making LEGO monstrosities on Christmas day. It would be weird for LEGO to try and make you cry; the all-singing, all-dancing, space wedding garden party vibe is much more them.
9/10.
Jo:
Not sure about this one, felt they had tons of potential but played it safe with the storyline.
5/10.
Yaz:
Yes!!! Lego is all about imagination so I think they nailed it with this one. Made me laugh, a little bit cheeky, some relief after an emotional year… Bit of a cheesy dance intermission, but I’m here for it. I think parents will love the fact that the adults seem horrified by the kids’ imaginations…
7/10.
John Lewis
Nat:
John Lewis got the message spot on this year. Simple and understated – I love it!
8/10.
Baillie:
Nice. Just nice. For me it was lacking in usual John Lewis magic and although the message sentiment was bang on for this year, I missed the one-character focus!
5/10.
Hannah:
I don’t cry. I didn’t cry at Marley & Me or The Lion King. But I may have welled up a little bit at this. The different modes of animation as they tracked through different stories was very clever and I think a nice little hint to how we all tell stories and give kindness in such different ways. It doesn’t go for the easy way out by overusing the same old tear-jerking tactics, but hits a heartfelt and optimistic tone, which I think we’re all in need of this year. This is definitely my favourite.
10/10.
Jo:
Another weeper. Really like the ‘play it forward’ message.
7/10.
Yaz:
Very cute, and definitely emulates the ‘pay it forward’ attitude most of us have felt throughout this pandemic in small acts of kindness. I’m pleased they’ve not tried too hard to product place other than JL & Waitrose branding. This Christmas is looking very different for most families and they’ve not only recognised that with a sensitive tone in the ad, but also utilised their huge platform with the highly anticipated Christmas ad to try an meet the ambitious fundraising pledge of £4m for FareShare and Home-Start. Nicely done.
8/10.
McDonalds
Nat:
Another tearjerker as so many of us can relate to this family dynamic and feel guilty of neglecting our own families at time.
9/10.
Baillie:
I really loved it; the animation, the story, the music. For me, this is up there with the best. It makes you revisit your own childhood Christmas’ and truly relive the happiness you felt as a young kid.
9/10.
Hannah:
Controversial opinion: I don’t like the McDonald’s advert. Slowed down version of a popular song: check. Obvious attempt at tear jerking: check. I also feel like the ungrateful child trope is a little bit overdone, so I wasn’t as much of a fan of this. I actually prefer the other McDonald’s advert at the moment where the boy gets his Mum’s old car for his birthday, which is quietly touching. This ad does have a nice Christmassy ending, but doesn’t excuse the protagonist for being a horrible child for the majority of the advert.
4/10.
Jo:
Cute & relatable.
6/10.
Yaz:
Oh man this one got me… there are tears. Why this one is unexpectedly top of my list:
- Poor mum is trying soo hard to make this Xmas special – something I’m sure many parents across the UK will be feeling this year
- The subtle touches that get you… the handmade xmas decorations because who needs to spend £££ on that this year (or ever). Handmade is the best. The fact that it’s a small family, which again is likely to be the reality this year. Which is sad, but also ok… because you can still make it special between the two of you
- Nostalgia all over the place
- ‘Forever young’ the perfect song for this – both for mum and the kid
- McDonalds product placement perfectly balanced, and very clever to have a new Xmas product kids can have fun with
- The animation is stunning
- Made me want to get McDonalds… that could be because it’s lunchtime…
10/10.
Coca-Cola
Zac:
This one didn’t really land for me. I laughed — as I was supposed to, I think — at the note reveal but otherwise the whole trip felt a bit random as I assumed Mr. Dad started his journey at one of the wind farms in the Channel and encountered all those environments in England/Scandinavia on his way to the North Pole. Definitely feels like it delivered well on a premise I just didn’t resonate with.
5/10.
Nat:
Loved seeing Coca-Cola pull out the stops and go down a different route this year. I wondered where it was going but let out a huge blub and sob at the end!
8/10.
Baillie:
A beautiful message we can all relate to; you’ll do anything for those you love at Christmas time and sometimes it’s the little thing that matters most. Great effort by Coca-Cola and nice to see the iconic truck at the end.
9/10.
Hannah:
I am confused by this advert. How did this man, an intelligent, qualified renewable energy worker, get so lost on his way to the North Pole? At one point he seemed to be in the jungle and then in wild Mongolia. After trekking, mushing and climbing to drop off a miraculously not-ruined letter at the North Pole, the Coca Cola van drives up on the perfectly tarmacked road the man has so conveniently ignored. This begs the question, does he really deserve to get home for Christmas? It’s cute, it’s nicely shot, but I spent the entire time thinking about his poor decision making, not Christmas.
3/10.
Jo:
Least fave. Terrifying journey for poor Dad!
4/10.
Yaz:
Oh my cynical adult brain just thought “why didn’t he just open the letter…”. And “surely if he’s having to be away from the family at xmas to work, he would need to be actually at work…”. And “parents are going through enough without having to hike through mountains to deliver a damn letter”. But I’m definitely over-thinking the storyline haha. I get it, it’s sweet. Maybe I’m too British to enjoy it.
4/10.
Aldi
Nat:
I like the narrative Aldi has built up with the infamous Kevin the Carrot over the years. This was very sweet and brought a smile to my face, but overall a little underwhelming compared to others.
5/10.
Baillie:
I just don’t like Kevin the Carrot, as a character. For me, carrots are the least enjoyed part of the roast dinner! Santa Claus’ appearance is about the only thing that makes this watchable.
3/10.
Yaz:
Not much to say on this one… Not a fan, storyline is weird. No one is technically away from home right now so it doesn’t really relate. Huge piles of food on the table make me think they haven’t at all read the room this year…
3/10.
Amazon
Zac:
Really strong. First mention of coronavirus outright and plays on the general sense of disappointment that seems to have pervaded this year while still providing an ultimate sense of hope and optimism courtesy of the brand but in a way that’s relatively understated. Could have oversold Amazon here for sure but thankfully didn’t.
8/10.
Nat:
I love that Amazon had the boldness to put out this message after such a difficult year and the backlash towards the government’s response. It felt a little un-Christmassy, but overall, wonderful!
7/10.
Baillie:
I think they nailed it, it gave me the ‘feels’ for sure and by far has the best use of music throughout. That ‘missing out’ feeling they’ve emulated is something we can all relate to this year as well – really makes you stop and watch.
9/10.
Yaz:
Ah I was waiting for a COVID nod. Seems apt to come from Amazon as they’ve been so heavily relied on by households stuck at home. Lovely storyline that thousands of people will relate to having had their plans and dreams cancelled this year, not to mention all the jobs lost in the entertainment industry. They haven’t tried to force the message about using Amazon to deliver Xmas presents, instead focusing on pay-it-forward. Subtle and touching.
8/10.
TK Maxx
Zac:
Loved this when I saw it in my Twitter feed without sound and barely paying attention, love it on the second round noticing what’s actually going on. Colourful animal that deserves a treat from a doting old couple complete with a crying, proud old man. Up my alley entirely.
10/10.
Nat:
Kudos to whoever came up with this idea! Sometimes you just need a break from the emotional messages and need a good laugh.
7/10.
Baillie:
Great to see the comedic aspect in this one and genuinely made me giggle. From the goat’s movement to the farmer’s tears. Lovely effort here and a winner for being a little bit different!
7/10.
Yaz:
Bloody hilarious. Really tickled me. And I agree – we all deserve a little treat this year at bargain prices. Short, funny, and packed with TK Maxx designer bargains message. Brilliant.
9/10.
Burberry
Zac:
The most disconnected specifically from Christmas — it ends on a beach? — but plays to the brand’s distinctively British nature. There’s nowhere else in the world that could street could be but London and they’ve also managed to pap a beach that’s quinessentially English too. Not super sold on the effect and vibe of the ice falling the whole way through but it mostly works. Seems like something that might have been designed with TikTok in mind.
6/10.
Nat:
Beautifully put together and I love the talent in this, although I’m not sure I 100% sure got it.
6/10.
Yaz:
Wonderful choreography, talented dancers. I guess I just don’t ‘get it’. Is there anything to ‘get’ though? Enjoyable to watch, jackets are cool. I don’t think Burberry needs to have a message as such. It’s cool.
6/10.
Asda
Zac:
Hmmm really not for me but feels like it’s honed in on the kind of people that do shop at Asda so in that sense I’m on board.
6/10.
Nat:
This felt a little too promotional compared to others.
4/10.
Yaz:
It pretty much just says what it needs to – not super creative, but I quite like that it’s simple, gives you all the info you actually need this year re: covid safety, and gives you a glimpse of the Xmassy food they have. It’s not an ad for ad agencies, it’s not a blockbuster to blow you away, but it will probably prompt people to book their Click’n’Collect Xmas shop.
7/10.
