2022’s Big Christmas Ads.
While we breathe a sigh of relief from zero covid restrictions this Christmas, it’s the cost-of-living crisis that slightly overshadows this year’s festivities.
The Rooster team is divided in opinion on many of the adverts, but what we all agree on is that no one is in the mood for multi-million-pound ads that promote over-spending. Instead, we’re looking for something fun, meaningful and in some cases, just a bit silly.
Here’s what the Rooster team had to say about this year’s Christmas ads:
John Lewis
Sam, Account Executive:
Credit to John Lewis. Committing such a large element of their annual marketing strategy to promoting such an important cause. The inclusion of ‘All the Small Things’ by Blink-182, but stripped back, in traditional John Lewis forms a great soundtrack and the story itself, of the soon-to-be Father learning to skateboard to have something to bond with Ellie over is enough to make a grown man cry. They’ve done it again!
8/10.
James, MD:
WOW, they absolutely nailed it. From the release timing (a week after all the other brands) to going all in with a purpose-led campaign, the ad hands down wins this year. Makes me want to support JL (and spend with them) to support their charity partners. Perfect.
10/10.
Emma, Senior Account Director:
It has the traditional John Lewis storytelling feel. Taking you on a journey of individual moments that make you believe time has passed and then leads you gently to its tear-jerking finale. I much prefer this year’s message to the usual product push, but what happens next…? I am left wondering how John Lewis expects this to translate into real change for children in care…will there be a follow up?
9/10.
Daisy, Marketing Executive:
A strong message to get people talking about an important issue we have in the UK. Expectations are obviously very high with a John Lewis advert, and I liked the message. It’s not just a cheesy Christmassy cartoon.
9.5/10
Charlotte, Account Director:
Actual tears. A brilliant way to gain awareness of an important issue. Christmas isn’t just food and gifts.
9/10.
Dylan, Account Manager:
John Lewis never disappoints. They always capture the emotion and humanity of Christmas perfectly. Kept me smiling throughout and the ending was just beautiful. Reminds you of what Christmas is really about. Loved it!
10/10.
Yaz, Head of PR:
I’d guessed they were preparing for having a baby, “The Beginner” being a first-time dad, so I was chuffed to see how this one transpired. There’s zero obvious product pushing or sales message, which is appreciated in this year’s cost-of-living crisis. While John Lewis has charity partners every year, using this major platform to promote their CSR efforts while encouraging people to contribute themselves to a necessary cause is marvellous. Nice one John Lewis.
9/10.
Arabella, Senior Account Director:
The John Lewis ad is spot on, and the least ‘ad’ of them all. It’s heartfelt and will really make people stop and think of who they can support or reach out to this Christmas. It’s not just about giving gifts, or cooking up a feast, it’s about giving time and care to others.
9/10.
Rooster Score: 9.2
ASDA
https://www.youtube.com/watch?v=KnW1TWqAXYs&t=1s
Daisy, Marketing Executive:
Very Christmassy and I’m a big Elf fan, no professional opinion on this one.
9.5/10.
Pete, Account Assistant:
Very cleverly put together and a great song. Incredibly impressed by the editing team for integrating old ‘Elf’ footage of Buddy the Elf and how it fitted in with everything going on in the store. Very impressed.
9/10.
Yaz, Head of PR:
ASDA staff from all departments are front and centre: the bakers proud of their mince pies, the delivery team working all hours, customer service putting smiles on people’s faces. Whether young or elderly, everyone loves a bit of Christmas cheer even in their weekly food shop. If ASDA staged ‘Buddy-fied’ stores across the country that would really top this off as the call to action from this ad.
6/10.
Will, Account Assistant:
Very well edited and believable acting from the other store assistants.
7/10.
James, MD:
Too safe. If you’re going to employ Will Ferrell, use him!
5/10.
Sam, Account Executive:
An example of using already established medias to your advantage. Blending one of the more beloved Christmas movies into your advert is a masterstroke and adding in some cheesy acting (In the best way) only adds to the feel-good factor. Some great brand placements throughout, without it being too jarring or obvious.
9/10.
Emma, Senior Account Director:
I have a lot of time for Elf, its my favourite Christmas movie. I wanted to love it and it was good fun, but it made me feel a bit seasick to be honest.
7/10.
Rooster Score: 7.5
Boots
Yaz, Head of PR:
Didn’t get the point of it at first until the end. OF COURSE – who wouldn’t love magic glasses that tell you exactly what people want for Christmas. So clever of Boots as it’s built a bit of a reputation as being the thoughtless gift – just grab yourself a stack of Boots gift sets and you’re sorted for those you forget or don’t know what to buy for. But it is ultimately a forgettable ad.
5/10.
Daisy, Marketing Executive:
Quite heart-warming and idealistic on knowing what to get everyone for xmas.
8/10.
Arabella, Senior Account Director:
I love! It’s fun and feel good which is what we need this Christmas. Wouldn’t it be wonderful if such glasses existed.
8/10.
Pete, Account Assistant:
So fun. Glad it didn’t focus just on Santa but joy for everyone and how that is different across different people. Loved the drag queen upside down on the ceiling, pure fun.
9/10.
Will, Account Assistant:
This is kind of like the film called ‘They Live’ where the main character puts on special sunglasses and sees that all advertising and mass media contain subliminal authoritarian messaging.
5/10.
Sam, Account Executive:
While the sentiment of viewing Christmas through magical glasses is one I enjoy, I do wonder whether this would have been better placed as an advert for an opticians. Would be 7/10 if it was an advert for Specsavers.
5/10.
James, MD:
Nice idea, but they could have taken the execution further.
6/10.
Rooster Score: 6.5
Sainsbury’s
Emma, Senior Account Director:
Hate! I am not in the mood for servant / countess vibes, the touch of the medieval axe at the words “or else” nor seeing someone made to feel uncomfortable in front of an audience. Maybe I am being too soft, and I am glad the chef rises to the occasion for loveable Allison Hammond, but not for me this time, not this year.
1/10.
Pete, Account Assistant:
God I love Alison Hammond. Best way to win me over, anything she does is gold. Also love the theme, the quartet version of Teenage Dirtbag and the whole vibe.
8/10.
James, MD:
Felt ‘off brand’ and too naff for Sainsbury’s.
4/10.
Daisy, Marketing Executive:
Bit cheesy, didn’t feel particularly Christmassy (background song is ‘teenage dirtbag’), but Alison Hammond is an icon.
7/10.
Yaz, Head of PR:
They had me at Alison Hammond (other than the random southern accent??).
Ah the Christmas pudding debate… it’s a bit of me as it is, especially how Dad makes it (lots of booze). They’ve leaned into the fact that many people don’t like this stodgy British pudding and pushed their ‘taste the difference’ brand with a modern twist on the traditional pud. I’ve looked up the ingredients and I’m salivating already… YUM.
7/10.
Will, Account Assistant:
Alison Hammond’s comedic timing is absolutely unmatched.
9/10.
Rooster Score: 6
M&S Food
Pete, Account Assistant:
YES FRENCH AND SAUNDERS SLAY CENTRAL! Dawn as the fairy is the cutest thing ever, food looks unreal, the Steak Crostinis: YES. Very well brought in to promote the food.
8.5/10.
Dylan, Account Manager:
M&S food, dogs and Dawn French as a Christmas fairy… what more could you want. Having said that, the intro didn’t really capture any emotion for me but as soon as you get into the close ups of the food, I’m all yours.
6/10.
James, MD:
Already can’t recall the ad so that says it all.
3/10.
Yaz, Head of PR:
When it comes to food production, M&S does it best. It’s the slow-mo dripping, the glistening, the rich colours, chunky ingredients, the black backdrop as if it’s under its own theatrical spotlight. The message is simple: great ingredients, award-winning, and a bit of a treat after a challenging year. As much as I love French & Saunders, I actually don’t think they’re needed for this one.
5/10.
Will, Account Assistant:
Didn’t particularly understand the concept nor did I understand how a Christmas feast was going to help a dishevelled dog toy. Surely CGI Fairy Godmother Dawn French could have used magic to restuff and repatch her up instead of hard selling crostinis?
4/10.
Sam, Account Executive:
Ducky’s character arc in this is superb, the troubled character in a job she despises, struggling with stress manifested through her injury, and given a way above it all by the magic of Christmas. It’s all very John Lewis isn’t it? I’m also now considering doing all of my Christmas shopping at M&S, despite the cost!
8/10.
Daisy, Marketing Executive:
Nice and Christmassy and using French and Saunders is always popular with the people.
8/10.
Rooster Score: 6
Disney
Yaz, Head of PR:
It’s super cute but it doesn’t have a brand message or prompt a reaction or action from me. I don’t know what it’s telling viewers to do or think. Perhaps that’s just it – Disney doesn’t need a CTA? Seems like a waste to me.
3/10.
Sam, Account Executive:
Disney just get it don’t they? This advert encapsulates all the elements of Christmas that makes it such a joyous occasion. The gift of Mickey Mouse at the start (Beautiful product placement) to the girl who grew older with it, establishing her relationship so perfectly with all 3 family members individually and then bringing them together at the end for her to pass on the toy to her new-born sibling. Pulled on my heart strings, John Lewis will even struggle to top this one, although, they probably will.
9/10.
Daisy, Marketing Executive:
Classic, feel-good Disney animation, always telling a short story. A good message for kids, to share at Christmas
7/10.
Pete, Account Assistant:
Soundtrack gives me Mallsey. Cute idea just not my vibe.
4/10.
Will, Account Assistant:
I thought that was really sweet. Nothing more to say than Disney knows how to tug on the heartstrings.
8/10.
James, MD:
Standard Disney tearjerker.
5/10.
Rooster Score: 6
TK Maxx
James, MD:
‘High five’ creative does work even if it does get annoying by the end.
7/10.
Daisy, Marketing Executive:
Can’t really describe why I like it as it’s all a bit bonkers, but I like the uniqueness.
8/10.
Pete, Account Assistant:
I don’t know why the lifting up of the first high five made me giggle so much. LOVE the main person highfiving people and THE FOOT OUT OF NOWHERE! Such a funny concept with a great soundtrack.
9/10.
Yaz, Head of PR:
Let’s be honest, we all want people thinking we spent more than we did on their Christmas presents… (it’s not just me is it??). I hate a high five, but I like this. The music, the clothes, the energy, the ‘owning it’ vibe – it’s fab. 2020’s goat advert is still their best (perhaps there’s an Easter Egg in there?).
6/10.
Will, Account Assistant:
Wes Anderson-esque cinematography paired with one of the best French Eurodisco tracks of all time. An idiosyncratic, maximalist assault on the senses. Almost exactly how it feels to be inside a TK Maxx store.
10/10.
Rooster Score: 8
Lidl
Will, Account Assistant:
Whenever a Christmas advert utilises metanarratives to reference the very necessity of making a Christmas advert, I always feel it manages to avoid irritating Christmas ad cliches. A really fun, feel-good story without the excessive sentimentality too!
9/10.
James, MD:
Nice idea, but bears have been done and owned by Paddington this year.
6/10.
Daisy, Marketing Executive:
I like the story and the quirkiness
7/10.
Sam, Account Executive:
Not just a Christmas advert, but a critical review of the fickle nature of Christmastime fame and the pitfalls that extended media attention can provide. Lidl bear had it all, but the ties severed by his newfound career as a cult icon left him without a true home to spend Christmas in, and he returned home, and in doing so, he rediscovered himself. I also love that he was never animate, it’s so beautifully satirical of the nature of the media to look for any inanimate object to dress up and promote to sell products. It’s all very meta.
10/10.
Pete, Account Assistant:
Enjoy the self-aware nature of the advert and how the Lidl bear changed. Feels like a jab at Kevin the carrot from Aldi.
7/10.
Yaz, Head of PR:
I’d swiftly scroll past this on TikTok. It’s as if Lidl couldn’t think of anything they care about or should be known for this Christmas, and instead created a nonsensical narrative about a bland-looking bear. Who’s the ad meant to appeal to? It ends with ‘now that’s Christmas you can believe in’, which doesn’t relate to anything in the advert.
Even the food captured in the Bear photoshoot looks a bit naff.
1/10.
Rooster Score: 6.6
Very.co.uk
Daisy, Marketing Executive:
Very Christmassy with feel good, popular music but very predictable and not memorable or interesting
6/10.
Yaz, Head of PR:
Feels insensitive to the cost of living this year and instead just filled me with anxiety about how many Christmas events I have between now and NYE. Not for me.
2/10.
Pete, Account Assistant:
Enjoyed the main actress but nothing special.
5/10.
Charlotte, Account Director:
Appreciate that this may have been a ‘creative’ option at inception, but feel like they could have taken this further.
6/10.
James, MD:
Too much focus on giving across multiple days when many people will struggle to afford Christmas Day. And I hate the mention of buy now pay later. They’ll pitch it as a way to help people, but it’s just wrong to be enticing people to build up debt. I wanted to jump down the screen and throttle them!
2/10.
Rooster Score: 4.2
Sports Direct
Dylan, Account Manager:
Utterly ridiculous but anything with Eric Cantona in gets my approval! Some big stars in there and it made me chuckle, but not sure it made me want to buy anything from Sports Direct.
8/10.
James, MD:
Sports Direct gets a high score of 9 – fun, cheeky and I view it as slightly naive that no other brand has jumped on the football World Cup bandwagon.
9/10.
Daisy, Marketing Executive:
Great celebrity cameos and I like the different, fun stories in one advert.
7/10.
Pete, Account Assistant:
Eric was funny and how they made Declan look like a kid. Other than that, it didn’t vibe as much. Mason Mount made this score higher, what a sweetheart.
6/10.
Sam, Account Executive:
Eric Cantona is starting to become less charming with every one of these he does. The ‘give me football’ line doesn’t land as intended and will not become a catchphrase any time soon. The acting is pretty inoffensive, but Mason Mount at the end, despite being my favourite footballer, can’t help but make me cringe by smelling a football boot, something no one has ever done for pleasure and SHOULD never do for pleasure.
4/10.
Yaz, Head of PR:
Doesn’t mean anything to me as someone who knows nothing about footballers, but I like how they’ve used Eric Cantona as the voice of all football fans. Funny, takes the p**s out of other adverts, and only subtly promotes the products. It promotes the passion of football while the World Cup is unusually timed with the run up to Christmas. Cute giggle at the end. Yes I just called Cantona cute.
7/10.
Rooster Score: 6.8
Aldi
Arabella, Senior Account Director:
Though I’m normally a fan of Kevin the carrot, sadly this year I don’t feel it’s a strong contender. A decadent table of food in the house – which no one is there to eat – contradicts the small and subtle nod to food donations at the beginning.
6/10.
Pete, Account Assistant:
LOVE KEVIN… marroowdona threw me over the edge, loved his ring piercing hahahaha
9.5/10.
Yaz, Head of PR:
Conversely to the Sports Direct ad, this feels a bit forced to shoe-horn the football message in there. I do like the Home Alone nod at the end though!
4/10.
Will, Account Assistant:
A carrot just abandoned his carrot family at Christmas because he got distracted by a football game and no one even checked to see if they were okay… It’s a fun little concept with some humorous visual cues. Puns were so-so, but I’m not a fan of puns, so I’m biased.
7/10.
Rooster Score: 6.6
Morrisons
Charlotte, Account Director:
A classic, feel-good Christmas advert. Plenty of tradition with a touch of humour. An easy watch – but nothing here that shows a lot of creativity or a pull on the heart strings. Great music though.
5/10.
Pete, Account Assistant:
Farmer’ Christmas looked like many farmers I.ve seen. ‘Sport Mode’ was quite a funny joke.
6.5/10.
Yaz, Head of PR:
A nice nod to the farmers behind the Christmas feasts. Feels very British and the food looks great. It gives the impression that Morrisons food is made from home grown, good quality ingredients. I’ve no idea if that’s true… so it definitely worked on me.
8/10.
Emma, Senior Account Director:
Seriously, where can I get one of those tractors with fairy lights? * Adds to Christmas wish list immediately*
I think the hard-working famer angle is very overlooked in the usually commercialised and indulgent view of Christmas we see on our screens, so I very much enjoyed meeting Farmer Christmas, and his cycling goggles, in this narrated direct-to-camera advert.
8/10.
Rooster Score: 6.8
Argos
Pete, Account Assistant:
The trifle nans running is brilliant. Is that the actress that played Libbie in Eastenders? Quite fun!
6.5/10.
Yaz, Head of PR:
My favourite ad of the year. I’m surprised this is the only brand to really highlight the fact that this is the first Christmas that we have no COVID restrictions in place, which means mass gatherings are BACK. The mess, the mayhem, the food – it’s all to be both enjoyed and dreaded. And yes, there’s always need for a bigger bowl. Funny and light-hearted, it wins my vote.
8/10.
Charlotte, Account Director:
Chaotic yet relatable. Slight fear for my first Christmas in my own place.
6/10.
Rooster Score: 6.8.
And the winner is… John Lewis with 9.2
Almost unanimously, the Rooster team appreciated the company going ‘all-in’ on purpose, versus their usual soft toy sales tactic with tonnes of CGI.
A very clear winner!
