The annual race for the most memorable Christmas advert has begun, with British retailers rolling out their festive campaigns for 2026. This year's offerings range from nostalgic throwbacks and celebrity appearances to emotionally resonant stories and humorous takes on holiday traditions.
John Lewis's campaign, titled 'Gloria and Pickles,' features Oscar-nominated actress Dame Kristin Scott Thomas as a grandmother seeking the perfect gift for her grandchildren. The advert highlights the theme of thoughtful gifting, culminating in the creation of a magical 'Gran Cave' for the children. The soundtrack is provided by Sam Fender covering The Rolling Stones' 'You Can't Always Get What You Want.'
Sainsbury's is bringing back the beloved BFG character for its third consecutive Christmas advert. The two-minute film depicts the giant falling ill before Christmas, prompting a colleague, Annie, to embark on a mission to deliver festive treats to him. The advert emphasizes the importance of sharing Christmas cheer, featuring a range of Sainsbury's 'Taste the Difference' products.
Tesco's campaign, 'The Wrong Address,' stars Irish comedian Roisin Conaty as a delivery driver who helps an old friend, played by Anna Maxwell Martin, retrieve a misplaced Christmas food shop. The advert focuses on themes of friendship, kindness, and going the extra mile, set against the backdrop of a cross-country road trip.
Asda's advert aims for a more upbeat and energetic tone, featuring a mother dancing on a giant Christmas cracker and a father dressed as a bauble, all set to a remixed version of Martin Garrix's 'Animals.' The campaign emphasizes offering customers a great Christmas at good value.
Shelter, the housing and homelessness charity, has released a poignant advert focused on a mother and daughter waiting for a permanent home. The film illustrates the difficult reality of homelessness and temporary accommodation, aiming to raise awareness and encourage donations for Shelter's winter appeal. The advert is accompanied by an original track by Irish singer Maverick Sabre.
Boots has opted for a playful approach with its 'For Gifts They'll Really Love' campaign, showcasing how beauty and wellness gifts can become cherished everyday essentials. The advert humorously exaggerates the recipients' love for their presents, from light therapy masks to hair stylers.
Lidl's festive advertisement reimagines Slade's 'Merry Xmas Everybody,' featuring EastEnders actor Shaun Williamson. The advert showcases Lidl's party food items and highlights the supermarket's role in bringing people together for the festive season.
The Perfume Shop's 'Let Love Last' campaign takes an emotional route, with a black and white film exploring how perfume can preserve memories of loved ones. The advert follows a family celebrating their first Christmas without their father, emphasizing how a familiar scent can keep his memory alive.
The annual release of these Christmas adverts marks the unofficial start of the festive season for many, with each brand aiming to capture the public's imagination and set the tone for the holidays.