Britain's major retailers have begun releasing their highly anticipated Christmas advertising campaigns for 2026, offering a diverse range of themes from heartwarming stories to celebrity-driven commercials. The race to capture festive cheer is underway, with brands like John Lewis, Sainsbury's, Asda, Boots, Lidl, and The Perfume Shop debuting their offerings.
John Lewis's campaign, titled 'Gloria and Pickles,' stars Oscar-nominated actress Dame Kristin Scott Thomas as a grandmother seeking the perfect gift for her grandchildren. The three-minute ad, created by Saatchi & Saatchi, explores the fear of not finding the right present and features a cover of The Rolling Stones' 'You Can't Always Get What You Want' by Sam Fender. The advert aims to capture the sentiment that "don't give up on gifting."
Sainsbury's brings back the beloved Big Friendly Giant (BFG) for its third consecutive year. The two-minute film shows the BFG falling ill before Christmas, prompting a Sainsbury's colleague, Annie, to embark on a journey to deliver festive treats. The advert highlights the importance of making Christmas "unmissable."
Asda's campaign, created by Lucky Generals, features a mother dancing on a giant Christmas cracker and a father dressed as a bauble, set to a remixed version of Martin Garrix's 'Animals.' The supermarket emphasizes delivering "great Christmas for less," aiming to provide festive cheer without excessive spending.
Boots opts for a playful take on gift-giving with its 60-second 'For Gifts They'll Really Love' campaign. The advert humorously exaggerates the excitement of unwrapping beauty and wellness presents, showing how they become cherished essentials throughout the year.
Lidl enlists EastEnders star Shaun Williamson to reimagine Slade's 'Merry Xmas Everybody' in its festive ad. The commercial, featuring other familiar faces like Chris Kamara, spreads cheer with Lidl's seasonal products and aims to bring people together for the holidays.
Meanwhile, The Perfume Shop's 90-second black and white film, 'Let Love Last,' adopts a more emotional approach. It follows a family preparing for their first Christmas without their father, showcasing how a fragrance can preserve memories and connect loved ones.
Shelter also released a poignant advert focusing on a mother and daughter awaiting a safe, secure social home. The film highlights the experiences of children facing homelessness in temporary accommodation and encourages donations to the charity's winter appeal. The advert features an original track by Maverick Sabre.
Tesco's campaign, 'The Wrong Address,' stars Irish comedian Roisin Conaty and actress Anna Maxwell Martin. The ad follows a Tesco delivery driver who reconnects with an old friend, leading to an unexpected road trip that underscores the importance of friendship and kindness at Christmas.