We earn a commission for products purchased through some links in this article.
From John Lewis to Sainsbury's, take a look at the best Christmas adverts of 2024.
Christmas adverts have become synonymous with the start of the festive season, signalling a time to start preparing the home for Christmas and buying presents for loved ones. Typically, many adverts focus on heartwarming tales that celebrate all the joy and anticipation in the lead up to the big day, but there are also some tear-jerkers, important themes around friendship, loneliness, community spirit, charity and the joy of giving, and others that are simply just a bit of fun.
MORE ON CHRISTMAS
Over the years, we've seen many brilliant ads, and not always from the most popular brands we know and love: DIY store Woodie's tear-jerking 2020 advert, and the story of an elderly man's bond with his granddaughter from the German pharmaceuticals company DocMorris, are particular standouts. We also loved Homebase's playful 2021 advert, starring Escape to the Chateau's Dick and Angel Strawbridge.
Though each year, the John Lewis Christmas advert is the most anticipated. From The Bear And The Hare (2013) to Monty the Penguin (2014), the retail giant has delivered some memorable Christmas narratives over the past 17 years (the first advert was Shadows in 2007).
Take a look at some of the best adverts of this year so far...
The John Lewis Christmas advert 2024 is finally here. Titled The Gifting Hour, the ad goes back to basics as it tells the tale of two sisters and their life together. After rushing around a John Lewis store to find the perfect present, the main character stumbles into a Narnia-like wardrobe and ends up in her childhood bedroom. A heartwarming tale, give the John Lewis Christmas advert a watch here.
Described as the 'most emotional yet', Tesco's Christmas advert follows the story of a man trying to navigate Christmas while mourning the loss of his grandmother. Set to the tune of Melancholy Hill by Gorillaz, it draws upon how Christmas can be a time of sadness and reflection for many.
Aldi's Christmas advert sees the return of Kevin the Carrot. Set in a festive village, a series of humbug characters appear to capture the 'Spirit of Christmas' before disappearing and leaving the village in darkness. Santa tasks Kevin and his wife Kate to save Christmas, going through dangerous situations and Home Alone-style booby traps.
'Would it even be Christmas without Kevin the Carrot on our screens? We're delighted to bring back everyone’s favourite carrot for a ninth year to help the nation get into the Christmas spirit,' says Jemma Townsend, marketing director at Aldi UK.
Sainsbury's Christmas Advert 2024 features Roald Dahl's beloved character, the BFG, who is on a mission to create an exciting Christmas menu.
Titled A Magical Christmas, Lidl's Christmas advert = highlights the importance of giving over the festive season.
Bridgerton's Adjoa Andoh stars as Mrs Claus in Boots' 2024 Christmas advert. The ad celebrates the transformative power of beauty, showcasing iconic looks from TikTok stars and the latest beauty gifts.
'As the UK's favourite beauty retailer, we are on a mission to spread magic and excitement to beauty enthusiasts this Christmas, whilst also recognising the unsung powerhouses who make Christmas so special,' says Pete Markey, chief marketing officer at Boots.
'This advert is the perfect culmination of both, and I cannot wait to see the reaction and help gift-givers find the perfect gift this Christmas.'
Featuring an all-star cast including Matthew Macfayden, the Waitrose Christmas advert 2024 channels an Agatha Christie-style murder mystery storyline as one family's pudding goes missing from the fridge. Keep your eye open for part two to find out who is guilty.
Asda has released an animated adventure for its 2024 Christmas advert starring their popular garden gnomes.
'Asda's gnomes are long-standing favourites with our customers and they were staring us in the face as the obvious characters for our Christmas campaign — a very Asda way for us to showcase our breadth of offer,' says David Hills, chief customer officer at Asda.
Dawn French is the star of M&S' Christmas food advert 2024. With the help of a fairy, Dawn throws an impromptu party for her neighbours.
The Morrisons Christmas Advert 2024 showcases its festive food offering – along with some singing oven gloves.
Following the success of last year's collaboration, Barbour and Aardman Studios have teamed up for a second time to create a fun and festive-filled film for the holidays starring Shaun the Sheep.
The best Christmas adverts of 2025
Irish pub's heartwarming Christmas ad goes viral
John Lewis unveils 2023 Christmas advert
Watch Lidl's 2023 Christmas advert
