After listing the top Christmas commercials in the US, it’s time to look at what UK Christmas ads managed to engage and delight our panelists in Part 2 of our holiday ads 2023 series.
In the UK, the Christmas campaigns provide the perfect arena for brands and agencies to put their creativity juices to the test. The culprit of the Christmas advertising craze is, of course, John Lewis, who has been dominating attention with their well-crafted and emotionally charged commercials for more than a decade.
This year also marks the first John Lewis Christmas commercial that wasn’t created by Adam & Eve since 2009, in what was considered one of the longest and most fruitful brand and agency partnerships. Did John Lewis keep its spark?
Top 5 UK Christmas Ads 2023
5. Aldi: Kevin and the Christmas Factory
Kevin the Carrot is back once again for a Christmas-time adventure, this time reminiscent of Charlie and the Chocolate Factory, only it’s Aldi’s Christmas Factory, where customers can get some of the best holiday deals.
Video: Aldi Christmas Advert 2023
4. TK Maxx: Festive Farm
Farm animals with designer clothes? What’s not to like? TK Maxx bet and won on its Festive Farm ad, which shows that you can get cool clothing at affordable prices. And if you doubt it, there’s an alpaca with a woollen sweater to prove you wrong.
Video: TK Maxx – Festive Farm | Christmas 2023
3. Lidl: A Magical Christmas
Continuing with furry animals, Lidl tells the story of a lonely raccoon who saves a little boy’s Christmas and is rewarded by the friendship of the house’s dog, who shares a little bit of its food. The ad appeals to Lidl’s campaign of sharing toys with those who are less fortunate, and, looking at how it engaged our panellists, it was a clear win for the brand.
Video: A Magical Christmas with Lidl’s Christmas TV Advert | Lidl GB
2. Amazon: Joy Ride
Amazon’s Joy Ride also engaged UK viewers, earning a top spot on our ranking, just like it did in the USA. A simple ad that appeals to nostalgia and joy, it’s clear that it translates well across cultures.
Video: Joy Ride | Amazon Christmas Ad
1. Duracell: Bunny Saves Christmas
When Santa goes on the cheap and Rudolph’s battery-powered red nose loses its spark, who are you going to call? Lucky for Santa and all the kids, Duracell’s Bunny is quick to rescue and has what’s needed to save Christmas. Another simple ad, with good animation, brings back to the spotlight a beloved character and manages to engage the audience to claim the top spot on our ranking of the UK’s top Christmas ads in 2023.
Video: Duracell | Bunny Saves Christmas
What about John Lewis?
This year, John Lewis didn’t snatch a spot on our Top 5 UK Christmas ads. While this might seem as if the retailer has lost its edge, and the change in agency can add to that narrative, it’s fair to point out that the brand’s 2023 Christmas commercial came in seventh on our list, not missing the Top 5 by much. The competition was a little bit better this time around.
Did your ad make the top 5? Contact us to find out how you can leverage emotional impact to boost advertising effectiveness.
See also:
Christmas Ads 2023 Part 1: The Top 5 USA Ads, Featuring the Evergreen ‘Holiday Night Fever’ Ad
