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The 2016 Christmas Adverts

This year, a pair of trampolining foxes, a determined robin and a cute dog are the stars of the Christmas commercials. Not to mention a bunch of turkeys!
The Christmas adverts of the major retailers are always eagerly anticipated. The biggest supermarkets and department stores engage in an annual battle to deliver the advert with the greatest impact. John Lewis are the undisputed kings of the Christmas commercial, although few of their masterpieces ever seem to say much about what they are actually selling!

John Lewis

The John Lewis advert for 2016 is a case in point. It features a little girl called Bridget, her cute Boxer dog, some trampolining foxes and their friend the badger! It is a charming production backed by the Vaults’ version of Randy Crawford’s hit One day I’ll Fly Away. John Lewis are partnering with the Wildlife Trusts to protect and restore the nation’s native wildlife and it is this which inspired the storyline for the video.


The John Lewis partnership has continued the wildlife theme with the Waitrose festive commercial which is a bird lover’s delight. Home for Christmas tells the story of a Robin making an epic journey home to Britain for Christmas. This video does feature a mince pie and so has a tenuous connection to festive shopping but it is the robin which you will remember.


Sainsbury have created a 3-minute epic called the Greatest Gift. This is the animated tale of Dave, a busy dad who discovers that the greatest gift he can give at Christmas is his time. This rather lengthy homage to families is beautifully made but lacks the impact of the John Lewis creation. Which all goes to show that you can’t beat a trampolining badger!


Discount supermarket chain Lidl has made no attempt to rival the efforts of Waitrose and Sainsbury with their festive offering. The have taken the rather unusual step of talking about what they actually sell in their advert. Following on from their previous advertising campaign, Lidl showcase a customer being surprised at the quality of life enjoyed by the animals which Lidl source for their meat. Naturally the stars of the show this time are turkeys.


We would talk about the Tesco Christmas advertisement but frankly, the less that is said about that the better! There are other noteworthy commercials including the M&S creation, Mrs Claus, but we can’t help thinking that it is John Lewis who have nailed it once again. Their stories showcasing British Wildlife tug at the heartstrings in a way that animated Dave and Lidl’s turkeys never will. In truth, the ads aren’t actually very Christmassy, but they are a great watch and you will remember that they are John Lewis productions. Job done!


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