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Captivating Christmas Ad Roundup 2021: Unveiling the Most Creative Retail Marketing Campaigns of the Holiday Season

The Christmas advertising season is upon us, but you’re not alone in thinking it feels earlier than usual. In the face of global supply chain problems coupled with fuel and driver shortages, some retailers are opting

The Christmas advertising season is upon us, but you’re not alone in thinking it feels earlier than usual.

In the face of global supply chain problems coupled with fuel and driver shortages, some retailers are opting to drop their festive marketing earlier than they might have done in the past.

But for others – like Very – an early kick-off was always part of the strategy for Christmas 2021 as it looked to double down after last year’s lockdown dampened celebrations.

Here’s where you’ll find all the latest ads from major brands and retailers around the world.



Agency: Publicis Poke
Region: UK

Christmas evokes images of a jolly Santa Claus working hard in his snowy grotto making wonderful toys to be delivered all around the world. This year, however, Morrisons wants to highlight some other heroes of the season – farmers.

The 60 second TV advert tells a tale about Farmer Christmas who works “all year too” in order to deliver a delicious Christmas feast to tables all over the country.

As British farming’s single biggest customer, Morrisons has chosen to hero farmers in its advert as a way of thanking them for all the work they do to help make Christmas so special.


Agency: BBH London
Region: UK

Tesco’s Christmas advert celebrates that Christmas is officially back after the disappointment of last year, and that nothing will get in the way of the nation enjoying the festive season.

Set to Queen’s uplifting anthem ‘Don’t Stop Me Now’, the ad opens outside of a Tesco store with a lady determined not to let anything – including the forgotten Tesco Finest cranberry sauce – stop her from Christmas dinner with her family.

According to Tesco’s research, 86 per cent of the nation has admitted that nothing will stop them from having a joyful Christmas this year, while 42 per cent say they’ll appreciate Christmas more than ever.


Agency: Wieden+Kennedy
Region: UK

Sainsbury’s 2021 holiday campaign is encouraging us all to make it ‘A Christmas to Savour.’ The spot from Wieden+Kennedy airs on TV in the UK today and features some instantly recognizable voices.

As the video commences, we hear the soulful sound of the Etta James classic hit At Last while the camera pans around a bustling room showcasing a whirlwind of merriment and activities.


Agency: Serviceplan Campaign Munich
Production Co: Iconoclast Germany
Region: Germany

PENNY’s 2021 Christmas film, developed by Serviceplan Campaign Munich, is rapidly becoming a cultural and social media talking point, with #PENNY trending on twitter and over 4.1 million views on YouTube and 1.4 million views on instagram. Germany’s biggest daily newspaper BILD has reported on the spot, which has also been shared on instagram by prominent German influencers including Aylin Koenig and Luisa Lion.

“What do you really want for Christmas?” To her teenage son’s casual question, a mother in the PENNY Christmas film has an unexpected response. She wishes him, after almost two years of the pandemic, his youth back – with everything that goes with it.


Production Co: Biscuit Filmworks UK
Region: UK

With the festive season in full swing, Irish supermarket chain SuperValu has launched a new Christmas campaign via TBWA\Dublin, that’s sure to deliver the warm and fuzzy feels.


Production Co:Antidote Films
Region: Ireland

With the festive season in full swing, Irish supermarket chain SuperValu has launched a new Christmas campaign via TBWA\Dublin, that’s sure to deliver the warm and fuzzy feels.

The ‘Share the Magic’ campaign has today debuted a heartwarming 90-second TVC that explores themes of recovery and optimism after a difficult few years.

‘Share the Magic’ tells the story of a young girl called Aoife, who wakes up one morning to a strange noise. Accompanied by her parents, she hurries outside to find an injured wild deer in her back garden. For Aoife though, this is no ordinary deer, and she quickly makes it her mission to help her new friend get back to its feet – and beyond.


Agency: BMF
Production Co: Finch
Region: Australia

This year ALDI Australia’s Christmas campaign via BMF is encouraging Aussies to swing big this year, because you can’t overcook Christmas.

2021 has been a tough year, again. Australians have been separated from families, again. In lockdowns, again. Waiting for the “new normal”, again. Turns out, 2021 wasn’t what we all wished for. But we are back, coming out from hibernation, just in time for Christmas.

ALDI wants Aussies to have the Christmas they deserve. A completely overcooked Christmas. From birds inside birds, to ridiculously low-priced French Champagne and award-winning hams, ALDI is proving that you simply can’t overcook Christmas this year. We know Australians deserve it, and they deserve it at the best possible prices.


Agency:TBWA\Media Arts Lab
Directors: Jason Reitman and Ivan Reitman
Region: Global

Apple is making this year’s holiday season cinematic through an emotive and stirring film shot entirely on the new iPhone 13 Pro via TBWA\Media Arts Lab.

Oscar-nominated directors Jason and Ivan Reitman highlight some of the newest features on iPhone 13 Pro—Macro and Cinematic modes—in a charming holiday card to the world.

Set to the tune of “You and I” by Valerie June, the story follows a little girl who desperately tries to preserve the magic of the holidays all year round. When her snowman begins to melt outside at the turn of the season, she stows him in her family’s freezer to protect him from the changing weather, periodically checking on him through the year. Winter finally comes around again, and her family helps her bring what is left of the snowman outside. Just as they plant him in front of their home, a kid on a bike accidentally pulverizes the poor snowman to powder. When we think all is lost, her family rallies around her to scoop up the pieces and rebuild him, keeping the holiday spirit alive.


Agency:Lucky Generals
Region: Global

Amazon has kickstarted its Christmas campaigning with the angelic voice of Adele helping to promote the kindness of strangers amid the annual consumer frenzy.

The global campaign recounts the story of a young woman forming a new friendship with her neighbor while attempting to resume a normal life following recent upheavals.

Communicating the value of kindness over any material gifts, the campaign highlights how it is the people around us who make Christmas truly special.


Agency: McCann UK
Production: Psyop & Riff Raff
Directors: Todd Mueller, Kylie Matulick and Kyle Cassidy
Region: UK & Ireland

England footballer Marcus Rashford MBE has joined forces with supermarket giant Aldi for its Christmas TV ad – as part of a seasonal campaign which will see 1.8 million meals donated to families that need help across the UK over the festive period.

The ad, which premieres on Thursday 11th November, is a charming Dickensian-style take on A Christmas Carol, and follows the story of Christmas loathing Ebanana Scrooge, who is reminded of the joys of the festive season by Kevin the Carrot who returns to screens once again this year, despite rumours to the contrary. There was public outcry when a teaser video featuring only Ebanana Scrooge appeared on social media over the weekend, leaving fans fearing for the fate of the nation’s favourite carrot.

The animated Yuletide story introduces viewers to a medley of fruit and vegetable characters – including Marcus Radishford, which is voiced by the England striker, Marcus Rashford, as well as Tiny Tom, Peas and Goodwill and Kevin’s Dickensian family.


Agency: Clemenger BBDO Melbourne
Region: Australia

Myer has launched Unriddled Christmas, a unique and energetic campaign translating “vague” and “confusing” responses to those simple questions of, “what would you like for Christmas?” into a shoppable list of the perfect gifts.

From the most difficult and discerning people who respond with answers like, ‘I’m not really sure, surprise me’ or ‘no pressure, whatever, I’m easy…’, to those who know exactly what they want, Myer is offering the perfect gift for all.


Agency: DDB
Production: Exit Films
Region: Australia

The 60” spot takes Kmart in a new direction by leaning on emotional brand storytelling, and tapping into the truth that Christmas looks different in every Australian home.

Brought to life by Exit Films’ Stefan Hunt, the campaign celebrates that diversity, from a truck driver with a snow globe on his dashboard to a naughty dog sparking a tree disaster, a festive office party to a Christmas light-adorned caravan.

It’s all set to ‘One Little Christmas Tree’, the Stevie Wonder track given a new lease on life thanks to Australian artist Jerome Farrah.


Agency: Karmarama
Director: Gary Freedman
Post:  Absolute Post
Region: Uk, Ireland.

Lidl aired its hotly anticipated 2021 Christmas campaign, giving customers a tongue-in-cheek glimpse of what the retailer thinks a Christmas of the future might look like.

The advert starts in the present day with revellers sitting down for a traditional Christmas lunch with all the trimmings, showcasing Lidl’s delicious festive food range and a typical yuletide family conversation. Viewers are then taken by surprise with another scene of the same group at the Christmas table, this time set decades in the future, complete with a cutting edge turkey-carving laser and the news that some family members have moved to the Moon.

The next iteration shows an even more futuristic Christmas dinner, with the same family still enjoying Lidl’s festive fare at ‘Lidl’ prices. In line with Lidl’s famous sense of humour, the advert outlines that even when ‘we’re carving turkeys with lasers, we’ll always be Lidl on price’, demonstrating its commitment to quality and value no matter what the future looks like and its mission to always give shoppers a Christmas they can believe in.

House of Fraser

Agency: In-house team and What’s Possible Creative Studio
Region: Uk, Ireland.

House of Fraser ‘rebranded’ as House of Festive for a Christmas ad campaign which it hopes will remind people of the joy of gifting and shopping.

TK Maxx

Agency:Wieden+Kennedy London.
Region: Uk, Ireland, Poland, Austria, Germany, and the Netherlands

TK Maxx is the latest retailer to officially drop their Christmas ad which features a musical performance that is bound to get you right into the spirit of Christmas joy.

This years theme is taking “Christmas to the Maxx”, which encourages everyone to really go big this festive season, as a young boy called Laurie manages to give the performance of the night thanks to a special early gift.


Agency: Havas London
Production: Outsider
Region: UK

A family manoeuvre through all their big Christmas season moments on ice skates in Asda’s festive spot.

Set to a new imagining of the ice dancing classic the Bolero, the 60-second ad by Havas was choreographed by Dancing on Ice associate creative director and three-time winner Daniel Whiston.


Agency:In house
Production: Disney Pixar
Region: UK

Bearing the hallmarks of a short by Disney’s Pixar, just like its predecessor “Lola”, “Stepdad” takes viewers on a journey of ups and downs,  heightened by realistic animation and lovable characters.

Created in-house, and centred on the power of storytelling to inspire imagination and the magic created by reading together, “Stepdad” features the return of Lola’s granddaughter, Nicole, and her two children Max and Ella, as new stepdad Mike moves into their family home.

Sports Direct

Production: Pulse Films
Region: UK

Sports Direct’s Christmas campaign features a TV spot full of sporting stars, including Jack Grealish, Emma Raducanu and Jessica Ennis-Hill.

The film, with 60” and 30” iterations, will make its debut during Gogglebox, Taskmaster and The Big Narstie Show,  the ad is a high-energy call to action for Britain to get off the sofa.


Agency:WPP/The Pharm
Director: Tom Hooper
Region: UK

Boots launched its Christmas ad campaign “Bags of Joy” with Doctor Who and The Serpent star Jenna Coleman in the titular role of Joy.

The ad was created by WPP’s specialist unit for Boots, The Pharm, with direction by Academy Award-winning Tom Hooper and soundtrack by Academy Award-winning composer Rachel Portman OBE.

John Lewis

Agency:Adam & Eve/DDB
Region: UK

Splitting off from Waitrose, John Lewis & Partners is delivering joy this year, with the tale of an unlikely friendship between a young boy called Nathan and space traveller, Skye.

Created in partnership with Adam & Eve/DDB, this year’s offer responds to the customer insight that people want joy this year, after a disappointing festive season in 2020. It also arrives a week earlier than usual, as research shows people are eager for Christmas to begin.

M&S Clothing

Agency: Odd
Region: UK

After a two-year hiatus, M&S Clothing & Home is back spreading Christmas cheer, with a magical, musical advert that showcases its festive range.

Once again created by Odd, the festive filled film brings to life a whimsical music world, where the star of the show dances around iconic Christmas moments.

M&S Food

Agency: Grey London
Production: MPC
Region: UK

Billed as its biggest campaign in several years, M&S Food has thrust Percy Pig into the spotlight for the first time – teasing him out to its 130,000 TikTok followers first. Animated and voiced by actor Tom Holland, in a scene akin to Night at the Museum, the film sees Percy Pig accidentally brought to life for the first time by Christmas fairy, Dawn French.


Region: Australia

Coles has released its Christmas 2021 campaign via DDB Group Australia, building on its brand platform of ‘Value the Australian Way’.

Coles undertook a survey of 7,500 Australians, which ran from 25 October to 28 October, to examine the attitudes Australians have about the upcoming holiday season.

According to the survey conducted by Coles, 64% named food as the main focus of Christmas Day, as well as a majority staying in for the meals with only 3% planning to spend Christmas in a restaurant. Just over half of the respondents wish to spend Christmas indoors with family and friends, while 41% plan to spend Christmas outdoors, such as in the backyard.


Agency: M&C Saatchi
Production: Entropico
Region: Australia

Aussies love summer but never more so than after two years of being cooped up, inside and alone. So as the home of drinks over summer, BWS decided to do something a little different this silly season and invite its consumers to have some fun with its brand. Introducing the Big Wonderful Summer, a cheeky new brand campaign, developed by M&C Saatchi, that plays with the BWS initials, in celebration of the little moments which make an Aussie summer iconic.

The campaign is made up of a series of fun, alternative acronyms for BWS – Boldly Worn Smugglers, BBQ Without Salad, Badass with Sandals – as well as Christmas with – Badly Wrapped Stuff and Beats Wrapping Socks to further emphasise why BWS and summer go together like a cold beer and a BBQ.

Michael Hill Jewellers 

Agency: CHE Proximity Brisbane
Production: Larchmont
Region: Australia, New Zealand, Canada

Michael Hill Jeweller celebrates the enduring joy of giving with the launch of its Christmas campaign in Australia, New Zealand and Canada, in collaboration with CHE Proximity.

The work is set to bring a touch of magic to the season and inspire the spirit of giving.

The campaign follows the selfless journey of a young boy, Archie, as he creates Christmas gifts that he’s handcrafted with love and care for all the special people in his life, from his next-door neighbour to his teacher, and the most important of all, his mum.

Big W 

Agency: M&C Saatchi Sydney
Production: Good Oil
Region: Australia

BIG W has launched its 2021 Christmas campaign via M&C Saatchi Sydney, reminding Australians just how good it feels to give. Kicking off with a 30-second brand TVC, the retailer’s ‘For the love of giving’ campaign was born from the insight that the best gift givers are those who go the extra mile to understand what will truly make someone happy.
The film is a nod to knowing parents who gladly make sacrifices for their kids and loved ones, doing almost anything to put a smile on their face. In the film, we see a Mum giving gifts she knows will make her life a little difficult, but she does it anyway.

Lego – Rebuild The World

Agency: In-house, The Lego Agency
Production: Stink Paris
Region: Global

The Lego Group’s Christmas ad celebrates the magic and creative potential of children’s imaginations in a spot that takes viewers on a journey on how play can bring people together and overcome challenges.

Backed by a reimagined version of The Foundations’ pop classic Build Me Up Buttercup, the film sees giant bees scaring away Lego Star Wars stormtroopers, a fire-fighting dragon spraying water rather than flames, and cacti given glamorous Lego tile jackets so they can cuddle up to balloon dog friends. Shoppable formats will be used to help gift-givers easily find the Lego products that inspire the children in the film.


Agency: Friendly Giants
Region: UK

‘Gift The Extraordinary’ is the Christmas effort from Notonthehighstreet, a curated online marketplace for small creative businesses in the UK. The creative aims to capture the excitement and anticipation of consumers who want to celebrate Christmas with loved ones for the first time in two years, hero-ing the ‘extraordinary’ qualities of each and every person in the country.


Director: Jocelyn Antequil
Region: UK

Iconic department store Selfridges is getting shoppers ready for the ‘Christmas of Dreams’ with a new enchanted short film and magical window displays.

The festive campaign blends a range of creative references, from Busby Berkeley’s 1930s golden age Hollywood to classic 1950s technicolor film musicals.

Characters in the slightly surreal film were brought to life alongside much-loved British actress and singer Jane Horrocks, with drag artist and sculptor Juno Birch.

The digital campaign is supported by in-store launches in London, Birmingham and Manchester, and on selfridges.com.


Creative agency: Grey London
Media planning: Dentsu
Region: UK

Very was first out of the blocks with its Christmas ad launching on October 1. Reaction to such an early release was mixed.

The 30-second advert played on its earliness though, with confused trick-or-treaters turning up at a house decked out for Christmas and a mum giving her kids chores as they try to stay on Santa’s nice list.