Christmas Adverts 2026: Every UK Advert, Who Stars, the Songs and Our Verdict

From John Lewis and Tesco to Sainsbury’s, Argos and Aldi, our regularly updated guide to the biggest Christmas adverts of 2026.

By Will Corry, Publisher, The Marketing Blog

Last reviewed: 4 November 2026

The Christmas adverts 2026 season has brought Dame Kristin Scott Thomas to John Lewis, Richard Ayoade to Argos and the Big Friendly Giant back to Sainsbury’s. Tesco has reunited two old friends, Asda has turned Christmas shopping into a rave, and Aldi’s Kevin the Carrot is caught up in another festive mystery.

This year’s campaigns have plenty of famous faces, familiar songs and elaborate productions. But there is an interesting difference between the stories retailers are telling and what their customers say they want.

In a survey of around 1,500 UK adults conducted before the main supermarket campaigns launched, 57% said they would prefer retailers to spend less on Christmas advertising and reduce prices instead. Another 61% said a Christmas advert had never changed where they did their main festive food shop.

Yet once the adverts appeared, viewers responded rather more positively.

Early audience research gave Sainsbury’s and John Lewis scores of 3.8 out of five, while Tesco achieved 3.6. The results suggest that consumers can enjoy an expensive Christmas film while remaining unconvinced that it should influence their shopping decisions.

For retailers, that is the challenge of Christmas advertising in 2026: creating something people want to watch while giving them a reason to remember the brand.

Our guide covers every major UK campaign released so far, the actors and music, where to watch the adverts, the early audience reaction and the marketing decisions behind them.

Christmas Adverts 2026: All the Major UK Campaigns So Far

The main Christmas advertising season began in October, with a rush of launches between 1 and 4 November. Some retailers have released their complete films, while others are still building anticipation with teasers or shorter social-media campaigns.

The list covers confirmed campaigns available by 4 November. It does not include films whose release dates or creative details remain unconfirmed.

John Lewis Christmas Advert 2026: Gloria and Pickles

Dame Kristin Scott Thomas plays Gloria in the John Lewis Christmas advert 2026, while Paul Whitehouse provides the voice of Pickles, a vintage toy dog who comes to life. The three-minute film launched on 3 November under the campaign message Don’t Give Up on Giving.

Gloria is preparing her London home for Christmas when her grandchildren, Freddie and Maggie, arrive with their parents. She tries to entertain them with toys from her own childhood, including Pickles, but quickly realises that their interests have changed.

Unable to decide what to buy them, she slips money into their Christmas cards. That is when Pickles unexpectedly comes to life and challenges her to make more of an effort.

Their adventure through London inspires Gloria to turn her home office into the Gran Cave, a colourful disco room filled with lights and music. Rather than receiving the cash they expected, her grandchildren discover a place where they can have fun with their grandmother.

The advert was created by Saatchi & Saatchi and directed by Lucy Forbes.

What Is the Song in the John Lewis Christmas Advert?

Sam Fender performs a cover of The Rolling Stones’ You Can’t Always Get What You Want.

The recording features a children’s choir from John Spence Community High School, which Fender attended, and musicians from the Easington Colliery Band. John Lewis is also releasing physical copies of the song, with profits supporting Action for Children.

What Makes the John Lewis Campaign Different?

The campaign offers a more direct commercial message than some earlier John Lewis Christmas films.

It is not simply encouraging generosity. It is asking people to reject cash gifts and choose something more personal, an argument that clearly serves the interests of a department store.

The Gran Cave also allows John Lewis to feature home accessories, lighting and decorations as part of the story. Rather than concentrating on one expensive present, the retailer creates an entire experience from items available to customers.

There is, however, a question of relatability. Gloria’s impressive home and ability to create an elaborate disco room may seem far removed from the financial circumstances of many families.

That has not prevented a positive early response.

In OnePulse research conducted on launch day, viewers gave Gloria and Pickles an average rating of 3.8 out of five, while 68% liked or loved the advert. The study also found that 85% had previously given cash as a Christmas present because they did not know what to buy.

There was an interesting distinction between the message and what people remembered. Some 48% picked Pickles as the standout feature, while only 12% spontaneously mentioned the thoughtful-gifting message.

The dog may be the campaign’s strongest attraction, but John Lewis still needs viewers to connect that character with buying presents from its stores.

The Marketing Blog’s verdict: A strong combination of casting, humour and memorable music. The selling message is clear, although some viewers may find the setting less convincing.

Watch the John Lewis Christmas advert and read its official campaign details.

For more information about the actress, supporting cast and products, read our separate investigation: Who is the woman in the John Lewis Christmas advert 2026?

Tesco Christmas Advert 2026: The Wrong Address

Roisin Conaty and Anna Maxwell Martin star in Tesco’s Christmas advert The Wrong Address, released on 1 November 2026. Conaty plays Polly, a delivery driver who discovers that a customer has accidentally ordered her Christmas groceries to an old address. The customer turns out to be Lizzy, a former school friend played by Maxwell Martin.

The mistake presents a serious problem. Lizzy lives hundreds of miles away, leaving the Christmas food she needs for her family at the wrong end of the country.

Polly offers to help bring the shopping closer to its intended destination. Their arrangement develops into a road trip during which the women revisit their friendship and the lives they have led since leaving school.

The story ends with an invitation for Polly to share Christmas with Lizzy’s family.

Created by BBH London and directed by Steve Rogers, the film runs for three minutes. It forms part of Tesco’s Need Anything from Tesco? campaign, which builds on the retailer’s established Every Little Helps positioning.

What Is the Song in Tesco’s Christmas Advert?

The soundtrack is Every Little Thing She Does Is Magic by The Police.

The song provides an effective background to the reunion, but it also creates a subtle connection with Tesco’s familiar advertising language.

The Marketing Story Behind Tesco’s Advert

There is a clever idea at the centre of the film: Tesco’s home-delivery service becomes the reason an old friendship is restored.

The advert could have been made by a travel company or another retailer, but the mistaken grocery delivery gives Tesco a meaningful place in the plot. The service is not simply featured; it creates the circumstances for the story.

However, Tesco’s portrayal of extraordinary customer service has also attracted criticism.

On 4 November, The Grocer reported that delivery drivers had questioned whether Polly’s actions would comply with workplace procedures. Their concerns included giving a customer a lift, using personal communications and departing from the usual delivery arrangements.

The online comments do not independently establish Tesco’s full operating rules. Nevertheless, they raise an interesting question about how realistically retailers should portray their employees.

The campaign promises more than an efficient service. It suggests that Tesco colleagues will go to extraordinary lengths to help customers.

That may be appealing advertising, but it is also a promise that viewers could compare with their own experiences.

What Do Viewers Think?

OnePulse surveyed 501 UK adults around the campaign’s launch and reported an overall rating of 3.6 out of five.

Some 65% liked or loved the advert, while 28% said it made them well up.

The casting also performed better than pre-release audience preferences might have suggested. Although only 17% of consumers in earlier research said they preferred celebrities in supermarket Christmas adverts, 71% of viewers subsequently thought Tesco had chosen the right performers.

The Marketing Blog’s verdict: Our early choice for storytelling. The performances make the friendship convincing, although the delivery-driver controversy exposes a weakness in the brand’s idealised version of service.

Watch Tesco’s The Wrong Address and read the official campaign announcement.

Sainsbury’s Christmas Advert 2026: The Big Delivery

Roald Dahl’s Big Friendly Giant returns in Sainsbury’s Christmas advert The Big Delivery, which premiered on 1 November. The BFG has caught a cold and fears that he will miss his Christmas feast, prompting supermarket colleague Annie to organise a rescue mission.

Annie, played by real Sainsbury’s employee Annie Ferguson, is joined by delivery driver Fred. The pair load a van with Christmas food and set off for Giant Country.

The journey involves dangerous terrain, intimidating giants and an extraordinary quantity of Brussels sprouts. Eventually, they reach the BFG’s cave with enough food to save his Christmas celebrations.

The two-minute film was created by New Commercial Arts in partnership with the Roald Dahl Story Company. Sam Brown directed it through Rogue Films, with visual effects by Electric Theatre Collective.

This is the BFG’s third consecutive Christmas campaign for Sainsbury’s.

Why Is Sainsbury’s Using the BFG Again?

Sainsbury’s has made a deliberate choice to retain a character that audiences already recognise.

This year’s campaign is not a repetition of the previous films. Instead of bringing the BFG into a supermarket, it takes the retailer into his fictional world.

The delivery van is particularly important. It allows an everyday supermarket service to become part of a fantasy adventure, while Taste the Difference food provides the reward for the characters’ efforts.

The creative approach is similar to Tesco’s in one respect: both retailers make delivery staff the heroes of their Christmas stories.

The difference is that Tesco presents an emotionally believable situation, while Sainsbury’s uses fantasy to exaggerate what its employees can achieve.

For viewers, Sainsbury’s offers a more conventional Christmas adventure, with danger, humour and an eventual feast.

Is the Sainsbury’s Advert Popular?

According to OnePulse’s early viewer research, The Big Delivery achieved 3.8 out of five, with 72% of respondents saying they liked or loved it.

Some 51% said the advert made them feel festive, while 63% wanted the BFG to return next Christmas.

However, 56% also said they would have preferred the advertising money to have been spent on reducing prices.

That contradiction is revealing. People can enjoy the BFG’s latest adventure without believing that an elaborate Christmas film is the best use of a supermarket’s marketing budget.

The Marketing Blog’s verdict: One of the strongest early supermarket campaigns for audience enjoyment. The recurring character gives Sainsbury’s an advantage, while the delivery story makes the retailer relevant to the adventure.

Watch Sainsbury’s The Big Delivery and read the campaign credits.

Argos Christmas Advert 2026: Richard Ayoade Meets the Ghosts of Christmas Past

Richard Ayoade stars in Tales of Argos Past, a Christmas advert inspired by Charles Dickens’ A Christmas Carol. The comedian plays a man struggling to find a present for his mother, while Argos characters Connie and Trev act as supernatural guides.

Ayoade’s character still thinks of Argos as the retailer he remembers from childhood, when children circled toys in its famous catalogue.

Connie and Trev take him on a journey through his memories before introducing him to the products Argos sells today.

The retailer wants shoppers to recognise that its range extends beyond toys to include beauty technology, electrical products, homeware and premium gifts.

Created by T&P and directed by Declan Lowney, the campaign supports the There’s More to Argos advertising platform.

Argos Has One of the Clearest Commercial Messages

Argos is using nostalgia to challenge nostalgia.

The catalogue creates an immediate connection with shoppers who remember visiting the store as children. However, those memories can also reinforce an outdated perception of the retailer.

Rather than ignoring that problem, the advert makes it the starting point of the story.

Richard Ayoade’s understated comic performance helps make the explanation entertaining. Connie and Trev also give the retailer recognisable characters it can continue using in future campaigns.

There is a second commercial advantage. Argos has a dedicated page where viewers can browse products from the film, providing a direct route between watching the advert and considering a purchase.

The Marketing Blog’s verdict: Our early choice for the clearest retail message. Argos has connected its entertainment with a specific reason for customers to reconsider the business.

Watch the Argos Christmas advert and explore the featured products.

Asda Christmas Advert 2026: All of Christmas at Asda Price. BOOM!

Asda has abandoned the traditional Christmas tearjerker in favour of a series of energetic, humorous adverts.

Its campaign, All of Christmas at Asda Price. BOOM!, consists of four 30-second films featuring Christmas dinner, decorations, gift-giving and family celebrations.

Each starts with an ordinary festive scene before turning into an exaggerated party. The celebrations include dancing festive characters, a giant cracker and a grandfather who suddenly finds himself at a rave.

Created by Lucky Generals and directed by Finn Keenan, the films use a remix of Animals by Martin Garrix.

How Does Asda’s Advert Sell Lower Prices?

Asda is making affordability the central theme without turning every film into a series of price claims.

The message is that customers do not need to give up their Christmas traditions to control spending.

That positioning is clearly visible in the promotional activity supporting the films. The retailer is featuring food, decorations, gifts and George clothing, while its individual adverts cover different shopping occasions.

Asda’s approach also suits shorter media formats. Four separate films allow the supermarket to promote different categories throughout November and December without having to rely on one long story.

The Marketing Blog’s verdict: An effective alternative to the more emotional campaigns. Its value message is clear, and the repeated soundtrack gives the films a recognisable identity.

Watch Asda’s Christmas adverts and read the retailer’s campaign announcement.

Aldi Christmas Advert 2026: Kevin the Carrot Searches for Cauli-Dog

Aldi has released a teaser for its 2026 Christmas campaign featuring Kevin the Carrot, his daughter Chantenay and their missing pet Cauli-Dog.

The opening film, released on 2 November, shows Kevin and Chantenay searching for the cauliflower-shaped dog.

Aldi has not yet revealed the complete story. Its official website confirms that the next instalment is scheduled for 5 November.

Kevin has been part of Aldi’s festive advertising for around a decade, becoming closely associated with the supermarket’s Christmas campaigns.

Why Aldi Is Building Suspense

The teaser contains very little conventional product advertising.

Instead, it gives viewers a simple mystery to follow, using familiar characters to create anticipation before the main campaign appears.

Aldi has also supported the missing-pet storyline with social-media activity and a competition involving images of Cauli-Dog.

The approach gives the retailer opportunities to generate attention on more than one day. It can promote the teaser, the social activity and the next film as separate moments in the campaign.

However, it would be too early to assess the full advert before the next instalment is released.

The Marketing Blog’s verdict: A promising use of an established character, but the main campaign remains untested.

Watch Kevin the Carrot’s Christmas 2026 teaser.

Boots Christmas Advert 2026: For Gifts They’ll Really Love

Boots released its latest Christmas advert online on 4 November, ahead of its scheduled television debut on 6 November.

For Gifts They’ll Really Love follows people who become unusually attached to their Christmas presents.

One woman wears her Shark LED face mask in everyday situations, including during a family photograph. Another becomes so enthusiastic about her Dyson hair styler that she uses it during a romantic dinner.

The film features beauty, wellness and electrical products from brands including Shark, Dyson, Jo Malone London and No7.

Created by VML through WPP and directed by Phoebe Arnstein, the campaign continues Boots’ Give it Some Boots platform.

Boots Has Connected Its Christmas Film to Shopping

Boots is taking a more product-focused approach than Tesco or Sainsbury’s.

The joke depends on viewers recognising the gifts and understanding why the recipients want to keep using them.

But the most interesting feature is the campaign’s wider structure.

Boots is supporting the main film with 18 product and offer-focused television edits, while its Christmas ranges include more than 1,200 gifts within the three-for-two promotion.

The retailer also plans activity across streaming, social media and online shopping channels, including Netflix, TikTok, Snapchat and Reddit.

This combination is commercially significant. The main film creates awareness, while shorter advertising formats can introduce individual products and offers as Christmas approaches.

Boots has therefore created several opportunities to connect entertainment with shopping rather than expecting one film to do everything.

The Marketing Blog’s verdict: One of the strongest early examples of product integration. The retailer has made the gifts central to the humour and supported the campaign with direct promotional activity.

Read the Boots Christmas campaign announcement and watch the film.

Debenhams Christmas Advert 2026: Emily Atack, Mathew Horne and Gabrielle

Debenhams was among the first major retailers to release its Christmas advertising, launching Christmas. For Everyone on 15 October.

The four-minute romantic comedy stars Emily Atack as Tina and Mathew Horne as Chris, two former school friends who reconnect at a village Christmas party.

Kym Marsh plays local landlady Katie, while Gabrielle appears as herself and performs her hit Dreams.

The film includes karaoke, a power cut, bad weather and several familiar romantic-comedy situations.

It continues Debenhams’ The Village campaign series and was developed by the retailer’s in-house creative team.

The Commercial Idea Behind Debenhams’ Romantic Comedy

Debenhams is using entertainment to reinforce its identity as an online shopping destination.

The cast has broad recognition among British television viewers, while Gabrielle’s music adds a nostalgic connection with the 1990s.

However, the campaign is not limited to the film. Debenhams has a dedicated shopping page containing clothing, beauty products and accessories featured in the advertising, including items associated with the principal cast.

That allows the retailer to benefit from interest in the performers’ outfits and the products appearing on screen.

The Marketing Blog’s verdict: A recognisable British romantic comedy with a useful connection between celebrity interest and shoppable products.

Watch Debenhams’ Christmas. For Everyone advert.

Very Christmas Advert 2026: That’s the Very Thing

Very has returned to its animated flamingo family for the 2026 Christmas season.

That’s the Very Thing follows a young flamingo travelling through imaginative worlds inspired by the interests and Christmas wishes of different family members.

The retailer’s familiar pink cube acts as a gateway between those worlds, giving the advert a distinctive visual connection with the Very brand.

Created by The Gate and produced by M3Labs, the film combines CGI and AI-assisted animation.

Why Very’s Approach Is Worth Watching

Very has continued using its flamingos since 2023, building recognition through repeated appearances.

The retailer says recognition of its advertising platform has doubled since the characters were introduced.

It also reports that the latest campaign received a 5.9-Star Rating in System1 testing, making it the highest-scoring advert the company has recorded.

Those are company-reported measures of advertising response, not proof of additional sales.

The use of AI-assisted animation is also relevant. Very is using new production technology to expand an established creative idea rather than replace the brand’s characters.

The Marketing Blog’s verdict: A useful example of long-term investment in recognisable advertising characters, with an interesting approach to animation production.

Watch Very’s Christmas campaign and read its official announcement.

Lidl Christmas Advert 2026: Shaun Williamson Takes on Slade

Lidl has released a social-first festive music video featuring Shaun Williamson, widely recognised for playing Barry Evans in EastEnders.

Lidl Christmas Everybody is a humorous adaptation of Slade’s Merry Xmas Everybody, with Williamson singing as he delivers festive products around his neighbourhood.

Chris Kamara, Kemi Rodgers and comedian Abi Clarke make cameo appearances.

The campaign was developed with social agency Coolr and media agency OMD UK.

Its use of music and familiar television personalities is designed to attract attention online before Lidl’s main Christmas advertising campaign arrives.

The release also coincides with the retailer’s Toy Bank initiative, which collects donations for children through local charities and community organisations.

The Marketing Blog’s verdict: A simple, recognisable social campaign that does not try to compete directly with the long-form Christmas films.

Watch Lidl Christmas Everybody and read the campaign details.

Sports Direct and Nike Christmas Advert 2026: Erling Haaland Leads the Team

Sports Direct and Nike have recruited a collection of sporting personalities for Unwrap Potential.

Erling Haaland stars alongside Dina Asher-Smith, Leah Williamson, Henry Pollock and musician Aitch.

The story follows an uncle who visits Sports Direct searching for a present for his niece. Behind the scenes, a group of famous athletes helps identify a suitable gift based on her sporting interests.

The final recommendation is a pair of Nike Phantom 6 Low football boots associated with Haaland.

The campaign uses the term Athlete Intelligence to describe the celebrities’ contribution.

Its strongest feature is that the sporting stars have a role in selecting the products. Their expertise is relevant to the presents being promoted, rather than simply providing familiar faces.

Additional gift guides extend the idea beyond the main television film.

The Marketing Blog’s verdict: A well-structured use of celebrity endorsements, with sporting knowledge supporting the shopping message.

Burberry Christmas Advert 2026: Pierce Brosnan and Fiona Shaw at Longleat

Burberry has marked its 170th anniversary with a festive film featuring Pierce Brosnan and Fiona Shaw.

Wrapped in Burberry: Celebrating 170 Years takes place at Longleat House in Wiltshire, where the two actors welcome guests to an extravagant British Christmas gathering.

Cara Delevingne, Dylan Brosnan, Dwyane Wade, Gabrielle Union, Kim Min-ha, Nico Parker and Wu Lei also appear.

Directed by Harmony Korine, the campaign combines country-house traditions with Burberry clothing and accessories.

Unlike a supermarket advert, the film does not need to demonstrate a delivery service or explain the price of a Christmas dinner.

Instead, the setting and cast reinforce the brand’s association with British heritage, luxury clothing and social occasions.

The location is particularly appropriate for an anniversary campaign. Longleat provides a historic backdrop, while the international cast helps Burberry reach audiences beyond the UK.

The Marketing Blog’s verdict: A campaign where the setting, celebrities and clothing support a consistent luxury identity.

Watch Burberry’s Christmas 2026 film and read the official announcement.

Two More Christmas Adverts Worth Watching

Not every campaign needs a famous actor or an established Christmas character.

The Perfume Shop – Let Love Last: The retailer tells the story of a family experiencing their first Christmas without their father. A son replaces the perfume his father used to buy for his mother, turning the product into a reminder of their relationship. The campaign makes a strong connection between fragrance, memory and personal gifts.

Thatchers – Saving Tasting Time: Somerset cider maker Thatchers has worked with Aardman on its first Christmas television advert. Heavy snow threatens the company’s regular cider tasting, prompting an animated Martin Thatcher and Myrtle the dog to find a solution involving a hot-air balloon. The film uses stop-motion animation to present the company’s commitment to its product.

Both demonstrate how a Christmas story can arise from something relevant to the advertiser rather than from a generic festive setting.

Read Aardman’s account of the Thatchers Christmas advert.

Christmas Advert Songs 2026: Who Sings the Music?

The songs are often among the most searched-for details of Christmas advertising. This year’s retailers have chosen established pop songs, new recordings and dance music to create very different moods.

Only tracks identified in campaign information are included. Further confirmed songs will be added when new adverts are released.

There is a clear difference in how the retailers use music.

John Lewis has selected a song that supports the narrative about giving people something they did not expect. Tesco uses a familiar Police recording to complement its story about old friends, while Asda relies on an electronic dance track to create a recognisable celebration.

Debenhams and Lidl have chosen music with strong nostalgic associations. Their songs also provide opportunities for online discussion and social-media sharing.

Which Christmas Advert 2026 Is the Best? Early Audience Results

There is a difference between an editorial favourite and a campaign that performs well in audience research.

OnePulse has conducted early viewer surveys for several of this year’s major Christmas films. Its research provides a useful indication of initial reactions, although it does not establish the campaigns’ commercial effectiveness.

Sources: OnePulse Christmas Ad Tracker 2026 and its John Lewis reaction research. Surveys were conducted shortly after release, using samples of approximately 500 UK adults. Results from different surveys should be interpreted with their respective samples and questions in mind.

John Lewis and Sainsbury’s are level on the reported average score, although a greater share of Sainsbury’s respondents said they liked or loved the film.

John Lewis also performed well when viewers were asked to compare campaigns. Among respondents who had seen other 2026 Christmas adverts, 53% selected it as their favourite so far.

This is an early finding, not a final national ranking.

It also remains important to distinguish audience enjoyment from sales. Someone can watch a supermarket film, enjoy it and still shop somewhere else because the prices are lower.

The Marketing Blog’s Verdict: Which Advert Does the Best Job?

We have assessed the campaigns according to their creative approach, brand recognition, product relevance and the commercial message they communicate.

Our choices are editorial judgements, not results from a commissioned effectiveness study.

Our early favourite for storytelling is Tesco. The performances are convincing, the plot is understandable and the emotional ending follows naturally from the characters’ journey.

Argos has the clearest commercial objective. Its advert makes a direct case for reconsidering what the retailer sells, while still providing entertainment.

Sainsbury’s is the early supermarket leader in OnePulse viewer enjoyment, although John Lewis matches its average score in a separate survey.

None of these conclusions proves which campaign will deliver the strongest sales performance.

What the Christmas Adverts of 2026 Reveal About British Marketing

The most interesting development this year is not the return of familiar characters or the number of celebrities appearing in festive films.

It is how many campaigns attempt to turn an ordinary retail activity into an emotional story.

Tesco uses grocery delivery to reunite two old friends. Sainsbury’s makes a delivery driver part of an adventure in Giant Country. John Lewis turns shopping for grandchildren into a rediscovery of family relationships.

Argos takes an outdated perception of its product range and makes it the subject of a comedy.

Each campaign tries to give the retailer a role that goes beyond selling products.

1. Delivery Staff Have Become Christmas Heroes

Tesco and Sainsbury’s provide an unusual example of two competing supermarkets choosing related creative ideas in the same year.

Both stories depend on employees who travel further than expected to help someone enjoy Christmas.

The difference lies in their treatment.

Tesco makes its story emotionally believable, but that creates opportunities for viewers and employees to question the realism of the delivery arrangements.

Sainsbury’s uses fantasy, allowing its staff to behave heroically without creating the same expectation of real-world service.

The contrast shows that storytelling choices affect how viewers judge the promises made by a brand.

2. Famous Actors Are More Effective When They Have a Purpose

The celebrity cast of Christmas 2026 is particularly strong.

Kristin Scott Thomas gives John Lewis a recognisable central performance, while Richard Ayoade’s comic style makes the Argos storyline entertaining.

Tesco uses two established actresses who can convincingly portray old friends.

Sports Direct takes a more direct approach, casting athletes whose knowledge helps support the products being recommended.

These examples suggest that casting works best when the performers contribute something to the creative idea.

A famous face may attract attention, but the advert still needs to connect that attention to the brand.

3. Returning Characters Can Build Recognition Over Several Years

Aldi’s Kevin the Carrot, Argos’s Connie and Trev, and Very’s flamingos are advertising characters associated with their respective retailers.

Sainsbury’s uses the BFG, a licensed character with an established audience long before the supermarket’s Christmas campaigns.

The distinction matters.

Brand-owned characters give retailers creative identities they can continue developing. Licensed characters bring existing familiarity but require the advertiser to connect that recognition with its own business.

Very’s reported increase in campaign recognition illustrates the potential value of creative consistency.

However, returning characters must still have something new to do. Familiarity without an interesting story risks turning a campaign into routine seasonal content.

4. Christmas Advertising Is Becoming More Directly Shoppable

Several retailers have created dedicated pages containing the products featured in their Christmas films.

Argos allows customers to browse its featured gifts. Debenhams presents clothing and accessories associated with its cast, while Boots supports its film with individual product offers and shorter advertising edits.

John Lewis also connects its Gran Cave story with home accessories and decorations.

These approaches create a path from watching an advert to finding the product.

That does not automatically produce a sale, but it helps resolve a common weakness in Christmas advertising: viewers remembering the entertainment without knowing what to buy or where to find it.

5. Consumers Are Questioning the Cost of Christmas Advertising

Perhaps the biggest challenge for marketers is the gap between consumers’ financial concerns and the scale of the films being produced.

In October, OnePulse asked around 1,500 UK adults what they wanted from the Christmas advertising season.

Its findings included:

• 57% would prefer supermarkets to spend less on Christmas advertising and reduce prices.
• 61% said an advert had never changed where they did their main Christmas food shop.
• 66% thought supermarket Christmas adverts should begin in mid-November or later.
• 42% wanted advertising that felt joyful and uplifting.
• 70% said they would react negatively to an AI-made supermarket Christmas advert.

Those results do not mean that Christmas advertising has no commercial value. Consumers may not fully recognise how advertising affects their preferences over time, and the survey measures self-reported attitudes rather than actual purchasing behaviour.

Nevertheless, the findings present retailers with an uncomfortable challenge.

An entertaining Christmas advert may strengthen a brand, but shoppers still need products, prices and services that meet their expectations.

6. AI Is Becoming Part of the Creative Debate

Very’s new campaign uses a combination of CGI and AI-assisted animation, while Thatchers has chosen traditional stop-motion work from Aardman.

The comparison is particularly interesting because both campaigns rely on animation but use different production methods.

Very is developing a familiar visual identity through a hybrid production process. Thatchers uses hand-crafted animation to support a story connected with its cider-making traditions.

Neither approach should be judged solely by the technology involved.

For advertisers, the more useful questions are whether the work communicates the brand, whether viewers respond positively and whether the production approach suits the creative idea.

Christmas Adverts 2026: Which Major Campaigns Are Still to Come?

As of 4 November, the season is far from complete.

Several major retailers have not yet released their principal Christmas films, while others have announced additional campaign activity.

The brands worth watching include Marks & Spencer, Waitrose, Morrisons, Iceland, Amazon, Coca-Cola and TK Maxx.

Aldi’s next Kevin the Carrot instalment is scheduled for 5 November, while Boots’ main television launch is planned for 6 November.

The Marketing Blog will add further campaigns when their details are confirmed, including cast members, soundtracks, directors and official viewing links.

Frequently Asked Questions About Christmas Adverts 2026

What are the best Christmas adverts of 2026?

The Marketing Blog’s early favourites include Tesco’s The Wrong Address for storytelling, John Lewis’s Gloria and Pickles for casting and music, and Argos’s Tales of Argos Past for its clear retail message. Sainsbury’s has also performed strongly in early audience research.

Who stars in the John Lewis Christmas advert 2026?

Dame Kristin Scott Thomas plays Gloria, a grandmother who struggles to choose meaningful gifts for her grandchildren. Paul Whitehouse provides the voice of Pickles, a toy dog who persuades her to make more of an effort.

Who are the actresses in the Tesco Christmas advert 2026?

Roisin Conaty plays delivery driver Polly, while Anna Maxwell Martin plays her old school friend Lizzy. Their unexpected reunion follows a mistake involving a Christmas grocery delivery.

What is the song in the John Lewis Christmas advert 2026?

Sam Fender performs a cover of You Can’t Always Get What You Want, originally recorded by The Rolling Stones. His version features a children’s choir from his former school and musicians from the Easington Colliery Band.

Who is in the Argos Christmas advert 2026?

Richard Ayoade stars in the film, supported by the familiar Argos characters Connie and Trev. The campaign uses a story inspired by A Christmas Carol to show the retailer’s wider product range.

Is Kevin the Carrot in the Aldi Christmas advert 2026?

Yes. Aldi released a teaser featuring Kevin and his daughter Chantenay on 2 November. The story concerns the disappearance of their pet Cauli-Dog, with the next instalment scheduled for 5 November.

Who sings in the Asda Christmas advert 2026?

Asda uses a remix of Animals by Martin Garrix. The electronic soundtrack accompanies its All of Christmas at Asda Price. BOOM! campaign, which turns familiar Christmas situations into energetic celebrations.

Where can I watch the Christmas adverts 2026?

Most of the released films are available through retailers’ official websites, YouTube channels and campaign pages. This guide includes links to the major confirmed campaigns and will be expanded as more adverts appear.

Do Christmas adverts actually increase sales?

Christmas advertising can influence brand recognition and customer preferences, but audience enjoyment alone does not establish a sales increase. Reliable effectiveness assessment requires evidence such as brand tracking, controlled studies or relevant retail performance data.

Sources and Editorial Approach

This article uses official campaign announcements, agency credits and published audience research. The Marketing Blog’s creative assessments are editorial opinions rather than claims about proven commercial performance.

Principal sources include:

• John Lewis Partnership: Gloria and Pickles campaign announcement
• Tesco PLC: The Wrong Address campaign
• Asda: Official Christmas 2026 campaign
• Aldi: Kevin the Carrot Christmas campaign
• Very: That’s the Very Thing campaign announcement
• OnePulse: Christmas Advert Tracker 2026
• OnePulse: John Lewis Christmas advert audience reactions
• OnePulse: UK consumer expectations for Christmas advertising

The article was reviewed on 4 November 2026. Future updates will distinguish new campaign announcements from previously released films and will identify material corrections.

About the Author

Will Corry is the publisher of The Marketing Blog. He has more than 30 years of experience in publishing and has managed more than 40 trade publications. He writes about advertising, brand strategy and the people behind memorable commercials.