The John Lewis effect: have we reached peak Christmas ad?

They are a tentpole of the festive season in the UK, one which many people look forward to every year, but have we reached peak Christmas advert? We spoke to four experts to learn how to make ads which stand out 

Advertisers consider Christmas the UK’s equivalent to the Super Bowl. Every year, creatives spend months crafting adverts that can pull on our heartstrings, fill us with joy and, most importantly, inspire us to reach into our pockets.

Brands are more than willing to spend big to leave their mark on Yule. According to forecasts by the Advertising Association and marketing analytics firm WARC, this year will see Christmas ad spending soar to £10.5bn, a nearly 8% increase on 2023.

This emphasis on seasonal spending is understandable. In spite of the ongoing cost-of-living crisis, the total value of Christmas sales is set to exceed £88bn this year, according to the Centre for Retail Research. A well-planned campaign can prove powerful when it comes to where this money is spent. In a 2024 YouGov study, 19% of parents said they got their gift inspiration from a TV or radio advert.

But with so much investment and an increasing number of brands wanting a slice of the festive advertising pie, is it still possible for a single ad to stand out?

How to come up with a creative Christmas idea

There are several things to consider when creating a festive advert. Most creative campaigns look to avoid clichés or common motifs, but if ever a time calls for these it is Christmas. Be they paper hats, snowfall, bells, presents or a turkey dinner, there are certain staples that consumers simply expect in their Christmas ads. 

“That’s why it’s the hardest brief of the year,” says Laurent Simon, chief creative officer at communications agency BMB. 

It is not only a case of brands pulling on the same imagery and soundscapes for their Christmas offerings, but also on the same consumer insights. 

“You’ve got thousands of retailers making ads at the same time, because this is when they make their money,” he says. “As a creative, you’ve got to be watchful for the fact that similar insights, creative ideas and production techniques might be used. You really have to think about whether your work is fresh and different.”

You also have to read the room. “Be respectful of the climate,” says Simon. He points out that there has been a perceptible shift over the past five years, from adverts designed to make people cry to those designed to make them laugh. “If you add up Brexit, Covid, inflation, the cost-of-living crisis and wars, you realise you need a little fun and levity at Christmastime. But you’ve got to be able to read the situation, you can’t risk being tone-deaf.”