They say Christmas is the most wonderful time of the year but is also a marketers favourite time of year! The minute the calendar flicks to November we all begin to anticipate this year’s Christmas adverts.

As retailers compete for the biggest, best and most tweeted about Christmas adverts, we’ve rounded them all up in a short blog so you won’t miss out on any festive magic. We’ll be updating this list as new adverts get released so make sure you come back!

John Lewis

This list of course has to begin with the most widely anticipated retailer of the season, John Lewis. The one we all patiently wait for as the countdown to Christmas begins.

The John Lewis Christmas advert, Unexpected Guest, follows the story of a young boy called Nathan who befriends an alien named Skye, after her spaceship from another galaxy crashes in the woods beside his home. The main themes of the advert are friendship and experiencing wonderful Christmas moments for the first time. As always, John Lewis has got the perfect music to match the joyful story with the advert featuring a wonderful cover of Together in Electric Dreams.

Marks and Spencer

Much to our surprise, Marks and Spencer have actually released two Christmas adverts this year! One to advertise their festive food range and another to showcase their clothing and gifting selection. 

Judging by the reactions online it is safe to say their food advert featuring Percy Pig has stolen the show! In this advert, Percy is brought to life when a fairy voiced by Dawn French drops a magic wand on a gift wrapped in Percy wrapping paper inside an M&S Foodhall. It is also worth noting Percy Pig is voiced by Tom Holland aka Spider-Man. They both explore the aisles together discovering the delicious delights featured in the M&S Christmas range.

The second advert follows a woman as her day goes from dreary to magically festive in a whirlwind of M&S clothing, from cosy Christmas pyjamas to festive party frocks.


Boots have pulled out all the stops this year with former Doctor Who star, Jenna Coleman starring in their Christmas campaign!

The theme of the advert is joy, the joy of being with friends and family, the joy of getting out there and connecting with each other, the joy of giving that perfect gift. This heartwarming advert pulls on your heartstrings and it highlights some of the things we have all missed over the past two years. Jenna’s character makes everyone’s Christmas dreams come true, then heads to visit her Nan to give her a gift, a bottle of her favourite perfume, reminding her it’s what “love” feels like.

Sports Direct

The advert titled “GO ALL OUT” certainly lived up to its name, featuring an array of professional sports stars.

Their Christmas campaign features a wide array of athletes from England players, Jack Grealish, Mason Mount and Declan Rice to Emma Raducanu and Jessica Ennis-Hill all participating in a snowball fight. It is rumoured to be the most expensive Christmas advert of the year and it’s clear to see why.


Lidl’s Christmas advert shares a glimpse of a futuristic Christmas, with a laser turkey cutter and relatives visiting from the moon.

The advert is designed to reinforce their key messaging, that they are “big on quality” and always “Lidl on prices”. Showing that Christmas may change in the future, but their prices and brand values will not.

The music for Asda’s Christmas 2021 campaign is the Bolero, as made famous by Nottingham’s very own by Torvill and Dean.

The ASDA advert follows a family skating through a series of festive moments before reaching the big day itself. Showing many of the much-loved magical experiences we missed out on in 2020, from the big family food shop to the school nativity and the office Christmas party.

As previously mentioned we’ll be regularly updating this blog so come back and check it out! What is your favourite advert? We’d love to know, so get in touch.

Blog by Claire Morrison, Marketing Manager at Creationz Marketing