Every year, department stores, supermarkets, toy shops and fashion brands, to name but a few, pull out all the stops to show off their best presents – and remind us why it’s so lovely to give the perfect gift.

John Lewis is the most highly anticipated advert every year, with the retailer keeping details of its campaign under tight wraps until it’s finally revealed.

Last year, we met Snapper the Venus flytrap, who became an unconventional family pet one Christmas.

The advert broke tradition with its song: John Lewis opted for an original track called Festa, performed by Andrea Bocelli.

What will this year’s be?

Meanwhile, TK Maxx was the first out of the gate this year, followed closely by Sainsbury’s.

Sainsbury’s: Sainsbury’s BIG Christmas

This year’s advert from Sainsbury’s has gone big – really big, as it has been inspired by and features Roald Dahl’s beloved character the BFG.

The ad sees the BFG planning his Christmas meal, before asking: “Hey, Sainsbury’s, how can we make this Christmas a bit more… phizz-whizzing?”

A Sainsbury’s colleague named Sophie offers to help the BFG as they travel the land in search of food, sourcing fresh produce from Sainsbury’s suppliers, including salmon, Brussels sprouts and Stilton cheese.

Following their adventures, the advert ends with Sophie and the BFG wishing each other a Merry Christmas, and the voice of Stephen Fry saying to customers: “Want to go big this Christmas? Ask Sainsbury’s. Good food for all of us.”

Emma Bisley, head of campaigns at Sainsbury’s, said of the ad: “Collaborating with the Roald Dahl Story Company this year was a remarkable opportunity to tap into the nostalgia and heartwarming spirit that the BFG embodies, and we hope that this advert captures the nation’s hearts and fills them with joy.”

TK Maxx: Festive Farm

Fans may get a bit of déjà vu watching this year’s TK Maxx Christmas ad, as the retailer has decided to bring back its campaign from 2023, called Festive Farm.

The advert sees a beret-wearing goat, bow tie-adorned duck, cosy-sweatered alpaca and bobble-hatted hedgehog donning designer Christmas gifts from the farmer and his wife, and strutting through the snow to Eve and Gwen Stefani’s Let Me Blow Ya Mind.

The farmer asks his wife, “Did you buy all the farm designer outfits? I thought we were keeping it small with the gifts this year?” to which she replies, “Oh, I did, love.”

New elements tied to the campaign for this year include TK Maxx selling the characters as a range of soft toys, with £2.50 from the sale of every toy going to The King’s Trust to help disadvantaged young people develop the skills and confidence to create a better future.

Meanwhile, this year TK Maxx has also teamed up with the creator of TikTok and Instagram account ‘Sylvanian Drama’, who have brought the festive friends to life through a three-part social content series, which will launch across TK Maxx’s TikTok and Instagram channels in mid-November.

Keep this page bookmarked as we bring you the best Christmas adverts for 2024 as they drop.

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