It’s here – the run-up to Christmas 2022 has finally arrived and with it comes a very particular set of social and economic circumstances that have no doubt given sore heads to brands and agencies alike.

With inflation rising at the fastest level in the past 40 years, ongoing supply chain issues and both energy bills and living costs rising exponentially, it’s been a tricky time for retailers looking to hit the right note with consumers.

The combination of these global forces has led to a very unique advertising climate, with many of the major players opting for a toned-down, back-to-basics approach. This year’s festive spots have a fine line to tread between just the right amount of festive cheer, while also steering firmly clear of anything that might resemble decadence.

While seasonal heavyweight John Lewis’ ‘The Beginner’ has undoubtedly tugged many a heartstring and raised valuable awareness of an important cause, the unbridled joy and nostalgia that Asda’s ‘Elf’-themed spot has inspired among audiences can’t be ignored.

As advent draws ever nearer, Marketing Beat speaks to some of the UK’s top creatives to find out who they believe has truly nailed this year’s festive advertising season.

Nicola Wood, creative director at Ogilvy UK

“The Christmas ad that stands out from the crowd for me this year is the one that has raised the most smiles and spread the most joy. In the words of Buddy the Elf “The best way to spread Christmas cheer is singing loud for all to hear.” And boy does Asda’s Christmas ad do this. It has Christmas cheer in abundance, plus it is the one that kids and adults alike are raving about.

“My son has been watching it on repeat and tells me it was the one sent round the Year 7 WhatsApp groups the most, which is fitting given Christmas is mainly for the kids really. Plus, it’s more important how an ad goes down in the real world rather than what us ad folk think isn’t it?!

“The ASDA team have managed to take a festive film favourite and turn it into a festive ad favourite. Kudos to the painstaking craft behind it too, from the post-production to the writing. How much fun the Creative Team must have had watching and rewatching the film to work out which bits they could use. And I’ll totally forgive the odd eye line that is ever so slightly out because this advert is bang on the money.

“It’s clever, it’s fun and it makes me want to head down to Asda – not least because they are the only supermarket that sells Prime (if you know you know!).”

Kate Allsop and Liz Oakley, creative directors at The&Partnership

“At the start of 2022 who could have predicted how we’d be feeling by Christmas? Would it be a big budget busting Christmas after the damp squib of the last few years, or something more subdued due to rising costs and the ongoing war? Tougher than ever to call. Which is why this year we have a real mix on our hands and makes choosing the best pretty tricky.

“But choose we did, and for us, John Lewis comes out top. It might seem like a predictable choice, but it strikes just the right tone.

“They’ve taken a different strategic tack this year. The real genius is that they haven’t made a Christmas ad at all. There’s no neat, succinct endline giving us a new, insightful reason to buy John Lewis gifts. Instead, they’ve used their platform as the nation’s most anticipated Christmas ad to talk about a really great cause. And that film just happens to be Christmassy.

“Will hundreds of thousands of people rush out to be foster parents right now? Probably not.
Will a decent bit of money be raised for the charity off the back of the products they’re selling? Probably. Will it start more conversations? Let’s hope so.”

Laura Muse, creative director at VCCP London

Right now, there’s nothing the nation could need more from an ad break than the relentless optimism and joy of that lovable, oversized elf. We’re staring down the barrel of a pretty grim 2023 so, without doubt, Asda and Buddy have won Christmas this year for me.

“It allows us all to revel in everything that Christmas should be – childish excitement, nostalgia and a few good chuckles. There’s no reason ads can’t be as entertaining as the content they interrupt and this is one that will get me smiling no matter how many times it pops up over the festive season. And guess what, I just like to smile. Smiling is my favourite.”

Dayoung Yun, creative director, VMLY&R

“I find UK Christmas is quite monotonous in a way; everyone strikes a very similar tone. I was hoping someone would do something that would just make me laugh effortlessly.

So hopefully there’s more coming up. But from the work I’ve seen, there was Boots – not just because it’s from our own company! I think it’s charming. I love that it feels nostalgic, it makes you feel timeless.

I think that’s such an important part of Boots’ identity, that feeling of timelessness, historically looking after health of the nation, but also being a big retailer too. Boots plays this sentimental role in the lives of British people and I thought the timeless visual treatment was really spot on.

Rob Webster, creative director, McCann London

“Favourite Christmas movie? It has to be Frank Capra’s annual sobfest It’s A Wonderful Life. But do I want to see a suicidal Jimmy Stewart digitally removed and screaming don’t you know me Mary as he sprints down the Asda toiletries aisle? No, I do not. Full marks then to the team at Havas for their astute resurrection of the only other Christmas movie that really matters – Will Ferrell’s Elf.

“Even fuller marks for the craft involved in making this simple idea not only sing for its supper but do the dirty dishes after. Helpful staff with relatably Northern accents – check, online delivery – check, freshly baked goodies – check, festive decorations, cute kids and a supersize stocking full of Christmas cheer, check, check, check, check.

“And all of it woven effortlessly into the real story here – a good time romp that rolls away the misery of 2022 and makes you actually look forward to something for the first time in a long, long while. Happy Christmas to all involved. It’s a cracker.”

Charlotte Willcocks, head of strategy, Impero

“2022, the year brands finally understood the real spirit of Christmas. Where pragmatism and emotion fell instep. From the injections of nostalgia from Kevin the carrot’s home alone adventure with a TikTok twist [Aldi], Buddy the Elf [ASDA] and Blink 182 taking us all right back to our awkward teen years [John Lewis], through to acts of local kindness from M&S x The Neighbourly Foundation and Amazon.”

“This year’s adverts feel like the warm hug the nation was craving. Despite there being nothing particularly groundbreaking creatively, with many brands going back to old tricks or bringing back much loved characters, but to be frank have we not been through enough this year?”