UK retailers launch their 2017 Christmas adverts – which is your favourite?

Most of the major British retailers have now launched their 2017 Christmas adverts, including Tesco, Aldi, Argos and Lidl.

The most-anticipated Christmas ad of them all, John Lewis’s, also launched earlier this month. The advert’s star is Moz the Monster, the saucer-eyed imaginary friend of seven year-old Joe.

But which of the ads, below, do you prefer?


Argos was first to launch its advert, featuring pointy-eared elves, this year’s must-have children’s toys, and futuristic rocket-powered sleighs.

The advert shows an Argos distribution centre where a troupe of elves are helping Santa deliver hundreds of thousands of toys, including this season’s most popular gadgets, such as the Hatchimals Egg Surprise and Star Wars Robot BB-8.

The action shifts gear as one child’s long-awaited Christmas present, a Teksta voice-recognition robotic puppy, is found wandering the aisles by an elf. The quick-thinking elf scans the toy to reveal its intended recipient on-screen, whose family’s gifts are departing from gate nine.

A speedy chase across the distribution centre ensues, in which the elf pulls out all the stops to ensure the robotic puppy makes it onto the sleigh to be delivered to the child in time for Christmas.

The ad is intended to illustrate Argos’s commitment to super speedy delivery, with online orders delivered in as little as four hours, it said. On Christmas Eve, Fast Track orders placed by 1pm will be delivered by 6pm (subject to availability).

John Lewis


John Lewis’ advert is a two-minute tale of the friendship between a young boy, Joe, and his imaginary monster under the bed, Moz.

Set to a cover of The Beatles song Golden Slumbers by Manchester band Elbow, the advert sees Moz and Joe strike up a friendship based on a mutual love of late-night Scalextric and a piggyback game.

After noticing that the late nights are starting to take their toll on Joe, Moz gives his friend a night light for Christmas to help him fall asleep – but it also makes Moz disappear (until Joe turns the light off).

While last year’s John Lewis offering – the trampoline-loving Buster the Boxer – was light-hearted, this year sees a return to the tear-jerking tone shoppers have come to expect from the department store’s festive ad.

The director Michel Gondry, who won an Oscar as a writer of the film Eternal Sunshine Of The Spotless Mind said: “When I told my ex-girlfriend I was doing the next John Lewis Christmas film she said, ‘You have big shoes to fill, this John Lewis commercial must make people cry, don’t forget’. Last week I showed it to her and she cried. Phew.”



Asda’s advert introduces us to the supermarket’s Christmas Willy Wonka-style workshop – the Imaginarium – that a young girl and her grandfather have sneaked into.

Walking through the workshop the pair discover the secrets behind Asda’s festive ranges. There’s a giant pop-up Christmas cookbook revealing two Asda chefs preparing a Christmas dinner of roast turkey and Wagyu beef dripping roast potatoes, and an adult-only, futuristic gin room where truffles are being infused with gin by a giant “gin laser”.

Eilidh Macaskill of Asda, said: “By Combining CGI animation and some spectacular real life venues, the Imaginarium is depicted as a maze of rooms containing magical machines and enchanting experiments. The ad is a love letter to our customers and products.”



Paddington Bear is the star of this year’s Marks & Spencer advert, to tie in with the release of the new film Paddington 2 which hits cinemas on Friday.

The 90-second commercial called Paddington and the Christmas Visitor, sees the animated movie version of the duffle-coat-wearing bear inadvertently save Christmas for his neighbours.

Mistaking a bearded burglar wearing a red coat and red stocking on his head for Santa, Paddington assists him in returning all of the pinched presents back to where they belong.

The ad features Ben Whishaw as the voice of Paddington, and also sees a cameo-appearance by veteran newsreader Angela Rippon.



Kevin the Carrot makes a comeback in this year’s Aldi Christmas ad, and this time he’s fallen in love.

The action takes place on a train with Kevin spotting Katie the Carrot across a table covered in festive grub. As Kevin makes his way across the table towards her, he dodges a dead gingerbread man and trips and stumbles on the food before landing in her arms.

The 60-second advert, narrated by Jim Broadbent, includes subtle nods to blockbuster films, such as The BodyGuard, Titanic and Murder on the Orient Express which launched in cinemas this week.

Aldi hopes the ad will be as successful as the last, with the retailer boosting its Christmas sales by 15pc last year, in part due to the popularity of its Christmas advertising campaign it said.

Adam Zavalis, marketing director at Aldi UK, said: “We just had to bring [Kevin] back again this year to help showcase our latest show-stopping festive range. Let’s hope Katie the Carrot loves Kevin as much as we all do.”

original article found here


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