Tis the season …. to judge the latest Christmas adverts. As the countdown to Christmas begins, so does the annual battle for our hearts and wallets. But which ones truly deserve our attention?
Edward Coram James, CEO of award-winning SEO and PR agency Go Up, has sifted through the noise to bring you his take on this year’s most anticipated commercials.
Waitrose & Partners: “A Waitrose Mystery”
“Waitrose & Partners’ Christmas ad is a delightful twist on the traditional festive fare, combining two things we have a weakness for this season: a cracking ‘whodunnit’ — and cake[1]. By ditching the usual saccharine sweetness, the supermarket has crafted an engaging campaign that resonates with modern audiences.
The concept of a missing cake, sorry, ‘frozen dessert’ adds an intriguing layer (no pun intended!) to the narrative, especially during the festive season when food is at the very centre of our celebrations.
The casting of Matthew Macfadyen was a brilliant choice. His comedic timing fits perfectly into this detective role. And on that note, using a detective character reminiscent of Benoit Blanc from ‘Knives Out’ is a clever move, especially with the third film coming out soon. It taps into current pop culture while maintaining that classic British charm we know and love. Plus, the teaser for “Part 2 coming soon” is a smart strategy. It leaves the audience wanting more — just like any good dessert would.
Lastly, the call to action is spot on. By Waitrose inviting viewers to help solve the mystery, it gets people talking and sharing their theories on socials. You can already see the excitement in the comments with everyone buzzing about who they think ‘dunnit.’ As for my guess? My money’s on the cat.
I have no notes on how to better this splendid Christmas campaign. It’s an instant classic: a ‘whodunit’ — done right.”
Amazon: “Midnight Opus”
“Amazon’s 2024 Christmas advert, which revolves around a theatre janitor[2] whose singing talent is discovered by his colleagues, is undeniably heartwarming. Yet, in terms of brand messaging, falls short of being its own ‘magnum opus.’ Many viewers may appreciate the warmth, but will they remember it a week after seeing it?
The ad does a good job of promoting Amazon as a place for thoughtful gestures, but it doesn’t effectively highlight what makes Amazon stand out — like its fast delivery or vast selection of products. Instead, we get a comforting tale that lacks a strong connection to Amazon’s core identity, making it feel nice but not particularly memorable.
On the flip side, the themes of friendship and community have broad appeal. They resonate with a wide audience, from families to individuals, making the advert accessible to everyone. This universality can actually work in Amazon’s favour, positioning the brand as one that values connection — something many people long for during the Christmas season.
While the advert may not be groundbreaking, it does tap into the spirit of togetherness that’s central to Christmas.”
Aldi: “Kevin the Carrot’s Christmas Mission”
“Aldi is playing it safe — and smart — by bringing back Kevin the Carrot[3] for a ninth consecutive Christmas. And why not? Kevin has become such a beloved fixture of Aldi’s holiday identity that it’s practically a tradition. People wait for his festive escapades each year, and Aldi clearly understands the power of sticking with a character that audiences have embraced.
This year’s ad keeps things light and fun — nothing too heavy or preachy, which is refreshing in a sea of sentimental Christmas ads. Instead, Aldi leans into humour, which is exactly what their target audience connects with. Kevin is the ultimate underdog — always a little out of place, often in over his head, but still pushing through with carrot-sized bravery.
What’s clever is how the ad taps into the current mood. With financial pressures on many people’s minds, the message of spreading joy and celebrating the season without overspending feels particularly timely. It subtly reinforces Aldi’s brand promise of affordable quality, which lands well in today’s economic climate.
After nine years, there’s always a risk that the concept could be getting old or losing its magic. People might wonder if Aldi is running out of fresh ideas or whether they’re simply milking the popularity of Kevin a little too much. Still, Aldi’s bet seems to be that familiarity and nostalgia will keep audiences engaged, at least for now. Looking forward, the real challenge — and opportunity — lies in Kevin’s 10th appearance. Aldi has the chance to make it a major celebration, perhaps with a “greatest hits” retrospective or a storyline that ties together his previous adventures in a meaningful way. It could be the perfect moment to either reinvent the concept or give Kevin a memorable send-off.
Until then, if it ain’t broke, don’t fix it — just maybe think about how to keep it fresh.”