Hannah Gallop
Christmas starts earlier every year, doesn’t it? Birmingham’s Frankfurt Christmas Market was taking shape before Halloween, ready for a 5 November opening. Still, we’re not going to complain about an early mulled wine.
The festive build-up has reached our screens and billboards too, with brands bringing tidings of comfort and joy. And, of course, reminders to buy things.
We’re unwrapping the Christmas campaigns of 2026 to see who’s delivered a cracker, and who’s left us reaching for the receipt.
Who's on this year's watch list?
🎄 John Lewis: Gloria and Pickles
🎄 M&S: The Home of Christmas
🎄 Argos: Tales of Argos Past
🎄 Aldi: Kevin the Carrot
🎄 Tesco: The Wrong Address
🎄 Asda: All of Christmas at Asda Price. BOOM!
🎄 Sainsbury’s: The Big Delivery
🎄 Debenhams: Christmas. For everyone
🎄 Waitrose: The Perfect Gift 2
🎄 Sports Direct × Nike: ‘Unwrap Potential’
🎄 Morrisons: Christmas Made Just Right
🎄 Barbour: Warm Wishes
What is Christmas without a John Lewis ad? Probably a little quieter, given how much we all have to say about it.
This year, ‘Gloria and Pickles‘ follows a grandmother, played by Dame Kristin Scott Thomas, struggling to choose presents for her grandchildren. Her talking toy dog, voiced by Paul Whitehouse, inspires a last-minute shopping trip and a disco-filled ‘Gran Cave’. All sound tracked by Sam Fender covering The Rolling Stones.
A fixture in the festive calendar, the John Lewis ad has earned a loyal following, with each release prompting almost as much debate as when to put the tree up.
This year’s humour and casting won fans, though Gloria’s generous budget and hard-to-please grandchildren raised a few eyebrows. Still, OnePulse’s survey of 500 UK adults found that 68% liked or loved it. A Christmas cracker for some, a little over wrapped for others.
Nothing says Christmas nostalgia quite like circling half the Argos catalogue.
This year, the retailer leans into those memories with ‘Tales of Argos Past‘, a Christmas Carol-inspired adventure starring Richard Ayoade.
Joined by Argos mascots Connie, a doll, and Trevor, a toy dinosaur, his Scrooge-like character discovers how the retailer has evolved beyond the toys of his childhood.
The nostalgia continues outdoors, with neighbouring billboards showing ‘Christmas Past’ and ‘Christmas Present’. A vintage Christmas snap of a child holding a Game Boy sits alongside a freshly unwrapped Nintendo Switch 2, with even the Argos logo getting a throwback treatment.
It’s a simple, playful way to connect childhood excitement with today’s wish lists. Same Christmas morning feeling, fewer AA batteries.
‘The Home of Christmas‘ stars Norton as Father Christmas, with Lucy Punch as Mrs Claus. At her encouragement, he loses the beard and heads out to experience the festive build-up undercover, discovering the joys of picky bits along the way.
It’s the first time since 2017 that M&S has brought food and its other departments together in one Christmas campaign. Almost everything on screen is available to buy, from Mrs Claus’s pyjamas to Norton’s towel, giving you plenty of inspo for your wish list.
Back for his 11th Christmas campaign, Kevin the Carrot, Aldi’s animated festive favourite, has another family drama to deal with.
This time, Kevin and his daughter Chantenay are searching for Cauli Dog, the cauliflower companion who carried the engagement ring when Kevin proposed to Katie in last year’s campaign. With their pet nowhere to be found, they put up missing-dog posters and follow a trail of paw prints through the snow.
The search comes to a cosy end when they find him much closer to home, fast asleep inside a Christmas cracker.
The ad features some clever details, including a working phone number on the missing-dog poster. Call it and you’ll hear Kevin’s voicemail explaining that he’s out searching for Cauli Dog, complete with a joke about not bringing enough poo bags.
Christmas is about goodwill to all. And presents. Preferably ones you’ll actually use. Boots takes that idea a little further, with gifts their recipients can barely put down.
‘Give it Some Boots‘ follows Christmas presents into everyday life, from a mum taking the bins out in her LED face mask to a woman reaching for her hair styler during a dinner date. These gifts clearly won’t be gathering dust at the back of a cupboard come January.
The wider campaign includes outdoor advertising, taxi wraps and a planned special build at Westfield White City. It gives Boots plenty of room to keep its products in view, with a simple idea that works well beyond Christmas morning.
Christmas dinner is stressful enough without sending the food to the wrong house. That’s the festive mishap at the heart of Tesco’s ‘The Wrong Address‘, starring Roisin Conaty as delivery driver Polly who unexpectedly reconnects with an old school friend Lizzie, played by Anna Maxwell Martin.
Set to The Police’s ‘Every Little Thing She Does Is Magic’, the film combines delivery drama with the easy silliness of an old friendship.
It’s a relatable starting point, with Tesco’s service playing a natural role in the story. There’s warmth, humour and a clear connection to ‘Every Little Helps’. Although checking your delivery address probably helps too.
Asda’s 2026 campaign turns picture-perfect festive scenes into larger-than-life celebrations, soundtracked by a remix of Martin Garrix’s ‘Animals’. Across films covering decorating, gifting, hosting and Christmas dinner, the message is loud and clear: ‘All of Christmas at Asda Price. BOOM’
It’s an energetic approach that puts celebration and value at the centre of the campaign. For a round-up full of heartfelt reunions and meaningful gifts, Asda supplies the office Christmas party energy.
The festive rave hasn’t won everyone over, as OnePulse’s early testing found that 48% liked or loved it, rising to 60% among regular Asda shoppers. Perhaps you need to know your way around the aisles to appreciate the dance floor.
Third Christmas running? The BFG must have a Nectar card by now.
Sainsbury’s brings back Roald Dahl’s giant for another festive adventure, this time with a bout of flu threatening his Christmas plans. Luckily, colleague Annie and her sidekick Fred are on hand with a delivery of Taste the Difference treats.
Their journey through Giant Country isn’t quite the usual delivery round. Oversized obstacles and an encounter with the Greedy Giant stand between them and the BFG’s cave, where they eventually sit down to a festive feast. Nobody’s missing Christmas dinner on Annie’s watch.
The familiar face is still going down well. OnePulse’s early testing found that 72% liked or loved the ad, while 63% wanted him back next year. Hopefully someone’s signed the BFG up for a Nectar card, as a fourth appearance could well be on the cards.
Debenhams got the festivities started on 15 October. Keen? Just a little.
Its ‘Christmas. For Everyone‘ campaign stars Emily Atack as Tina, who returns home for Christmas and reconnects with old school friend Chris, played by Mathew Horne. There’s clearly some unfinished business, and the village Christmas party provides a convenient opportunity to address it.
Kym Marsh joins the cast as landlady Katie, while British soul singer Gabrielle makes an appearance to perform her ’90s hit ‘Dreams’ as Tina and Chris finally get together.
The four-minute film gives the romance time to unfold, with plenty of festive outfits along the way. It’s familiar Christmas romcom territory, but sometimes a happy ending and a good singalong are exactly what you’re after.
At just shy of six minutes, Waitroses’ ‘The Perfect Gift’ advert gives us a full festive romcom, complete with a love rival and a beef Wellington carrying more emotional weight than most Christmas dinners.
Keira Knightley and Joe Wilkinson return, but this time she’s preparing to marry Hugo Bunty-Griffin, played by Alex Hassell, who seems more interested in himself than his bride. Determined to win her back, Wilkinson’s Phil races to the wedding with his homemade Wellington and a sauce jar labelled ‘Marry Me Instead?’. No pressure on the pastry, then.
With shorter trailers and romcom-style posters supporting the full advert, Waitrose has made quite an event of its sequel.
After helping Norway reach their first World Cup quarter-final this summer and winning over fans worldwide, Erling Haaland has another challenge: sorting someone else’s Christmas shopping.
‘Unwrap Potential‘ follows an uncle buying for his niece, with Haaland and fellow sporting stars secretly advising on the perfect gift. Their secret weapon? ‘AI’, or ‘Athlete Intelligence’.
Dina Asher-Smith, Leah Williamson and Henry Pollock join the line-up, while rapper Aitch needs help buying for his sisters. Reassuring to know fame doesn’t make Christmas shopping any easier.
The campaign gets extra time across outdoor ads and store screens, with celebrity gift guides helping shoppers tackle their Christmas lists.
Morrisons’ ‘Christmas Made Just Right’, reimagines Goldilocks and the Three Bears. This time, Baby Bear is bringing Goldilocks home as his girlfriend, with a festive welcome that’s neither too hot nor too cold, but just right.
While Mummy Bear gets the house ready, Daddy Bear heads to Market Street for supplies, picking up an enormous salmon and some cooking advice. There’s a wonky tree and a questionable chair back home, but the food makes a good impression. Probably wise to keep Goldilocks away from the porridge.
Morrisons also teased the campaign with giant paw prints and staged bear sightings around Leeds, including footage of a furry figure waiting at a bus stop.
Wallace has found a way to take Gromit for a walk without leaving his armchair. What could possibly go wrong?
Barbour reunites with Aardman for a snowy adventure featuring the ‘Walk-o-matic’, Wallace’s latest invention, powered by wheels made from wellies. Gromit heads out in his new Barbour dog coat, but Wallace’s ride ends in a snowdrift. Thankfully, his faithful companion has packed a present that proves rather useful…
A cracking little Christmas outing.