2024 UK Christmas adverts: A festive tradition of influence and debate

Each year, UK Christmas adverts set the stage for festive anticipation, blending storytelling and consumerism in a uniquely impactful way. For 2024, the tradition continues with emotional narratives and some notable controversies, particularly surrounding the Boots campaign.

Over the years, Christmas advertising in the UK has become an eagerly anticipated cultural phenomenon. Retailers such as John Lewis, Marks & Spencer, and Sainsbury's compete to create memorable narratives. These campaigns are no longer just advertisements—they are annual cultural events, often with soundtracks that become chart-topping hits and themes that inspire charitable efforts. The increasing pressure to innovate has led to heightened stakes, with brands often navigating a fine line between enchantment and controversy. 

John Lewis, a pioneer in creating emotional Christmas adverts, has taken a nostalgic turn in 2024. The ad follows a young woman, Sally, navigating a last-minute Christmas gift hunt at the flagship Oxford Street store. She accidentally stumbles into a Narnia-inspired passage through her childhood memories, reliving moments with her sister. The ad effectively taps into themes of sibling relationships and memory, aiming to foster emotional connections with the brand.

Boots’ 2024 advert takes a bold approach, starring Adjoa Andoh as a commanding Mrs. Claus overseeing an army of "beauty elves." The light-hearted representation of female empowerment and holiday preparations was met with criticism from some who perceived the portrayal as overly stereotypical and lacking depth. This controversy sparked debates on inclusivity and the risk of separating certain audience segments while trying to modernise Christmas. Despite the backlash, the campaign succeeded in drawing attention and sparking conversations about gender roles and LGBTQ in festive advertising—a double-edged sword that keeps the Boots brand relevant amidst competition.

For consumers, these ads do more than evoke Christmas cheer—they shape purchasing decisions, reinforce brand loyalty, and often set trends for the season. Ads that hit the emotional sweet spot, such as those championing family bonds or entertainment, tend to drive engagement and footfall. 

The 2024 Christmas adverts underline the evolving role of festive campaigns in blending nostalgia, modern values, and brand messaging. Whether through heartwarming journeys or bold reimagining’s of traditions, these adverts continue to captivate the public. As retailers prepare for the Christmas shopping frenzy, their ads remain a critical tool for standing out in a crowded marketplace.