As the festive season approaches each November, a cherished British tradition unfolds. The nation's biggest brands unveil their highly anticipated Christmas television adverts, creating mini-movies that often have more to do with evoking emotion than pushing products.
Household names like John Lewis, Marks and Spencer, Sainsbury's, and Asda compete to capture the public's heart, frequently leaving viewers reaching for tissues. We asked readers which adverts from years gone by they remember most fondly, and their responses highlighted a mix of emotional tearjerkers and laugh-out-loud classics.
The Unforgettable Tearjerkers
Certain adverts have left an indelible mark by masterfully pulling on heartstrings. John Lewis's 2013 offering, 'The Bear and the Hare', is a prime example. This beautifully animated tale told the story of a bear who had never experienced Christmas due to hibernation and his hare friend's determination to include him.
The advert was set to a poignant cover of Keane's 'Somewhere Only We Know' by Lily Allen, which subsequently became a number one hit. Reader Julia Gill commented, ‘I personally have a soft spot for the first John Lewis Christmas ad that took the world by storm – The Bear and the Hare.’
Another profoundly moving advert was Sainsbury's 2014 '1914' Christmas advert. Created in partnership with The Royal British Legion, it dramatised the real-life Christmas Day truce during the First World War, where British and German soldiers famously played football in no-man's-land.
Meticulously researched, from uniform insignia to trench depth, the ad was praised for its powerful storytelling. Tracy Bates described it as ‘powerful stuff’.
Perhaps the most heart-wrenching entry mentioned was the alternate John Lewis advert, 'Love is a Gift'. This low-budget film, which creator Phil Beastall revealed cost just £50, follows a man counting down to Christmas to open a present from his mother, only for it to be revealed she has passed away.
Joanne Gurney, who selected it, wrote, ‘So simple yet utterly heartbreaking.’
Heartwarming Favourites and Nostalgic Classics
Not all beloved adverts rely on sorrow. John Lewis's 2016 'Buster the Boxer' brought joy with its story of a dog desperate to try out the family's new trampoline. After watching forest animals enjoy it, Buster finally gets his chance on Christmas morning.
Caroline Schofield hailed it as ‘the best ever’.
Nostalgia was a key theme for other favourites. Amazon's 2023 'Joy Ride' advert showed three lifelong friends rediscovering the joy of sledging using Amazon-purchased seat cushions, set to an instrumental version of The Beatles' 'In My Life'.
Mandy O'Connor Whitworth said it reminded her of ‘my mum and two sisters’.
Meanwhile, John Lewis's 2022 advert, 'The Beginner', struck a chord with its story of a man learning to skateboard to connect with his new foster daughter. The ad aimed to raise awareness for young people in care. Lindsey Bayley, who works in children’s social care, said, ‘this advert really resonated with me.’
The Iconic Signal of the Season
No list of memorable Christmas adverts would be complete without the one that many claim truly heralds the start of the festivities. The classic Coca-Cola 'Holidays are Coming' truck advert, with its iconic red lorries and jingling bells, remains a cultural touchstone.
Roxie Taylor expressed a sentiment shared by many, writing, ‘The marketing team could’ve retired after coming up with that. As soon as I hear that bell ring, it’s Christmas.’
These adverts have become more than just marketing; they are a fundamental part of the UK's modern Christmas tradition, creating shared moments of joy, reflection, and nostalgia for millions.
