What’s your favourite Christmas ad of all time?

John Lewis’ classic weepies. Sainsbury’s World War I homage. Or perhaps some classics from even further back — how many jingles from festive ads can you still hum?

Way before people called the Christmas period “the Super Bowl of UK TV advertising”, the final few months of the year have always been the crucial period for many of the country’s top advertisers and so standing out in a time of huge consumer spend was paramount. (Although this period’s importance for planners of the industry may not be quite the same these days.)

The Media Leader asked some of our industry’s top voices what their favourite Christmas ad of all time is. Let’s all take a trip down the advertising memory lane…

Kara Osborne, CEO, UM UK and Ireland

“I’ve gone back and forth and I think mine is Sainsbury’s from 2014.

“I have been fascinated with the UK Christmas ads since I moved here in 2018, since it is very different from the US (where Super Bowl ads reign supreme).

“While there are loads of witty, funny and outrageous ads over the years in the UK, I really enjoy the ones that make you stop and feel history or the impact of moments in time.

“In the context of the world today, I find the Sainsbury’s ‘1914’ ad to be relevant, beautiful and touching. The world can use more reminders of our similarities and ways we can come together and bridge differences.”

Ed Couchman, head of UK and Northern Europe sales, Spotify

“I’m going back to childhood with my choice. The Toys ‘R’ Us Christmas ad ‘Magical Place’ has always been one of my favourites.

“It’s a brilliant and really catchy theme song, and it brings back that magical feeling of being a kid at Christmas — the excitement, the wonder and the pure joy of the season. It’s a real nostalgia trip!”

Lindsey Clay, CEO, Thinkbox

“Mine is John Lewis’ ‘The Long Wait’ (2011). The ad that launched a thousand ads — and turbocharged Christmas TV ‘ad-ticipation’ and creativity.

“It perfectly captures the childish excitement of Christmas and the elusive spirit of Christmas — then combines them in a beautiful twist.

“We all recognise that childish desperation for time to accelerate towards Christmas. But, as adults, we yearn for that mythical Christmas spirit of thoughtful generosity.

“The twist when you discover the little boy was actually excited by the joy of giving his parents a gift, not the ones he would receive, still brings a tear to my eye.”

Richard Bon, UK managing director and Europe commercial lead, Clear Channel

“Nothing says Christmas like kindness. Which is why one of my all-time favourite festive campaigns is Cadbury’s ‘Secret Santa’.

“Running for a few years now, there’s more than 250 interactive digital posters providing an opportunity to give some Christmassy cheer — walking to the shop or at a bus stop. And, of course, I love it even more because it’s got OOH at the heart of the idea, supported by TV and radio.

“As part of the campaign, it also partnered with Trussell Trust to give away 75,000 bars of chocolate to food banks too. Love it!”

Elizabeth Anyaegbuna, co-founder, 16×9 Media

“Ah, the annual Christmas ad ‘face-off’ — as much a tradition now as dodgy jumpers and tangled tinsel. Let’s give credit where it’s due: John Lewis started this festive staple — ‘The Bear and the Hare’ still makes me weepy.

“But while they mastered the art of tearjerkers, my favourite is still Ikea’s ‘Silence the Critics’. That grime-fuelled T-rex taking down house-shamers? Pure genius.

“This year’s been a strong showing — M&S bounced back with the legendary Dawn French, Waitrose nailed its clever whodunnit and Boots served up a delightful Mrs Claus. But still nothing beats that Ikea masterpiece for sheer audacity.

“Now that’s how you shake up Christmas advertising!”

Dom Williams, chief revenue officer, Mail Metro Media

“Already a charity I care passionately about, the British Heart Foundation created an incredibly moving Christmas TV ad in 2022, ‘The Gift that Keeps on Living’.

“Saatchi & Saatchi beautifully showcased the true impact of living with a heart condition on survivors as well as their loved ones — and ultimately the difference a donation can make.

“Christmas should obviously be a time for celebration and family, as well as supporting amazing causes that do incredible work all year round. It’s impossible to listen or watch this short story without being touched emotionally and remembering that.”

Caroline Ayling, marketing director, JAA Media; president, Bloom UK

“I’ll be giving away my age here, but my favourite Christmas ads were a series from the 1990s that, like many brands continue to do, signify that the holidays are coming using a sonic ident. Badum da da dum, da dum da da dum, badum da da da dum. Yes, ‘Magic Moments for Quality Street’ by Ogilvy.

“If memory serves me correctly, the lollipop lady goes through the school year and receives a lovely box of chocs on a particularly snowy day. Then Mr Johnson gets annoyed with the little boy next door whose footballs, arrows and kites keep ending up in his garden.

“In a world of computer games and 20mph zones, the storytelling would need updating, but that tune takes me right back to my childhood Christmases. And we all still love a festive box of Quality Street, even if the golden toffee penny means a trip to the dentist!”

Nick Manning, co-founder, MG OMD; founder, Encyclomedia; columnist, The Media Leader

“I’ve chosen a John Lewis ad from 2009 that was only ranked 16th in the top John Lewis Christmas ads of all time. It’s called ‘The Feeling’, with a cover of Sweet Child O’ Mine.

“John Lewis invented a new genre of advertising (please don’t write in) and the public still eagerly awaits the new one each year. And it made other people attempt to copy it — often unsuccessfully. It has become a generic (‘I want a John Lewis ad’).

“It was the first from one of the best client/agency teams ever. Craig Inglis was the client and a brilliant operator. Adam & Eve/DDB made the ad and the incomparable James Murphy/David Golding combo led the team there.

“And a media agency called Manning Gottlieb OMD ‘did the media’, as it has done for John Lewis for donkey’s years. And very well too. [What did we say about not choosing your own ad, Nick — The Media Leader.]

“This kind of teamwork can and does produce brilliant advertising that really shifts the dial. There is no reason for others not to do the same. Perhaps the ads aren’t the only thing people should copy.

“And Sweet Child O’ Mine is a banging choon, beautifully covered. There’s something about certain types of music in ads that hits the spot every time. Marvellous.”