Thought Leadership

The Big BITE Christmas advertising round up

The weird, comforting, creative and feel-good festive advertising round up

Nicola Kemp

Editorial Director Creativebrief


The average Christmas tree has a lifespan of four to five weeks. A lifespan which ties into Christian tradition, which says that Christmas trees and decorations should go up on the first full day of Advent, which this year starts on Sunday, December 3rd.

Mercifully festive adverts aren’t as perishable as Christmas trees. Argos was dancing into Christmas on the 1st of November. 

While every year brings with it the accompanying grumbling that retail’s festive period starts too early, consumers are increasingly choosing to spread the cost of Christmas. This means Christmas shopping starts early and so does the annual festive ad bonanza.

Research from John Lewis found that 28% of customers started browsing and purchasing their Christmas gifts as early as August, while 30% had already completed their festive purchasing by the end of October. John Lewis’ weird and wonderful spot which dropped on 20th November, showed the power of doing things differently.

Franki Goodwin, Chief Creative Officer at Saatchi & Saatchi, explained: “Taking on the John Lewis Christmas ad – no pressure, right? It’s been quite the six months. But honestly, having built a fully integrated campaign, and worked with the icons that are Megaforce and Bocelli to make a film that retains what is quintessential about a John Lewis Christmas ad, but evolves it into something perhaps a bit unexpected, wilder and funnier”.

She continues: “I really do appreciate that pressure is a privilege – and making this has been a huge one”.

This year the privilege of the Christmas advertising bonanza has been accompanied by a record £9.5bn festive ad spend. Underlining that the power of commercial creativity is in no doubt.

So sit back, grab a cup of tea and enjoy BITE’s annual Big Christmas advertising round up: 

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Christmas Advertising