It is a truth universally acknowledged that once November rolls around, we unexpectedly discover that our love-hate relationship with adverts has changed… in a very big way. No longer do we frantically stab at the ‘skip ad’ button when it pops up on our screens, and no more do we wander away to make a cuppa or nip to the loo when our favourite terrestrial programmes are cut off by an ad break. 

Instead, we sit in a state of excited anticipation, waiting for our very first glimpse of the year’s slew of Christmas adverts.

From John Lewis to M&S, Morrisons to Lidl, Disney to Asda, even the most ardent advert hater can’t resist a good Christmas commercial. Primarily because… well, because they’re not selling anything. Not really – unless selling a mood, a feeling or a burning desire to nip to the shops (wait a minute!) is selling something.

With all of that in mind, then, here’s our pick of the best Christmas adverts from 2022 so far. The jury’s still out on which is our absolute favourite, mind you…

Pepsi – Pilk & Cookies

Lindsay Lohan may as well be crowned the queen of Christmas at this point! Fresh from filming Netflix’s Falling For Christmas, the actor has joined forces with Pepsi for their new Christmas ad.

“As someone who loves the holiday season and embracing new traditions, I was thrilled to have a little bit of fun with Pepsi and their take on the dirty soda,” she says, referring to the viral concoction at the centre of the campaign (as per the viral TikTok recipe, it’s… well, it’s just milk and Pepsi. Go figure).

“For people learning about Pilk for the first time, I won’t lie to you when I say I was a bit skeptical when I first heard of this pairing,” she adds, “but after my first sip I was amazed at how delicious it was, so I’m very excited for the rest of the world to try it.”

Bless her. Will you be giving Pilk a go?

Heathrow – The Gift

When you’re living far away from your family, what would be your dream Christmas present?

Heathrow knows the answer, and the result is this tearjerker of a short film. Which, yes, promotes air travel, but… family! Friends! Love?

Fine.

The National Trust – Stay Cosy

In need of an incredibly cute (and incredibly festive) stop-motion animation? Luckily for you, the National Trust is here to oblige with their cosy Christmas ad. But while it might look like nothing more than knitted mice and twinkly lights, it actually has an important message at its heart, because it is promoting a conscious Christmas. A sustainable one, if you prefer. 

And, yes, it is pointing us in the direction of the National Trust’s Christmas shop, but it’s important to remember that all the profits go toward support the work they spend doing caring for nature, beauty and history for everyone, for ever. Lovely stuff.

Sky – An Alternative Christmas Advert

A savage takedown of John Lewis’s typically schmaltzy Christmas ads, or just a very merry coincidence? You decide. Either way, though, it’s been created to sum up the “bah, humbug” mood of Sky and Suranne Jones’ new Christmas movie, Christmas Carole, which is – you guessed it – a modern retelling of the Charles Dickens classic. 

We love it.

Amazon – Joy Is Made

Just a dad, standing in front of his daughter, bringing her favourite toy (handily a snowglobe) to life. Amazon might be one of the biggest e-commerce companies, but even this global corporation has veered away from commercialism in favour of the true meaning of Christmas. Which, according to director Taika Waititi, is all about the charming relationship that blossoms between a parent and their child. About the gifts we make for one another, not buy. And about the special memories we forge, too.

Coincidentally, the Amazon Christmas shop is now open… 

Argos – The Big Party

Christmas is, let’s face it, supposed to be about spending time with our loved ones – even more so, after the last few years we’ve all had (thanks again, Covid). However, it’s never quite the tranquil experience that the movies would have you believe. Rather, it’s utter pandemonium… and the new Argos ad gets that completely. 

In their short film, a couple prepares for the arrival of family and friends, blissfully unaware of the crowd of excitable people descending on their home, all wearing their festive glad rags, holding presents and chanting “party”. There are trifles galore, children firing nerf guns, hilarious Christmas cracker jokes, babies, and football fans in the mix… and where does Argos come into all of it?

“We’re gonna need a bigger bowl.”

Via a Jaws joke, obviously!

Tesco – The Christmas Party

Perhaps the first Christmas ad to (indirectly) acknowledge that there is a bit of a joy shortage going on, the Tesco ad vows to help everyone make all of their festive dreams come true… for less. And so, in their extra-special broadcast, they have pledged more pigs-in-blankets, more hats on dogs, and, most importantly, more for your money.

More importantly, they’ve also addressed some of those big Christmas questions, such as: when is bin day? And what is the greatest Christmas film? Is it Love Actually? No? Fine then, move along.

M&S – Gifts That Give

M&S has pulled out all the stops this year with not just one but TWO Christmas ads, and it’s hard to pick a favourite between the two. Gifts That Give, however, is a true celebration of togetherness and community – guaranteed to put a smile on even the grinchiest of faces. There’s rollneck jumpers, and mums sat on couches watching their adult kids open their presents, and farmyard animals, and a community choir, and more. Why? Well, because M&S has teamed up with Neighbourly to identify 1,000 amazing community groups who will receive funding to the sum of £1 million from the retailer (because, as they point out, Christmas is a time for giving).

Throw in the soaring vocals of the seemingly ever-present Harry Styles, and what’s not to love?

John Lewis – The Beginner

The John Lewis ad has become something of a Christmas staple – every bit as much as the pudding, the crackers, the funny hats, the presents, and the songs. And this one, set to a slow-down cover of Blink 182’s All The Small Things, does everything we’ve come to expect from the retailer at this time of year: mainly, wipe a tear away from our eye and pretend we’ve got something it it.

It follows a middle-aged man as he struggles to become a master skateboarder, despite the series of accidents and mishaps he experiences in the process. Why does he persevere? The answer becomes clear in the final scene, when there is a knock on the door.

Our hero opens it to find a social worker standing with Ellie, a young teenager who is waiting anxiously to enter her new foster home, skateboard in hand. “I skate a bit,” he tells her warmly, using it as a way to connect with Ellie as she is welcomed into their family home. Sob.

Claire Pointon, director of customer at John Lewis says: “We are fortunate to have a truly unique platform in our Christmas ad, which sparks a national conversation. As a purpose-led brand, making a genuine difference in our communities is important. At John Lewis we care deeply about families, and recognise that they come in many different forms. 

“For our biggest moment of the year, we decided to focus on one kind of family that is often overlooked. We are also very aware that not all care experience outcomes are as positive as Ellie’s. The home Ellie enters is filled with kindness, and the foster father’s actions demonstrate that ultimately, it’s what you do that matters most.”

Shelter – Brave Face

This heartbreaking Christmas ad brings to life homelessness from a child’s perspective – which hammers home the fact that there will be a staggering 119,500 children without a home this winter.

You can donate to Shelter’s winter appeal here.

Aldi – Feast Of Football

You know the score: Kevin the Carrot is back… and this time he has a football. Obviously. Because of the World Cup? You get it.

Watch the advert below:

Morrisons – Officially Approved By Farmer Christmas

Morrisons conjures up a feeling of pure cosiness with this wholesome ad, which sees the eponymous Farmer Christmas leap aboard his tractor (all covered in fairylights, obviously) and trundle his way to his local supermarket. There, he visits the “real life elves” who help make mince pies and other fresh foodie treats – and then he delivers a festive feast to a family. 

Oh sure, he cheekily invites himself to sit down and join them, but who wouldn’t want St Nick at their dinner table for Christmas, eh?

Lindt – Christmas 2022

Is there anything as Christmassy as a Lindt chocolate? Why, an entire advert dedicated to the making (and eating) of those iconic treats, of course. With twinkling lights,  wholesome family moments, and a chocolatier painstakingly mixing a bowl of creamy chocolate, this one is going to make you crave one (or 20) of those red foil wrapped treats in no time.

Lidl – The Story Of The Lidl Bear

It might be seriously meta, but we’re into this jolly offering the the Christmas ad roster by Lidl. All about a cuddly teddy bear who accidentally finds fame in the aisles of Lidl before becoming the (expressionless) face of Lidl’s advertising campaign, it’s not long before he finds himself changed by his newfound celebrity status.

Will he realise that his loved ones need him? And will he make it home in time for Christmas? Obviously. Obviously he will. 

Asda – Buddy the Elf’s Joyful Christmas

Son of a nutcracker! Almost two decades after festive favourite Elf first hit cinemas, and Will Ferrell’s iconic character is back – only this time it seems Buddy is working at his local Asda. It’s likely the most chaotic trial shift in the supermarket’s history, but it’s guaranteed to give viewers an overdose of nostalgia. And, really, isn’t that what Christmas is all about?

Boots – Joy For All

Starring our beloved Lydia West, Boots has leaned hard into the feel-good factor with its joyful Christmas advert. 

With Hall & Oates’ You Make My Dreams Come True blasting out in the background, the short film follows Holly as she finds a pair of spectacles on the bus. When she pops them on, though, she discovers that they’re imbued with extra-special Christmassy powers, as they allow her to see what brings people joy whenever she wears them. Pure magic.

Sainsbury’s – Once Upon A Pud

Two words: Alison Hammond. 

That’s right, everyone; Hammond is the star of the new Sainsbury’s Christmas advert, and it’s a humdinger. Set in a fairytale kingdom, it sees the lovable Hammond take on the role of a spoiled countess. As she selects an array of delicious foods for a sumptuous festive feast, she declares that the divisive Christmas pudding is strictly off the menu – that is, until a young cook sets out to change her mind.

It’s fun, it’s foodie, it’s festive; what’s not to love here?

 Age UK – Fred’s World

Taking viewers on a journey through the decades, Age UK’s new film follows the relationship of football fan Fred and his wife through the lens of the World Cup years, starting in 1966. As the years tick by, the couple can be seen sat lovingly side by side… until, one year, an elderly Fred finds himself watching TV alone.

As Kathi Hall, Head of Brand at Age UK, says: “Christmas is often one of the most challenging times of year for older people who feel lonely. And this winter is set to be one of the toughest yet for older people experiencing loneliness, with the cost of living crisis making things even harder for those with no one to turn to. We predict a huge demand for Age UK’s national services, including the Age UK Advice Line and Telephone Friendship Service, and we want to be there for every older person that needs us.

“But we can’t do this without everyone’s support. We hope our film inspires people to donate to Age UK so we can continue to be there for lonely older people like Fred.”

For more information visit www.ageuk.org.uk/fred.

Lush – The Lord Of Misrule

And now for something completely different in the form of Lush’s animated Christmas advert, which brings to life the tomfoolery of The Lord of Misrule, who is focused on disrupting the norm to enable nature to flourish. We’re kind of into it, as it happens.

M&S – Fairy And Duckie

This isn’t just a Christmas advert, it’s an M&S Christmas advert – which means that it heralds, you guessed it, the return of Dawn French’s glamorous treetop fairy. This time, though, she’s found a friend in the form of exasperated doggy chew toy, Duckie… who is voiced by none other than French’s real life partner-in-comedy Jennifer Saunders.

There’s magic, there’s giggles aplenty and there’s obviously (foodies, rejoice!) a Christmas table groaning with a mouthwatering spread of festive favourites.

Check it out:

We’re suddenly ravenous for M&S’s Christmassy twist on the classic Friends Thanksgiving sandwich, complete with Ross Geller’s patented ‘The Moist-Maker’, and we don’t care who knows it. 

Disney – The Gift

Disney’s The Gift walks an emotional tightrope as it sums up all of the joy and love that a new sibling can bring with them – as well as the feelings of loneliness and displacement it can cause an older brother or sister, too.

Featuring vocals by Encanto star Jessica Darrow, the final instalment of the From Our Family To Yours trilogy (yes, a trilogy of Christmas adverts) sees a young girl feeling more than a little lost as her mother’s due date grows ever closer. 

With a little help from her big brother, though, she soon realises that she still has an important role to play in their family dynamic, and…

Well, see for yourself:

Anyone else cutting onions? No? Just us, then.

TK Maxx – Christmas Nailed

All about gifting for less (undoubtedly a popular topic in this year’s current economic climate), TK Maxx’s Christmas advert for 2022 sees its hero congratulated by everyone she meets on her great-value gifts.

Check it out:

Everybody loves a bargain, after all.

John Lewis

It’s a staple in our Christmas advert calendar (see what we did there?), but it is not yet known exactly when the iconic John Lewis ad will be released or who will be behind the ad’s much-anticipated soundtrack.

Considering last year’s ad dropped on 4 November, though, we can’t have too much longer to wait.

And the rest?

We have no doubt that the likes of Lidl, Aldi and others will be dropping their own Christmas adverts in the not-so-distant future, although it remains to be seen what stories they will be telling.

We’ll be sure to update you just as soon as we learn anything. Because, let’s face it, a heartwarming Christmas advert update is always going to be a welcome relief from this year’s 24/7 ever-rolling roster of discomforting news.

Until then, then!

Images: Sky, M&S, Disney