London sparkles proudly, wrapped in Christmas lights. Dazzling branches and trees invade every corner of every store, covered in fluffy polyester snow. Cheerful music has been playing uninterruptedly since September. You leave trails of golden powder behind you as you leave a store.
Nevertheless, the festive season does not begin until we see the Christmas ads. Now that Sainsbury’s and Waitrose have released their adverts, we can officially put on our proverbial Santa hats.
Sainsbury’s – EveryBitofChristmas
Sainsbury’s dared to use a karaoke Christmas song and Twitter users are not impressed:
#sainsburys managing one of the worst Christmas adverts of the year…
— A N D Y C L U E R (@andycluer) November 12, 2017
— Andrew Maymand (@AMaymand) November 12, 2017
— Adam James White (@AdamJW93) November 12, 2017
However, someone is willing it give it a chance:
A Christmas ad that's Christmasy! Well done #Sainsburys
— Tracy (@PrehistoricCat) November 12, 2017
Waitrose – #ChristmasTogether
Waitrose’s ad, launched this morning, features a community brought together by a snowstorm resulting in impromptu festivities in a pub. How WalesOnline reports, Waitrose customer director Martin George said: “Food plays an essential role in bringing people together. As our ad depicts, eating together is a way to share not just food but friendship and community spirit.”
John Lewis – #MozTheMonster
The £7m John Lewis’ Ad, BBC reports, was directed by Oscar-winning Michel Gondry. Moz, a friendly monster, lives under the bed of Joe, a kid who has difficulty sleeping. The two, after a cautious approach, begin a nocturnal friendship that leaves Joe exhausted. On Christmas day, he receives a lamp from the monster to help him fall asleep in the darkness. When Joe switches on the lamp and peeks under his bed, Moz has disappeared. But switching off the lamp is enough to hear Moz sleeping under Joe’s bed.
#MozTheMonster hashtag on Twitter got different responses.
Me: CANT WAIT FOR THE JOHN LEWIS CHRISTMAS AD, LETS HOPE MY EXPECTATIONS ARENT TOO HIGH AND ITS MASSIVELY UNDERWHELMING
John Lewis: HERE IT IS, #MozTheMonster HAPPY CHRISTMAS!!
— Jake FM (@JustScruff) November 10, 2017
#mozthemonster I don’t get it 👀
— Harry Judd (@mcflyharry) November 10, 2017
#MozTheMonster is absolutely adorable @johnlewisretail it actually made me well up
— Paloma Faith (@Palomafaith) November 11, 2017
There was who complained about Moz’s puppet:
— Samantha Quek (@SamanthaQuek) November 10, 2017
And who went political:
— Andrew Bloch (@AndrewBloch) November 10, 2017
Tesco – #EveryonesWelcome
Celebration of diversity was the central focus in Tesco’s 2017 Ad. However, the Muslim family portrayed in the Ad raised some divergences:
Tesco – why are you including a Muslim family in your Christmas advert if you’re not going to sell halal turkey?
— Nafisa / amaliah.com (@Nafisa_Bakkar) November 12, 2017
However, others appreciated the ad:
Viewers have complained about the Tesco Christmas advert featuring a Muslim family. Is this proof of anti-Muslim rhetoric still being present in our country despite attempts to integrate? pic.twitter.com/ipbhKL8I3y
— LBC (@LBC) November 12, 2017
If you're offended by the Tesco Christmas advert then PLEASE boycott the stores so I don't have to see your racist faces when I'm choosing my Brussels sprouts.
— sofie (@sof_ieps) November 11, 2017
Asda – Best Christmas Ever
Asda sees a girl entering the “Imaginarium”, Wonderland-like food factory that prepares Christmas treats with magical creatures in startling sceneries. The ad, however, is fairly limited to showcasing Asda’s Christmas products, a bit dry of emotion in comparison.
Marks & Spencer – Paddington & The Christmas Visitor
Appreantly, Paddington Bear conquered the love of the Brits this year:
— Traybo77 (@Traybo77) November 12, 2017
My finished Artwork of Paddington Bear 🎨🐻🍞🍊
I 💛 Paddington😊
Created with Copic Markers & Prismacolors on tan paper@paddingtonbear #Paddington2 #PaddingtonBear #Paddington #lovethebear @marksandspencer @PaddingtonMovie @HackedOffHugh @StudiocanalUK @copicmarker #BenWhishaw pic.twitter.com/i5mmvv5zU7
— Cathy's Art Palace 🎨 👑 (@CathysArtPalace) November 12, 2017
Argos – #ReadyForTakeOff
Morrisons – Free from
Words: Giulia Trinci | Subbing: Milica Cosic