Career Moves



Esme Deacon

The Top 5 Christmas Ads of 2016 (as chosen by the Broadcast team)

  • by Esme Deacon
  • 13 Dec 2016

Today's post is written by Esme Deacon, Junior Account Manager for the Broadcast Division. You can contact her here or on 0207 758 4304.

There’s a chill in the air, the streets are adorned with fairy lights, and there’s an unmistakable smell of spruce, mulled wine and roast chestnuts wafting through the atmosphere. The season of good will is upon us, and with it comes the annual Christmas Advert race, tugging at our heartstrings (and wallets).

Career Moves have come together to choose our Top 5 Christmas Adverts of 2016. Let us know what your favourites are!



The Magic & Sparkle this year is brought to us by a heart-warming tale of Mrs Claus saving a sibling relationship by responding to a last minute letter to Santa. Mrs Claus is a bad-ass chopper pilot, sharp dresser and sneaky gift-giver. The three-minute launch ad, created by Rainey Kelly Campbell Roalfe/Y&R, has been described as the most customer- centric ad ever done by M&S; "She epitomises the huge efforts our customers put in to making the festive season special and represents the love and togetherness that customers want to feel and see in abundance at Christmas."



A wonderfully different, heartfelt Christmas message from H&M and film director extraordinaire Wes Anderson. Created with agency Adam&Eve/DDB, it’s the story of a delayed train journey, causing the passengers to spend Christmas Day in a train car, in the company of Adrien Brody’s attentive train conductor character. In true Wes Anderson style, it’s an utterly flawless, stylish and classy train journey, harking back to his feature The Darjeeling Limited. Pernilla Wohlfahrt, H&M's Head of Design and Creative Director, said: “The winter train ride, under Wes Anderson's direction, is the perfect setting for H&M's holiday collection full of relaxed, wearable elegance. It's about mixing the informal with a sense of occasion, capturing the holiday mood for both dressing up and getting cosy with loved ones.” Brody added: "This story may resonate more than ever at a time in the world where we could all do with giving a stranger a hug."

TK Maxx


A light hearted and entertaining Christmas Ad from TK Maxx this year named “A Sing-Song”, celebrating the surprising and out-of-the-ordinary. Wieden+Kennedy London have created a fun family singalong with a difference. Gathered around the piano, a family give the illusion that they’re about to embark on a heart-warming rendition of a Christmas carol, and instead dive into a wonderfully weird arrangement of Misirlou (the song made famous by Tarantino’s Pulp Fiction). Top marks to TK Maxx for bringing some light-hearted joy to our festive tele-breaks.



There are a few adverts this year that have made us shed a tear, but nothing quite prepares you for Havas London’s Heathrow Airport advert. The story of two little bears flying to Heathrow in the #ComingHome campaign to spend the holidays with family. As they make their way through the airport, they’re helped by staff along the way to finally reach the exit, to be greeted by their Grandchildren (which is when the bears transfigure into incredibly cute Grandparents). Like a few brands this year (Sainsbury’s have a similar theme) there’s a strong message about making time for loved ones and spending the festive season in the company of people you care about.



Even if carrots aren’t your favourite vegetable, it’s hard not to have a soft spot for Kevin in Aldi’s Christmas advert. McCann UK have created a lovely little story about a carrot on Christmas eve, wishing and hoping that he might get the chance to meet Santa Claus. He manages to scramble across the Christmas table like a festive episode of Total Wipeout, eventually reaching the fireplace in the wait for Saint Nick. I don’t want to spoil the ending, but it looks like Kevin’s Christmas wish finally came true.

Bonus Round…



Over the past few years there has been a trend for international Christmas adverts going viral in the UK. Thanks to the internet, we’re not just restricted to the British ads, but also ads from all over Europe and the rest of the world. Last year was the German Grandpa that faked his own death in order to get his family over for Christmas, this year it’s a Polish Grandpa who teaches himself English before he flies to the UK to visit his family for the festive season and meet his Granddaughter for the first time. Cue post- it notes, rubber ducks, a cute dog and a very weepy end.

Head over to our Facebook or Twitter pages to let us know what your favourite Christmas ad's are.

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