John Lewis Christmas ad: How the cost of living crisis changed the battle for best festive advert
It might barely be November, but the battle for the best Christmas advert is already in full flow, with John Lewis launching its festive offering today.
And while they might be a staple of our Christmas diet now – as much a tradition as pigs in blankets or carol singers – the hype around festive adverts wasn’t always such a big part of the calendar.
Today’s clip from John Lewis comes a week after Asda revealed their Christmas ad, which used classic footage from the 2003 film Elf, and hot on the heels of festive clips from Tesco, Argos, Morrisons and Aldi.
But with food bills rising, surging energy bills, mortgage hikes and reports of Britons cutting back ahead of the festive season, retailers have a difficult sales pitch to make this year.
A topic that is ‘so much bigger than Christmas’
John Lewis used their 90 seconds to shine a spotlight on an “often overlooked issue” – children in care.
The Beginner – set to a cover of Blink 182’s All the Small Things by US artist Mike Geier – shows a man as he struggles painfully to master skateboarding in the build-up to Christmas.
Viewers are left questioning the motive behind his perseverance until the final scene, when a social worker arrives with young teenager Ellie, who has arrived at her new foster home carrying her skateboard.
Kate Hardcastle, a consumer expert and chief executive of Insight with Passion, told Sky News: “Getting the tone of voice was really important for this year, and it was probably quite guessable it was going to be around corporate social responsibility because how can you do anything other else right now?
“But this is an incredibly fragile topic and needs handling with care.”
The ad was created with input from partner charities Action for Children and Who Cares? Scotland.
Alongside its longer-term work providing apprenticeship opportunities within the John Lewis Partnership for people leaving care, the retailer said it would make donations of Christmas decorations, food and gifts.
Ms Hardcastle said: “I would never say it missed the mark because the topic matters so much to me and I think any awareness is important.
“But I think the topic is much bigger than a Christmas advert and that’s because our care system support is needed 365 days a year, not just for Christmas.”
The ad is almost entirely devoid of product placement except for two brief glimpses of the retailer’s Lewis Bear toy.
But consumers can still purchase a number of products linked to the story including the £30 bear, £19 Lewis Bear pyjamas, a £5 Lewis Bear tote bag and a Rampage Skateboard for £34.99, with 25% of the sales going to the two affiliated charities.
The retail giant declined to reveal its budget for the ad.
How John Lewis changed the Christmas game
In the early 2000s, adverts were filled with as “many products as you could find” because “every frame costs money, so you want to show as much product as possible”, said Ms Hardcastle
This was seen with Marks and Spencer, who ruled the roost for years with their product-heavy offerings.
But in 2011, John Lewis changed the game with The Long Wait, a story of a young boy waiting desperately to give his mum a Christmas present.
Dr Hanlon told Sky News: “John Lewis did it differently. They told a story, rather than saying ‘here are the products, please buy these’.
“It is a classic marketing technique, it is telling a story, and it takes us back to that childhood notion of storytelling and it’s a comfortable place to be.”
And from there the battle for best Christmas advert, as it is know it today, began.
How to sell during a cost of living crisis
But as Christmas approaches this year, almost half (48%) of Brits have said they are planning to cut down on purchases – including festive activities and gifts – to save money, according to a report from Barclaycard.
Of these consumers, six in 10 will be spending less on gifts for family and friends, 44% will cut back on festive food and drink, including turkey and mulled wine, and two-fifths will curb their spending on Christmas parties and socialising.
Ms Hardcastle said John Lewis made the right choice picking a lower-priced toy as their feature product – the £35 skateboard.
She said: “This understands where people are right now. If they had put a £200 product on there, there would have been an immediate backlash of ‘how are people meant to afford this?'”
Brands ‘played it safe’
Matt Bourn, from the Advertising Association, said: “It is clear that advertisers and their agency and media partners are sensitive to the mood of the nation, the importance of being together, gifting and helping people to celebrate despite the geopolitical issues impacting us all.”
But Dr Hanlon said most of this year’s adverts “fell flat”, which indicates brands “don’t want to demonstrate they are spending millions on an ad when people are wearing extra jumpers and not putting the heating on”.
“I don’t think this year was meant to be a year for an iconic advert,” added Ms Hardcastle.
But she said she understands why brands have played it safe: “To have got it wrong this year, you would have been as villainous as the queue-jumping scandal.
“I think everyone just wants to say, let this Christmas be kind, let this Christmas be safe.
“And that’s how we feel about Christmas this year ourselves. No one’s telling you, they’re going to do some massive flash thing.
“Everyone’s saying we just going to keep it simple. We’re just going to go back to basics, getting the family together, with fewer presents, maybe a bit less food, and the currency of the adverts fits in with that.”
Entertainment
Gary Lineker says ‘right time’ to leave Match Of The Day as he hints of changes to show’s format
Gary Lineker has said it is “the right time” to leave Match Of The Day and hinted the BBC could change the format of the Premier League highlights show.
The 63-year-old will step down as host at the end of the season and described his time on the show as an “absolute joy and privilege”.
Speaking on his podcast, The Rest Is Football, he said: “It has been an absolute joy and privilege to present such an iconic show for the BBC.
“But all things have to come to an end.”
Lineker went on to say the broadcaster enters a new three-year deal to host top-flight highlights, and that to stay on for another 12 months “would be a bit weird”.
“I think the next contract they’re looking to do Match Of The Day slightly differently, so I think it makes sense for someone else to take the helm.
“I bowed out in my football career when I felt it was the right time. I feel this is now the right time.”
Lineker refused to speculate who would be taking his place, as rumours grew around Mark Chapman, the regular Match Of The Day 2 presenter, Football Focus host Alex Scott, and BBC sports coverage presenter Gabby Logan.
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“Obviously I don’t know who it’ll be, and I would never tell publicly my preference, I don’t think that’d be the right thing to do – but whoever it is, I would say be yourself,” he said.
“I had to fill the ginormous shoes of certain Des Lynam.
“…I would say just be yourself and enjoy it, it’s a wonderful programme to be a part of. It was brilliant before I took over, and it will be brilliant after I leave.”
Lineker pictured with former MOTD host Des Lynam in 2009. Pic: PA
Lineker has hosted Match Of The Day since 1999 and will have presented the show for more than a quarter of a century when he leaves in May 2025.
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He will continue with the MOTD Top Ten podcast alongside his podcast, which also features BBC pundits Alan Shearer and Micah Richards.
The former England striker has been the BBC’s highest-paid on-air talent for seven consecutive years and was estimated to have earned £1.35m in the year 2023/24.
The BBC said future plans for Match Of The Day would be “announced in due course”.
Coach tickets to Glastonbury 2025 were sold out in half an hour, organisers have said, as they roll out a new booking system for festivalgoers.
They were the first group of tickets to be sold for the world-famous festival in Somerset, which is set to take place between 25 and 29 June.
This year, fans navigated a new system to buy the tickets as they were “randomly assigned a place in a queue” instead of having to refresh the holding page once they went live.
The organisers said in a post on X: “The Glastonbury 2025 tickets + coach travel which were on sale this evening have now all been sold.
“Our thanks to everyone who bought one.”
They added that National Express services would be available to bring festivalgoers from across the country to Glastonbury.
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Standard tickets will go on sale on Sunday at 9am. Last year they were sold out within an hour.
See Tickets said in a post on X that “confirmation emails are going out now to everyone who got @Glastonbury coach tickets this evening”.
Tickets for the annual event at Worthy Farm in Somerset cost £373.50 plus a £5 booking fee, and are sold exclusively through the See Tickets website, with no third-party sellers involved.
The new ticket system has changed the way people join the booking system.
Organisers previously warned hopefuls to log in “at least a few minutes” before the sale opened today and to avoid refreshing the page.
Keep up with all the latest news from the UK and around the world by following Sky News
Festivalgoers were also told not to attempt to game the system by using multiple devices.
The sale follows chaos earlier this year when tickets for the Oasis reunion went on sale, seeing a multitude of disappointed fans as well as those who felt cheated after being charged hundreds of pounds more for their tickets than was originally advertised.
Anyone wishing to buy tickets for Glastonbury must have registered by 11 November, a rule in place to avoid touting.
Entertainment
Christmas adverts – the 10 most-anticipated ads as the festive battle for customers commences
With just under six weeks to go to Christmas Day, the countdown has officially begun, with all the big brands rolling out their seasonal adverts.
Becoming something of an institution over recent years, many see the festive ads as the starting pistol for their Christmas preparation/panic, despite us only being halfway through November.
And with an estimated £10.5bn spent on this year’s Xmas ads, it’s not just about inducing a fuzzy warm feeling in viewers, but also about encouraging them to put their hand in their pocket.
As we brace ourselves for festive fun, we take a swift look at this year’s bevvy of commercial offerings, as the annual battle of the Christmas adverts begins.
John Lewis
A girl called Sally falls into a clothes rack reminiscent of CS Lewis’s The Lion, The Witch And The Wardrobe, but instead of finding Narnia, she ends up in John Lewis.
Pic: PA
Through family flashbacks we lean how much she loves her older sister, whose gift she has carelessly left it to the last minute to buy. Spoiler alert – as one would expect in an advert for a retailer, she finds a pressie.
With the retailer famous for its use of cover versions in their Christmas ads, this one is the origin story for a new cover, with a concurrent competition on TikTok to find an aspiring artist to rerecord a version, which will be featured on the Christmas Day airing and released by record label BMG too.
Waitrose
Marketed as a whodunnit – this big-budget production has a host of celebrity cameos, an intricate storyline and not one but two parts.
Pic: Waitrose
Comedian Joe Wilkinson, Fleabag star Sian Clifford and Succession’s Matthew Macfadyen all have a role in the ensemble, revolving around hunting down the thief of a “chilled desert”.
Being Christmas, when tensions are traditionally high, everyone has reason to have scoffed it. The culprit won’t be revealed until the second part of the ad is released, but in the meantime, activity at Kings Cross Station, in stores and on social media is set to keep the investigation very much alive.
Sainsbury’s
Sainsbury’s goes big for its advert, calling on a beloved Roald Dahl character – the BFG, or Big Friendly Giant – to travel the country with a supermarket worker called Sophie (who pleasingly is a real store employee) in the search for the perfect festive treats.
Pic: Sainsbury’s
A CGI BFG procures salmon, sprouts and cheese before a bit of magic helps him whip it all up into a feast, which he then gifts to an unsuspecting family through the window.
The first ones to release their ad earlier this month, the dulcet tones of national treasure Stephen Fry wrap the action, with a call to arms to stock up in readiness for Christmas.
M&S
Another national treasure – Dawn French – is back for this one, playing both herself and a festive fairy, who gives both French and her home a make-over ready for a Christmas soiree.
Pic: PA
French, whose multi-Christmas-dinner eating antics on The Vicar Of Dibley put her into the Xmas annals, is transformed into “the quintessential hostess” with a bit of help from her little friend.
Banking on the idea that you can never have enough of a good thing, there are six instalments of the advert running between now and the New Year. Who doesn’t like a second – or sixth – helping.
Lidl
This one pulls on the heartstrings, with a little girl inspired to give a gift to a boy who appears not to have any, after an old lady gives her some magic bells.
Pic: Lidl
Directed by Oscar-winning filmmaker Tom Hooper (he directed The King’s Speech), a CGI racoon and giant gingerbread man add a little action to events around the dinner table.
But the take home message is to think about giving as well as receiving, with the return of the retailer’s toy banks scheme set up at supermarkets with the aim of donating over 100,000 toys, to ensure no child experiences a giftless Christmas.
Aldi
Kevin the Carrot is back for a ninth year running, this time trying to save the Christmas spirit from a bunch of hard-boiled humbug villains.
Pic: Aldi
With the ad narrated by actor Jim Broadbent, our plucky hero braves an oven, a Mission Impossible-inspired ventilation system and Bond-esque snow jet-ski dash across the mountains, all to save Christmas.
Helped by his wife Katie, he of course pulls it off. A fan favourite, soft toys of the root vegetable are sold in stores, and this year cuddly humbugs are on sale too.
Morrisons
It’s a song and dance number from Morrisons, courtesy of their singing oven gloves performing Bugsy Malone’s You Give A Little Love.
Pic: Morrisons
A choir of 26 Morrisons employees gave voice to the gloves, recording their rendition of the song at the iconic Abbey Road Studios in London.
Like Lidl, the retailer pulled out the directing big guns, hiring The Greatest Showman director Michael Gracey to oversee proceedings.
Asda
Bagging the prize for the most gnome puns in one advert, Asda sees a flash mob of gnomes preparing the store for Christmas.
Pic: Asda
The resulting advert isn’t as irritating as it sounds on paper, thanks to nice performances by the two human characters in the ad – Maggie and Bill.
And as we know, Christmas is all about the merchandise, so the supermarkets are of course selling special Xmas versions of their garden gnomes to accompany their already 50-strong gnome range. Who knew?
Tesco
Tesco reminds us of those members of the family who are no longer here to join us on the big day, with a man carrying on his late grandmother’s festive tradition of baking gingerbread.
Pic: Tesco
He becomes obsessed with the spicy treat, as it infiltrates every part of his day from his haircut to a trip to see the Christmas lights.
He eventually gets together with his grandad to bake a gingerbread house, revealing it to the family at lunch, thus keeping the tradition alive.
Greggs
And in the most unlikely festive cameo of the year, Greggs has enlisted Nigella Lawson to star in its first Christmas ad.
Pic: PA
Rapturously endorsing their festive bakes, Lawson has her hands full of pasties, and her table full of take-away coffees, as she promotes the bakery’s festive-themed fare.
Whether or not you believe the 64-year-old TV chef really tucks into their sausage rolls in real life – the attention-grabbing collaboration looks like a wise move for the chain, whose sales have jumped in recent weeks as it continues its UK expansion.
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