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.
Image: 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.
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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
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Marketed as a whodunnit – this big-budget production has a host of celebrity cameos, an intricate storyline and not one but two parts.
Image: 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.
Image: 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.
Image: 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.
Image: 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.
Image: 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.
Image: 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.
Image: 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.
Image: 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.
Image: 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.
In a statement on Monday, Lineker said: “Football has been at the heart of my life for as long as I can remember – both on the pitch and in the studio.
“I care deeply about the game, and about the work I’ve done with the BBC over many years. As I’ve said, I would never consciously repost anything antisemitic – it goes against everything I stand for.
“However, I recognise the error and upset that I caused, and reiterate how sorry I am. Stepping back now feels like the responsible course of action.”
Image: Lineker made no comment as he got into his car on Monday. Pic: PA
Lineker said he deleted the post when he learned about the rat’s symbolism, adding he would “never knowingly share anything antisemitic”.
In a separate video posted to Instagram, the pundit added: “I’ve stood up for minorities and humanitarian issues and against all forms of racism all of my life, including, of course, antisemitism, which I absolutely abhor.
“There’s no place for it and never should be.”
He went on to thank the “brilliant, talented” people he has worked with and described his relationship with the BBC as “long and wonderful”.
He added: “But it’s the right time for the organisation and myself to go our separate ways.”
Lineker’s last appearance on the BBC will be on Sunday 25 May, the final day of the season.
What are the BBC guidelines on impartiality?
Gary Lineker signed a five-year deal with the BBC in 2020, under which he agreed to adhere to their impartiality rules.
The rules were then updated after his return to Match Of The Day in 2023.
The latest regulations say high-profile BBC presenters should be able to express their views on political issues as long as they stop short of campaigning.
It does not clarify what would constitute political campaigning for the big-name presenters.
The guidelines also stress the importance of “high standards of civility in public discourse”, which includes treating others with respect, even in the face of abuse and not using offensive or aggressive language.
The policy only applies to presenters outside of its news coverage. News presenters are still subject to stricter impartiality guidelines.
‘A defining voice in football coverage’
Also confirming Lineker’s exit, BBC director general Tim Davie said: “Gary has acknowledged the mistake he made. Accordingly, we have agreed he will step back from further presenting after this season.
“Gary has been a defining voice in football coverage for the BBC for over two decades. His passion and knowledge have shaped our sports journalism and earned him the respect of sports fans across the UK and beyond.
“We want to thank him for the contribution he has made.”
Image: Kelly Cates, Mark Chapman and Gabby Logan will share the role of presenting Match Of The Day. Pic BBC/PA
Alex Kay-Jelski, the BBC’s director of sport, said in an email sent to staff that it had been a “difficult” and “emotional” week.
He went on to say: “It is sad to be saying goodbye to such a brilliant broadcaster and I also want to thank Gary for his years of service. As ever, if you have questions, you know where I am.
“Let’s finish the season strongly with Gary’s final show, enjoy an incredible summer of sport and look forward with excitement to what lies ahead.”
Lineker announced in November he would step down from Match Of The Day this year, but was set to return to front the World Cup in 2026, as well as FA Cup coverage.
The former England star was temporarily suspended from the BBC in March 2023 after an impartiality row over comments he made criticising the then Conservative government’s asylum policy.
He will be replaced on Match Of The Day by Gabby Logan, Kelly Cates and Mark Chapman, who will share the presenting role from the next Premier League season.
He joined the programme having started as a BBC Radio Five Live presenter, also working on the broadcaster’s former flagship sports show Grandstand during his early years in broadcasting.
The Leicester-born presenter is also the co-founder of podcast producing company Goalhanger, which makes the popular The Rest Is History series and its spin-offs about politics, football, entertainment and money.
His parting ways with the BBC also includes the licensing deal for Goalhanger podcast titles on BBC Sounds, which ends this year, the PA news agency reported.
Did having a social conscience force Gary Lineker off the BBC? Or was becoming increasingly vocal politically just too problematic?
The former England captain was given an exemption, as a freelancer working outside of news and current affairs, from impartiality rules the BBC’s staff have to abide by – despite being the broadcaster’s highest earner at £1.35m.
That meant he was even handed BBC primetime coverage recently, in which he critiqued the BBC’s coverage of the Middle East conflict, disputing the news side’s decision-making.
Silence on Gaza, he claimed, equates to complicity.
And Lineker has sought to show empathy with those suffering in Gaza and the mounting Palestinian death toll from IDF strikes, which Israel says are targeted at Hamas.
He has, however, faced accusations of inconsistency by being silent on other conflicts in Sudan and Yemen.
And also for showing little public concern for hostages taken by Hamas during the terror of 7 October – including Emily Damari, a fan of one of his former clubs, Tottenham Hotspur.
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Watch: Lineker confirms BBC exit
Highly-selective commentaries have been shared, often from fringe groups.
And then came last week’s rat emoji, which appeared on an anti-Zionist post shared on Instagram, which Lineker reposted and said he later deleted when he learned about the rat’s symbolism.
Images of rats have in the past been used to represent Jewish people in antisemitic propaganda, including in Nazi Germany.
The incident produced an unprecedented apology from the ex-footballer, who said he was unaware of connotations offensive to Jewish people.
Image: Match of the Day presenter Gary Lineker outside his home in London. Pic: PA
As BBC Director General Tim Davie said: “The BBC’s reputation is held by everyone, and when someone makes a mistake, it costs us.”
The lack of public response from the BBC to Lineker’s apology made his future seem increasingly untenable.
Now, three decades broadcasting on the BBC will end under a cloud of controversy rather than celebration.
Lineker is even freer to give opinions – particularly through his podcast empire – and many do want to listen to him and welcome his status being used to highlight the plight of the besieged.
But the BBC can breathe easier knowing the fallout from social media posts won’t land at the corporation’s door.
Gary Lineker, the BBC’s highest-paid on-air presenter, is to leave the corporation in a matter of days.
The Match Of The Day host will step away from the broadcaster at the end of this month, with his last appearance expected on 25 May, the last day of the Premier League season.
It was the latest controversial post by the 64-year-old, who has found himself at the centre of several rows over his social media usage, most of which involve him sharing his political views, which go against the BBC’s rules on impartiality.
In a statement on Monday, Lineker said: “I care deeply about the game, and about the work I’ve done with the BBC over many years. As I’ve said, I would never consciously repost anything antisemitic – it goes against everything I stand for.
“However, I recognise the error and upset that I caused, and reiterate how sorry I am. Stepping back now feels like the responsible course of action.”
Here is a round-up of the pundit’s most contentious comments as he prepares to leave the BBC.
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Gary Lineker to leave BBC immediately
Gaza documentary
Although not via social media, earlier this year, Lineker was one of 500 media personalities who condemned the BBC for pulling the documentary Gaza: How To Survive A Warzone after it emerged the child narrator, Abdullah, is the son of Ayman Alyazouri, who had worked as Hamas’s deputy minister of agriculture.
In an open letter addressed to BBC director general Tim Davie, chairman Samir Shah and outgoing chief content officer Charlotte Moore, Lineker joined hundreds of TV and film professionals and journalists who called the decision to remove the documentary “politically motivated censorship”.
The presenter later said the BBC had “capitulated”, adding that he did not see Abdullah as an issue, and maintaining that the corporation should not have admitted to “a number of serious failings in their commissioning and editorial processes”.
The BBC admitted the documentary’s failings were “a dagger to the heart” of the corporation’s impartiality.
Tory migrant policy
In March 2023, Lineker called a Conservative government policy on migration “immeasurably cruel” and compared the language around it to 1930s Germany.
Hitting out at a video of former home secretary Suella Braverman, where she unveiled the Illegal Migration Bill and claimed the UK was being “overwhelmed” by migrants, Lineker wrote on social media: “There is no huge influx.
“We take far fewer refugees than other major European countries.
“This is just an immeasurably cruel policy directed at the most vulnerable people in language that is not dissimilar to that used by Germany in the ’30s.”
His comments sent politicians, pundits and social media platform X into a spin.
He later returned to the presenting role after the row prompted a boycott by his fellow football pundits and commentators, hitting TV and radio coverage across the BBC.
Lineker has been consistently vocal on the issue of migration. In 2020 the former England footballer welcomed refugee Rasheed Baluch into his Surrey home.
Mr Baluch, who was from Pakistan, stayed with the presenter for weeks, and spoke out in the pundit’s defence in 2023, describing him as a “very sympathetic, caring and human loving man”.
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From March 2023: Gary Lineker stands by social media post
‘4 chaps Shapps’
Criticising former defence secretary Grant Shapps in December 2023, Lineker posted photos of the politician – who lost his seat in last year’s general election – along with different names he has been accused of using in the past.
It was in response to Mr Shapps defending the government’s Rwanda scheme. The politician said Lineker should stick to football and stop “meddling” in other matters.
Lineker replied on social media, saying: “A tad rich coming from someone who can’t even stick to one name. 4 chaps Shapps.”
At the time, a BBC source told Sky News that Lineker’s position as a freelance broadcaster, and a presenter who does not front news or politics programmes, meant he was clear of the corporation’s rules on impartiality.
As well as voicing his Brexit opinions, Lineker bemoaned “the absolute state of our politics”, saying “imagine how hopeless you’d have to be to still be behind the Tory party in the polls”.
BBC cricket correspondent Jonathan Agnew hit back, criticising Lineker for speaking out on politics.
He posted on X: “Gary. You are the face of BBC Sport. Please observe BBC editorial guidelines and keep your political views, whatever they are and whatever the subject, to yourself. I’d be sacked if I followed your example. Thanks.”
Lineker made a barbed reply: “Jonathan, I’m the face of my own Twitter account. I’ll continue to tweet what I like and if folk disagree with me then so be it.”
What are the BBC guidelines on impartiality?
Gary Lineker signed a five-year deal with the BBC in 2020, under which he agreed to adhere to their impartiality rules.
The rules were then updated after his return to Match Of The Day in 2023.
The latest regulations say high-profile BBC presenters should be able to express their views on political issues as long as they stop short of campaigning.
It does not clarify what would constitute political campaigning for the big-name presenters.
The guidelines also stress the importance of “high standards of civility in public discourse”, which includes treating others with respect, even in the face of abuse and not using offensive or aggressive language.
The policy only applies to presenters outside of its news coverage. News presenters are still subject to stricter impartiality guidelines.
Russian donors
In February 2022, Lineker tweeted about the Conservative Party taking money from “Russian donors”.
Retweeting a story about the then foreign secretary Liz Truss urging football teams to boycott the Champions League final in Russia, he added: “And her party will hand back their donations from Russian donors?”
The BBC’s Executive Complaints Unit (ECU) upheld a complaint and said Lineker’s post “did not meet the BBC’s editorial standards on impartiality”.
The ECU said Lineker was “one of the BBC’s highest profile stars” and said while not being required to uphold the same high standards of impartiality as its journalists, he had an “additional responsibility” because of his profile.
“We expect these individuals to avoid taking sides on party political issues or political controversies and to take care when addressing public policy matters,” the ruling said.
Row over sewage
A senior BBC journalist questioned Lineker’s commitment to the BBC’s impartiality rules after the presenter posted on social media about sewage in August 2022.
At the time, Lineker wrote on social media: “As a politician how could you ever, under any circumstances, bring yourself to vote for pumping sewage into our seas? Unfathomable!”
BBC journalist Neil Henderson asked Lineker whether he had a contract allowing him to breach BBC impartiality, writing: “The BBC lives or dies by its impartiality. If you can’t abide it, get off it.”
He subsequently apologised to the former footballer and deleted the tweets. Under the BBC’s social media rules, criticising colleagues is off-limits.
Lineker opened the BBC’s coverage of the 2022 Qatar World Cup with a scathing critique of the host country’s record on human rights and treatment of migrant workers.
The segment analysed the decision to award the tournament to Qatar amid corruption allegations and brought in pundits to discuss workers’ rights and discrimination against LGBT people.
Former BBC journalist Emily Maitlis – who was once found to have breached impartiality guidelines herself – compared that incident to the response to his other social media posts around the same time.
She said: “Curious that Gary Lineker was free to raise questions about Qatar’s human rights record – with the blessing of the BBC – over the World Cup, but cannot raise questions of human rights in this country if it involves criticism of government policy…”
At the time there were calls for Russia to be stripped of the World Cup or boycotted in 2014 after it annexed Crimea and was blamed by the West for supplying arms to pro-Russian separatists suspected of shooting down Malaysia Airlines flight MH17 over eastern Ukraine.
“I think we were all going how great it was, and this and that and the other, and that’s how sportwashing works,” Lineker said during a BBC Radio 4 interview.
“We’ve seen what Putin’s done subsequently, but he’d done it before.
“I think looking back now in hindsight, I think we should probably have spoken out more.”