Christmas ad season is upon us, and most of the major retailers have now unveiled the ads they hope will bring in the punters during the crucial festive trading season.

You can watch all the supermarket Christmas ads that have been released so far below. We will be updating this page with further ads as and when they come out.


Kevin the Carrot is back for 2017, and this time he’s on a mission to find love. Aldi’s new 60-second ad, which was created by McCann UK, sees Kevin escaping his fate as a Snowman’s nose before jumping on a passing train. In the dining car he spots the carrot of his dreams, Katie, across the far end of a banqueting table featuring a festive feast of Aldi products. 

Kevin and Katie will also feature in 14 product oriented sub-campaigns running as 20 and 30-second TV executions, as well as marketing material across digital, social, outdoor, press, cinema, radio, door drop and in-store. 


Asda is inviting shoppers into the Imaginarium this Christmas with its Best. Christmas. Ever. campaign. The ad features a young girl and her grandfather, who secretly sneak into Asda’s Christmas headquarters, known as the Imaginarium, where they discover the secrets behind the supermarket’s seasonal ranges and products.

John Lewis

Not a supermarket ad, sure, but no Christmas ad lineup would be complete without John Lewis. For 2017, the retailer’s festive campaign features the story of a little boy called Joe, who is kept awake by a 7ft imaginary Monster called Moz living under his bed. 

Craig Inglis, John Lewis’s customer director, said: “This year’s Christmas campaign brings to life the power of children’s imaginations and the joy of  great friendships.  Moz and Joe’s story is magical and heartwarming and I’m sure it will be loved by all of our customers, young and old.” 


Every Lidl Thing for Christmas is the slogan for the discounter’s festive campaign, which features several adverts to highlight key produtcs from its Christmas range. The ad featured above is called Mince Pie maverick and showcases Lidl’s Favorina Mince Pies.

Marks & Spencer

Paddington is the star of M&S’s festive campaign this year. A 90-second advert, called ‘Paddington and the Christmas Visitor’, sees the marmalade-loving bear inadvertently save Christmas for his friends and neighbours. The family-focused ad follows Paddington as he mistakes a burglar for Santa Claus and helps him return stolen presents. 


Morrisons’ series of Christmas ads for 2017 tell the story of three families and highlight the skills of our foodmakers and shopkeepers.


Sainsbury’s is making its staff and customers the stars of its 2017 festive campaign, with its Christmas ad featuring “a fun and festive song, sung by people all over Britain”.


Tesco’s Christmas ad for 2017 is big on inclusivity. “This year, our campaign will celebrate the many ways we come together at Christmas, and how food sits at the heart of it all. We want our customers to know that, however they choose to do Christmas, and no matter what they need, we can help,” saysTesco chief customer officer Alessandra Bellini.

The new campaign, which will involve five different ads, kicked off with a spotlight on Tesco’s range of turkey, with the lineup including The Finest Narragansett turkey, which won the award for top Christmas turkey in the recent BBC Good Food awards. Tesco said £1 from the sale of every fresh turkey in Tesco between 6 November and 25 December would be donated to FareShare and the Trussell Trust in equal proportions to help people in need this Christmas.


Waitrose is going big on community spirit this year, with its 90-second black and white advert focusing on a group of villagers who become trapped inside a pub on Christmas morning following a snowstorm.