What This Episode Covers
In this festive episode of Brands on Tap, the team sits down to give their honest and entertaining take on the Christmas TV adverts that have been dominating screens and social feeds this season. From timeless tear‑jerkers to playful supermarket spots, this review goes beyond surface impressions to discuss creativity, brand positioning, and cultural impact.
John Lewis – The Tear‑Jerker Tradition
We kick off with one of the most anticipated campaigns of the year — the John Lewis Christmas advert. Long regarded as the bellwether of UK festive campaigns, John Lewis this season taps into emotional storytelling that resonates across generations.
Supermarket Showdowns – Lidl, M&S, Asda & More
From Lidl’s clever twists to Marks & Spencer’s joyful charm, the episode discusses how supermarkets are raising the bar with creative, often humorous ads that compete for attention (and hearts) long before Christmas arrives.
M&S & Asda – Humour Meets Festive Cheer
M&S’s festive spot leans into warmth and fun, while Asda’s ad selections often embrace seasonal pop‑culture references and broader accessibility — showing how humour and relatability play in Christmas storytelling.
Sainsbury’s, Morrisons & Waitrose – Variety in Festive Approaches
Different approaches emerge as brands look to blend classic festive emotion with fresh creative execution — whether through nostalgia, community spirit, or everyday Christmas moments that feel familiar and comforting.
Best & Least Favourites
The hosts don’t just review — they rank adverts, calling out which campaigns stood out for creativity, effectiveness, audience connection, and which missed the mark.
What It All Means for Marketers
Beyond festive fun, the episode reflects on what these seasonal campaigns reveal about broader brand strategy — from emotional vs humorous messaging to how ads perform in a world where TV, social and digital all intersect.
Key Takeaways
- Christmas commercials matter — they’re not just ads, they’re cultural moments that shape perceptions and brand recall.
- *Emotional storytelling still wins, but humour and creativity are gaining traction.
- Different industries take varied approaches, reflecting brand values and audience expectations.
Listen to the full episode on YouTube or wherever you get your podcasts — and stick around for our festive thoughts and strategic takeaways that’ll inspire your own holiday marketing plans.