Best UK Christmas Adverts 2016

Posted by Thomas Andersson on

In first place, TKMaxx

TKMaxx is the unexpected winner of Christmas 2016 adverts. Using the surprise effect its acapella starting with a gurgling grandmum stands out from the rest. It was created by Wieden+Kennedy London and directed by Andreas Nilsson.

In second place, Marks & Spencer

Marks & Spencer's advert is based on a family issue with the son in a family writing to Mrs Claus (instead of Santa) asking for a bit of help because he was naughty to his sister but keen to amend his mistake. The advert is well shot and looks up to date but is using a well-established narrative which feels a tad old and too well rehearsed.


In third place, John Lewis

John Lewis created the Christmas advert single-handedly, but are now becoming a victim of its own successes. Its latest advert features Buster the Boxer dog jealously looking out from inside a house. It has already spawned a number of remakes and spoofs (search Youtube and you will find them).

The company wanted to move away from "Sadvertising" (adverts with a sad ending) and came up with this instead. Production of the advert is rumoured to have cost about £1 million.

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