The 2026 Christmas advertising season is officially underway, with major UK retailers releasing their festive campaigns. John Lewis, Aldi, Argos, Sainsbury's, Tesco, Walmart, Debenhams and Asda have all unveiled their adverts, offering a mix of nostalgia, heartwarming stories and celebrity appearances.
John Lewis and Aldi lead the festive charge
John Lewis has launched its latest Christmas advert, featuring actress Kristin Scott Thomas as a glamorous grandmother named Gloria. In the film, Gloria struggles to find the perfect gift for her grandchildren, who are unimpressed with a vintage Little Snoopy Pull-Along Toy from her own childhood. The toy, named Pickles, is voiced by comedian Paul Whitehouse and encourages Gloria to think beyond giving cash.
The advert follows Gloria on a magical journey, including a ride on a neon pedicab under the Northern Lights, before she discovers the perfect present: a 'Gran Cave' in her home, decorated with streamers, disco balls and sparkling lights, where she can dance with her grandchildren. The campaign's tagline is 'Don't give up on giving'.
Aldi has released a 10-second teaser for its Christmas advert, featuring its beloved mascot Kevin the Carrot and his daughter Chantenay. The pair are searching for Cauli Dog, who has gone missing. Julie Ashfield, Chief Commercial Officer at Aldi UK, said: 'Cauli Dog stole the nation's hearts last Christmas, so we know people will be desperate to find out where he's got to.' She added: 'Kevin and Chantenay are determined to bring their little floret friend home in time for Christmas, but we're keeping the rest of the story firmly under wraps for now.'
Argos, Sainsbury's and Tesco offer nostalgia and friendship
Argos has released 'Tales of Argos Past', a light spoof of Charles Dickens' A Christmas Carol. The advert features Richard Ayoade as a Scrooge-like character who is unsure what to buy his mother for Christmas. He is visited by two ghostly toys, Connie and Trevor, who help him recall his childhood circling items in the Argos catalogue. The advert concludes with Ayoade gifting his mother a red light therapy mask. Ayoade said: 'Like many, I live to circle, whether landing a light aircraft, skipping round roundabouts, or marking up the Argos catalogue.'
Sainsbury's has continued its partnership with Roald Dahl's BFG for a third year. In the 2026 advert, the Big Friendly Giant catches a cold and must stay inside alone at Christmas. Sainsbury's employee Annie and her colleague race across Giant Country to deliver him a festive dinner, facing menacing Giants along the way.
Tesco's campaign features Roisin Conaty as Polly, a delivery driver who recognises the name of an old school friend, Lizzie, played by Anna Maxwell Martin, while making a delivery. After Lizzie accidentally sends her food to the wrong house, the pair reunite and reminisce about their shared memories, with Polly eventually being invited to join Lizzie's Christmas meal.
Walmart, Debenhams and Asda add star power
Walmart's advert, titled 'A Who Knew? Carol', serves as a sequel to the 1992 film The Muppet Christmas Carol. The Muppet characters return, including Gonzo as Dickens, Rizzo the Rat, Kermit as Bob Cratchit, Miss Piggy as Emily and Fozzie Bear as 'Fozziwig'. Fallout actor Walton Goggins appears as Scrooge, having previously played the Grinch in a Walmart Christmas advert. Metro's Senior Film and Entertainment Reporter wrote: 'I'm impressed by how closely this advert stayed to the feel of The Muppet Christmas Carol.'
Debenhams released its advert in October, featuring Emily Atack as Tina and Mathew Horne as Chris in a love story set at a village hall party. A snowstorm prompts Chris to serenade Tina, with music icon Gabrielle making a surprise appearance. Emily said: 'I loved filming it; the warm, nostalgic vibe of the party in the film felt just perfect.'
Asda has taken a party-themed approach with its advert set to a remixed version of Martin Garrix's dance anthem 'Animals'. The campaign includes four separate 30-second adverts, one featuring a mum riding a giant pyro-cracker. With the tagline 'All of Christmas at Asda Price. BOOM!', the supermarket is also offering seven families a free Christmas, with a competition giving away a £500 Asda voucher every weekend in the run-up to Christmas. Tom Hampson, Group Marketing Director at Asda, said: 'The reality is that our customers don't want less Christmas; they just want Christmas for less.'
