The UK's biggest brands have begun launching their 2026 Christmas adverts, with John Lewis, M&S, Aldi, Shelter, Barbour, Argos, Sainsbury's, Tesco, Walmart, Debenhams and Asda all releasing festive campaigns so far.
This year's offerings are light on tear-jerkers but high on festive spirit, although John Lewis may have turned that around with its latest moving effort. A US brand's advert has been labelled the best of this year's bunch, and another features a shirtless James Norton.
John Lewis: 'Don't give up on giving'
John Lewis went live with its Christmas advert this week, featuring Kristin Scott Thomas as glamorous grandma Gloria, who is puzzling over what to get her grandchildren after a vintage Little Snoopy Pull-Along Toy from her own childhood leaves them unimpressed. The toy, Pickles, is voiced by comedian Paul Whitehouse.
A self-aware montage follows, in which Gloria finds many ill-suited gifts but none she thinks the children will like more than money. A magical pedicab then takes her on a ride under the Northern Lights, ending at the doors of John Lewis. With the tagline 'Don't give up on giving', the advert reveals the answer is the 'Gran Cave', a room adorned with streamers, disco balls and sparkling lights for dancing with her grandchildren.
M&S brings out the A-listers
M&S brought out a topless James Norton as an undercover Santa Claus, alongside Lucy Punch as a glamorous Mrs Claus. Santa decides to explore the world beyond the North Pole, shaving his beard to go incognito. He visits a school choir featuring Katherine Jenkins and is invited to a dinner party, and the experience leaves him agreeing with Mrs Claus that the beard will not return.
Aldi's Kevin the Carrot returns
Aldi released its full festive ad featuring Kevin the Carrot, who returns with his daughter Chantenay to search for the missing Cauli Dog. They write to Santa and put up missing posters before spotting paw prints that lead home, where Cauli is trapped in a Christmas cracker. The vegetable gang pull it apart to bring him home in time for Christmas.
Shelter's winter appeal
Homeless charity Shelter launched its 2026 winter appeal with a two-minute film highlighting how more than 177,000 children face waking up homeless in temporary accommodation this Christmas, up five per cent in a year. Told through a mother and daughter counting down on a homemade calendar, the advert reveals they are counting down to the day they can move out of temporary accommodation. The film closes with the pair receiving keys to their new social home.
Barbour teams up with Wallace and Gromit
Barbour's Christmas advert features Wallace and Gromit, rendered over 90 seconds by Aardman. The duo head out on a snowy walk while their roast cooks, but Wallace's latest invention, the Walk-o-Matic, causes problems. When Wallace is left out in the cold, Gromit produces a Barbour quarter-zip to keep him warm.
Argos: Tales of Argos Past
Argos's advert, titled Tales of Argos Past, is a spoof of A Christmas Carol with Richard Ayoade in the Scrooge role and toys Connie and Trevor as the ghosts. Ayoade has no idea what to get his mum, and a flashback shows a younger Ayoade circling an Argos catalogue. The advert ends 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. I, and this is a matter of public record, am also filled with Christmas joy. This represents a unique opportunity to combine these two loves. I enjoyed the whole experience much more than I care to admit.'
Sainsbury's continues the BFG tale
Sainsbury's returned to Roald Dahl's BFG for a third year. The Big Friendly Giant catches a cold and is forced to stay inside, missing out on Christmas company. Employee Annie and her colleague race across Giant Country to bring him dinner, and the BFG is grateful for their generosity and kindness.
Tesco's reunion story
Tesco's campaign features Roisin Conaty as Polly, a delivery driver who recognises the name of the person she's delivering to: Lizzie, played by Anna Maxwell Martin, an old school friend she hasn't seen in years. After a mix-up with the delivery address and a broken-down car, Polly drives Lizzie home, reminiscing about fun times. After saying goodbye, Polly receives a text asking her to join their meal.
Walmart's Muppets sequel
Walmart's advert, titled A Who Knew? Carol, brings back the 1992 film The Muppet Christmas Carol for a sequel of sorts. Gonzo appears as Dickens, Rizzo the Rat as his assistant, Kermit as Bob Cratchit, Miss Piggy as his wife Emily and Fozzie Bear as 'Fozziwig'. Bean Bunny, Scooter, Beaker and Dr Bunsen Honeydew also appear. Scrooge is played by Fallout actor Walton Goggins, who previously played the Grinch for Walmart. 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 – no doubt thanks to plenty of millennials involved in the advertising efforts who knew just how carefully to handle this precious IP.'
Debenhams and Asda
Debenhams dropped 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, and music icon Gabrielle makes a surprise appearance. Emily said: 'I loved filming it; the warm, nostalgic vibe of the party in the film felt just perfect and what a fantastically talented and lovely cast to be a part of. I can't wait for this Christmas season, and I adore the theme of the campaign which is to remind everyone to reconnect with family and friends at this wonderful time of the year.'
Asda's campaign is set to a remixed version of Martin Garrix's dance anthem Animals, with four separate 30-second adverts including a mum riding a giant pyro-cracker. With the tagline 'All of Christmas at Asda Price. BOOM!', the supermarket is giving seven families Christmas on the house, with a competition offering a £500 Asda voucher every weekend in the run-up to the big day. 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. That's the premise of this year's campaign. We're showing customers that they don't have to choose between a great Christmas and great value.'
