Written by Jade Crowther • Published 24th December 2019 • 3 minute read

The usual contenders for the best Christmas advert usually consist of a great soundtrack, a cute animal and, hopefully, a tear in the viewer’s eye.

However, 2019 has surprised us with a few brands taking a different route. Walkers have chosen the Queen of Christmas – Mariah Carey, Morrisons made a heart-warming, low-budget video whilst IKEA opted for sardonic humour, and we’re loving it.

John Lewis Partnership and Waitrose & Partners

And partners and partners? Who knows? But what we do know is that this is one of the most anticipated adverts of the year. A first for the John Lewis and Waitrose collaboration, we were introduced to Excitable Edgar, the dragon that continuously spoils other people’s festivities with his inability to control his fire breathing (melts heart – excuse the pun).

Excitable Edgar doesn’t stop there. Anticipating their audience’s usual heart-warming reception, the team have created a cuddly toy, story book, wellington boots and cupcake that consumers are able to purchase in store or online.

Alongside merchandise, Snapchat users can give themselves an Edgar-style makeover using a bespoke filter whilst Twitter has provided an Edgar emoji that will be available until Christmas Day.
The usual complaints of plagiarism have been thrown around this year, but we love the core message of bringing people together and understanding everyone’s quirks and individuality at Christmas.


A controversial option that has the critics split. But the humour and realistic representation of many people’s dread is applaudable and as the company’s first ad – they’ve done well. In all honesty, it’s not overly Christmassy, but the comical representation of the anxiety experienced when hosting over the Christmas period is relatable (and weirdly, the song is kind of catchy).

To tie in with their Christmas campaign, IKEA are hosting a series of in-store events showing customers how easy it is to get their home party-ready from virtual reality makeovers to ‘Christmas Treetorials’. That paired with their bargain Christmas trees they’ve hit home with their campaign this year.


Mariah Carey, Queen of Christmas, and a packet of prawn cocktail crisps. What more could you possibly want?

The advert beings with Mariah performing the famous All I Want For Christmas Is You, 25 years after it’s release, and subsequently fighting over the last packet of Walkers crisps with and an elf, Calum Worthy, until she hits her glass-shattering note and retrieves her prize.

The crisp giant, known for their humour and slogan ‘Too good to share’ have used the advert to entertain the nation and launch their festive flavours for the season. So which packet will you pick?


Crowned this year as the Most Effective Ad by Marketing Week, the campaign ticked all the boxes and scored high marks on emotional impact, people enjoying the ad as well as driving long-term brand growth.

Bringing back the familiar Kevin the Carrot who we have followed since 2016, consumers saw Kevin fending off the ‘Leafy Blinders’, an angry mob of brussels sprouts, and heroically rescued by Tiny Tom.
Similarly, to John Lewis, you can buy Kevin the Carrot merchandise including a one metre Giant Kevin The Carrot Plush. The perfect companion to watch Love Actually on Christmas Day.


It seems that an unexpected entry from Morrisons has taken centre stage and may well have won the heart and souls of the public this Christmas. Filmed on a hand-held camera, it provides a genuine behind-the-scenes look into how the Morrisons team plan and prepare to help communities at Christmas. The advert champions Morrisons commitment to its community, bringing out the Christmas spirit in all.

The advert was pitched to the supermarket by its very own staff members, Pam Abbott and Bev Kelly, who wanted to highlight the importance of helping the homeless and those in need at Christmas.

Do you agree with our choices? To find out how public relations can benefit your business then please get in touch with a member of our award-winning team.