A view from Academy Member
Rich McGrann, Joint-ECD, Neverland
There are few tougher briefs than the annual Christmas blockbuster. With so many classics over the years gone by, everyone in the country has an opinion as to whether this year’s bunch is better than those from the past.
The Sainsbury’s “Big” film is not only standing on the shoulders of giants, but it features a pretty big f’in one too. Like Mog, it reinvents a classic children’s character in a story that’s whoppsy-whiffling.
Comparing the John Lewis ads to previous hits has become a Christmas tradition and there’s no more daunting back catalogue to beat. This time, the much-loved fantasy characters and emotional stories are replaced by a fantastical journey through a metaverse of memories.
There’s no lack of animated characters in the Morrisons ad, with a bonkers chorus of oven gloves singing an Alan Parker classic that will surely get the public singing along.
Gloves of the North Face kind feature in the JD Sports ad. The warm clothing’s one of few things linking this ad to Christmas, but for an audience that long since stopped believing in Santa, believing in your “family” is a welcoming new sentiment at this time of year.
Finally, not so much a blockbuster as a series from Waitrose as we wait to find out “Whodunnit” in this wittily written, well cast and performed two-parter.
Another year, another batch of classy Christmas ads to live up to.
Best of luck to everyone who picks up next year’s brief. It’s gotten tougher still.
Who will the Thinkbox Academy vote for? And who gets your vote? Tweet us @ThinkboxTV using #Thinkboxes and view all the previous winners at
1. JD Sports: “The family portrait”
JD Sports celebrates the multiple meanings of “family” in its Christmas TV ad which taps into how a growing number of us define our family as a mix of relatives, friends and other connections in our lives. In this documentary-style spot, directed by Elliot Power and Samaneh Aminzadeh, a mix of regular people and famous faces from sport, music and culture – including Maya Jama and Trent Alexander-Arnold – feature in a series of interwoven vignettes, providing a warm and contemporary celebration of the joys of blended lives.
Agency: Uncommon Creative Studio Creative team: Uncommon Creative Studio Production company: Love Song Director: Elliot Power and Sameneh Aminzadeh
2. John Lewis: “The gifting hour”
John Lewis’ 2024 Christmas spot puts family bonds and in-store experiences centre stage. In this film, a woman, Sally, runs into the retailer’s flagship Oxford Street store, just before closing time, to find a gift for a sister. When she falls through a rack of dresses, she is transported to a world of memories that she and her sister have shared – from teenage arguments to pregnancies - before finding the perfect gift. The ad ends with the line: “The secret to finding the perfect gift? Knowing where to look”.
Agency: Saatchi & Saatchi London Creative team: Franki Goodwin, chief creative officer; Eoin McLaughlin, executive creative director; Ali Dickinson, creative director; Mia Silverman, associate creative director Client: Charlotte Lock, customer director; Rosie Hanley, marketing director Production company: Riff Raff Director: Francois Rousselet
3. Morrisons: “The greatest show at home”
The singing oven gloves return in this festive celebration of the hosts who choreograph the nation’s treats on the big day at home, where they stage the greatest show of the year. It’s set to the track Give a little love from the Bugsy Malone film, which was recorded by a choir of 26 Morrisons colleagues at Abbey Road Studios, with talent spotted from Morrisons stores, manufacturing sites and support office. The ad was directed by The Greatest Showman director Michael Gracey.
Agency: Leo Burnett Creative team: Gareth Butters, Kimberley Gill Client: Jennifer England, head of marketing communications Production company: Partizan Director: Michael Gracey
4. Sainsbury’s: “Sainsbury’s BIG Christmas”
Roald Dahl’s BFG and Sainsbury’s colleagues join forces to help make Christmas a bit more “fizz-whizzy” in this whimsical culinary adventure. The spot opens with the beloved character chopping a knobbly, black-and white snozzcumber as a familiar voice fantasises about more pleasant alternatives – such as “Prawn Coat-tails, Beef Welly-boot, Wigs in Blankets”, evoking memories of the famous book. The ad ends with a sumptuous Sainsbury’s feast.
Agency: New Commercial Arts Creative team: Ian Heartfield, founder and chief creative officer; Dan Bailey, creative director; Brad Woolf, creative director Client: Emma Bisley, head of campaigns Production company: Sam Brown Director: Rogue Films
5. Waitrose: “Sweet suspicion: a Waitrose mystery”
In Waitrose’s Christmas ad, a family Christmas takes an unexpected turn when a pudding goes missing. The film, directed by Lucy Forbes and featuring an all-star cast – including Succession’s Matthew Macfadyen, Rakhee Thakrar (Sex Education), Sian Clifford (Fleabag) and Dustin Demri-Burns (Slow Horses) – is a festive whodunnit. A social activation added to the intrigue, with Line of Duty stars Martin Compston and Vicky McClure picking up on a suspiciously fish-related clue.
Agency: Saatchi & Saatchi London Creative team: Franki Goodwin, chief creative officer; Brodie King, creative director; Ali Dickinson, creative director; Joaquin Olascoaga, creative; Alexandria Bailey, creative; Max Henderson, design director; Weronika Szklarek, designer; Ollie Agius, stills art director; Caroline Paris, social group creative director Client: Nathan Ansell; Joanne Massey; Alia Ahmad; Vinay Patel Production company: Smuggler Director: Lucy Forbes
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