Best Ads of the Week: Sainsbury’s whimsical Xmas ad & an anti-hate hummus billboard

This week, Aldi’s beloved Kevin the Carrot returned for a daring holiday mission, John Lewis highlighted the thoughtfulness of gifting and M&S transformed family gatherings into festive, dreamlike scenes with a touch of holiday magic.

Hummus Republic: Spread Hummus, Not Hate by Brikman Advertising

Hummus Republic’s new campaign, ‘Spread Hummus, Not Hate,’ is a call for unity amid a politically divided atmosphere following Donald Trump’s victory. Developed by Brikman Advertising, the campaign features billboards in Los Angeles, including prime spots along the Ventura 101 Freeway. The messaging promotes kindness and togetherness with visuals of fresh ingredients and hummus, encouraging passersby to prioritize unity.

M&S: Love This Christmas by Mother

M&S has launched its Christmas Clothing and Home campaign, spotlighting young talent Skylar Blu and set to the uplifting tune of I Believe in Miracles by the Jackson Sisters. Directed by Emmy-nominee Elliot Power, with choreography by Corey Baker, the campaign unfolds a whimsical tale of a young girl who, with the help of a magical snow globe, sparks a lively festive transformation in her family. The ad combines physical theater with vibrant, dream-like movements to bring rooms and people to life in unexpected ways, blending festive fashion with the joy of holiday magic. The full 90-second spot will premiere during This Morning on ITV and run until December 15.

Agedo: Proud Beyond Pride by Dentsu Italy

Dentsu Italy’s Proud Beyond Pride campaign is a powerful out-of-home initiative aiming to extend conversations about LGBTQIA+ rights beyond Pride Month in Italy, where LGBTQ+ rights are under pressure from Giorgia Meloni’s conservative government. Partnering with Agedo, an Italian LGBTQIA+ support association, Dentsu launched the campaign in major cities, featuring emotional messages from Milan Pride attendees displayed on digital and static billboards. This effort is amplified by collaborations with brands such as Shiseido Italy and 15 advertising agencies offering free space, creating an ongoing dialogue and fostering inclusivity. Since launching, the campaign has sparked a 72% rise in Pride-related discussions, reaching over 21 million people.

Bear Fruit Snacks: Widly Irresistible by The Or

Bear Fruit Snacks has launched its new brand platform, ‘Wildly Irresistible,’ marking The Or’s first campaign for the brand since winning the account in September. Bringing back the beloved grizzly mascot, Bear Fruit Snacks aims to make a bold mark in the kid’s healthy snacking market. Emmy-winning director Anna Mantzaris, known for her work in stop-motion, directs her first CGI animation for this campaign, adding depth to the Bear’s personality through a range of emotions. Mantzaris describes the process as an exciting journey, blending humor and character performance to create a richly expressive and relatable Bear.

Shelter: World of Our Own by Don’t Panic

Shelter’s Christmas campaign, created by Don’t Panic, is a poignant film that sheds light on the harsh realities of homelessness affecting over 150,000 children in England. The story follows a young girl named Mia and her father as they journey through a whimsical, imagined world – a temporary escape from their grim living situation in temporary accommodation. Directed with a blend of fantasy and heartache, the film highlights the strength of love but emphasizes that it alone can’t shield children from homelessness, urging viewers to consider donations.

Aldi: Get into the Christmas Spirit with Kevin the Carrot by McCann

Aldi’s Christmas campaign, created by McCann, brings back the beloved character Kevin the Carrot for his ninth holiday adventure. In a playful, action-packed storyline, Kevin is called upon by Santa to save Christmas from the humbug villains who have stolen the festive spirit. Alongside his wife Katie, Kevin navigates traps, dons clever disguises and faces off against the devious Dr Humbug. This cinematic tale is filled with humor and suspense, capturing the joy of the season. The campaign is titled Humbug Headquarters.

Asda: The Christmas Gnomes by Havas London

Asda’s Christmas campaign, ‘The Christmas Gnomes,’ brings a playful twist to the festive season by featuring a team of animated gnomes as holiday heroes, set to the iconic A-Team soundtrack. Directed by Oscar-nominee Bryan Buckley and created by Havas London, the ad follows Asda employees Maggie and Bill, who enlist the help of gnomes to transform the store into a holiday wonderland. Led by Max, the gnome team, including colorful characters such as drag artist Gnicky and culinary expert Gnibbles, work through the night to stock shelves and prepare for Christmas. With a blend of nostalgia, humor and community spirit, Asda aims to capture festive magic while highlighting its commitment to customer joy and value.

Harvey Nichols: Cable All the Way by The Berry Boys

Harvey Nichols’s Christmas campaign, ‘Cable All the Way,’ is a unique holiday animation crafted in partnership with The World of Tim Burton and directed by The Berry Boys. The spot features Robot Boy, who wakes on Christmas morning to discover a trove of Harvey Nichols gifts, including a box of mince pies. In a suspenseful twist, Robot Boy’s power cable disconnects just as he reaches for the biggest present, only to be rescued by Santa, who returns with an extension cable to save the day. Blending Tim Burton’s signature gothic style with holiday warmth, the campaign brings a whimsical charm to the festive season.

John Lewis: Give Knowingly by Saatchi & Saatchi

John Lewis’s 2024 gifting campaign, ‘Give Knowingly,’ highlights thoughtful gifting through a gift list and eight films in partnership with brands such as Charlotte Tilbury, Samsung and Dyson. This second chapter, crafted by Saatchi & Saatchi, precedes the Black Friday period, with Bafta-winning actor Samantha Morton narrating and Brad Kella performing Bob Dylan’s Make You Feel My Love. The campaign celebrates the importance of selecting meaningful gifts, placing John Lewis at the center of this tradition. Running across various media channels, it also promotes the retailer’s MxC range, which donates profits to care charities.

Sainsbury’s: The Big Friendly Christmas by New Commercial Arts

Sainsbury’s 2024 Christmas campaign, ‘The Big Friendly Christmas,’ is a whimsical homage to Roald Dahl’s The BFG, created by New Commercial Arts. The ad stars a Sainsbury’s employee named Sophie and a 24-foot-tall animated giant as they embark on a festive adventure to make Christmas magical. Featuring iconic elements such as the “snozzcumber,” the campaign blends live-action with animation and captures the spirit of the beloved tale. With narration by Stephen Fry and a custom soundtrack by composer Alex Baranowski, ‘The Big Friendly Christmas’ evokes nostalgia and warmth, celebrating family, friendship and the joy of holiday feasting.

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