Watch: Retail’s Christmas ads 2022, from Tesco to Asda


By guest author Sahar Nazir from the Retail Gazette

November 7, 2022

It’s that time of the year again. Retailers have launched their much-anticipated Christmas adverts.

Retail Gazette rounds up – and constantly updates – retail’s festive Christmas adverts, from the likes of Sainsbury’s and Asda, to Marks & Spencer.

Tesco has today unveiled its Christmas advert for 20222 as the grocer promises to deliver an ‘affordable, joyful’ festive season for all.

Tesco Related Video

The campaign says joy may be in short supply as everyone is facing a squeeze on their finances, but recognises that Christmas is important to many, especially after the last few years.

Tesco chief customer officer Alessandra Bellini said it was “very important” that the seasonal campaign reflects “how customers genuinely feel”.

“We understand that it is a tough time at the moment with everyone’s finances under pressure, but we also know that people are looking forward to Christmas – in fact our research shows that there is even more excitement around it than usual.

“This is why we decided to officially stand up for joy this Christmas.”


Sainsbury’s has released its Christmas ad, starring This Morning’s Alison Hammond.

The ad is narrated by Stephen Fry and focuses on a young pastry chef that tries to impress Hammond’s Countess with his caramelised biscuit version of the Christmas pudding.

Sainsbury Related Video

An instrumental version of noughties hit ‘Teenage Dirtbag’ acts as the soundtrack to the fairytale advert, which highlights some of the grocer’s new Taste the Difference Christmas range.



Asda’s Christmas advert stars Will Ferrell’s Buddy The Elf, who becomes the supermarket’s newest employee.

Asda Related Video

M&S Food

Marks and Spencer’s food Christmas advert for this year features Dawn French in her role as the Christmas Fairy, who is joined by Jennifer Saunders.

M&S Food Related Video

Saunders plays her new pal Duckie, a tatty dog chew toy. In the new ad, Fairy works her magic and Duckie learns to fly out of his reach as they soar over a Christmas table spread of M&S food.


Lidl’s new Christmas advert features a teddy bear who goes on a journey from humble beginnings to widespread fame. The campaign asks families to donate gifts to the supermarket’s charitable toy bank initiative.

Lidl Related Video

The Lidl bear first makes his appearance when a father accidentally shrinks his Lidl jumper in the wash, and gives it to his daughter to put on her teddy bear.


Aldi’s new Christmas advert features a World Cup and Home Alone twist as beloved character Kevin the Carrot returns.

Aldi Related Video

Kevin the Carrot plays the role of Kevin McCallister in the hit movie Home Alone.

After his wife and their baby carrots leave for Paris without him, Kevin is shown watching a football match at home – possibly the 2022 World Cup – and relaxing.

The advert also highlights the work of the app Neighbourly, which is helping British families in need throughout the holidays.


Barbour has collaborated with the much-loved children’s character Paddington Bear.

The includes the original Peggy Fortnum illustration style which has only ever been animated by Barbour.

Barbour Related Video

Barbour’s festive film follows the adventures of Paddington as he comes up with an idea for a thoughtful gift for his neighbour, Mr Curry.

Highlighting Paddington’s kindness and good intentions, it celebrates the joy of giving a very special present that means so much.

Sports Direct

Sports Direct isn’t the first retailer you think of when you say Christmas advert, but the retailer has unveiled a trio of 20-second adverts that feature some of sport’s biggest names.

Sports Direct related Video

The three adverts are:

  • Eau de Footie – Mason Mount and Eric Cantona get up close and personal with a new fragrance that is sure to find its way into stockings this year.
    • Family dinner – Turkey’s off the menu at this not so typical Christmas dinner with Eric Cantona, Thierry Henry, Emma Hayes, Gabriel Jesus and Clive Tyldesley.
    • Directa – Sports Direct’s take on a smart home hub voiced by Eric Cantona also starring West Ham duo, Declan Rice and Jarred Bowen.


M&S – Clothing and Food

Marks & Spencer’s clothing and home Christmas advert focuses on communities and treating people with kindness.

The ad, sound tracked by Harry Styles’ song ‘Treat People with Kindness’, highlights how M&S will provide a one-off donation of £1m to 1,000 different community groups across the UK this Christmas as they struggle to find funds during the cost-of-living crisis.

M&S Clothing and Food Related Video

Marks & Spencer’s clothing and home Christmas advert focuses on communities and treating people with kindness.

The ad, sound tracked by Harry Styles’ song ‘Treat People with Kindness’, highlights how M&S will provide a one-off donation of GBP 1 million to 1000 different community groups across the UK this Christmas as they struggle to find funds during the cost-of-living crisis.

Debenhams has launched its Christmas 2022 TV advert celebrating traditions enjoyed throughout Christmas Day. The advert features Rachel Stevens and Jess Wright as they mark the festive season in style.


Debenhams Related Video



TK Maxx

TK Maxx’s Christmas advert features a high-fiving heroine dancing through the streets as the whole town turns out in celebration of her present-buying success.

TK Maxx Related Video

JD Sports

JD Sports’ Christmas campaign – ‘King of the Game’ features actor Cole Wealleans-Watts Christmas shopping with his family. As the boredom kicks in, he spots YouTube star and presenter Chunkz, who ushers him to step inside the ‘JD Arcade’.

JD Sports Related Video


Boots’ Christmas advert for 2022, features TV programme ‘It’s a Sin’ star, Lydia West. Titled ‘Joy for All’, the festive advert is set to Hall & Oates hit You Make My Dreams (Come True).

While on the bus, West’s Holly finds a pair of spectacles that when she puts them on, show her a truly magical Christmas.

Boots Related Video

Very’s new Christmas advert is sound tracked by Wizzard’s much-loved ‘I Wish It Could Be Christmas Every Day’. Related Video

It shows one family’s multiple festive occasions. From putting up decorations in autumn to attending multiple parties, it aims to spotlight how the joy of Christmas comes from being able to celebrate as long as possible.


Matalan has revealed its Narnia-esque 2022 Christmas campaign, called “The Christmas Cupboard” showing a woman stepping through her wardrobe and into her “Christmas future”.

Matalan Related Video

Matalan’s omnichannel marketing director Jeff Howarth said: “This year as the country feels the economic strain, we know many people will be extremely price-conscious and will be managing their Christmas budgets wisely.

“Matalan is famous for great value and choice and plays a particularly important role for UK households at Christmas and we wanted to capture the excitement of this special seasonal time – which we believe this year’s campaign does perfectly.”

Not On The High Street

Not On The High Street has launched its Christmas advert for 2022 titled, ‘Celebrate Christmas’, showcasing that small gifts can go a long way.

Celebrate Xmas Related Video

Not On The High Street creative director Lorna Brown said: “We are delighted to launch our ‘Celebrate Christmas’ campaign, a follow-on from Not On The High Street’s recent re-brand campaign which celebrates the different people in our lives and the moments that matter.

“We know value for money is going to be more important than ever this festive season and we want to help our customers by offering a wide range of inspiring, unique gifts to suit every budget, all made by the UK’s best small businesses”.


Freemans has teamed up with Janette Manrara and Aljaz Skorjanec from ITV’s Strictly Come Dancing to launch its advert, which aims to help shoppers spread the cost this Christmas.

Freemans Related Video

Freemans chief customer officer Richard Cristofoli said: “Find The One, is all about helping to position Freemans as the go-to destination for meaningful gifting this Christmas. We understand everyone is feeling the pinch and therefore our customers want to ensure the gift they pick really counts.”