There’s no denying it now – Christmas is here.

This week, two of the UK’s largest retailers, M&S and John Lewis, released their much anticipated Christmas ads.

As consumers spend more at this time of year than any other, the launch of their Christmas ads is crucial for both retailers.

It’s interesting to note that retailers are spending more than ever online, targeting customers on social media. Indeed, John Lewis released their ad on YouTube over 24 hours before the ad’s TV release.

Let’s take a look at the ads:

John Lewis

Overview: The animals of farthing wood meets Christmas

John Lewis opted for animation in their ad, called “The Bear And The Hare”. As the name suggests, the ad features a bear and a hare, who can’t spend Christmas together as the bear has to hibernate. That’s until the hare leave an alarm clock for the bear outside his cave as a gift that wakes him up just in time for Christmas.

The ad was first shown on TV during X Factor on the 8th November.

As already mentioned, John Lewis went ‘YouTube first’ and are focusing heavily on the digital side of their campaign. They have given the bear and the hear their own twitter accounts, changed the banner on their Facebook page, and pushed the video out on all their social media channels.

They also used a ‘promoted tweet’ to engage with Twitter users:

John Lewis Ad


Overview: A star studded winter fairytale

M&S opted for a star studded ad, which first aired on TV during Coronation Street on 7th November. The ad features model Rosie Huntington-Whiteley taking a journey through a number of fairytales, from The Wizard of Oz to Alice in Wonderland.

M&S also opted for a promoted tweet to target twitter users talking about the ad:

m and s ad