John Lewis, Disney, Tekla, Lidl, Le Chameau: Festive feast

For many, the build up to Christmas only really begins once the John Lewis festive spot lands, so it is safe to say that today is the day, although naturally the retailer has not got it all its own way…

Heralding the final instalment of John Lewis’ seasonal trilogy, created by Saatchi & Saatchi, the two-minute spot is designed to celebrate the search for the perfect gift.

In the ad, backed by the Richard Ashcroft-penned Sonnet, “Sally” has left it late to find the right gift for her sister this year and races into a John Lewis store at closing time. Falling through a rack of dresses, she enters a fantastical world, with a touch of the Lion, the Witch and the Wardrobe thrown in.

We first see her stumbling out of the wardrobe in the attic of her childhood home and from here we follow her through her memories as she searches for the ultimate present, against the clock.

Returning to the store and back to reality, complete with gift, ready and wrapped, Sally heads outside and has a special moment with her sister. As they walk away, we see her sister reflected in the John Lewis window as the child from her memories.

And in a new strategy seemingly designed to appeal to a younger generation, John Lewis is partnering with BMG and Ashcroft himself, to launch a nationwide talent search on TikTok via a branded effect on the John Lewis page, using the hashtag #MySonnet.

The winner will record their own version of Sonnet, to be featured in a special Christmas Day airing of the ad on TV, with the track officially released by BMG.

Chosen by Ashcroft and a panel of independent judges, the winner receives a professional recording session with a top producer, their cover single released by BMG (with proceeds donated to the Building Happier Futures charity), a £3,000 John Lewis shopping spree, and tickets to a Richard Ashcroft headline show in 2025.

John Lewis customer director Charlotte Lock said: “This year the John Lewis Christmas advert features an original song rather than a cover track, and we’re offering the nation the chance to put their own stamp on it and become the ultimate cover star. So, whether your style is pop, indie, country or R&B – we can’t wait to hear your take on Sonnet.”

Over at Disney, The Boy and the Octopus explores true friendship through the tale of a young lad who becomes physically attached to a baby octopus while swimming in the sea.

After introducing the sea creature to his life back home on land, the boy constructs a plan to help his new friend see more of the world on Santa’s sleigh. The film, devised by Adam & Eve DDB and directed by Taika Waititi, is set to a rendition of Part of Your World from The Little Mermaid, designed to reflect the octopus’ desire to explore the world beyond the ocean.

Disney has chosen to shoot live-action after years of animation but continued to plant plant references throughout the film for eagle-eyed fans, including films Moana, Lilo and Stitch, and Toy Story. Waititi has a long relationship with the Walt Disney Company, having directed Marvel Studios’ Thor: Ragnarok and Thor: Love and Thunder and Searchlight Pictures’ Jojo Rabbit and Next Goal Wins.

Walt Disney Company chief brand officer Asad Ayaz said: “For generations, Disney has been an ever-present part of the holiday season all over the world, and this short builds on the enduring connection that so many families have with Disney during this special time of year. We’re thrilled to collaborate with Taika Waititi on this timeless story of childhood friendship against the backdrop of this magical season.”

Lidl, meanwhile, has taken inspiration from Coca-Cola’s Christmas truck, with its own red vehicle set to tour the UK this winter.

The discounter’s 20-metre, 15-tonne festive lorry, donned in its own-brand Freeway cola label, will drive through Dundee, Harrogate, Hull, Nottingham, Wolverhampton, Wrexham, Luton, Bournemouth and Southampton from this week until the beginning of December.

Staff are set to give away more than 2,000 present boxes from the vehicle on a first come first served basis, that contain items from Lidl’s “middle aisle”.

Additionally, the retailer will give some customers £100 off food shops and will dish out festive food from the truck.

But proof if it were needed that Christmas is not just about reindeer, baubles, tinsel, and stuffing your face comes in the form of homeware brand Tekla’s seasonal campaign. Established in Copenhagen in 2017, Tekla rejects rapid trend cycles by designing for longevity, with a focus on quality and responsible production.

Known for crafting atmospheric, character-led 2D animation, Jack Brown creates the story of a teddy bear exploring the interiors of the Tekla Copenhagen store. Inspired by the stories of Hans Christian Andersen, the campaign features iconic figures and nods to his fairy tales; the towering mattresses of The Princess and the Pea, the magical umbrella of The Sandman, and the floating luggage of The Flying Trunk.

Everything you see is about the size of an A4 sheet of paper and all hand cut, stitched and animated by a very small team, turning tiny pieces of fabric into a festive world.

Finally, to luxury, sustainable welly brand Le Chameau, whose festive spot takes a different approach to seasonal storytelling.

Devised by ad agency Calling, the Normandy-born luxury Wellington boot brand’s ‘A Christmas Walk’ imagines the scenes that may unfold after giving the boots to someone as a present. In the durable style of Le Chameau boots, terrain and weather are no obstacle, and the ancient connection to the land that can be found walking in nature is available to anyone.

Narrated by the male lead reading Song Of Wandering Aengus by Irish poet WB Yeats, it is a familiar story of a Christmas walk.

The film was created in collaboration with Finnish artist Maria Lax and Art Practice – part of the award winning team behind the Channel 4 idents – and a director of photography who shot half of Baby Reindeer, Annika Summerson.