Sainsbury’s and Tesco are slightly later out of the gate with their Xmas ads compared to the many brands who have gone for an early release this year (you can read about some of those in our great big Christmas ad review). But they are in keeping with a trend for high craft, with both ads presenting their Christmas cheer with style and panache.

For Sainsbury’s, director Ninian Doff has pulled off an immaculate vision of a frantic celebration with family and friends, with the camera zooming around the room, focusing in on individual details as it goes. Created by Wieden + Kennedy London, it is set to Etta James’ languid track At Last! and ends by referencing the relief people may feel at having a ‘normal’ Christmas once more.

Tesco is more direct in referencing another weird pandemic year in BBH’s energetic take on our new normal. Set to Queen’s classic track Don’t Stop Me Now, the brand gives us a witty ad in a continuation of the style of last year’s Xmas spot, which offered an irreverent run through an awful year.

Directors Si & Ad reference everything from supply shortages to quarantine to the UK’s stop-start approach to international travel in the spot but manage to keep you smiling until the end regardless.

Sainsbury’s credits:
Creative Agency: Wieden + Kennedy London
Creative Directors: Juan Sevilla, Joe De Souza
Creatives: Joseph Paul, Andy Parkman
Production Company: Pulse Films
Director: Ninian Doff
Editorial Company: Stitch Editing
VFX Company: Time Based Art

Tesco credits:
Agency: BBH
Lead Creative Team: Lawrence Bushell, Luke Till
Creative Directors: Kevin Masters, Christine Turner, Uche Ezugwu
Creatives: Tom Chancellor, Shruti Veeramachineni, Kevin Travis, Marion Cohen
ECD: Helen Rhodes
CCO: Stephen De Wolf
Global CCO: Joakim Borgström
Production Company: Academy Films
Directors: Si & Ad
Post Production: Electric Theatre Collective
Editing House: Final Cut