UK's favourite Christmas advert has been revealed and it's bad news for John Lewis

Despite another stirring ad with dreamy music, John Lewis failed to give the UK its favourite Christmas advert of 2021.

Instead, Aldi ‘s anthropomorphic Kevin the Carrot won the day, according to a new study.

Research by Kantar used facial recognition AI technology to determine how viewers reacted to each advertisement, as well as surveying them on their feelings.

Retail Gazette reports that Aldi’s take on the Charles Dickens classic A Christmas Carol is 2021’s best advert.

The ad shows Ebanana Scrooge learning about the true meaning of Christmas, which viewers said was ‘distinctive’ and ‘enjoyable’.

This year marked the sixth in a row that Aldi made Kevin a star in their campaign, but this Christmas it was more popular than ever.

The discount supermarket scored in the top six per cent of all British adverts and it was also the one that sparked the most conversation.


Video: Iceland creates spoof of John Lewis Christmas advert (The Independent)

Following Aldi up in second place was Coca-Cola, followed then by Lidl, Marks & Spencer and Celebrations.

This Christmas is more important than 2020 according to 35% of Kantar’s study respondents. They said that there was a particular emphasis this year on friends and family, rather than on spending cash.

Aldi’s ad, which focused on the traditional themes of togetherness and being kind, was said to reflect those values.

Lynne Deason, head of creative excellence at Kantar, said: “Aldi’s new take on a Christmas classic is a great example of how a brand can convey serious messages about purpose and social impact while still being great fun.

“Aldi uses humour effectively, something especially important in a year when we all need an extra laugh, but it also has a deeper sentiment.

“The clever inclusion of Marcus Radishford highlights a worthy cause – the campaign to provide meals to those in need – without coming across as too sombre to viewers.”

Recognisable characters were a big trend in this year’s ad campaigns. M&S used Tom Holland’s voice to bring Percy Pig to life and Dawn French plays their fairy.

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Lynne Deason said: “Overall it has been another tough year for advertisers to get right.

“This crop of ads made people smile, but less so than previous years. The ones that did landed best, and people responded better to ads which weren’t afraid to be funny – after the past eighteen months we all need a bit of that!

“Of course, success is still reliant on being relevant, well-executed and having close links to the brand, all of which 2021’s front-runners achieved.”

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