AS soon as the Christmas advert season began, all eyes were on John Lewis to see what it had in store.
But it seems another retailer has stolen viewers’ hearts this year.
As the Christmas ads start rolling, most of us begin to start getting into the festive spirit – and we also tend to shed a tear or two.
John Lewis has become well-known for its emotional and heartwarming Christmas adverts.
But the real tear-jerker this year isn’t the usual suspect, with some people saying Tesco‘s three minute advert is far better than the John Lewis Campaign.
The ad follows a man called Gary who is trying to navigate Christmas while mourning the loss of his grandmother.
It touches on how the festive period can cause conflicting emotions for many people who are missing a loved one.
The soundtrack for the ad is Melancholy Hill by Gorillaz, and it opens with Gary visiting his grandfather, then pans to a flashback of him visiting his late nan.
He gets up to leave, and at the door his grandfather hands him a packet of Tesco gingerbread men.
Taking a bite of one of the biscuits, Gary’s world transforms into a magical Christmas landscape where sugary treats burst out of every corner.
But when he thinks about the absence of his grandmother, his festive dreamland begins to crumble.
So, Gary decides to rekindle a Christmas tradition he had with his grandmother by sitting with his grandfather and building a gingerbread house.
The pair are seen to “rebuild” their lives after the loss, as the ad finishes with the entire family sitting down and having Christmas dinner together.
The table spread features glimpses of Tesco’s festive range including a turkey and pigs in blankets.
Becky Brock, group customer director at Tesco, said: “We want our Christmas campaign to connect people with the joy of moments that help feed our Christmas spirit and showcase how Tesco can help you do just that.
“We appreciate that even if you love Christmas, there can be
little things that eat away at your Christmas spirit as well as things that help to feed it.”
People went crazy for the short film on social media, celebrating its ability to connect with viewers.
One person wrote on X: “The Tesco Christmas ad is AMAZING!”
Another person said: “I’ve just watched the Tesco Christmas ad and it’s completely correct and has got the tone right.”
While someone commented: “Tesco Christmas ad is all about the spirit of Christmas. Normal people, normal lives.”
A fourth warned: “Check it out, it’s the best I’ve seen so far – but I dare you not to shed a tear.”
The usual tear-jerker on the block, John Lewis, has faced much less praise this winter season.
Another X user wrote: “@JohnLewisRetail That was a bad Christmas ad, I’m sorry but Tesco wins it this year.”
John Lewis is famous for pulling on the heart strings at Christmas time, previously spending as much as £7 million on a single campaign.
It spent almost that much this time round, and is classed as the biggest advertising event of the year.
In its two minute long advert for 2024, named The Gifting Hour, the story line follows a woman’s urgent hunt for a gift for her sister.
For the first time in 17 years, the John Lewis store actually features in the mini-film.
The ad, created by Saatchi & Saatchi, follows the woman, named Sally, rushing around the John Lewis shop floor.
Then she is transported down memory lane, and she tries to navigate childhood memories and pick up clues on what to buy her sister.
When she finds the perfect gift she reenters reality and find its already wrapped.
She then heads outside and shares a special moment with her sister, followed by the strap line: “The secret to the perfect gift? Knowing where to look.”
John Lewis purposefully leaves the contents of the gift a mystery to emphasise sentiment over material value.
However the heart-warming message fell short, with one person posting on X: “That’s it, Christmas is ruined. The John Lewis ad is quite comfortably the worst one yet.”
Another said: “Very disappointed, I wanted the John Lewis Christmas ad to make me cry and give me a sense of family and home.
“I have loved all previous ads because what sets them apart is they never actually focused on shopping, this year you have.”
Some viewers weren’t impressed by the song choice for this year’s ad.
One person wrote on X: “Where’s the slow emotional cover we usually get?”
Despite usually using a cover version of a famous song for its adverts, the campaign opts for The Sonnet by The Verve sung by the original band members.
It serves as a nod to the 90s, which has had a major resurgence this year.
It has also been left open to the audience as John Lewis searches for a coverstar on TikTok – and legendary lead singer of the band Richard Ashcroft will help pick the new star.
The winner will record and release their own track with BMG and a version of the advert with their rendition will be played on TV on Christmas Day.
They will also win a £3,000 shopping spree and tickets to a Richard Ashcroft headline show in 2025.
Proceeds from the single will be donated to the John Lewis Partnership’s Building Happier Futures programme, which helps care-experienced people.
This year, the advert is the final instalment of a three-part series, to relaunch the chain’s Never Knowingly Undersold pledge.
It will air first on John Lewis’ social media platforms at 8am tomorrow, but MyJohnLewis members can watch it from 8am on the John Lewis website.
It will be broadcast on TV during the ad break for Coronation Street on ITV at 8.45pm on Friday November 15.
Consumer reporter Sam Walker reveals how you can save money on your Christmas shopping.
Limit the amount of presents – buying presents for all your family and friends can cost a bomb.
Instead, why not organise a Secret Santa between your inner circles so you’re not having to buy multiple presents.
Plan ahead – if you’ve got the stamina and budget, it’s worth buying your Christmas presents for the following year in the January sales.
Make sure you shop around for the best deals by using price comparison sites so you’re not forking out more than you should though.
Buy in Boxing Day sales – some retailers start their main Christmas sales early so you can actually snap up a bargain before December 25.
Delivery may cost you a bit more, but it can be worth it if the savings are decent.
Shop via outlet stores – you can save loads of money shopping via outlet stores like Amazon Warehouse or Office Offcuts.
They work by selling returned or slightly damaged products at a discounted rate, but usually any wear and tear is minor.
Others weren’t impressed by the lack of men visible onscreen throughout the John Lewis advert.
An X user wrote: “No mention of men in the advert. According to John Lewis men don’t shop or have families.”
On GB News, Dr Renee Hoenderkamp complained: “There’s no men in it. There’s no brothers, no husbands, there’s no grandpas – it’s all women.
“Christmas is about family, which includes men and women.”
But other viewers saw it as celebrating women.
One X user said: “If you have just watched the John Lewis advert and have sisters you will totally get it – I sobbed.
“I am blessed to have the most amazing sisters and best friends”.
Another said: “The John Lewis Christmas ad is a celebration of women and it’s, quite frankly, brilliant!”
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