Ho ho or no no? Our experts dissect the supermarkets' Christmas TV ads

Aldi

Total score: 20/40

SG: Aldi is for everyone - this ad says so. We’ve got old, young, civilians, military, minorities, and even Jools Holland. It’s a disappointing effort, particularly when Aldi’s Like Brands campaign has hit the right note and established humour in their creative output. We know Aldi’s not just for the down-at-heel but this ad tries too hard to satisfy too many and doesn’t provide a compelling reason to want to shop there. 6/10

AM: This year’s ad is a bizarre offering: a series of vignettes including a lone granny, traditional roast spuds being eaten in the heat on a Caribbean beach, and a spaceman - all to the sound of ‘Merry Christmas to you’. It’s nicely shot, with some good food photography and obviously expensive sets, but it’s a weird script. The ad ends by stating: ‘Everyone’s coming to us this Christmas’. They wish. 6/10

RMR: The idea of linking from festive scene to scene in different parts of the world through clever cutting of dialogue and visuals is a good one but it’s obviously difficult because they give up on it about halfway through the ad. Added to this creative failure is some appallingly insipid music, later revealed to be a crime against rock and roll by Jools Holland no less. ‘Everyone’s coming to us this Christmas’ puns the tagline, seemingly oblivious to an ad that has just shown exactly the opposite (unless the Aldi empire now extends to battleships, tropical islands and outer space). Shoddy. 3/10

RMG: I like the simplicity of the idea but I find it boastful and it doesn’t really answer ‘why Aldi?’ The execution is nice - a long tracking shot that cuts to key parts of the script connecting each of the household’s stories. But the humour feels forced and not as genuine as previous campaigns. I don’t think Jools Holland needed to say anything at all, either. 5/10

Iceland

Total score: 23/40

SG: Here’s a retailer that knows its audience. The joke’s wearing thin, but Peter Andre delivers it with such aplomb and conviction, I almost believe he shops at Iceland. They showcase product and pricing, and the notion of bumping into Peter among the frozen gateaux will have them flocking to the aisles. 8/10

AM: With unsophisticated production values, the script uses some low-level innuendo in the exchanges between shoppers and Andre to raise a half-smile, and offers decent hero shots of the products. Simple, clear and cheap - it works. 6/10

RMR: A breath of fresh air - an ad that knows its own limitations. With its single-minded focus this might actually sell some Iceland products this Christmas. It perhaps overestimates the pulling power of Peter Andre and is cornily acted throughout, but remains more charming than much of the festive schlock on offer. 7/10

RMG: Simply another Iceland ad with Peter Andre, but with Christmas food ideas thrown in. Simple, shows point of difference? Tick. Funny, engaging or memorable? Not really. 2/10

Marks & Spencer

Total score: 25.5/40

SG: Great production values and true escapism shows you don’t need celebs to make a good Christmas ad. They’ve rekindled some of the magic and sparkle I missed last year, helped by a brilliant music choice. Great to see the idea of ‘spreading happiness’ is being used beyond TV to engage with customers and hopefully have the tills-a-tingling. 8/10

AM: The execution, although clearly expensively produced, is a rather dull exposition of a series of model-like ladies turning up for work to a factory where it becomes clear they are fairies. When their shift starts they fly off to add some ‘sparkle’ to Christmas. Unfortunately the fairies look bored throughout, the CGI effects are dreadful and it’s difficult to see the relevance to the M&S offer. Oh dear. 5/10

RMR: This is weird and rather creepy. Two inept M&S fairies will be watching over us this festive season dispensing bras and party frocks while uniting lost cats with their owners and singletons with each other. Why this extraordinarily selective M&S offering should hold any appeal to shoppers is a mystery. This has about as much magic and sparkle as a magicians’ strike in a blackout. 4/10

RMG: I like the cheekiness of this year’s ad - Christmas is better with Magic & Sparkle - and I love that this name takes form in the Christmas fairies. I thought it was well put together using brilliant silent-film storytelling, no need for dialogue getting in the way. Lovely. 8.5/10

Sainsbury’s

Total score: 18/40

SG: A supermarket that’s losing share taking advantage of one of the most evocative incidents of WW1. Cynical exploitation, all in the name of charity. Maybe we could put an end to the supermarket wars and call a truce on future Christmas TV ads. Put the money where the shopper wants it most - in their wallets. Bah humbug. 0/10

AM: Exquisitely shot and it was hugely brave of Sainsbury’s to commission it. However, despite the fact this film deserved to be made and the old-fashioned chocolate bar will be on sale for the benefit of the British Legion, I feel uncomfortable this momentous event should be the subject of trivial retail advertising. What right do Sainsbury’s have to ‘own’ this? 6/10

RMR: It’s different, but not in a good way. In fact this isn’t an ad at all, it’s a sentimentalised short film for the British Legion that appears to have been sponsored (irrelevantly as the Sainsbury’s/Legion relationship isn’t explained) by a supermarket. Good CSR, and potentially a decent charity fundraiser, but plonking ‘Christmas is for sharing’ and Sainsbury’s captions on the end frames leaves me queasy about its motives. 2/10

RMG: Nothing short of brilliant. Remembrance Sunday was only a few days ago and this helps bring to life that most poignant story we know from the Christmas battlefield. Strategically, this ad is brilliant, focusing on a real sentiment behind Christmas, delivered masterfully in great storytelling. That Sainsbury’s were the ones brave enough to do it in partnership with The Royal British Legion is a gift in itself and creates the right kind of brand halo. A Christmas ad that truly celebrates the occasion.10/10