Morrisons’ Christmas advert debuts tonight, Monday, November 9, at 9.15 p.m. — a 90-second modern retelling of Goldilocks and the Three Bears, and the latest entry in this year’s most open Christmas ad battle in years. The film, titled “Christmas Made Just Right”, makes its television debut at 9.15 p.m. on ITV, Channel 4, Five and Sky, according to LBB Online, Retail Times, Retail Bulletin and Grocery Gazette — four trade sources that all agree on the time and the channels. Clips went live on Instagram and TikTok from 06:00 this morning. The film was directed by Nick Ball for agency Leo UK, and a Gogglebox ad-break takeover is planned for November 20. The advert is the supermarket’s big festive statement of the year, and it lands as the Christmas ad battle heats up. Marks and Spencer launched its campaign on November 6, with James Norton as a shirtless Santa, and The Guardian said the retailer was challenging John Lewis for the Christmas ad crown — a title the department store has held for two decades.
Waitrose answers tomorrow
Waitrose answers tomorrow, Tuesday, November 10, with “The Perfect Gift 2” — a sequel to last year’s advert, with Keira Knightley and Joe Wilkinson, star of Celebrity Traitors, returning, and the romance “ramping up with a wedding”. The launch was announced today, November 9, in a Press Association report carried by the Oldham Times, Gazette Herald and Bury Times — but the film itself debuts on Tuesday, not today, so it should not be presented as having aired already. John Lewis launched its advert on November 3 and 4 — its 20th Christmas advert. Titled “Gloria and Pickles”, it stars Dame Kristin Scott Thomas as Gloria, with Sam Fender covering the Rolling Stones’ “You Can’t Always Get What You Want”, and the tagline “Don’t give up on giving”. Tesco and Sainsbury’s both launched on November 1, and Aldi’s Kevin the Carrot film launched on November 5.
The supermarkets’ verdict
The early ratings favour Sainsbury’s. OnePulse, polling 500 adults on November 2, rated Sainsbury’s 3.8 out of 5 — the top-rated supermarket ad so far — with Tesco at 3.6 out of 5 from 501 adults. Not everyone loved the John Lewis film: some viewers criticised its wealthy townhouse setting and its “gran cave” portrayal as out of step with the times. With Morrisons joining tonight and Waitrose tomorrow, this year’s Christmas ad battle is the most open in years — and the winner will be decided by viewers, not by budgets. The Morrisons film goes out at 9.15 p.m. tonight, and the first verdicts will be on social media within minutes.
