Revealed: Marketing Week readers’ favourite Christmas ad of 2018

We asked. You answered. Sainsbury’s festive school play was voted the best Christmas campaign by a retailer this year by Marketing Week readers with more than a fifth of the vote.

Sainsbury’s festive spot featuring a timid golden star, a dancing bauble, a drumming turkey and a boy dressed as a plug socket, has taken home the Marketing Week readers’ vote for the best retail Christmas ad this year.

With 20% of the vote, ‘The Big Night’ was the clear winner, beating Iceland’s (well really Greenpeace’s) advert into second place with 16% of the vote and Aldi’s Kevin the Carrot on 15%.

John Lewis’s ad featuring Elton John finished fourth with 11% of the votes and Boots’ ‘Give them something that says you get them’ on 8% rounded out the top five.

According to the public, this year’s festive retail flop can be awarded to Lidl’s ‘Upgrade your Christmas’, which received just 2% of the votes.

The full results can be viewed via the table below.

Or if you need a recap, you can watch all this year’s Christmas ads here.



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