Christmas 2016: The Full Rankings

Costanza Scarpa | 09 December 2016

Deck the screens with boughs of holly - it's that time of the year again, when retailers battle it out for the best Christmas advert of the season. We partnered with audience platform Lucid to test the emotional reactions of over 4,500 people in the UK, collecting over 19,000 ad views to 65 of this year's Christmas adverts.


John Lewis was back on form this year, coming top of our rankings with #BusterTheBoxer. Interestingly however, the overall trend appears to show a move away from the kind of emotional advertising we've seen in previous years, with less deliberate tugging on your heartstrings and rather more humour dominating the charts. For more insights, check out our analysis

PositionBrandCampaignRank 
(%)
Score
1st John Lewis #BusterTheBoxer 94.8 9
2nd The Body Shop #JungleBells 94.1 9
3rd Robert Dyas Buster? ...Not on my trampoline! 92.0 9
4th Temptations Keep them busy 91.8 9
5th M&S Christmas with Love from Mrs Claus 89.4 9
6th Febreze The 12 Stinks of Christmas 89.2 9
7th Currys PC World Unsubtle Hints - Christmas Lights 85.8 8
8th Waitrose #HomeForChristmas 84.9 8
9th Amazon Prime Imam & Priest 83.8 8
10th Heathrow Airport Coming Home for Christmas 83.6 8
11th Apple Frankie's Holiday 83.1 8
12th McDonald's The Doll 82.3 8
13th Tesco Bore 76.1 7
14th Intu Christmas Ad 2016 75.5 7
=15th TK Maxx The Sing-Song 75.0 7
=15th Pandora The Joy of Creating, The Joy of Giving 75.0 7
17th Tesco Ireland Dear Ma, Love Aoife #ToTheHosts 70.8 7
18th Argos Gifts That Even Yetis Will Love (JL Spoof) 68.9 7
19th Asda The Big Dilemma 68.6 7
=20th Sainsbury's The Greatest Gift 67.0 7
=20th Currys PC World Unsubtle Hints - Nativity 67.0 7
22nd Superdrug Get That #SuperdrugFeeling 66.5 7
=23rd Very Get More Out of Giving 65.2 7
=23rd Lidl  #LidlChristmasMoments 65.2 7
=25th Bell's #WhatTheBells 64.2 6
=25th Three The Girl and the Cloud 64.2 6
27th Vodafone UK Christmas 2016 62.1 6
28th Bettys Christmas Is More Magical with Bettys 61.1 6
29th Aldi Kevin the Carrot 59.8 6
30th Coca-Cola A Coke for Christmas 57.3 6
=31st Harrods A Very British Bear Tale 55.6 6
=31st eBay Survive the Disco 55.6 6
33rd Barbour The Snowman and the Snowdog 54.7 6
34th Lidl Christmas Turkey #LidlSurprises 94.1 9
35th DFS #SofaExperts 53.7 6
36th Moonpig Head of Cards #MoonpigChristmas 53.1 6
37th Tesco Bring It On 51.7 6
38th Littlewoods Own It 51.3 6
39th Subway Keep Discovering! 50.1 6
40th Tesco Ireland Here's To The Hosts This Christmas 49.8 5
41st Harvey Nichols Britalia 49.4 5
42nd WWF #IProtectTigers 49.0 5
=43rd Not On The High Street Magic Is Real 48.4 5
=43rd Stella Artois The Delivery 48.4 5
=45th Argos Christmas Yetis 48.1 5
=45th Debenhams #FoundIt for a Fabulous Christmas 48.1 5
=47th Coca-Cola Holidays Are Coming 2016 47.7 5
=47th Mulberry It's What's Inside That Counts 47.7 5
=49th Aldi Kevin the Carrot's Adventure Continues 46.5 5
=49th Aldi Christmas Meal Inspiration 46.5 5
51st Boots The Gift of Beauty 43.6 5
52nd Asda The Never-Ending Table 41.1 5
53rd Cadbury UK Christmas Ad 2016 40.0 5
54th Sainsbury's Food Christmas Advert 2016 39.7 5
55th Morrisons Christmas 2016 - Morrisons Makes It 39.4 5
56th Alzheimer's Research UK Santa Forgot 36.9 5
57th Burberry The Tale of Thomas Burberry 36.3 5
58th B&M Christmas Advert 2016 32.2 4
=59th Clarins Christmas with Clarins 28.0 4
=59th M&S 'Tis the season to be naughty 28.0 4
61st Toys R US It's a Magical Place! 25.6 4
62nd Swarovski  Swarovski and Karlie Kloss Celebrate the Holidays 23.0 4
63rd JD #UndisputedChristmas 21.6 3
64th House of Fraser Christmas Is Coming for You feat. Laura Mvula 15.4 3
65th Grey Goose Lumiere 15.4 3

These rankings are based on individual adverts’ EmotionAll scores – a 1 to 10 performance score which compares videos’ emotional performance across our entire database of over 7000+ previously-tested campaigns. This EmotionAll® score can be segmented by age or gender as well.

Emotions drive behaviour and our platform enables marketers to get insights into the emotional performance of their content, informing their creative testing and media planning processes to maximise the impact of their video advertising. Check out our solutions.