The UK Stars of 2018's Christmas Advertising

We've been keeping a close eye on this year's Christmas advertising to celebrate the best-performing brands whose advertising has shone out this festive season, and why.

Using AdExpress, our performance measurement tool, alongside facial coding analysis, UK audiences reviewed ads from 22 brands and retailers, scoring each on 12 factors that are proven to motivate people to buy, and build a strong brand in the long term.

The study includes: Aldi, Amazon, Argos, Asda, Boots, Coca Cola, Currys PC World, Debenhams, eBay, Iceland, John Lewis, KFC, Lidl, M&S, M&S Food, Morrisons, Sainsbury's, Sky Cinema, Tesco, TK Maxx, Very, Waitrose.

Iceland's No Palm Oil advertisement is the most powerful ad of Christmas 2018, despite being banned from TV, scoring highest in 10 of 12 factors. Also performing well across key measures are Amazon's Can You Feel It, M&S Food's Discover your M&S Christmas Favourite, Aldi's Kevin the Carrot and the Wicked Parsnip and Tesco's However you do Christmas.

Great stories, well told, are the key to success, but only if they are linked clearly to the retailer or brand and what it does.

Contact us to hear more about our Christmas Advertising Study