UK Christmas ads: Tesco, Sainsbury’s and Argos launch on the same weekend

Tesco, Sainsbury’s and Argos all released their UK Christmas ads on Sunday 1 November 2026. None of them introduces a new mascot. Each brand brings back a character, a star or a long-running idea.

Tesco sends a delivery driver on a road trip with BBH London

Tesco’s film is called “The Wrong Address”. It runs for three minutes, and a 60-second cut debuted on ITV during “Who Wants to Be a Millionaire?”. BBH London made it, and Steve Rogers directed it through Biscuit Filmworks.

Lizzie, played by Anna Maxwell Martin, has her Christmas food sent to her old address. Polly, a Tesco driver played by Roisin Conaty, offers to help. The two turn out to be old school friends, and the handover becomes a trip across the country. The soundtrack is “Every Little Thing She Does Is Magic” by The Police. Suzanne Quinn, Tesco’s UK customer director, told Creative Salon that Tesco is “showing up with plenty of extra little helps”.

Sainsbury’s brings back the BFG for a third Christmas

Sainsbury’s uses Roald Dahl’s BFG for the third year running. This time the giant has a cold. Annie, a Sainsbury’s colleague, drives a van of food into Giant Country to reach him. The 120-second film premiered at 18:26 on 1 November, with shorter cuts of 90, 60, 40 and 20 seconds.

New Commercial Arts is the agency, and Sam Brown directed for Rogue Films. Two dishes from the Taste the Difference range appear by name: a slow-cooked turkey crown and a sprout and cavolo nero gratin. Radha Davies, marketing director, said the range “plays a starring role throughout the advert”. The campaign is also tied to Comic Relief. Sainsbury’s wants to raise £30m for the charity by 2030 and fund 12 million meals this year.

Argos casts Richard Ayoade as a Scrooge stuck in the catalogue years

Argos, which is owned by Sainsbury’s, called its ad “Tales of Argos Past”. Agency T&P borrowed the plot of “A Christmas Carol”. Richard Ayoade plays a man who only remembers the old Argos catalogue. The brand mascots Connie and Trevor appear as the ghosts who show him what the shop sells today. Declan Lowney directed through Merman.

The ad runs on TV and social media. Outdoor posters put 1990s catalogue toys next to current products, such as a Game Boy Colour beside a Nintendo Switch. The idea behind it, “There’s More to Argos”, dates from 2023. Laura Boothby of Argos said the mascots are back “to showcase that breadth with humour and charm”.

Debenhams and Walmart released their ads earlier

Creative Boom lists a Debenhams film from mid-October and a Walmart ad from Publicis agencies. Big UK retailers keep spending on brand ads: John Lewis raised brand spend while its loss widened. Tesco also sells screen space in its own shops, as Tesco Media puts creator videos on 3,800 store screens.

Two of the three ads sell specific products. Sainsbury’s names two dishes, and Argos puts today’s gadgets on its posters. Tesco’s film sells its delivery service instead. Its Christmas delivery slots open on Thursday 5 November, according to Retail Gazette.