The National Lottery has become the latest entrant into the Christmas ad wars with its offering of a flying reindeer.
Hot on the heels of John Lewis’s poorly received advert, featuring Dame Kristin Scott Thomas, and Marks and Spencer‘s eye-catching commercial starring a shirtless James Norton, the Lotto has opted for a more traditional Christmas star: a reindeer.
The Christmas campaign features a reindeer who makes repeated attempts to fly to no avail, leaving members of his herd seeming distinctly unimpressed.
Encouraged by a graceful red robin, he refuses to be beaten despite every endeavour ending with the deer landing in a pond.
But he isn’t disheartened and on his final attempt he closes his eyes believing that he can do it.Â
With determination, and a touch of festive magic, he opens his eyes to see the wintry landscape, and the amazed members of his herd, far below.Â
A hiker, who has stopped for a drink from his flask, catches sight of the airborne reindeer and instinctively grasps his pink National Lottery ticket, reasoning that if a reindeer can fly, seemingly anything is possible.Â
Steve Parkinson, Marketing and Brand Director at Allwyn, the operator for The National Lottery, said: ‘With his determination and cheeky smile the reindeer represents the belief we all have across the festive period.Â
The National Lottery’s advert this year features a reindeer who is desperately trying to learn to flyÂ
Encouraged by a red robin, he refuses to be beaten despite every endeavour ending in failure before he finally learns to flyÂ
‘His drive to fly is the inspiration to remind players that amazing things can happen at Christmas. The National Lottery has always helped bring the magic at Christmas and with the help of a flying reindeer this year will be more magical than ever.
‘Every National Lottery ticket played goes towards helping generate more than £33m for Good Causes each week, while also creating life-changing winners. This campaign celebrates those moments of possibility and reminds players that, this Christmas, it really could be you.’
With the countdown to December 25 now firmly in motion, the battle for the best Christmas ad campaign is firmly underway.
It was John Lewis who appeared to fall at the first hurdle with their ad which was accused of portraying spoiled grandchildren whose affection can only be bought with expensive presents.
The department store’s latest festive offering, starring Dame Kristin as a grandmother who struggles to connect with her grandchildren, has been branded one of its worst in recent years, with critics accusing the retailer of rewarding bad behaviour and promoting materialism.
In the ad, the Dame was also seen riding through the streets of London on a tuk tuk desperately searching for a gift for her two grandchildren.
On the big day, she hands the children an empty envelope before leading them to her ‘Gran Cave’, a magical wonderland filled with twinkling lights, disco balls, an old record player and other surprises that don’t involve a screen. Â
Responding to the backlash on X, John Lewis insisted the advert was intended to encourage shoppers to put more thought into their Christmas presents rather than simply handing over money.
M&S has won over the ladies with a bare-chested James Norton in the store’s latest Christmas ad Â
Pictured: Dame Kristin Scott Thomas as the star of this year’s John Lewis Christmas ad.The advert has been accused of portraying spoiled grandchildren
A spokesman for the retailer wrote: ‘Gifting across generations can feel tricky, and it’s so tempting to just hand over an envelope of cash to play it safe.
‘We hope Gloria’s story inspires everyone to back their instincts and choose something personal this Christmas.’
But the explanation has failed to convince a host of famous faces, with Piers Morgan among those to condemn the advert.
The broadcaster wrote: ‘It’s possibly the worst advert I’ve ever seen for anything. Would actively dissuade me from going to John Lewis – what on earth were they thinking?’
Meanwhile, M&S’s offering has been hailed as controversy-free and pitch perfect.
The full three-minute advert opens with actress Lucy Punch (best known as super snob Amanda Hughes in BBC sitcom Amandaland) as Mrs Claus.
It’s the North Pole and her weather-beaten hubby Santa (James Norton) is grooming his trademark bushy beard. Â
‘I wonder, my love, have you ever thought about losing the beard? They say it takes years off?’ asks Mrs Claus.
‘No! It’s my thing!’ he protests.
But, eager to please the missus, he does lose it, transforming into a James-Bond-style super hunk.
Posing in a skimpy bath towel, hairy chest and rippling torso on full display, he asks Mrs Claus what she thinks. ‘Saint Nicholas!’, she cries, leaping out of bed with excitement.
The couple later on tuck into an array of tasty treats available in M&S throughout Christmas.Â
