Biggest 2026 Christmas ads so far, featuring Richard Ayoade as Scrooge

Argos, Sainsbury’s, Tesco and Debenhams are among the major retail names competing for attention. It’s officially November, which means it’s time to put the pumpkins away, dig out the fairy lights, and start getting into the festive spirit. The UK’s biggest brands are rolling out their Christmas adverts, with each one hoping to become the most talked-about of the season.

Argos, Sainsbury’s, Tesco and Debenhams are all among those vying for viewers with their mini-movie-style campaigns. So far, the selection has been short on tear-jerkers but full of Christmas cheer, though the biggest advert of all, John Lewis, is still to come. Among the adverts released so far is one Metro has already called the best of the bunch this year — but do you agree?

Here’s our round-up of the Christmas adverts we’ve seen so far. Let us know your favourite in the comments. Argos is taking a playful, light-hearted approach with a spoof of A Christmas Carol, featuring Richard Ayoade as Scrooge.

The Argos advert, Tales of Argos Past, taps into the nostalgia many shoppers feel for leafing through the brand’s thick catalogue and circling the things they wanted. In this festive reimagining of Dickens’ classic, Ayoade is visited by a pair of toy ghosts as he struggles to figure out what to buy his mum for Christmas. That leads to a charming flashback of a younger Ayoade circling items in an Argos catalogue, until inspiration finally strikes.

Argos is clearly trying to prove it’s more than just a toy shop, with the ad ending in a funny reveal: Ayoade gifts his mother a red light therapy mask. Speaking about appearing in the festive Charles Dickens-inspired advert, Ayoade said: “Like many, I live to circle, whether landing a light aircraft, skipping round roundabouts, or marking up the Argos catalogue. “I, and this is a matter of public record, am also filled with Christmas joy.

This represents a unique opportunity to combine these two loves. I enjoyed the whole experience much more than I care to admit.” Sainsbury’s has returned to literary favourites for its 2026 Christmas advert, continuing the story of Roald Dahl’s BFG for a third year running. Like many people at this time of year, the Big Friendly Giant comes down with a cold and is left stuck indoors on his own, missing out on the company and celebration of Christmas.

Determined not to leave him alone for the festive season, Sainsbury’s employee Annie and her colleague set off across Giant Country, facing threatening giants along the way, to deliver a festive meal straight to his door. In the true spirit of Christmas, the BFG is touched by their kindness, generosity and company, and Annie’s friendship with him continues into another year. Tesco’s festive campaign asks a familiar question: what happens when you reconnect with someone from your past and all those memories come flooding back?

In the advert, Roisin Conaty plays Polly, a Tesco delivery driver who is surprised to see the name of the person she’s delivering Christmas food to. It turns out to be Lizzie, played by Anna Maxwell Martin, an old school friend she hasn’t seen in years. Lizzie has accidentally ordered her groceries to the wrong address, and when the two meet halfway to exchange the delivery, she is just as shocked as Polly.

After one car breaks down, Polly ends up driving Lizzie home in her delivery van, and the pair reminisce about their old days together. After saying goodbye, Polly has barely left Lizzie’s home when she gets a text inviting her to join them for dinner. It’s a heartwarming reminder that if you’ve been thinking about someone you haven’t seen in a while, it’s never too late to reach out and rebuild that friendship.

This is the advert Metro’s Tori Brazier called “the best Christmas TV advert of the year” — high praise indeed. US retailer Walmart’s A Who Knew? Carol brings back The Muppet Christmas Carol from 1992 in the form of a sequel of sorts.

The whole gang returns: Gonzo as Dickens, Rizzo the Rat as his assistant, Kermit as Bob Cratchit, Miss Piggy as Emily, and Fozzie Bear as “Fozziwig”. Bean Bunny, Scooter, Beaker and Dr Bunsen Honeydew also make appearances. Scrooge is then revealed to be played by Fallout star Walton Goggins, who previously portrayed the Grinch in an earlier Walmart Christmas advert.

Our Senior Film and Entertainment Reporter said: “I’m impressed by how closely this advert stayed to the feel of The Muppet Christmas Carol — no doubt thanks to plenty of millennials involved in the advertising efforts who knew just how carefully to handle this precious IP.” Debenhams released its advert back in October, for those who like to get into the Christmas mood before the clocks go back. Much like last year’s Waitrose campaign, Debenhams went with a sweet love story, this time following unlucky-in-love Tina, played by Emily Atack, and Gavin and Stacey star Mathew Horne as Chris, the one who got away. The advert begins at a village hall party where Tina and her friends are dancing, until disaster strikes in the form of a snowstorm.

Chris, who is also there, takes the chance to serenade Tina, while music star Gabrielle makes a surprise appearance. Emily shared her excitement about being part of the campaign, saying: “I loved filming it; the warm, nostalgic vibe of the party in the film felt just perfect and what a fantastically talented and lovely cast to be a part of. “I can’t wait for this Christmas season, and I adore the theme of the campaign which is to remind everyone to reconnect with family and friends at this wonderful time of the year.”