As the festive season approaches, John Lewis reclaims its traditional emotional appeal with a heartwarming Christmas advert featuring a woman’s nostalgic journey to find the perfect gift for her sister. This contrasts sharply with many brands opting for lighthearted themes, including Aldi’s beloved Kevin the Carrot and Waitrose’s star-studded detective whodunit. Retail experts note that John Lewis’s approach aims to resonate with consumers seeking sentimentality after a challenging year, while other retailers focus on humor to uplift spirits. Overall, this year’s Christmas ads showcase a blend of nostalgia and cheer.