As the holiday season approaches, the battle of the Christmas adverts is in full swing, and Waitrose has emerged as the frontrunner on YouTube UK’s 2024 Christmas ads leaderboard. The Google-owned platform’s ranking, current as of 6pm on 20 November, highlights the most-watched festive campaigns, with Waitrose’s cinematic two-parter, Sweet Suspicion: A Waitrose Mystery, taking the top spot with 9.4 million views.
Other brands trailing closely behind include Smyths Toys Superstores (7.8 million views), JD Sports (6.9 million), Debenhams (6.8 million), and Look Fantastic (6.6 million). This fierce competition underscores the importance of Christmas adverts in captivating the hearts of British consumers during the festive season.
A Festive Cliffhanger Captures the Nation
Waitrose’s advert, created by Saatchi & Saatchi and directed by Lucy Forbes (Eric, This is Going to Hurt), is the retailer’s most ambitious yet, featuring an all-star cast led by Succession’s Matthew Macfadyen as an amateur detective. The storyline centres around a missing show-stopping dessert, the No.1 Waitrose Red Velvet Bauble, sparking a festive whodunnit filled with intrigue and humour.
Set in a cosy holiday gathering, the advert introduces a quirky ensemble of suspects, including comedian Joe Wilkinson (Afterlife), Rakhee Thakrar (Sex Education), Sian Clifford (Fleabag), Dustin Demri-Burns (Slow Horses), and Eryl Maynard (Agatha Christie’s Miss Marple). The 90-second film is just the beginning, with the mystery concluding in a 60-second reveal in the coming weeks.
“This is a new direction for Waitrose, bridging the gap between Christmas advertising and big-audience entertainment,” said Franki Goodwin, Chief Creative Officer at Saatchi & Saatchi. “It’s been a privilege to bring this cultural moment to life.”
The Power of Christmas Ads on YouTube
YouTube UK’s MD for Retail & Consumer Packaged Goods, Sophie Neary, emphasised the cultural significance of these campaigns: “With the immense reach that YouTube and Google’s AI provides, these adverts become moments that viewers eagerly anticipate. This month’s John Lewis ad launch was so impactful that The Verve even started trending on Google Search!”
The influence of big names is evident in this year’s ads, which feature stars like Molly-Mae Hague, Elizabeth Hurley, Ellie Taylor, Trent Alexander-Arnold, and Central Cee. Yet it is Waitrose’s unique approach—a combination of storytelling, humour, and mouth-watering food—that has resonated most with audiences.
The Delicious Details
The advert doesn’t just entertain—it tantalises viewers with glimpses of Waitrose’s Christmas offerings. From the Glorious Treacle Glazed Turkey Crown to Brown Butter Mince Pies with Cognac, the food plays as pivotal a role as the human cast.
“Christmas is about family, food, and a little bit of mystery,” said Matthew Macfadyen. “I think we’ve created a story that will keep people guessing—and drooling—until the big reveal.”
Sian Clifford added, “It was a tough gig eating Waitrose’s delicious food for four days, but someone had to do it. Nothing says Christmas like indulging!”
Beyond the Screen: A Festive Immersion
Waitrose’s campaign extends far beyond the TV screen. From physical evidence boards at London’s Kings Cross Station to in-store staff wearing “suspect” T-shirts, the mystery is engaging customers across multiple touchpoints. Social media activations will include character alibis, and exclusive partnerships with ITV and The Times will keep audiences hooked until the mystery’s conclusion.
Nathan Ansell, Customer Director at Waitrose, explained: “Our campaign showcases the very best of Waitrose food while adding a touch of festive fun. It’s all about celebrating Christmas with a twist.”
The No. 1 Red Velvet Bauble Dessert, at the heart of the story, will be available from December 19th, while individual portions are already on sale—letting fans get a taste of the suspense early.
The Verdict So Far
With 9.4 million views and counting, Waitrose’s Sweet Suspicion leads the pack in 2024’s Christmas ad race, setting a high bar for storytelling and creativity. The question remains: will it maintain its top spot as other brands fight for festive glory? Only time—and the reveal of the pudding thief—will tell.
