The National Lottery has joined the festive advertising battle with a heartwarming campaign starring a reindeer determined to take flight.
Following John Lewis’s divisive advert featuring Dame Kristin Scott Thomas and Marks & Spencer’s attention-grabbing commercial starring a shirtless James Norton, the Lotto has chosen a more traditional Christmas hero: a reindeer.
The campaign follows the animal as he repeatedly tries—and fails—to fly, leaving the other members of his herd looking distinctly unimpressed.
Inspired by an encouraging red robin, he refuses to give up, even though each attempt ends with him splashing into a pond.
Still undeterred, he closes his eyes during one final attempt and convinces himself that he can succeed.
Powered by determination and a little festive magic, he opens his eyes to find himself soaring above the wintry landscape, with his astonished herd watching from far below.
A hiker stopping to take a drink from his flask spots the flying reindeer and instinctively grips his pink National Lottery ticket, deciding that if a reindeer can fly, anything must be possible.
Steve Parkinson, Marketing and Brand Director at Allwyn, the operator of The National Lottery, said: ‘With his determination and cheeky smile, the reindeer represents the belief we all share during the festive period.
This year’s National Lottery advert follows a reindeer determined to learn how to fly
With encouragement from a red robin, the reindeer refuses to give up despite repeated failures before finally taking flight
‘His determination to fly is intended to inspire players to believe that amazing things can happen at Christmas. The National Lottery has always helped bring magic to the festive season, and with the help of a flying reindeer, this year’s campaign will be more magical than ever.
‘Every National Lottery ticket played helps 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.’
As December 25 draws closer, the contest to produce the season’s most memorable Christmas advert is well underway.
John Lewis appeared to stumble early in the race after its advert was criticised for portraying spoiled grandchildren whose affection could supposedly be won only with expensive gifts.
The department store’s latest festive campaign stars Dame Kristin as a grandmother struggling to connect with her grandchildren. It has been labelled one of the retailer’s weakest efforts in recent years, with critics accusing it of rewarding poor behaviour and encouraging materialism.
In the advert, Dame Kristin is also shown travelling through London in a tuk tuk as she desperately searches for presents for her two grandchildren.
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On Christmas Day, she gives the children an empty envelope before taking them to her ‘Gran Cave’—a magical wonderland filled with twinkling lights, disco balls, an old record player and other screen-free surprises.
Responding to the criticism on X, John Lewis said the advert was designed to encourage shoppers to put more thought into their presents instead of simply giving cash.
M&S has won over many viewers with a bare-chested James Norton in its latest Christmas advert
Dame Kristin Scott Thomas stars in this year’s John Lewis Christmas advert, which has been criticised for portraying spoiled grandchildren
A spokesperson for the retailer wrote: ‘Gifting between generations can feel difficult, and it is tempting to play it safe by simply handing over an envelope of cash.
‘We hope Gloria’s story encourages everyone to trust their instincts and choose something personal this Christmas.’
The explanation did little to win over some high-profile critics, including Piers Morgan, who condemned 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?’
By contrast, M&S’s campaign has been praised as both controversy-free and perfectly judged.
The three-minute advert begins with actress Lucy Punch, best known for playing super-snob Amanda Hughes in the BBC sitcom Amandaland, portraying Mrs Claus.
At the North Pole, her weather-beaten husband Santa, played by James Norton, is grooming his trademark bushy beard.
‘I wonder, my love, have you ever thought about losing the beard? They say it takes years off?’ Mrs Claus asks.
‘No! It’s my thing!’ he protests.
But keen to please his wife, he shaves it off and is transformed into a James Bond-style heart-throb.
Draped in a skimpy bath towel, with his hairy chest and muscular torso on display, he asks Mrs Claus for her opinion. ‘Saint Nicholas!’ she exclaims, jumping out of bed with excitement.
The couple later enjoy a selection of festive treats available at M&S throughout the Christmas season.
