The National Lottery has entered the Christmas advertising race with a festive tale about a reindeer determined to take flight.
Following the mixed reaction to John Lewis’s campaign starring Dame Kristin Scott Thomas and the buzz surrounding Marks & Spencer’s advert featuring a shirtless James Norton, the Lotto has chosen one of Christmas’s most familiar icons: a reindeer.
The campaign follows the animal as he repeatedly attempts to fly, only to crash into a pond while the rest of his herd looks increasingly unimpressed.
With encouragement from a graceful red robin, he refuses to give up, despite each attempt ending in failure.
Still undeterred, the reindeer closes his eyes during his final attempt and convinces himself that he can succeed.
Fueled by determination and a little festive magic, he opens his eyes to find himself soaring above the wintry landscape, with his astonished herd far below.
A hiker pausing to take a drink from his flask spots the flying reindeer and instinctively clutches his pink National Lottery ticket, deciding that if a reindeer can fly, anything might 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 help from a red robin, the reindeer refuses to give up before finally achieving his dream of flight
‘His determination to fly is intended to remind players that extraordinary things can happen at Christmas. The National Lottery has always helped bring a sense of magic to the 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.’
With Christmas Day drawing closer, the contest to produce the year’s most memorable festive advert is well underway.
John Lewis appeared to stumble early in the race after its campaign was criticised for depicting spoiled grandchildren whose affection could be won only through expensive gifts.
The department store’s latest festive film stars Dame Kristin as a grandmother struggling to connect with her grandchildren. It has been described by some critics as one of the retailer’s weakest in years, with accusations that it rewards poor behaviour and encourages materialism.
In the advert, Dame Kristin’s character rides through London in a tuk tuk as she desperately searches for a present for her two grandchildren.
On Christmas Day, she gives the children an empty envelope before taking them to her ‘Gran Cave’—a magical space filled with twinkling lights, disco balls, an old record player and other screen-free surprises.
Responding to criticism on X, John Lewis said the advert was designed to encourage shoppers to put more thought into their Christmas gifts instead of simply handing over cash.
M&S has won praise with a bare-chested James Norton in its latest Christmas campaign
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 said: ‘Gifting across generations can feel tricky, and it’s so tempting to simply hand over an envelope of cash to play it safe.
‘We hope Gloria’s story inspires everyone to trust their instincts and choose something personal this Christmas.’
However, the explanation has done little to win over a number of high-profile critics, including Piers Morgan.
The broadcaster wrote: ‘It’s possibly the worst advert I’ve ever seen for anything. It would actively discourage 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, appearing as 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 replies.
Keen to please his wife, however, he shaves it off and transforms into a James Bond-style leading man.
Draped in a skimpy bath towel with his hairy chest and muscular torso on display, he asks Mrs Claus for her verdict. ‘Saint Nicholas!’ she exclaims, jumping out of bed in excitement.
The couple later enjoy a selection of festive treats available from M&S throughout the Christmas season.