Lidl Christmas advert 2024: Budget retailer vies for John Lewis' crown with a heartwarming advert about giving directed by an Oscar-winner

Lidl has thrown its Santa hat into the ring for this year's most heartwarming Christmas advert this year. Sainsbury's has unveiled its 2024 Christmas advert, which draws inspiration from Roald Dahl's BFG The advert then takes viewers to Sainsbury's employee Sophie, who is putting trolleys away outside the supermarket in snowy conditions. The Christmas advert showcases a range of the supermarket's festive food offerings, including a roasted Carrot Galette 67-year-old British actor Stephen Fry is the voiceover of the festive advert Emma Bisley, Head of Campaigns, at Sainsbury's, said: 'The festive season is about making wonderful memories, and we're here to help our customers create a truly unforgettable Christmas with family and friends, especially when it comes to food. Elsewhere, Natalie Hopkins, Director of Global Product and Partnerships at the Roald Dahl Story Company, said: 'By collaborating with Sainsbury's to bring Roald Dahl's beloved BFG to life in a new story, we hope the nation is as captivated as we are to see two old friends back together this Christmas.' At the start of the advert, Argos mascot Trevor is living out his dream as a rock star performing to an excited crowd Trevor's best friend Connie purchases him a special Christmas gift - a Marshall speaker Laura Boothby, Head of Campaigns at Argos, said: 'Our customers love Trevor the dinosaur and Connie the doll, so we're thrilled they're back again to spread some festive fun and magic in such an energetic and upbeat way.