Who should win the battle of the Christmas ads? Vote for YOUR favourite now – from Waitrose’s love story with Keira Knightley to John Lewis’ glamorous grandma

Retailers are competing for attention with their 2026 Christmas adverts, using celebrity appearances, familiar characters and festive stories. The article invites readers to vote for their favourite, with campaigns ranging from a romantic Waitrose sequel to a John Lewis gift-finding story.

Waitrose has reunited Keira Knightley and Joe Wilkinson after last year’s advert, in which Wilkinson played a widower who met Knightley at a cheese counter. John Lewis features Dame Kristin Scott Thomas as a stylish grandmother seeking inspiration for gifts for her grandchildren; Sainsbury’s brings back the BFG for a third year, while Lidl and Tesco also feature Shaun Williamson, Roisin Conaty and Anna Maxwell Martin.