Battle of the Christmas adverts begins! Sainsbury's brings back Roald Dahl's BFG while Tesco relies on star power with Motherland actress Anna Maxwell Martin and comedian Roisin Conaty

It's officially the time of the year where supermarkets and retailers tug on the heartstrings of the nation with festive adverts that try to encapsulate the true spirit of Christmas.And while big hitters like John Lewis, Waitrose, and M&S have yet to debut their signature tearjerkers, the race to deliver 2026's most heartwarming festive advert is already well underway.With the passing of Halloween, it appears the holiday season is firmly upon us, as Sainsbury's, Tesco and The Perfume Shop have all released their Christmas commercials - and they're sure to have you reaching for the tissues.In a two-minute tale that centres around friendship, generosity and making sure 'nobody misses out', Sainsbury's has brought back Roald Dahl's beloved BFG for a third year running.Tesco, meanwhile, brings out Irish comedian Roisin Conaty and Motherland star Anna Maxwell Martin who play the roles of old school friends that unexpectedly cross paths after many years apart.In The Perfume Shop's Christmas campaign, a 90-second video tells the heart-rending story of a family navigating a holiday that feels slightly different this year without the father around.So, which retailer is topping the leaderboard for best Christmas advert this year so far? You decide...Sainsbury's Sainsbury's has brought back the beloved BFG for a third year in a row for its 2026 Christmas advert Familiar Sainsbury's colleague Annie is determined not to let her giant friend go without this Christmas, embarking on a daring delivery mission into Giant Country with her trusty sidekick Fred and a van packed with festive Taste the Difference treats.Sainsbury's has brought back the beloved BFG for a third year in a row for its 2026 Christmas advert. The two-minute film premieres on television tonight at 6.26pm and will be further released across Sainsbury's social media channels and website. Shorter versions will run across television and online platforms.It sees the much-loved giant struck down with a cold just days before Christmas, leaving him worried he will miss out on the festivities. But familiar Sainsbury's colleague Annie is determined not to let her giant friend go without, embarking on a daring delivery mission into Giant Country with her trusty sidekick Fred and a van packed with festive Taste the Difference treats. But the journey proves far from straightforward, as the pair encounter a mischievous, 48-foot Greedy Giant, who attempts to steal their food by disguising his mouth as a tunnel, and an enormous Squizzly Scotch-Hopper blocking their path. At one point, the van is left dangling over the edge of a rocky cliff before the Greedy Giant gives chase once again - though Annie eventually manages to stop him by scattering across Brussels Sprouts across they road, causing him to slip. After a series of setbacks, Annie finally reaches the BFG's cave with an assortment of treats, from Black Tiger Tempura Prawns to English Pigs in Blankets. The advert ends with the trio sitting down to a festive feast, enjoying a spread of seasonal favourites, as Annie reminds the giant that 'nobody should miss Christmas', before a finishing slogan reads: 'For everything that makes Christmas unmissable'.Tesco Tesco has brought out the star power for its 2026 Christmas advert, with Irish comedian Roisin Conaty 9pictured) and acclaimed actress and Motherland star Anna Maxwell Martin leading the festive campaign, named 'The Wrong Address' The three-minute film sees Conaty play Polly, a Tesco delivery driver who unexpectedly reconnects with an old school friend, Lizzie, played by Maxwell Martin (pictured), after years apartTesco has brought out the star power for its 2026 Christmas advert, with Irish comedian Roisin Conaty and acclaimed actress and Motherland star Anna Maxwell Martin leading the festive campaign, named 'The Wrong Address'. The three-minute film sees Conaty play Polly, a Tesco delivery driver who unexpectedly reconnects with an old school friend, Lizzie, played by Maxwell Martin, after years apart. The story begins when Lizzie accidentally has her big Christmas food shop delivered to her former address, hundreds of miles from her new home, leaving her worried that her family will miss out on their festive treats.Happy to help, Polly offers to get the shopping closer to Lizzie's home, but what starts as a simple handover soon turns into an unexpected road trip.As the pair travel across the country, they reminisce about their school days and begin to rekindle their friendship, with the journey bringing an unexpected festive reunion.The retailer's advert focuses on the importance of friendship, kindness and going the extra mile to help others at Christmas, while also highlighting Tesco's commitment to supporting customers throughout the year. The Perfume Shop The Perfume Shop's 90-second black and white film follows a family-of-three preparing for their first Christmas without their father, as his absence is felt in the small traditions they once shared When the youngest son asks about putting up the Christmas lights, his mother admits that his father used to take care of it, prompting his older brother to step in and helpThe Perfume Shop has taken a more emotional approach to its Christmas advert this year, with its new campaign 'Let Love Last' exploring how perfume can help keep memories of loved ones alive, even when they're gone. The 90-second black and white film follows a family-of-three preparing for their first Christmas without their father, as his absence is felt in the small traditions they once shared. When the youngest son asks about putting up the Christmas lights, his mother admits that his father used to take care of it, prompting his older brother to step in and help.The pair go on to recreate some of their father's festive traditions, including baking mince pies using his old recipe and decorating the Christmas tree together. The older brother later spots a nearly empty bottle of perfume, which his dad had gifted to their mum every Christmas.Wanting to continue the tradition, he secretly buys her the same fragrance, presenting it to her on Christmas morning with an engraved message from the boys. The advert ends with an emotional embrace between mother and sons, as the family finds a way to keep their dad's memory alive.The campaign seeks to build on The Perfume Shop's 'The Power of Perfume' brand positioning, highlighting how a familiar scent can evoke memories and create lasting connections.