It’s that time of year again, already! The shelves are full to the brim with Christmas stock, Mariah Carey has been defrosted and the Christmas ads from the big brands have been dropped. But, which ones are the pick of the bunch this year?
Waiting for Christmas adverts has become an event in its own right, with everyone ready to pounce and share opinions on the best, and worst, of the bunch. This year, brands seem to have dialled down the usual “woke” and heavy messaging, leaning instead into more light-hearted entertainment. So naturally, we’ve put on our festive goggles and weighed in.
It just wouldn’t be Christmas without the John Lewis ad, would it? The brand that started the whole Christmas advert craze (remember The Bear and the Hare, aka “the Lily Allen one”, and Man on the Moon?) has once again tugged on our heartstrings with this year’s offering, ‘Where Love Lives’.
Dropping a little earlier than usual, John Lewis has gone back to its roots with a simple, emotional story set to a soft, stripped-back cover track. This time, we’re watching a teenage boy who clearly finds it easier to buy a gift than to say how he feels, and a dad who’s about to have his heart cracked wide open by a vinyl record. Cue soft, stripped-back music, nostalgic memories flooding in, and suddenly, all that awkward silence between father and son turns into something much warmer.
The response so far has been quite positive, with people loving it for its lack of over-the-top messaging and ‘wokeness’. And with the tagline “If you can’t find the words, find the gift,” John Lewis proves emotions don’t always need speech…sometimes they just need vinyl, strobe lights and a sticky note that says “Dad 😊.”
After last year’s more ‘woke’ messaging missed the mark, Boots has switched gears for 2025 with a light-hearted, animated festive spot starring a mischievous, fairy-tale inspired Puss in Boots–style character. The ad follows Puss on a frantic, last-minute Christmas gift dash, proving that Boots is the perfect place to find thoughtful presents even under pressure.
As Puss dashes through the store, he picks up gifts for a cast of familiar fairytale characters, each preparing to glam up for a magical Christmas ball. Along the way, the ad showcases 50 new gifting brands, reinforcing Boots as a one-stop shop for impressive, last-minute buys. When asked where he’s been, he says “in Boots, of course” – we do love a play on words!
M&S Fashion has taken a different approach this year, dropping three concepts with mini ads rather than one big Christmas epic. Each focuses on a different stage of the festive season — less “blockbuster moment,” more “fashion calendar countdown.”
The first, “Give the Gift,” captures the magic of unwrapping: snippets of people opening beautifully wrapped M&S fashion presents, from cosy knits to sleek accessories. Next, “Host with the Most” lands just as party season kicks in, with sequins, velvet, sharp tailoring, and statement pieces you can twirl or shimmer around your living room. Finally, “Get Your Christmas On” wraps up with winter fashion essentials: plush coats, soft knitwear, and layering pieces to survive December while looking effortlessly stylish.
Together, the trio feels modern, stylish, and perfectly timed — a product-first campaign with just the right sprinkle of festive sparkle.
Here’s a sneak peek of one of them!
It starts like any dreaded holiday scene: bumper‑to‑bumper cars, brake lights painting the motorway a glowing red, and Dawn French (in the driver’s seat), humming along to Chris Rea’s Driving Home for Christmas.
Then: magic. Her alter‑ego, the iconic Fairy, waves her wand and transforms a humble M&S delivery truck into a glittering, party‑on‑wheels filled with trays of indulgent festive food. Drivers abandon their cars; the jam becomes a street party. The spread includes highlights from the M&S festive rood range: paella bites, fish and chip bites, a pork and mushroom pâté by Tom Kerridge.
The setting, the soundtrack and the story all say: Christmas is chaos, but also sparkle, warmth and good food.
Tesco has gone full-on comedy this Christmas, swapping sentimental storytelling for pure, chaotic relatability. Instead of one sweeping emotional arc, the campaign offers a Royal Family-style glimpse into a series of households, each with its own wonderfully weird traditions—the kind that make you nod and think, “Yep… that’s Christmas.” The different stories are both compiled into one ad and individual snippets, all with their own tagline of why their own family traditions are “that’s what makes it Christmas.”
We flit between families navigating festive mayhem: a Pictionary spat escalates, mum tiptoes into a deathly silent room holding the turkey after grandad gave his ‘opinion’, parents rib their university-returned son for sounding southern, and holiday cards for neighbours veer more toward mini novels than greetings. It’s familiar, funny, and packed with “that’s literally my family” moments.
There’s no moral lesson, no tear-jerking togetherness, and zero “woke” messaging, just humour, relatable chaos, and a reminder that it’s these quirky traditions that really make Christmas. Tesco leans into comedy with confidence, proving that festive magic doesn’t have to be profound—it can be messy kitchens, questionable jumpers, and the comfort of knowing your family isn’t alone in being delightfully bizarre.
It wouldn’t be Christmas without Kevin the Carrot, would it? This year marks a decade of the beloved veggie mascot, and Aldi have given him a full-blown love story. The campaign kicks off with a snowy teaser: Kevin stands outside his sweetheart Katie’s door in true Love Actually style, cue cards in hand, ready to pop the question.
But that’s just the beginning. Chapter two launches Kevin on a stag-do that goes spectacularly sideways in full The Hangover-style chaos. He’s stranded at the North Pole in nothing but a mankini, while Katie enjoys a calm spa break. Along the way, another nod to another festive favourite, The Polar Express, where Kevin’s pals come to the rescue – featuring a Polar Bear perfectly cast as Tom Hanks’ conductor.
And just like any good saga, we’re left on a cliffhanger…will Kevin make it to the wedding in time? Part three will reveal a, whenever it arrives!
Part 1: https://www.youtube.com/watch?v=nucvG90k16U
Part 2: https://www.youtube.com/watch?v=RaF1fzzfM74
Who better to embody the spirit of Christmas, and the tight purse strings of dads, than the Grinch? This year’s Asda Christmas ad leans into cheeky humour and festive fun, showing that even the most sceptical of dads can get into the Christmas shopping spirit when prices are this low.
It’s playful, relatable and a little bit cheeky, and Asda’s way of saying they can help you enjoy Christmas without breaking the bank.
Back with the BFG! This year, Sainsbury’s 2025 Christmas ad welcomes back the beloved giant, who steps up for another festive rescue after a “not-so-friendly” Greedy Giant is on a rampage, snarfing up everyone’s Christmas food and declaring it “tastier than human beans.”
Our hero, the BFG, teams up with Annie, a real Sainsbury’s colleague, to deliver a family’s festive feast, but chaos ensues as the 48-foot giant crashes through roofs, devours canapés and turkeys, and collapses for a nap outside a crushed Sainsbury’s store. Together, Annie and the BFG save the day, restore the stolen food and bring the magic of a “ready-for-anything” Christmas back to life.
The ad wraps warmly with Annie inviting the BFG to join her family Christmas lunch, reminding us there’s always room at the table. Sainsbury’s tagline, “Want to be ready for anything this Christmas? Ask Sainsbury’s. Good food for all of us,” promises that even if chaos erupts, they’ve got you covered.
Morrisons’ 2025 ad doesn’t start on a snow‑globe or sleigh, it begins in summer fields and busy bakeries. It’s a heartfelt celebration of the farmers, bakers, and delivery drivers who work tirelessly all year to bring the Christmas feast to our tables. Set to the festive classic “Stop the Cavalry,” the journey from August to December culminates in a Morrisons van arriving on the doorstep, ready for the big day.
By stepping away from over-the-top spectacle and characters, the ad focuses on the real people behind the food we eat, highlighting the dedication and care that goes into filling our plates, and supermarket shelves, at Christmas.
Waitrose leans fully into the charm of a classic British rom-com for its 2025 Christmas campaign, complete with a cameo from Keira Knightley and a tongue-in-cheek nod to Love Actually. The ad follows comedian Joe Wilkinson, who becomes instantly smitten after a chance encounter with Knightley in Waitrose.
In true rom-com fashion, Joe spirals into comic despair when he spots a gift to her from another man, drowning his sorrows in Polar Bear–shaped bao buns while plotting how to outshine his romantic rival, Mark. He bakes a lovingly crafted pie as his grand gesture, presumably using Waitrose ingredients, and presenting it via the iconic Love Actually cue-card moment, with the pie declaring “I love you”.
But unlike the film, Keira’s ‘partner’ appears at the door whilst the declaration is taking place, calling the whole thing “a bit weird”, which…fair enough. The twist is that, of course, Mark turns out to be her brother. Cue the classic dash-in-the-snow moment as she runs after Joe for the big romantic kiss.
The ad closes with a warm, witty line that ties it all together: “And they ate happily ever after.”
Barbour have teamed up with Aardman again for a Wallace & Gromit Christmas ad, co-joining two quintessentially British icons. The festive spot follows Wallace and Gromit as they navigate wintery adventures with Wallace’s latest invention, the “gift-o-matic”, all decked out in classic Barbour style. Think waxed jackets, cosy scarves and that countryside-ready vibe the brand is famous for.
The result is a delightful blend of nostalgia, craftsmanship and seasonal warmth. It’s a proper, heart-warming British Christmas, brought to life by Barbour and everyone’s favourite clay duo.
Lidl has gone for a gentler touch this year with a quieter, more understated Christmas ad. At its heart is a young girl asking the deceptively simple question: “Why do we love Christmas so much?” What follows is a gentle nudge to pause amid the festive frenzy, with lines like “Time isn’t money anymore, it’s just time,” reminding us that Christmas isn’t meant to be a spending competition.
Money is tight for many, and Lidl handles it with warmth and subtlety, using the innocence of a child to deliver the message. It’s a clever twist—usually kids fuel the “I want” lists, but here she becomes the voice of giving, reminding us that the true magic of Christmas comes from generosity, not gifts.
The ad ties neatly into the return of Lidl’s Toy Bank, encouraging shoppers to donate new, unopened toys to families who need a helping hand. Simple, sincere, and heart-warming, it’s a festive campaign that values connection over sparkle, and time with loved ones over what’s under the tree.
Amazon’s 2025 Christmas ad leans into nostalgia and joy, bringing back a trio of lifelong friends who refuse to let age get in the way of a good bit of childish fun. We see the three longing to head out sledging just like the old days. One of the friends orders seat cushions to make the ride a little kinder on, well… everything.
In classic Amazon style, the cushions arrive almost immediately, meaning the friends don’t waste a second of the snowfall. The ad’s tagline, “Lifelong friendships are enjoyed even more with a smile,” lands perfectly as the trio zooms down snowy hills, laughing like they’re teenagers again.
Unrealistically, everyone’s wearing helmets whilst sledging. But hey, it’s Christmas, we’ll allow a bit of protective headgear.
Remember the brand you used to circle in the catalogue for toys? Well, Argos is here to say: we’re so much more than that.
The spot opens on a familiar last‑minute shopping moment: the main character, played by Simon Bird, is telling his partner that he just has his sister’s gift left to buy. His partner suggests Argos, to which he responds “Argos? They only sell toys”. Then cue the Argos mascots Connie (the doll) and Trevor (the dinosaur), who crash his car journey, assuming a Mission Impossible style role and whisking him off to a secret warehouse brimming with gifts. It’s filled with toys, but also high‑end tech, sleek homewares, lifestyle gifts you wouldn’t expect from the “toy shop” you used to know.
Who better to deliver the message that “we’re sell more than just toys” than a doll and dinosaur?. In the end, our sceptic shopper realises the truth: “there is more to Argos”, and his present-buying woes are answered.
Now for the team to share their favourite Christmas ads of 2025!
As I write this in November, YouTube has claimed the Christmas ads leader-board as it its own, taking the emphasis on Christmas ads being TV-first media in this new digital age. So who is in the lead (I don’t hear you ask!)?
Not having a TV, having got rid of it over 20 years ago when I left London to come and live back up north, TV as an anchor in the home has long been absent from my life. So the concept of Christmas ads for me has always been an abstract notion. Because I spend all day working online, I’m a little fatigued when it comes to looking at things on my iPad when I am at home. Consequently, the only Christmas ad I have seen so far without having to go look for it is a BTS for the Waitrose ad which I thought was kind of funny.
So having had my interest piqued by the need to contribute to this blog, I went looking!
It’s boring of me, I know, but I really enjoyed the Waitrose ad once again, but it’s the stellar cast of actors they’ve commissioned for these ads that have really helped them keep producing engaging narratives that are funny, keep you hooked and aren’t overly sentimental.
Pipping it to the post for me though, I really liked the John Lewis ad this year, so am choosing this as my favourite. Maybe it’s because I’m in the target demographic of the ad as well as the store, I identified with the father character in this ad. He is transported back to his youth when he finds a gift-wrapped vinyl record under the tree for him. Putting it onto the turntable, he gets immersed in the carefree feelings of nostalgia for times that are long gone for him now. It’s brought together beautifully with his much more responsibility-laden life in the here and now as his teenage son appears in those memories; and his son was the one that was the trigger for the nostalgic trip to the past. It’s a lovely message about the thoughtfulness of gifts at Christmas, which we could all do with remembering as we get sucked into a spend-fest.
This year, I’m torn between Aldi and Barbour for my top Christmas ad of 2025. It wasn’t even on my radar that a brand like Barbour would be dropping a Christmas ad -let alone in collaboration with Aardman- as I never caught their previous years’ Baa-bour ads featuring Shaun the Sheep, but they well and truly knocked it out of the park this year.
Wallace & Gromit might be about only thing that makes me proud to be British, and I’ll always personally associate a back-to-back run of A Grand Day Out, The Wrong Trousers and A Close Shave with Christmas Day, so seeing the lads featured in this charming Christmas ad that’s so quintessentially British while keeping the festive spirit alive feels nice and nostalgic without being pandered to. Plus, I would do unspeakable things for one of the reworked Barbour Re-Loved Wallace & Gromit waxed jackets!
All that being said, I think that the Aldi Christmas ad might just take the top spot for me, though, and for the second year in a row. I think Kevin the Carrot is such a cute and endearing little mascot, and every year I look forward to seeing what festive hijinks he gets himself into. At the very least, I’ll always pop for a Love Actually reference or two (something that I loved about the Waitrose advert as well, which gets an honourable mention from me again for the second year in a row).
The Kevin the Carrot Christmas ads always manage to walk the fine line of funny, punny gags that could potentially fall into groan-worthy dad joke territory, but they’re always executed so flawlessly that they get a giggle out of me every time–the vegistrar being “in abit of a pickle”, the stag do and hen party involving literal stags and hens. Maybe I could’ve done without the image of Kevin in a mankini, but I’ll take the cauli-dog as an apology. I would die for cauli-dog.
I love Tesco’s concept for Christmas this year. They’ve managed to pull out the ‘traditional’ Christmas moments that happen in most homes across Britain, that when they’re presented back to you, you can’t help but laugh and think “yep”.
My personal favourite is a toss-up between the two brothers arguing over Pictionary, and the awkward silence around the dinner table after grandad gave his opinion, clearly causing a heated debate whilst mum was in the kitchen tending to the turkey. Board games can get intense, especially after a few festive tipples, so I can foresee my own family having a squabble over Monopoly!
While other brands have gone for glossy animation or sentimental storytelling, Tesco has gone for the refreshingly relatable route. And it works even better because we’re not just looking at one household, we get little glimpses into different homes, different backgrounds, different versions of festive chaos. It’s chaotic, funny and utterly believable: basically Christmas as we really know it, in some shape or form.
I love the humour injected into the Argos advert and the light hearted nature is refreshing after the years we’ve had of the more emotional John Lewis adverts. We all know a dad who goes shopping for last minute presents and has no idea what to buy so it’s relatable too!
I remember flicking through the Argos catalogue in the 90s and letting my parents know exactly what I wanted for Christmas and the items being presented to the main character feels like a throwback to this. This also looks like an attempt by Argos to compete with the likes of Amazon by letting everyone know they’re more than just a toy shop and seemingly answering a question lots of people have with humour.
This year, I have really loved Barbour’s Christmas Ad – their collaboration with Aardman to create a festive Wallace and Gromit short film has taken 1st place for my ranking of Christmas Ads this year.
I’ve loved the Aardman universe ever since I was small, so seeing Barbour collaborating with them brought back many fond memories of binging Wallace and Gromit and Shaun the Sheep all day as a child – this collaboration has yet again captured the witty and lovable nature of the two. After the brilliant ‘Baa-bour’ advert featuring Shaun the Sheep in 2024, this one is just as charming! The storytelling in this ad has been done perfectly too, with a lovely festive story about another one of Wallace’s gadgets – the ‘gift-o-matic’, but this time dressed in signature Barbour tartan.
Barbour’s use of the nation’s favourite pair to make a nostalgic, festive and fun advert really help to take the top spot as my favourite Christmas Ad of 2025.
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