Christmas Ads 2025: The Big Brands, Big Feelings and Bigger Budgets
It’s the season where the nation collectively agrees to feel things on demand. Christmas ads remain the UK’s most competitive storytelling arena.
Here’s a slightly tongue-in-cheek review of the biggest Christmas ads of 2025 — and what marketers can learn from them.
John Lewis — “The Boy and The Piano”
A restrained, emotional story about connection, music, and saying what you can’t quite articulate.
- Emotion first, product second.
- Trusts the audience to feel rather than be told.
- A single line that carries the campaign.
Asda — The Grinch vs the cost of living
The Grinch returns — this time as a relatable stand-in for national budget anxiety.
- Instant cultural recognition.
- Clear value message without gloom.
- Humour used with empathy.
Waitrose — A very Waitrose Christmas
A rom-com approach starring Keira Knightley and Joe Wilkinson, blending polish with awkward charm.
- Familiar structure audiences instantly recognise.
- Premium tone without pretension.
- Emotion tied directly to gifting.
Boots — A fairytale, but make it retail
A whimsical animated quest that neatly organises a huge product range.
- Animation simplifies choice.
- Fantasy used as structure.
- Strong visual world-building.
Aldi — Kevin the Carrot
Kevin returns with a Love, Actually-inspired proposal, proving long-term brand characters pay off.
- Years of audience goodwill.
- Confident parody.
- Episodic storytelling.
Planning your 2026 campaign?
Great video doesn’t shout — it connects. Start with story and audience, then choose the format.