Christmas ads: Unwrapping the season’s standout creative

The long-awaited Christmas ads have officially landed – and once again, they’re sparking debate around dinner tables, office kitchens and WhatsApp groups across the nation. The most loved campaigns are those driving conversation across social media and national press, blending British culture, festive warmth and clever creative ideas. But with brands fighting to cut through the seasonal noise, only the most thoughtful executions truly land – whether through unexpected collabs, celebrity cameos or even a 90s raver dad…

John Lewis – Where Love Lives

John Lewis is to Christmas ads what a Terry’s Chocolate Orange is to a stocking: unmistakable and essential. Each year the bar climbs higher, and Where Love Lives delivers once again.

The spot places music at the heart of family connection, showing how the right sound can speak louder than words. In a world of noise-cancelling headphones and rising screen time, the use of rave music feels fresh, nostalgic and surprisingly tender.

It also nods to broader cultural conversations, particularly men’s mental health, without losing the magic of gift-giving. “If you can’t find the words, find the gift” is a line that beautifully weaves emotional storytelling with retail reality.

Barbour x Wallace & Gromit – We’ve Got Christmas Covered

A collab we didn’t predict but absolutely welcomed. The handcrafted stop-motion animation is a brilliant showcase of Barbour’s quality and craft, and when paired with the charming Britishness of Wallace & Gromit, the result is pure nostalgia.

Importantly, both brands stay true to their brand tone of voice. When a heritage fashion brand meets a national animated treasure, a standout festive moment is almost guaranteed.

ASDA – A Very Merry Grinchmas                              

ASDA earns its spot by tapping directly into the mood of the nation. With the cost-of-living crisis, product shrinkflation and holiday budgeting front-of-mind, the brand blends honesty with humour.

By acknowledging the pressure many parents feel, ASDA’s message, “Prices no one can be a Grinch about!”, lands with credibility. While it riffs on Let It Snow with rewritten lyrics, the campaign stays firmly connected to ASDA’s year-round value positioning. In a season where brands can easily abandon their core identity in favour of festivity, ASDA proves that consistency still wins.

Boots – Gift Happily Ever After

Where have you been, Puss? In Boots, of course. Boots’ fairytale-style ad, starring Puss in Boots himself, strikes a sweet spot of nostalgia, charm and light-touch storytelling.

In contrast to Coca-Cola’s fully AI-generated Christmas spot, Boots keeps things grounded with CGI supported by an entire crew, underscored by a behind-the-scenes style extended campaign that highlights the human craft behind the magic.

The final flash mob set to Duran Duran’s Girls on Film is fun, if slightly unexpected, and a touch out of place.

Waitrose – The Perfect Gift

Fresh from The Traitors, Joe Wilkinson teams up with Keira Knightley in a witty four-minute ode to Love Actually. Their dynamic is charming, self-aware and distinctly British.

By leaning into cultural familiarity, clever casting and a touch of festive self-parody, Waitrose manages to turn nostalgia into true momentum. The supporting editorial including an exclusive interview with Knightley in the Waitrose newspaper adds a thoughtful layer of human interest.

What the ads tell us

Despite their differences, this year’s Christmas ads all show how long-standing brand identities can evolve to reflect the cultural moment. Whether consumers are seeking emotional connection, financial reassurance or the joy of giving, the brands that resonate most are those that understand the mood of the nation.

And as Stuart Heritage wrote in The Guardian, “something is reassuring in the way that we’re still discussing a television commercial.” Christmas ads aren’t just campaigns – they’re traditions.

Want to be the brand everyone remembers long after Christmas? Let’s talk about how creativity, digital PR and social marketing services can make your brand the star of the season. Get in touch.

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