The Wonderful World of Christmas Ads 2025 – Part One

Juanita Neville-Te Rito
6 days ago
5 min read

Updated: 6 days ago

Christmas ads were once one of retail’s great modern rituals. A shared cultural moment. A big red bow wrapped around the start of the golden quarter. One of the things that sparked great debate within the a retailer - the balance of WOW to product. But over time, the shine has dulled a little. The rise of hyper-targeted marketing, always-on content, and the endless debate of “speak 1:1 vs speak to the masses” has chipped away at the dominance of the big Christmas spot. And let’s not even get started on the once-outrageous budgets, production schedules and December meltdowns that went into winning the season. And all for a period of 4 weeks. But when it was done right, it was a terrific investment.

And yet… I still love them. People still love them.....and every year I’m asked to weigh in, because for all our sophistication, we still anticipate them, debate them, quote them and – when they truly hit – we feel them. Great Christmas ads aren’t just campaigns; they’re cultural bookmarks. A signal that the season has officially begun.

Christmas ads have been part of retail for decades – Coca-Cola’s trucks, Woolworths feasts, snowy streets and spectaculars were cultural forces long before social media amplified them – but the modern Christmas advert era really began in 2007. That was the year John Lewis pivoted from product-pushing to full cinematic storytelling. That shift didn’t just raise the bar. It ignited the annual Christmas ad arms race we now treat like a national sporting event.

The real magic, though, sits in the subtlety. Audiences don’t want to be told what to think or feel. They want space to connect, imagine and anticipate the happy ending they know is coming. We recognise the emotional choreography. We know the beats. And when a brand misjudges the mood or breaks the ritual....hello, AI Santa......the backlash is swift and unforgiving (isn't it Coca-Cola).

This year, the UK continues to dominate the craft. No surprises there. British retailers treat Christmas advertising like an art form – a blend of nostalgia, wit, emotional intelligence and a very deep understanding of the collective psyche. But there are some worthy challengers, with a few unexpected delights emerging from the US and ANZ.

At RX, our lens is simple (as our self-appointed Retail Queen has taught us): Emotional hit.

Storytelling.

Distinctiveness.

Retail effectiveness. .....and then the gut checks

Is it entertaining?

Does it match the mood of the moment?

Did I learn something?

And the most important question of all… do I want more?

With that..... here are the 2025 winners. And when you’re finished here, make sure you dive into Part Two. Some of those ads were so wild I’m convinced the creative teams were literally crackers.

1. Vodafone – 40 Years of Christmas

An elegant, intergenerational story told with restraint and heart. No gimmicks, no overproduction – just a family, time passing, and the devices that quietly connect us along the way. A beautiful reminder that technology is at its best when it brings people together. Distinctive, deeply emotional and a clear number one. The music and slices of live make it relatable. Love it!

2. Waitrose – The Perfect Gift

This year Waitrose has gone full festive rom-com with a four-minute mini film starring Keira Knightley and Joe Wilkinson. It’s cheeky, charming and rooted in everyday food rituals rather than glossy excess. The “meet-cute at the cheese counter” and the playful romance that follows give the ad a cosy, human scale that works. Light humour, lovely food detail, and just enough sentiment to make you want to rewind and watch it again. And fun fact. Kiera Knightly = Love Actually = Best Christmas film ever = 22 year old movie (seriously).

3. Tesco – What Makes Christmas

A glorious embrace of festive chaos. Tesco nails the art of relatability with humour grounded in truth – families juggling, arguing, laughing, burning potatoes, and somehow making it all work. It’s messy in the best way and retail-effective without trying too hard.

4. John Lewis – Where Love Lives

John Lewis returns to form with a tender father-son story that delivers the emotional hit fans expect. Nostalgia, connection, a clear emotional arc – it’s the John Lewis formula refined, not reinvented. Comforting, familiar and beautifully executed. This is winning the favourite in the UK but I think the others are better. Still exceptional.

5. Lidl – More Value to This Christmas

Lidl leans into smart value storytelling without losing heart. It feels upbeat, contemporary and grounded in the way people are actually shopping right now. A clever blend of emotion and pragmatism that reinforces Lidl’s relevance in a squeezed economy.

6. Boots – Puss in Boots

Unexpected, clever and just the right amount of cheeky. Boots manages to turn a routine gifting message into something whimsical and memorable. Strong product integration without ever feeling like a hard sell. Not as good as past years and I am not a big fan of animation but the last half of the ad nails it.

7. Aldi – Kevin & Katie’s Wedding (Three-Part Mini-Series)

The Carrot Cinematic Universe remains undefeated. Aldi’s annual saga might sound ridiculous on paper, yet it consistently delivers charm, humour and brand distinctiveness. It’s retail storytelling at its most own-able. You need to go to Youtube if you want all 3 parts.

8. Argos – Connie & Trevor

You know my stance on animation, but even I must concede this is excellent. Fast-paced, funny and anchored by characters that feel unmistakably Argos. Great writing makes all the difference here.

9. Asda – The Grinch

A bold creative swing. Using the Grinch is risky, but Asda manages to pull it off with energy and obvious fun. It’s loud, it’s silly and it will absolutely divide audiences – but it’s memorable, and sometimes that’s enough.

10. Morrisons – A Year in the Making

Gentle, heartfelt and rooted in food culture. Morrisons goes for sincerity over spectacle, and it works. A steady, well-crafted supermarket Christmas story. And it is what they do best. You know what they do and they do what they say.

🇦🇺🇳🇿 ANZ WINNER

Coles – Rudy the Basset Hound

Emotional. Musical. Endearing. Rudy’s determined search for the perfect Christmas meal, set to a reimagined “Rudolph the Red-Nosed Reindeer,” is simple storytelling done exceptionally well. It’s one of the strongest Australian supermarket ads in years, and proof that ANZ brands can compete when they anchor to warmth rather than noise.

Notable US Mentions

Walmart – Whoknewville

A Dr Seuss-inspired Christmas that transforms festive stress into childlike joy. Visually bold, tonally upbeat and culturally very American. It won’t land for everyone, but it absolutely delivers on retail brief.

Burberry – Festive House Party

Jennifer Saunders hosting Rosie Huntington-Whiteley, Ncuti Gatwa, Naomi Campbell and Son Heung-min. It’s luxurious, stylish and tonally perfect for Burberry – though not built for mass appeal. A fashion ad for people who love fashion.

The Clever Austerity Story of 2025

A fascinating subplot this year is how different markets spent – or didn’t.

Woolworths NZ and Foodstuffs NZ reused last year’s ads. In this economic climate, it’s smart. Savings should go into price, not production.
Across Europe, several brands opted for shorter formats, tighter locations and more relatable narratives – proof that emotional creativity doesn’t always require blockbuster budgets.

2025 has delivered some truly exceptional festive storytelling, and once again the UK stands out as the global leader. Their ads aren’t just campaigns – they’re part of the Christmas ritual. A clever mix of nostalgia, humour and emotional intelligence wrapped around a very clear retail job to be done.

Part Two is where we dive into the rest of the field – the surprises, the almost-brilliant, the beautifully odd and the “who approved this?” (WTF) moments. And we start on a high.