All you Want
for christmas
By Alan rothera
design manager
A LOOK AT 12 ADS FOR CHRISTMAS 2025
Back in the day, Christmas ads were as much of a festive staple as mulled wine and mince pies, often talked about as much, if not more, than the Christmas specials they were sandwiched between. And the most anticipated Christmas ads were the star-studded musical extravaganzas from Woolworths (remember them?) These ads were more than just a vehicle to shift product at the busiest time of year, they were a showpiece for the brand and the best ones built stronger bonds and connections with consumers.
Fast forward to 2025 and to the surprise of many the new Christmas ads are still a much talked about thing with the creativity, strategy, targeting and story telling getting bigger and better. Gone are the days when we all huddled around the gogglebox at set times of the day. Now we consume media on our own devices in our own time. But despite this, brands have become very good at building intrigue and anticipation around their Christmas ad launch so now customers are more likely to search for them rather than wait for them.
We’ve put together a poll with 12 of the big name Christmas ads to find the new ‘Woolworths’ of 2025. Enjoy, and don’t forget to vote!
M&S
Driving home for Christmas
Dawn French has been involved with M&S Christmas ads since 2021 as the magical Fairy who makes festive dreams come true. Food is the hero of the ad and this year she’s brought along Tom Kerridge her MasterChef judge to serve up festive joy to grid-locked commuters. Chris Rea’s ‘Driving Home For Christmas’ is the backdrop to the ad and said, ‘I first wrote it back in the mid-1980s about the simple joy of getting back to the people you love, and that spirit fits perfectly with Christmas and with what Marks & Spencer does so well.’
Nothing starts the festive season more than the drive home for Christmas.
ALDI
Say it’s Carol singers
Kevin the Carrot has been brought back for its 2025 Christmas ad, marking a decade of its festive brand mascot. Christmas ad research found that creative content with strong brand-building potential is also more likely to drive sales and Aldi’s Kevin the Carrot tops the ranking for both short and long-term effects. Ads utilising consistency in use of brand characters see an average brand recognition higher compared to those with new ideas.
The latest ad pays tribute to classic Christmas movie Love Actually, with the initial teaser inspired by the “say it’s carol singers” scene. Kevin is seen standing outside his partner Katie’s door, accompanied by their cauliflower dog who has a ring attached to its collar, as he proposes to her using cue cards Only Part 1 available at going to press.
DEBENHAMS
SURELY NOT YET
Debenhams has released a star-studded Christmas ad featuring Peter Crouch, Olivia Attwood and Judi Love star in Debenhams’ 2025 Christmas advert who can all be seen dressed up in festive outfits. Transforming an ordinary sleepy British street into a full-blown winter wonderland with a star-studded glittering Christmas Parade. Inspired by the line “surely not yet” the ad shows that it’s never too early for Christmas. As Olivia says “Too soon? Never!”
John
Lewis
Where love lives
Few brands can marry music and storytelling as well as John Lewis, rarely leaving the viewer with a dry eye. This year it’s Allison Limerick’s ‘Where Love Lives’ that takes centre stage. Created by Saatchi & Saatchi and inspired by finding a thoughtful gift at Christmas, when you want to show someone you love them but it’s hard to express. John Lewis will be releasing the single through Rough Trade Records and rolling out concessions to all its 34 UK stores.
sports
direct
just getting started
Featuring a line-up of old and new sports stars, including former sprinter Linford Christie, boxer Conor Benn and Lioness Lauren James. Building on last year’s ‘New Traditions Start Here’ campaign, the new message is all about helping everyone get started with something new. As well as elite athletes, the campaign also features “everyday heroes” including ‘Sports Direct Nan’ – described as “a true hero in her Nike tech tracksuit and Everlast boxing gloves”.
boots
gift happily ever after
Celebrating beloved fairytale characters preparing for the Snow Queen’s ball is the idea behind the Boots Christmas ad. Characters dressed in exuberant outfits can be seen dancing to ‘Girls On Film’ by Duran Duran. The film ends by reminding the audience to ‘gift happily ever after’.
Boots said ‘This year, more than ever, we want to help our customers gift happily ever after. Our campaign, brought to life by Puss and his fairytale friends, reminds everyone that Boots is the destination for finding the perfect gift for everyone on your list.’
Waitrose
The Perfect Gift
Keira Knightley and Joe Wilkinson star in the Waitrose Christmas romcom which re-enforces the pulling power of a pie (Waitrose ingredients of course). It’s a sweet love story that packs a lot into the plot and beautifully captures the quality at Waitrose when Joe’s Mum tells him that “cooking for someone is love darling.” The ad closes with the line ‘The home of food lovers’ and it’s nice to see a Christmas food ad where the message isn’t spoon-fed.
argos
there’s more to argos
Mascots Connie and Trevor along with Simon Bird help challenge the idea that the retailer is ‘just about toys’. Created by The & Partnership continues the retailer’s ‘There’s More to Argos’ brand platform, which first launched in 2023 to highlight the breadth of its range across tech, home and lifestyle.
Simon Bird described fronting the ad as ‘an honour’ adding that Argos remains an ‘iconic British brand’ for many who grew up circling the catalogue.
pandora
more than a gift
The ad features a touching short story about a little boy who wants to give his mom the moon for the holidays. A new moon-themed inspired by the nighttime sky and glowing with moonstone iridescent glass set to the sentimental Beach Boys tune “God Only Knows,” the video campaign ties together, as Pandora says, “ the memories and moments that shape us.”
Directed by Roman Coppola, son of Francis Ford Coppola, written by Sofia Coppola and produced by Wes Anderson, Coppola said “I’ve never told a Christmas story. I thought it felt like a little film, a miniature film. I thought the story of a mother and son sharing a really resonant, intimate moment would be a fun thing to portray.”
lego
is it play you’re looking for?
Hello, Is It Play You’re Looking For? The LEGO Christmas campaign invites families to rediscover the magic of togetherness! The new ad serves as a heartfelt tribute to the importance of creative play and its ability to strengthen family bonds during the holidays. After recently teaming up with Tom Holland to remind us to Never Stop Playing, this Christmas LEGO asks one big question: Is it play you’re looking for? A cheerful remix of Lionel Richie’s timeless classic “Hello” with a playful twist, asking the world, “Is it play you’re looking for?” The lyrics have been crafted to match the scenes and characters, including humorous lines like “In my dreams you stepped on me a thousand times!”
sainsburys
an old sage and onion like me
Stephen Fry supplies the voice over for this year’s Big Friendly Giant ad with a new story and new characters to capture a spirit of heartwarming nostalgia, with the energy of a great Christmas tale. Alice O’Brien, head of global commercial partnerships at Roald Dahl Story Company, said “We know the BFG lives in the hearts of households around the country, and we’re excited for viewers to see him take on the ultimate foodie mission with Annie to save Christmas for all.”
morrisons
making more of christmas
A Christmas that takes all year to make. The ad, by Leo Burnett UK, presents Christmas as seen through the eyes of the farmers, food makers, and colleagues who make Morrisons unique with their magical meals and festive moments. The “Making More of Christmas” film captures the story of colleagues and food makers within Morrisons unique fresh food business – including its own factories, direct from farm sourcing and in-store food making.
Mark Elwood, Chief Creative Officer at Leo Burnett UK, said: “The quality and commitment that goes into every ingredient of Morrisons Christmas food is a true labour of love. They’ve been growing, harvesting, smoking, maturing, crafting and creating all year long, so you can make more of your Christmas.”
Source: Women’s Wear Daily, Creative Salon, The Guardian, Digital Spy, The Daily Mail, The Mirror, Metro, Campaign, Lego, The Industry Fashion, Retail Week, Marketing Week.