It’s that time of year again! When our screens become a smorgasbord of Christmas ads which not only give us the festive feel as they tap into our emotions, but promote campaigns that use the best tactics of content marketing to get us spending.

Our Top 10 Christmas Ads of 2025

top-christmas-ads

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[[p]]We&rsquo;re off to a strong start with this one as we sit back and watch an unlikely friendship unfold.&nbsp;[[/p]]

[[p]]It opens with a misread wishlist to Santa, which turns a simple doodle into something magical.[[/p]]

[[p]]What makes this story stand out is its emotional pull and simple narrative arc. It doesn&rsquo;t start by trying to sell you anything, but instead, invites viewers into a touching tale of connection and imagination. In fact, [[a href="https://my.digitalmarketinginstitute.com/resources/case-studies/the-enduring-innovation-and-magic-of-disney" style="color:#467886; text-decoration:underline" target="_blank"]]Disney&rsquo;s[[/a]] brand name and theme only emerge as a comforting backdrop to the story, rather than in-your-face selling, which makes the whole short film feel more trustworthy and memorable.[[/p]]

[[p]]The ad also employs nostalgic auditory cues, using a similar score featured in the beloved childhood movie, Toy Story, to guide the narrative. &nbsp;[[/p]]

[[p]]The story in this commercial is told so well it goes by in a flash: that&rsquo;s no surprise as it was directed by Oscar-winning director Taika Waititi and has amassed more than 33 million views.[[/p]]

[[p]]And in&nbsp;true Disney fashion, it leaves viewers feeling both sentimental, and eager to help others this season.[[/p]]

[[p]]Kevin the Carrot is back for his tenth year for grocery chain Aldi&rsquo;s UK and Ireland market, with yet another hero&rsquo;s journey.&nbsp;This time, Kevin embarks on a quest to win his partner&rsquo;s heart and pop the question.[[/p]]

[[p]]Rather than lead with [[a href="https://digitalmarketinginstitute.com/resources/podcasts/podcast-125-an-insiders-look-at-product-marketing" style="color:#467886; text-decoration:underline" target="_blank"]]product marketing[[/a]], the ad unfolds like a short Christmas film, complete with snowy scenes, romantic gestures, and a nod to beloved Christmas film, Love Actually.[[/p]]

[[p]]This narrative approach is exactly what makes the campaign stand out, pulling audiences in with an engaging story before naturally introducing Aldi&rsquo;s brand and characters. Across multiple episodes, viewers follow Kevin&rsquo;s pre-wedding (mis)adventures, with each instalment generating anticipation online and in stores. The ad also includes seasonal Specialbuys like the limited-edition Kevin and Katie plush toys, which allow the brand to create buzz about their products while also marketing them in a more fun and creative way than traditional, hard selling.[[/p]]

[[p]]With over 2 million views on YouTube, John Lewis &amp; Partners Christmas ad has once more resonated with viewers, reinforcing why the brand&rsquo;s festive ads remain cultural touchstones year after year.[[/p]]

[[p]]The ad follows a nostalgic journey through shared memories set to a remixed classic track, ultimately circling back to a tender moment of connection between father and son.[[/p]]

[[p]]What makes this ad resonate so strongly is its story-first approach, driven by its delicate subject matter. It draws viewers in with authentic emotion, sharing a vulnerable moment between father and son that many audiences can likely relate to.[[/p]]

[[p]]By the time the John Lewis brand is revealed at the end, trust and warmth have already been established.[[/p]]

[[p]]Often credited with defining modern Christmas advertising, Coca-Cola naturally earns its place on our list.[[/p]]

[[p]]The company&rsquo;s Christmas 2025 ad arrived online with significant buzz, but not all of it was positive. Though the ad follows a similar storyline to other beloved seasonal commercials, including cute animals and snowy weather, something was noticeably different.[[/p]]

[[p]]This year&rsquo;s festive campaign was created using [[a href="https://digitalmarketinginstitute.com/blog/ai-in-digital-marketing-the-ultimate-guide" style="color:#467886; text-decoration:underline" target="_blank"]]generative AI[[/a]], a continuation of the brand&rsquo;s controversial creative direction after similar AI-led ads in 2024. Viewers on YouTube and social media quickly pushed back, with many criticising the use of AI instead of traditional artists and designers, and the video&rsquo;s prominent tagline referring to &ldquo;using real AI magic.&rdquo;[[/p]]

[[p]]British retailer Marks &amp; Spencer&rsquo;s has created one of this year&rsquo;s most talked-about ads, earning significant views on YouTube and social media as audiences share and react to its humorous and relatable take on holiday chaos.[[/p]]

[[p]]The video follows the M&amp;S Christmas fairy, played once again by Dawn French, as she navigates a congested motorway on her way home, surrounded by stressed drivers and travel mayhem.[[/p]]

[[p]]This ad works well because it draws viewers into a relatable scenario of Christmas travel frustration and transforms it into something heart-warming and playful. The brand&rsquo;s food range appears naturally as the source of comfort, making audiences feel good about the message before they even notice the marketing.[[/p]]

[[p]]Barbour&rsquo;s [[a href="https://digitalmarketinginstitute.com/blog/12-examples-of-powerful-brand-collaborations" style="color:#467886; text-decoration:underline" target="_blank"]]brand collaboration[[/a]] with Wallace &amp; Gromit is a festive favorite this year, racking up strong viewership as fans share and react to it. It taps into nostalgia and sentimentality, pairing Barbour with two characters that multiple generations love and recognise. By tapping into cultural touchpoints that resonate across generations, from the charm of animated characters for younger audiences to the enduring heritage of the Barbour brand for older viewers, this ad covers all its bases.[[/p]]

[[p]]The trademark charm and warm British wit quintessential to the duo make the ad feel more like a short film than a commercial. &nbsp;[[/p]]

[[p]]Part of what makes this campaign resonate so strongly is that Barbour stayed true to the spirit of Wallace &amp; Gromit, including the Claymation style, the quirky personalities, and the inventive silliness. It almost comes across as a gift to viewers &ndash; a nostalgic, touching story&nbsp;starring beloved characters.[[/p]]

[[p]]This French supermarket ad&rsquo;s sincere storytelling makes it a standout commercial, and one that any audience can understand.[[/p]]

[[p]]The story centres on a lonely wolf searching for connection during the festive season. Using traditional animation reminiscent of classic animated shorts, the ad creates warmth and charm through its woodland characters and wintry setting, a style that has resonated strongly with audiences amid growing scepticism toward AI-generated visuals.[[/p]]

[[p]]In &ldquo;Hello&rdquo;, [[a href="https://digitalmarketinginstitute.com/resources/case-studies/lego-the-building-blocks-of-a-modern-day-superbrand" style="color:#467886; text-decoration:underline" target="_blank"]]LEGO[[/a]] brings to life warm holiday moments through its brick-built world, following characters as they reconnect and build memories. The animation feels delightfully familiar to anyone who grew up playing with LEGO, or watching its imaginative creations come to life.[[/p]]

[[p]]Viewers are invited to simply enjoy the unfolding moments, which tap into a sense of nostalgia for childhood play while still feeling relevant and comforting for adult audiences. It&rsquo;s this balance of simplicity and sentiment that helps the ad resonate so strongly.[[/p]]

[[p]]Sainsbury&rsquo;s 2025 campaign learns into a familiar festive truth, that Christmas rarely goes exactly to plan. The ad tells a light-hearted story about a family whose dinner preparations are disrupted by an expected guest, turning potential stress into warmth and humor.[[/p]]

[[p]]By focusing on togetherness, adaptability, and shared moments, the commercial feels more like a festive short story, pulling in familiar characters like Roald Dahl&rsquo;s Big Friendly Giant to guide the narrative and establish a sense of nostalgia in viewers.[[/p]]

[[p]]For this year&rsquo;s ad, British supermarket chain Waitrose released their take on everyone&rsquo;s favorite seasonal genre &ndash; the Christmas rom-com.[[/p]]

[[p]]Following a narrative of two characters unexpectedly reconnecting over the festive season, one of them a movie star, the ad blends humor, warmth, and relatable moments in a way that keep viewers engaged from start to finish. By the time the Waitrose brand appears, audiences are already invested in the story and emotionally open to the message.[[/p]]

[[p]]It&rsquo;s that time of year again &ndash; when our various screens are flooded with Christmas ads that connect emotionally and creatively with audiences. This year, as the marketing landscape continues to evolve[[u]],[[/u]]&nbsp;AI and social media-first storytelling play a role.[[/p]]

[[p]]The very best Christmas &nbsp;ads aren&rsquo;t the most sales-heavy, but the ones that pull at heartstrings and lead with [[a href="https://digitalmarketinginstitute.com/blog/brand-storytelling-in-the-digital-age" style="color:#467886; text-decoration:underline"]]storytelling[[/a]], drawing viewers in with an entertaining, often heart-warming narrative before revealing the product or brand at the very end.[[/p]]

[[p]]Even the most sensible of us can get emotionally invested in a Christmas ad, and that&rsquo;s what makes them so special. This softer, story-first approach feels more trustworthy, too. In fact, according to Kantar&rsquo;s consumer testing, ads that reuse familiar assets like beloved characters and visual cues perform better than those that don&rsquo;t.[[/p]]

[[p]]So, let&rsquo;s kick off the celebrations with ten of the most notable Christmas ad campaigns in 2025.[[/p]]

Comments on Coca-Cola's Christmas ad. Source: YouTube

[[p]]The backlash highlights a broader tension in marketing this year, that audiences still overwhelmingly respond to authentic human elements, while AI-driven ads remove the festive fantasy audiences have come to expect from seasonal campaigns. It&rsquo;s also interesting to consider that, while [[a href="https://digitalmarketinginstitute.com/blog/how-ai-is-changing-digital-marketing" style="color:#467886; text-decoration:underline" target="_blank"]]AI is changing digital marketing[[/a]] and has become daily practice for nearly 600 million people globally, its use in advertising continues to spark debate and discomfort among audiences.[[/p]]

YouTube comment on Intermarche's Christmas ad. Source: YouTube

[[p]]The narrative quickly builds empathy and anticipation, and by the final scene leaves viewers with a positive emotional response that naturally carries over to the brand.[[/p]]

Our Top 10 Christmas Ads of 2025

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