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Less glitter and more grit, that’s definitely the overwhelming theme of the 2025 Christmas adverts.
While the sparkle and sentiment are still there, 2025’s ads seem more grounded in reality, letting real life creep into the frame underneath the Christmas tree. From stories about connection and masculinity to subtle nods to the cost-of-living crisis, brands are tapping into the emotions (and realities) that define Christmas 2025.
Even amidst the glitter, there’s an overwhelming sense that advertisers are finally deciding to reflect how people actually live juggling budgets, emotions, and the need for a bit of joy wherever they can find it.
So, grab a cuppa or a mulled wine, no judgment here! And enjoy the best Christmas adverts of 2025, and why they struck such a chord this year.
1. Waitrose | The Perfect Gift
A Love Actually-esque romcom starring Joe Wilkinson and Kiera Knightley, the 4-minute-long film is stripped back of overt advertisement. Instead, opting for a pull-at-your-heartstrings story whereby widower Phil meets Kiera at a Waitrose cheese counter.
The vibe:
Oozes cosy rom-com charm: heartfelt, witty, and effortlessly British. It swaps grand gestures for small, human moments, using food as the language of love and connection. The setting gives a slight air of elevated quality, yet the story is relatable and warm rather than purely aspirational.
Why it works:
Set against the backdrop of a premium but still relatable world (a Waitrose cheese counter) it feels both elevated and warmly human. There’s an air of cheekiness to the dynamic between Keira Knightley’s celebrity poise and Joe Wilkinson’s everyday British awkwardness, turning their shared love of food into something genuinely funny and sweet. What makes it work is its confident storytelling: products sit effortlessly within the narrative; the humour never overplays, and the emotion lingers. It’s less an advert and more a short film about connection.
Public sentiment:
“Now, thats how you do it. A cracking Christmas advert. Funny, heart warming and it felt like Christmas.”
“I'm off to Waitrose right now to the cheese counter!”
“Waitrose, well done, for the wholesome advert, and for making Love Actually 2.”
“We need a whole series, every Christmas we get an update on where they are now in the relationship. Get on it now!!”
2. John Lewis | Where Love Lives
Another foray into the world of storytelling advertising, the John Lewis advert has become a signifier of the start of the Christmas period for a mass of the British population. A nostalgic tearjerker starring a father and his teenage son, the 2-minute film again avoids heavy-handed product placement. Instead, it leans into a heartfelt story of reconnection, sparked by a simple but deeply personal gift: a vinyl record of Alison Limerick’s Where Love Lives.
The vibe:
Warm, emotional, and steeped in nostalgia. It swaps festive extravagance for quiet intimacy, using music as the language of memory and love. The setting, a cosy living room on Christmas morning, feels familiar and relatable, and the gift of a vinyl is not unattainable for the general population. It’s less about luxury and more about the emotional weight of thoughtful giving.
Why it works:
The advert taps into universal themes: the gap that can grow between parent and child, and the power of nostalgia. By centering the story on a vinyl record and a 90s club anthem, it evokes a flood of memories for anyone who lived through that era or grew up hearing those sounds at home. The vibe is a perfect blend of warmth and wistfulness, contrasting the quiet intimacy of Christmas morning with vibrant flashbacks of carefree nights, creating a cinematic rhythm that feels both personal and universal. Products don’t dominate; instead, the gift feels authentic, making the whole piece feel like a short film about connection rather than a sales pitch.
Public Sentiment:
“No CGI. No effects. Just thought. Kindness. Music and love. Thank you John Lewis. This was a special one.”
“I’m a 51 year old dad with a 19 year old son. I’ve watched this 5 times now. Cried every single time.”
“Who’s cutting onions here?
This is the best John Lewis ad in years!!”
3. Asda | A Very Merry Grinchmas
Featuring a more straightforward approach to Christmas advertising, ASDA licensed the Grinch to come alive within their store. This advert plays on the idea that every family has a Grinch, the one who’s hard to please at Christmas. But with Asda’s unbeatable quality and prices, even the biggest Grinch can be converted. In the advert, the Grinch’s frosty heart is melted by the warm glow of Asda’s green light. The product value transforms him back into his true self: a loving dad ready to embrace the festive spirit.
The Vibe:
Playful, budget-friendly, and rooted in nostalgia. It features the Grinch, the iconic Christmas cynic, wandering through a festive market grumbling about "spenny gifts" and frightful prices, holding up a mirror to real life viewer struggles during the cost-of-living crisis. When he spots the green glow of ASDA, the tone shifts from grumpy to gleeful, he starts filling his trolley, singing a parody of “Let It Snow” about prices rolling back.
Why It Works:
The ad directly acknowledges financial pressure head-on. Viewers, particularly families, see their own experience reflected in the Grinch’s cynical reaction to high festive prices, “My wallet’s no longer crying”. Yet the pairing of a jaunty Christmas tune and a fictional character makes the whole ordeal much more palatable and humorous, offering both emotional payoff and practical reassurance.
Public Sentiment:
“Such a good advert featuring him! And it coincides with the 25th anniversary of 'How the Grinch Stole Christmas'!”
“I'm not the most Christmas-y person, but I like how this isn't overly aspirational or "You're a Grinch unless you spend a fortune on food"
“I mean it’s quite cool to see the grinch in a Christmas advert. Fair play Asda”
4. Barbour X Wallace & Gromit | We’ve Got Christmas Covered
Now in its third festive collaboration with Aardman Animations, Barbour’s 2025 Christmas advert brings Wallace and Gromit for another dose of stop-motion charm. The short film follows Wallace unveiling his latest invention, the “Gift-o-matic”, a well-intentioned contraption designed to wrap, tag and deliver presents in record time. Naturally, chaos ensues. As gifts fly and crackers explode, Gromit steps in to save the day with his trademark calm efficiency, proving that sometimes a simple gesture (and a well-chosen Barbour jacket) are the best kind of Christmas magic.
The vibe:
Light-hearted, nostalgic, and unmistakably British. It plays like a mini festive film in clay form, leaning into the classic well-loved Wallace & Gromit formula of invention, mishap, and redemption. The world of Barbour’s Winterberry Tartan and waxed jackets gives the film a premium sheen, but the humour and warmth make it feel accessible and homely. There’s a wholesome, slightly cheeky tone to the chaos, and the storytelling is playful rather than sentimental, more chuckle than tearjerker.
Why it works:
The pairing of Barbour and Aardman continues to be a masterstroke in brand alignment. Wallace & Gromit’s enduring charm instantly evokes comfort, craftsmanship and British wit, all core qualities Barbour values. The ad’s success lies in its storytelling: a proper beginning, middle and end that doesn’t feel like a hard sell, with the brand’s products woven naturally into the world rather than pushed to the front.
It celebrates creativity, generosity, and the joy of imperfect giving, accessible themes that resonate deeply at Christmas. With its stop-motion style and gentle humour, Barbour stands out as a feel-good antidote to the year’s more emotional campaigns, proving that a bit of clay and character can still shine.
Public Sentiment:
"Finally an advert that actually feels like Christmas"
Can't beat a bit of Wallace and Gromit at christmas, even if it's an ad.
It’s nice to see Christmas commercials that still give that warm, authentic holiday feeling.
Wrapping it up:
This year’s crop of Christmas adverts proves that brands don’t need a tinsel-drenched spectacle to make an impact, it’s about heart really.
2025 has seen advertisers trade fantasy for familiarity, embracing warmth, wit and the small, human moments that define the season. From John Lewis’s tender exploration of family bonds to Waitrose’s rom-com charm, Asda’s down-to-earth humour and Barbour’s handcrafted nostalgia, each campaign captures a different facet of what Christmas truly feels like today: connection, kindness, and perhaps a dash of chaos.
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