As the festive season of 2025 draws nearer, an increasing number of UK retailers and brands have unveiled their Christmas campaigns, marking the start of one of the most competitive and closely watched periods in the advertising calendar. These annual campaigns have become more than just promotional tools, they’re now cultural markers that shape how the public engages with the run-up to Christmas. From emotional storytelling to bold visuals and recognisable characters, the adverts offer a snapshot of how brands seek to connect with consumers during this time of heightened sentiment and spending.
This year’s releases span a wide range of creative styles and themes. Some lean into tradition and nostalgia, while others adopt a humorous or modern approach to reflect contemporary values and digital culture. Whether spotlighting food, family, fashion or fantasy, the adverts aim to strike a chord with viewers across the UK. Take a look below at the campaigns making an impact this year – from supermarket giants and heritage brands to fashion retailers and entertainment leaders – and see how each is capturing the spirit of the season.
John Lewis & Partners
John Lewis launched its festive campaign Where Love Lives in early November. Set to the rhythm of a 1990s club classic, the advert tells the story of a boy nurturing a growing Venus flytrap — an unconventional twist on the usual Christmas tree. As the storyline unfolds, the plant becomes a symbol of acceptance and togetherness.
Waitrose
The Waitrose advert, titled The Perfect Gift, stars Keira Knightley and Joe Wilkinson in a humorous take on preparing the ideal Christmas feast. The campaign focuses on food as the centrepiece of seasonal celebration, with the storyline culminating in a festive moment that highlights the importance of thoughtful giving and culinary joy.
Aldi
Aldi’s character Kevin the Carrot returns for his 10-year anniversary in a two-part special. In “What’s on the Cards” and “Stag & Hen”, the campaign follows Kevin as he prepares for a festive wedding, accompanied by familiar vegetable characters. Humorous and family-friendly, the series reinforces Aldi’s long-running storytelling tradition.
Boots
Boots’ #GiftHappilyEverAfter campaign focuses on personalised gifting. The advert features a woman who uses a magical pair of glasses to see the perfect gifts for her loved ones. With a blend of festive charm and practical product showcasing, the campaign underlines the retailer’s emphasis on meaningful giving.
Marks & Spencer
Marks & Spencer released a range of Christmas adverts across its departments, including food, fashion and homeware. The food ad features the return of Dawn French’s fairy character, now joined by Tom Kerridge. Combining celebrity voices with playful scenes, the campaign leans into seasonal indulgence while maintaining focus on M&S products.
EE
EE debuted The Christmas Double, focusing on themes of connectivity through “hosting or guesting” moments. With a light-hearted tone and scenes depicting family gatherings supported by tech, the campaign aims to associate the EE network with festive reliability.
Coca‑Cola
Coca‑Cola’s iconic Holidays Are Coming ad returned with an AI-generated twist. The 2025 version updates the familiar red truck motif with a modern approach to production. The company said in a statement that the creative “was developed using generative AI in a controlled human-led environment”, emphasising safety and innovation in storytelling.
Argos
Argos’s 2025 campaign, Thought We Were Just for Toys, seeks to reposition the brand’s offering. While the advert draws attention to its traditional toy range, it also showcases broader categories such as homewares and electronics.
Asda
Asda introduced a Grinch-themed Christmas campaign in partnership with Universal Pictures. Featuring the iconic green character attempting to sabotage the festive season, the advert ends with a turn of heart and a table full of Asda products. The storyline reinforces themes of transformation while promoting the retailer’s seasonal value offer.
Barbour
Barbour teamed up with Wallace & Gromit for its Christmas campaign. The stop‑motion animation features the duo creating a malfunctioning “Gift‑o‑matic” machine wrapped in Barbour’s Winterberry tartan. The campaign includes a charitable initiative with limited‑edition Re‑Loved jackets in collaboration with Oxfam, reinforcing the brand’s sustainability messaging.
Morrisons
Morrisons launched its 2025 Christmas advert titled Making More of Christmas, a 90‑second film celebrating the farmers, bakers, fishermen and delivery drivers behind its fresh food business. It showcases year‑round dedication leading into the festive season.
Lidl
Lidl released More to Value This Christmas, narrated by a young girl and highlighting the value of time, generosity and togetherness. The campaign also supports its Toy Bank initiative.
JD Sports
JD Sports launched Where Are You Going?, its 2025 Christmas campaign that gives creative control to 286 young people across the world. Shot entirely on mobile phones, the advert features sports stars, music artists and social media creators to reflect youth culture.
Pandora
Pandora’s Christmas 2025 campaign To The Moon features a short narrative about a little boy who wants to give his mother the moon for the holidays. While a full official link is to be confirmed, the campaign has aired across various platforms.
Disney
Disney released a 2025 Christmas short titled A Disney Holiday Short: Best Christmas Ever. The story centres on a girl whose holiday wish comes to life when a doodle she makes becomes her unexpected friend. The advert emphasises imagination and magical moments.
This year’s collection of Christmas adverts showcases the diverse approaches brands are taking to connect with audiences during the festive season. From nostalgic storytelling and animated favourites to youth-driven campaigns and creative innovation, the variety reflects the evolving landscape of seasonal marketing in the UK.
Stay tuned for further updates as new releases continue to roll out in the weeks ahead.
