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What makes this year stand out is how confidently every brand plays to its strengths. The stories feel intentional. The visuals feel considered. And the emotions whether soft, funny, nostalgic or whimsical: feel genuine, not forced. From heartfelt father-son connections to behind-the-scenes tributes, rom-com storytelling, fairytale adventures and playful animation, the variety is what makes this year’s lineup so engaging. Here’s a deeper look at the ads that everyone can’t stop talking about.
John Lewis took a refreshing turn this year with “Where Love Lives,” anchored around a touching father-son relationship and a 90s club classic. The film follows a teenager who surprises his dad with a vinyl of “Where Love Lives,” and the music instantly transports the father back to the energy and memories of his youth. The ad feels intimate rather than theatrical, a shift from John Lewis’ usual magical worlds and the emotional weight comes through subtle glances, shared smiles and the warmth of rediscovered moments. The soundtrack adds a nostalgic pulse that grounds the entire piece in something authentic.
What makes the ad resonate is its stripped-back simplicity. Instead of leaning on fantasy or elaborate storytelling devices, it focuses on a universal theme: how the smallest gestures often carry the deepest emotional impact. Every frame feels intentional, from the lighting to the pacing, highlighting the quiet connection that unfolds between the two characters. It’s a reminder that Christmas sentiment doesn’t always need sparkle or spectacle, sometimes it’s a familiar song, a meaningful gift, and a moment that brings past and present together.
As observed by George Coyle, Account Manager, the ad strongly plays on nostalgia and the temptation to think life was better in the past, while subtly reminding viewers that happiness often deepens later through family life. The storyline resonates most strongly with a very specific audience, particularly dads who were part of the 90s rave scene, making the emotional pull powerful for some but less universal in reach. The stylised portrayal of that era has also sparked light-hearted online memes questioning its realism.
From another perspective, Ben Fathers, Managing Director, highlights that the advert invites deeper discussion around male emotional expression, with some viewers debating whether it subtly reinforces stereotypes. Regardless of interpretation, it is one of the few ads that genuinely makes people stop and think.
From a strategic lens, John Kendall, Strategy Director, points out that John Lewis continues to be a core part of the Christmas build-up with its focus on thoughtful gifting and emotional storytelling. He also notes that the shift toward direct commercial return, allowing the featured record to be shopped directly from the campaign, marks an interesting evolution in the brand’s traditionally story-first approach.
Morrisons takes viewers beyond the festive rush and into the real world of people who make Christmas possible long before December arrives. “A Year in the Making” travels through fields in summer light, bakery kitchens before dawn, and distribution hubs buzzing with activity. It’s a gentle, grounded tribute to farmers, producers, bakers and delivery teams whose work quietly shapes the nation’s holiday table. The storytelling feels almost documentary-like, painting Christmas not as a single moment in December, but as the result of consistent effort across the entire year.
The ad’s strength lies in its honesty. It puts real people, not fictional characters or glamorous styling at the heart of the story. You see the pride in their work, the rhythm of their routine, the small everyday moments that add up to something much bigger. It’s a refreshing reminder that festive food doesn’t magically appear; it’s grown, made and delivered by communities working together. Morrisons celebrates the human side of Christmas, making the season feel more connected and grounded.
Boots adds a playful spark to the season with “#GiftHappilyEverAfter,” a charming fairytale-style adventure led by Puss in Boots. The film opens with a snowy, enchanted landscape and follows the character through a series of magical moments as he helps the hero search for meaningful gifts. It blends whimsical animation, clever humour and bright festive energy in a way that feels refreshing and imaginative. The ad leans confidently into fantasy, creating a world where gifting becomes a joyful quest rather than a stressful checklist.
What makes this ad shine is the balance between storybook fun and real-world relevance. The fairytale setting keeps things light and visually delightful, while the gifting journey mirrors how people actually feel during the holidays wanting to find something thoughtful, personal and memorable. The pacing is upbeat, the visuals are rich, and the storytelling keeps viewers engaged from the first second. It’s vibrant, escapist and full of charm in a way that suits the Boots brand perfectly.
According to John Kendall, Strategy Director, this ad reflects a broader Christmas trend of familiar character-led storytelling and festive panto-style narratives. It reinforces the idea of matching gifts thoughtfully to loved ones in a playful and accessible way.
Aldi’s legendary character Kevin the Carrot returns with a milestone moment: a heartfelt Christmas proposal. After ten years of festive adventures, Kevin steps fully into rom-com territory as he prepares to propose to Katie the Carrot. The film embraces warm lighting, gentle humour and playful nods to classic holiday romances, creating a festive world that feels both nostalgic and charming. Aldi continues to lean into the character-driven storytelling fans have grown to love, making the return of Kevin feel like a seasonal ritual in itself. The ad was released in multiple chapters, with Chapter 1 setting the tone and building anticipation, Chapter 2 continuing the romantic build-up, and Chapter 3 concluding the full arc with “It’s a 24 Carat Christmas for Kevin & Katie”.
What elevates this year’s story is its strong sense of legacy. Kevin isn’t just a quirky mascot anymore, he’s become a character viewers expect and look forward to every Christmas, almost like an old friend returning for the holidays. Aldi embraces that loyalty with a narrative that feels celebratory, nostalgic and delightfully dramatic. Splitting the ad into two parts gives the story more depth and keeps audiences engaged, mirroring the structure of an episodic festive special. The proposal adds emotional weight, while the trademark humour keeps everything light and fun. It’s a clever blend of tradition and freshness, proving that even after a decade, Kevin still has plenty of magic left to offer.
John Kendall, Strategy Director, highlights that the campaign follows a clear three-part strategic rollout designed to extend excitement across the festive period and encourage repeat viewing. By pacing the narrative in stages, Aldi builds anticipation around what’s next for Kevin, strengthening memorability and emotional investment. He also notes that the playful humour and fun wordplay help the brand stand apart from the more sentiment-heavy Christmas campaigns running this year.
Marks & Spencer goes for humour, energy and a touch of chaos with “Traffic Jamming,” where a gridlocked motorway transforms into a festive celebration. Dawn French returns as the iconic fairy and is joined by chef Tom Kerridge, who helps turn frustration into festivity. What starts as horns and impatience quickly becomes a moment of communal joy as drivers step out of their cars to share M&S food under twinkling lights. The ad is vibrant, funny and full of personality.
What makes it stand out is how relatable the setup is. Everyone has been stuck in traffic, especially during the holidays, it’s one of those universal irritations. M&S flips that scenario into something unexpectedly joyful, using food as the anchor that brings people together. The visuals are colourful, the performances are warm and comedic, and the tone stays upbeat throughout. It’s a reminder that sometimes all it takes is a spark of magic and good food to turn chaos into celebration.
Taking a more commercial view, John Kendall, Strategy Director, highlights an interesting shift in how Marks & Spencer balances emotion with product this Christmas. While the storytelling remains strong, the food features feel more prominent in a way that actively stimulates appetite and purchase intent. Alongside the main food-led film, the supporting fashion and content drops also allow M&S to target different shopper segments across the season. It will be particularly interesting to see how this broader multi-category approach impacts the overall performance of the main campaign.
As noted by Kyle Kirkland, Associate Director – Social Media, the story taps into the shared emotional reality of being stuck on the road while heading home for Christmas. Everyone in the traffic jam is ultimately travelling for the same reason, to be with loved ones, and the transformation of that frustration into a moment of community inside the M&S lorry becomes the emotional heart of the advert.
Waitrose brings a softer, cinematic mood with “The Perfect Gift,” a four-minute mini rom-com starring Keira Knightley and Joe Wilkinson. Set in a cosy grocery store, the film follows a series of gentle moments where two strangers cross paths, share laughs and slowly grow closer through food. It’s beautifully shot, with warm colour palettes, soft lighting and a soundtrack that feels like it belongs in a Christmas movie. The storytelling is unhurried, giving space for expression and chemistry.
What makes this ad memorable is its elegant restraint. Instead of chasing big emotional peaks, it leans into small glances, quiet smiles and meaningful gestures, the simple things that make holiday moments genuine. The characters feel real, the pacing feels natural, and the entire film unfolds with a comforting sense of warmth. It’s less like watching an advert and more like watching the first scene of a film you wish wouldn’t end.
According to John Kendall, Strategy Director, the festive love story follows a tried-and-tested romantic formula, but the product placement feels naturally integrated rather than overt. The longer runtime is a brave creative choice that pays off by allowing food to act as the emotional connector between the characters, reinforcing how shared meals create genuine connection.
ASDA takes a value-led approach that speaks directly to the economic reality many households are facing this season with its Christmas campaign Have a Merry Grinchmas. With Christmas budgets under greater pressure than ever, the brand leans firmly into its That’s ASDA Price positioning. Rather than sidestepping financial concerns, ASDA places affordability at the very heart of its festive message.
The campaign’s strength lies in its realism. While many brands lean into fantasy, ASDA addresses a genuine consumer anxiety head-on. By combining price, quality and emotional storytelling, it positions itself as a brand that understands the pressures families face while still wanting to celebrate fully. It’s practical, relatable and deeply relevant to the current cost-of-living climate.
John Kendall, Strategy Director, observes that ASDA takes a value-led approach this Christmas by leaning strongly into its “That’s ASDA Price” positioning at a time when budgets are tighter than ever. While families remain conscious of spending, the campaign reinforces the desire to still celebrate fully. Using a nostalgic Grinch-style character, the ad balances festive joy with financial pressure, with the combination of price and quality ultimately driving the emotional turnaround.
This year’s Christmas ads show just how powerful storytelling still is. Whether it’s rooted in everyday life, wrapped in magic, filled with humour or filmed like a movie, each one taps into a different side of the festive season. They’re created with the intention, not just to sell products, but to make people feel something: nostalgia, joy, excitement, comfort or connection.
As these films continue to circulate and spark conversations, they raise the bar for what festive advertising can be. They remind us that at its best, a Christmas ad isn’t just background content, it becomes part of our seasonal memories. And if this year is any indication, brands are only getting more ambitious, more creative and more emotionally attuned to what audiences really connect with.
If you're looking to build campaigns with this level of impact and emotional clarity, Together can help you shape stories that feel fresh, thoughtful and culturally tuned. When you’re ready to create something your audience will genuinely remember, we’ll be here to build it with you.
