As the final fireworks of Bonfire Night fade into memory, Britain's attention turns decisively toward Christmas and the annual spectacle of festive advertising that accompanies it. This year's crop of Christmas commercials arrives during a period of significant upheaval for the advertising industry, making these campaigns more crucial than ever for brands seeking to connect with consumers.
The Changing Landscape of Christmas Advertising
The advertising industry faces unprecedented challenges in 2025, with major holding companies like WPP experiencing dramatic share price declines. New government legislation targeting food advertising and consumer protection has created additional hurdles for marketers, while depressed business confidence in a struggling economy has made every marketing pound count.
The most fundamental shift, however, comes from artificial intelligence. AI technology has rapidly transformed advertising practices, affecting everything from creative development to media buying. This technological revolution is already visible in this year's Christmas campaigns, particularly in Coca-Cola's approach.
Brand Breakdown: From AI Innovation to Nostalgic Storytelling
Coca-Cola has embraced AI for the second consecutive year with its 2025 Christmas advertisement. The brand, which has been part of British Christmas traditions since 1931 with its iconic red-and-white Santa, continues to pioneer new approaches. There's something prophetic about seeing one of Christmas's oldest commercial icons being delivered through technology that promises to revolutionise business in coming years.
Asda takes a different approach with its Grinch-themed advertisement. Using such a recognisable character allows the supermarket to bypass elaborate storytelling and deliver its message efficiently. The campaign walks a fine line between nostalgia and contemporary relevance, aiming to bring joy to even the most Christmas-averse consumers. This strategy seems particularly well-suited to post-budget Britain as we approach the festive season.
Morrisons has cleverly navigated regulatory concerns about high-fat food advertising by focusing on the craftsmanship behind its Christmas products. The advertisement highlights year-round care and preparation that goes into creating festive fare. The inclusive tone and authentic scenarios make this campaign particularly effective, helping consumers appreciate the effort behind their Christmas celebrations.
The John Lewis Conundrum: Emotional Complexity or Festive Misfire?
Then there's the perennial headline-grabber: the John Lewis Christmas advert remains the benchmark against which all others are measured. This year's offering features a father cleaning up after Christmas morning who discovers one final present under the tree—a vinyl record of a 90s anthem from his son.
As the music plays, the father embarks on an emotional journey through memories, culminating in a heartfelt hug with his teenage son. While the sentiment resonates—particularly with middle-aged fathers who remember the Hacienda era in Manchester—there's an undeniable darkness at the campaign's core.
The advertisement raises uncomfortable questions about regret and nostalgia. Is the father unhappy with his current life? Is he pining for his youth? In a season traditionally associated with warmth and joy, this complex emotional landscape feels somewhat jarring. Even industry insiders find themselves craving simpler festive cheer rather than introspective melancholy.
As we move deeper into the Christmas season, these advertisements will continue to shape our festive experience, reflecting both the challenges facing the advertising industry and the evolving nature of British Christmas traditions in 2025.
