Every year, brands pull out all the stops to capture the festive spirit, and 2025 has been no exception. From heartwarming stories to bold creative experiments, this year’s Christmas campaigns demonstrate just how diverse and inventive festive marketing can be. Here’s our take on some of the most talked-about campaigns this season.
John Lewis — Where Love Lives
John Lewis continues its tradition of crafting emotionally charged Christmas campaigns, but in 2025 they pivoted to a story that feels deeply human and relatable. Where Love Lives follows a teenage boy as he gives his father a vinyl record of the 1990s house classic Where Love Lives. As the music plays, memories come alive, creating a joyful and nostalgic journey.
What makes this ad stand out is the focus on emotion over product. The gift itself is symbolic, it’s the thought and connection behind it that matter. Nostalgia, music, and authentic relationships are at the heart of the campaign, reminding us why John Lewis remains a benchmark for festive storytelling.
Waitrose — The Perfect Gift
Waitrose took a different approach with a mini romantic comedy, featuring a meet-cute set around a cheese counter. Starring Keira Knightley and comedian Joe Wilkinson, the ad blends humour, romance, and seasonal charm to create a cinematic experience.
This campaign highlights the power of story-driven branded entertainment. Rather than focusing purely on products, Waitrose uses its premium offerings as a backdrop for storytelling, turning everyday shopping into something magical. It’s a reminder that festive marketing can be both charming and shareable without feeling overtly commercial.
Coca-Cola — AI-Powered Holidays Are Coming
Coca-Cola shook things up this year by embracing AI-generated visuals for its iconic Holidays Are Coming campaign. Trucks, festive scenes, and holiday imagery were created with cutting-edge AI technology, resulting in a visually striking but somewhat polarising ad.
The campaign sparked debate online, with some praising the innovative approach and others criticising the cold, impersonal feel. It serves as a lesson in the balance between innovation and authenticity, bold experimentation can generate buzz, but emotional resonance remains key during the festive season.
Burberry — Twas the Knight Before…
Luxury fashion brand Burberry focused on glamour and aspiration in its 2025 Christmas campaign. Twas the Knight Before… is more a high-end editorial than a conventional ad, showcasing elegant festive gatherings, sophisticated fashion, and cultural icons.
This campaign demonstrates that Christmas storytelling doesn’t have to tug at the heartstrings to be effective. By emphasising style, luxury, and aspiration, Burberry targets an affluent audience looking for inspiration and prestige during the festive period.
Itsu — Christmas is a Tough Time… for itsu
Itsu’s 2025 Christmas campaign takes a humorous, self-aware approach, leaning into British cultural wit rather than traditional festive cheer. Featuring Gordon Hill, aka The Wealdstone Raider, the ad sees him walking down a wintry street with boxes of Itsu gyoza, highlighting that December isn’t the brand’s busiest month.
By embracing a familiar internet figure and wry humour, Itsu delivers a campaign that’s distinctly British, relatable, and refreshingly different, proving that festive marketing doesn’t always have to be sentimental to stand out.
Key Takeaways for Marketers
Emotion remains at the heart of successful festive campaigns. Whether through nostalgia, romance, or family connections, stories that make audiences feel something tend to stick. At the same time, platform matters: cinematic YouTube spots, luxury campaigns, and TikTok micro-content all demand different creative approaches tailored to where audiences spend their time.
Authenticity is crucial, even the flashiest tech or production cannot replace genuine emotional resonance. Diversity in storytelling also pays off; luxury, humour, romance, or nostalgia all have a place, and brands are no longer limited to a single festive formula. Finally, conversation is currency. Polarising or unconventional campaigns can generate debate and keep brands top-of-mind, even if not everyone agrees with them.
In 2025, Christmas advertising proves that festive campaigns can be as varied and creative as the audiences they aim to reach. From touching moments to bold experimentation, the magic of storytelling continues to be the ultimate holiday gift.
