The countdown to Christmas has started…
Another year, another annual ranking of this year’s Christmas adverts. From heartfelt stories to cheeky humour, the 2025 entries are a mixed bag of festive cheer. Our favourite big time retailers like Waitrose, Tesco, John Lewis and Sainsbury’s (to name a few) battle it out to win the title of “Best Christmas Advert of the Year”. But who will take the crown? There’s plenty to talk about so let’s dig into part 1, shall we? Grab a drink or a mince pie, sit back and enjoy! 🥧🥂
Where Love Lives | John Lewis & Partners
We kick things off with the Kings of Christmas adverts, John Lewis. Following on from their mixed reviewed 2024 entry, they’ve really stripped things back this year and focused on simplicity. Whereas last year’s entry was based on the relationship of two sisters, ‘Where Love Lives’ shares a heartfelt moment between a father and his teenage son. The son gifts his dad a vinyl of a 90s club classic ‘Where Love Lives‘ by Alison Limerick and as the dad plays the record, he’s transported back to his youth where he relives flashes of dancing in night clubs and early friendships. The upbeat dance anthem is then replaced with a slower, piano-led rendition of the song by Labrinth, as we see flashbacks of the dad’s early days of fatherhood.
Created by Saatchi & Saatchi, the advert is a classic case of ‘simple yet effective’ and resonates with thousands of people: “I’m not sure you realise just how important this advertisement is for men right now, both young and old. The entire team responsible for this deserve a serious Christmas bonus. Congratulations John Lewis and a very Merry Christmas.” and “A 40 year old dad with a teenage son, in floods of tears on Wednesday afternoon! Absolutely nailed it John Lewis!” John Lewis reminds us that the best gifts don’t have to be big or flashy; they’re the ones that help us say the things we don’t always have the words for. As John Lewis themselves said ”if you can’t find the words, find the gift.” 10/10 from me, well done!
The Perfect Gift | Waitrose
Following on from his 2024 ad appearance and recent UK Celebrity Traitors, Joe Wilkinson is back in Waitrose’s 2025 entry of ‘The Perfect Gift’. Whilst other retailers delivered a festive advert, Waitrose served up a circa 4 minute classically British romcom. And who says Christmas romcom more than the legend that is Keira Knightley? Joe and Keira meet at the Waitrose cheese counter when they both ask for a wedge of Sussex Charmer Mature Cheddar. And the rest is history. When asked about the ad, Keira Knightley comments: “I love food, and so when I received this script where I get to fall head over heels in love over a shared love of cheese, I couldn’t turn it down! I adored working on this silly, fun and delicious film with Joe and I hope those watching it fall in love too.”
Directed by BAFTA award winning filmmaker, Molly Manners, the romcom advert has gotten some very positive feedback since it’s release: “Now, thats how you do it. A cracking Christmas advert. Funny, heart warming and it felt like Christmas.” and “Waitrose, well done, for the wholesome advert, and for making Love Actually 2.” This unlikely duo serve a wonderfully festive ‘Love Actually’ ad and I’m here for it. And there was me thinking Waitrose couldn’t beat their 2024 entry ‘Sweet Suspicion’ but they certainly have. Another ⭐️⭐️⭐️⭐️⭐️ Waitrose; take a bow. *Adds Sussex Charmer Mature Cheddar to basket*🧀.
The Unexpected Guest | Sainsbury’s
Sainsbury’s goes big (literally) again this year with their “The Unexpected Guest” advert. They’ve brought back The BFG and introduced a new character, Greedy Giant, who demolishes an entire Christmas food delivery (how rude!). The story is all about how the BFG and Sainsbury’s colleague, Annie, race to replace it all in time for Christmas. Unlike the previous entries, Sainsbury’s have used animation and CGI, resulting in a visually bright and bold video. Alice O’Brien, Head of Global Commercial Partnerships at Roald Dahl Story Company, said: “We know the BFG lives in the hearts of households around the country, and we’re excited for viewers to see him take on the ultimate foodie mission with Annie to save Christmas for all.” It definitely doesn’t tug on the heart strings but you could argue that it’s a playful alternative to this year’s more nostalgic ads. What do you think?
That’s What Makes It Christmas | Tesco
This year, Tesco has gone for a slightly different yet unique approach with their ‘That’s What Makes It Christmas‘ advert. Instead of portraying the Christmas holidays as ‘picture-perfect’, it nods to the reality of chaotic kitchens, family squabbles (which we can all relate to in some way!) and all the weirdly familiar things that make Christmas feel…real. Created in partnership with BBH London and directed by Jeff Low, the advert is narrated by Scouse comedian John Bishop. Felipe Serradourada Guimaraes, Executive CD at BBH says: “At BBH we say we haven’t had a truly great creative year until we’ve delivered a great Tesco Christmas campaign. This year, we’re reframing and revelling in the reality that Christmas isn’t made by those picture-perfect, frameable moments. It’s during the messy, weird and unscripted chaos where the Christmas spirit really kicks in, and that felt like a different take on the festive season.”
As expected, Tesco’s entry received some very mixed reviews. For some, the ad’s honesty is just what the season needs: “Great use of humour, love this advert, made me LOL.” and “Best Christmas advert in years. It is a real representation, not faked pretend happiness. Thats why it makes it heart warming and relatable.” For others, it felt like someone turned off the nostalgic glow we expect this time of year: “Doesn’t quite compare to the 2024 Christmas advert…does it? That was magical! How can you go from getting it so right to so wrong in a year! Oooh Tesco.” “Blimey! What a terrible advert.” After their last few tear-jerking festive ads, I can understand people’s frustration but, come on…it’s Christmas!
Gift Happily Ever After | Boots
Compared to their super controversial 2024 advert, Boots have opted for a fairy-tale “Gift Happily Ever After” video for this year’s version. The advert stars a whimsical ‘Puss in Boots’ (pardon the pun!) who gets invited to the Snow Queen’s Ball and has to dash out for some last minute Christmas shopping. He embarks on a magical journey from a snowy fairytale kingdom to a bustling UK high street on the hunt for beauty gifts for his beloved friends: Rapunz, Snowy, Cinders, and Prince Charming. Much like Sainsbury’s, Boots have gone down the CGI route to add some extra sparkle to their video and I like it! Interested in seeing how the magical advert came together? Check out the BTS video here.
Created by The Pharm (led by VML), ‘Gift Happily Ever After’ brings a fun and upbeat energy to the festivities. It may lack the emotional warmth of some other 2025 adverts, but it’s joyful and sweet! “At last a proper ‘Panto’ themed Christmas commercial!”, “As soon as I saw the cat I knew I would love this advert.” Just purrfect!” And if the advert didn’t fill you with festive cheer, did you know you can meet Puss himself? As part of their campaign, the Boots’ mascot will be visiting some stores around in the UK. Head over to their website for more info! 🐈⬛
Stay tuned for part 2 coming soon!
And that’s a wrap on Part 1’s entries! These adverts show how there’s more than one way to capture the festive spirit. Heartfelt, funny or imaginative, all these campaigns remind us that Christmas isn’t just about the gifts; it’s about the stories and moments that make them truly memorable. Keep an eye out for part 2 and we’ll see you very soon!
Ana x
