Christmas Adverts 2025: John Lewis, Waitrose, Tesco And More Of The Year's Must-See Ads

A selection of this year's most talked-about new Christmas advertsLove them or hate them, it’s that time of year when brands start debuting their annual Christmas adverts in the hopes of tugging on our heartstrings (and, of course, getting us to spend some coin in the meantime).In the last few weeks, all of the usual suspects have wheeled out their festive offerings for 2025, and while John Lewis might be the modern-day go-to when it comes to Christmas ads, it’s fair to say that they may have been bested by a few other brands this year.Here’s our quick guide to all of the seasonal ads that will be dominating our screens in the weeks ahead…John LewisStarting with the big one, for many of us, John Lewis’ Christmas advert really marks the beginning of the festive period.While in past years the retailer’s seasonal ads have included cute mascots and memorable animal characters, in recent years they’ve focussed on more human stories, including this one.Centring around a father-and-son duo who have a rare moment of connection on Christmas Day, this new advert definitely packs an emotional punch, and tells a simple story spanning several key moments over the years that almost everyone can relate to on some level.WaitroseInarguably, this year’s biggest celebrity booking in a Christmas advert falls to Waitrose.Resurrecting Phil from last year’s Waitrose Christmas adverts, this new offering sees Celebrity Traitors star Joe Wilkinson looking for some festive romance.Along the way, he stumbles upon none other than Keira Knightley, with this mini rom-com going on to pay homage to the British star’s iconic performance in Love Actually.AsdaAnd while Waitrose have taken the Love Actually route, Asda’s Christmas ad for 2025 sends up a very different festive staple in the form of The Grinch.Lifting the much-loved Dr Seuss character out of Who-ville, Asda’s advert reimagines him in our world, as he gears up for a modern-day, very British Christmas, with all the hallmarks that many of us will recognise.DisneyIn the last few years, it seems like brands’ main goal with their festive ads is to get tears from whoever happens to be watching – and of this year’s line-up, we reckon it’s Disney who’s most likely to get that heartfelt reaction.Rather than focussing on some of its more classic characters, the new ad – directed by Oscar winner Taika Waititi – introduces a new mascot, a doodle who comes to life and quickly becomes best friends with the child who drew them in the first place.The one issue? She forgot to give them a mouth. Humour and some good old-fashioned cuteness make this one of our favourite ads of Christmas 2025 – not to mention that unexpected ending.TescoRather than leaning into the wholesome and cutesy, Tesco’s Christmas ads for 2025 are very much rooted in reality, showcasing some of the festive niggles we all have but ultimately wouldn’t want to do without, either, from simmering family tensions that emerge during otherwise-innocent board games to the hunt for a Secret Santa present to give the colleague you barely speak to.“That’s what makes it Christmas,” the ad’s slogan says, and it’s pretty tough to argue with.Sainsbury’sAfter last year’s effort with The BFG proved to be a risk that paid off in the end, Sainsbury’s has once again recruited the timeless Roald Dahl character for a follow-up this Christmas.This time around, The BFG is much more rooted in our world, but if you liked 2024’s ad, you’ll no doubt find this one just as delightful.M&S FoodDawn French is back – both as herself and her Christmassy alter-ego Fairy – in this fun-filled M&S ad.Initially finding herself stuck in an unenviable Christmas traffic jam, the Vicar Of Dibley star provides some joy and escapism when she discovers an M&S truck and invites her fellow motorists in for a few festive treats.AldiLike M&S’ fairy or The BFG for Sainsbury’s, checking in with Kevin The Carrot has become something of a modern festive tradition in Aldi’s series of ads.This year, it would appear he’s gone through some big life changes, which are being documented in a series of ads, new instalments of which will continue to drop in the run-up to Christmas.Can Kevin The Carrot: The Movie really be that far off?LidlAnother of the year’s less conventional Christmas adverts, Lidl took something of a risk in 2025 by reminding everyone that the festive period is a time to put the things that might burden us the rest of the year aside and embrace joy and unity. “I think every day has a lot to learn from Christmas,” its central character says at the end of the ad, which then encourages viewers to “find the value in sharing joy” by donating to a local toy bank.BootsGiven what an essential part of the British Christmas experience pantomimes are, we’re kind of stunned that it’s taken the nation’s go-to chemists this long to come up with a Puss In Boots festive ad.Mixing a camp sense of humour with some obvious reverence for the fairytales that have become pantomime staples, we can’t deny that this ad does owe a lot to the likes of Shrek, but it’s still a more than effective Christmas spot.DebenhamsThere’s something quite nostalgic about a Christmas ad that’s chock full of celebrities, isn’t there?Or, at least, there would be, if this were chock full of celebrities.Instead, this only features three, and while we have nothing against Olivia Attwood, Judi Love or Peter Crouch, we can’t help feeling this Debenhams campaign feels like it needs a couple more names thrown into the mix to really push it to the next level.Still, the ad is a festive explosion which, given how any ads in 2025 have taken a more stripped-back approach, we’re totally here for.BarbourDo Wallace & Gromit have anything to do with Barbour (besides them both being excellent British exports, of course)? Not really, no.But are we going to complain about having more Wallace & Gromit on our screens, especially in the run-up to Christmas? No, we are not.Coca-ColaThe arrival of that festive Coca Cola truck is an important part of Christmas for so many of us, so last year, when much of the drinks brand’s ad was made up using AI, people were pretty disappointed.Rather than taking the criticism on board, Coca Cola doubled down in 2025 with an ad that was created entirely with generative AI, upsetting even more people this time around – and it’s not tough to see why.Outside of the many ethical issues surrounding artificial intelligence, this Coca Cola ad just feels like a massive step down compared to the ads so many of us grew up with, and the AI use just gives the whole thing an uncanny valley feeling that’s more unsettling than heartwarming.ArgosWe’re going to be honest, we’ve always found something a little dark-sided about Argos’ modern-day mascots, so to see them effectively car-jacking Will from The Inbetweeners in a bid to highlight that their shop is about so much more than toys feels somewhat fitting.Argos’ Christmas ad for 2025 is definitely one of the most unconventional on our list, but we have to admit that it raised a smile from us, so we’d call that a success.EEWe really weren’t expecting EE of all brands to give us one of our favourite new festive ads of the year, but there’s something about this one we just love.As well as feeling really authentic, EE’s ad encapsulates the way blended and extended families come together on Christmas Day – and also showcases its own products in an unexpected way.MORE CHRISTMAS:The Psychology Behind Loving (And Hating) Christmas AdsCoca Cola Faces Massive Backlash Over 'Horrendous' New AI-Generated Christmas AdvertWaitrose Unveils Its New Christmas Advert, And It's A Must-See For Love Actually Fans

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