Christmas Ads 2025 reviewed… Part 2

Wednesday 03 December 2025 13.39
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Wednesday 03 December 2025 13.40

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To see part one of our Christmas advert review click here

Are you starting to feel Christmasy yet? Last week the snow was the worst, wasn’t it? And with more and more lights going on all over the city, the ‘seasons’ are getting harder to avoid. I honestly gave this week, and put my first pig in a blanket… So for me, it has arrived.

It’s also panto season, when every line is delivered with a pun or double entendre. I just hope this is also the season when the people who make our Christmas ads lean into the silliness and stop trying to be trendy, and instead become like the rest of us. I was always told as a young copywriter that puns weren’t cool. But Christmas – and Christmas adverts – come only once a year, and I’m one of those people who can’t wait to see which cheesy adverts are made. I snow enthusiastic!

This year Boots has been very popular with its Christmas adverts. Not only does a character reminiscent of Puss in Boots take center stage, but the entire ad seems written to one line of dialogue: “Where have you been Puss” / “…In Boots!” Still, we get to learn about everything they’re flogging this Christmas, and also get to enjoy a little Duran Duran, which is a great start to the office party season.

Aldi has been building the Kevin the Carrot character for years. He has “won Christmas” for me several times – and this year was no different. We’re seeing a lot of different formats this year, a symptom of the season’s earlier start and perhaps a higher level of competition.

This charming little Christmas advert has one line that stands out: “Where have you been, Kevin”, “I went to Lapland… you know.. to dance,” which will charm the little ones, but will make all fans of the outrageous Harry Enfield film, Kevin & Perry Go Large, smile.

As for this year’s Lego ad, I really liked it. It’s big and full of character. It features siblings whose Lego collection comes to life and pulls them through a world of childlike wonder, featuring everyone from The Hulk to Darth Vader and the Wicked Witch of the West. The opening line, “In your dreams, you have stepped on me…a thousand times,” will strike a chord with parents across the country. The entire ad is very entertaining, a celebration of the beauty of Christmas in a toy store come to life. This is an ad that can be found on YouTube if you haven’t seen it in the wild. Absolutely charming.

This year’s Waitrose Christmas advert features a typical British romantic comedy style. I love how supermarket uses a longer format so it can really get into the story. This even follows last year’s narrative, and history tells us that a brand that uses the same story for several years can become a successful formula (remember Nescafe? Renault Clio?). The fact that they’ve paired Kiera Knightley (who is perfect casting) with Joe Wilkinson (who, coincidentally, used to work for me 20 years ago doing commercials during the day and doing stand-up at night) fresh from his success in Traitor, is a match made in heaven. This advert is a mash-up of all the genre clichés of Love Actually, Bridget Jones and Four Weddings, although it turns out to be less ‘About a Boy’ and more ‘about a pie’. Exactly what we all need at this time of year.

Then there was the Tesco Christmas advert. I can see their point – but I don’t like it. I realize that Christmas can involve unwanted opinions, unnecessary cards, incomprehensible traditions, and unresolved debates. But even though I spent this season quite successfully trying to avoid them, I don’t need to remember these difficult moments in a commercial for the grocery store. Christmas clichés don’t matter if they sell me the dream; on a deep cognitive level, my brain forgives them… but please don’t use them to sell me nightmares either.

At that time, I will leave to marinate in the harbor until the new year. There will be a new batch of ads for vacations and gym memberships before you know it… And the cycle repeats! Until then, merry Christmas!