The best of 2025 Christmas ads

It’s the most wonderful time of the year…the Christmas ads have all been released!  

We were going to start a game of rock, paper, scissors for who got to spend a full afternoon watching them all “on work time” but instead, we’ve spent the past few days watching them with a cuppa as we treat ourselves to a brain break.  

We asked each of our team to share their thoughts on their favourite ads…

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Debbie's choice: Walkers x Andy Murray

"This is, hands down, one of my top marketing partnerships of the year – let alone Christmas!  Walker’s is a proud Scottish institution and seeing them evolve with strong creative links to both their heritage and Andy Murray’s dry humour is marketing genius.  

Walker’s and Murray always maintain a level of class and luxe whilst remaining utterly relatable, and always so proudly Scottish. This advert wraps and delivers both brands perfectly."

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Dawn's choice: Coca-Cola

"It’s a bit of a nostalgic pick for me. Growing up, the moment I saw the Coca-Cola Christmas advert, that was it…Christmas had officially begun. Even at 45, I still get that same spark when it appears.

There’s been a lot of noise this year about Coca-Cola using AI, but for me, this is AI at its best. You simply couldn’t create that magical world or those expressive animals using real footage, yet it still feels genuine and emotionally spot-on. Rather than replacing creativity, it shows how AI can enhance it when it’s used thoughtfully. In a year full of big debates about technology, this advert is a lovely reminder that innovation and nostalgia don’t have to compete, they can make something pretty special together."

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Gordon's choice: Waitrose

“I do love this time of year and as a bit of romantic at heart, I feel this advert is great. It strikes me as refreshingly genuine with a well-crafted story and touch of humour. It cleverly channels the spirit of Love Actually, with a bit of a role reversal, yet never comes across as a cheap gag or heavy-handed sales pitch. It's heart-warming and funny with subtle emotional pay-offs built around ordinary people and everyday intimacy...which seems to be a rare tone among this year's louder, more overtly commercial adverts. This is clever, feel-good storytelling that doesn't feel forced. It's very Waitrose."

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Linzi's choice: Tesco

"Despite comments like “the worst Christmas advert”, “what an absolute disappointment”, “Christmas should be about happiness” this advert (and all 11 sketches) had me in stitches. Forget the cutesy matching pyjamas and Instagram-worthy festive celebrations, Tesco are leaning fully into the reality of simmering family tensions and Secret Santa “fun”. Human, relatable and perfectly imperfect.  

Can I also add in the Aldi Aussie ad? Go on, it's Christmas..."

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What adverts have you enjoyed the most? The John Lewis ad has split opinions, what did you think? Drop us a note, we’d love to know!

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Email us: hello@instinctmarketingpr.com

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