It’s the most wonderful time of the year, when the world stops scrolling long enough to judge which brand made us cry, smile, or shop the fastest. And this year, you’re in for a treat. Nostalgia is back (had it ever left?), food is still saving retail, and familiar mascots are proposing. So put your OOO on for half an hour, grab a cuppa and enjoy:

John Lewis: “Where Love Lives”

A father unwraps a vinyl of Alison Limerick’s 90s club classic “Where Love Lives.” As he drops the needle, he’s transported back to his rave-floor youth before returning to the present for a hug with his son. Music by Labrinth; message by pure nostalgia.

My take:
A clever evolution of the John Lewis formula, “If you can’t find the words, find the gift,” turns gifting into a language of emotion rather than transaction. Nostalgia, music and memory make it feel culturally spot on, but it’s that simple human truth that makes it iconically JL.

M&S Food: Dawn French’s Fairy, “Driving Home for Christmas”

Dawn French’s Fairy hits festive gridlock and conjures an M&S food truck into a motorway-side party. Chris Rea’s classic plays, sausage rolls fly, and Britain’s most extra buffet is born.

My take:
M&S stays in its lane: indulgence, sparkle and snackable joy. As you’d expect, it’s festive, fun and delicious, and frankly, who doesn’t want a traffic jam catered by Percy Pigs?

Sainsbury’s: The BFG vs. The Greedy Giant

The beloved BFG returns to save Christmas dinner from a new villain, The Greedy Giant. Together with a Sainsbury’s colleague, they serve up food, friendship and a giant dose of nostalgia.

My take:
A blockbuster move from a grocer that loves a story. Family-friendly, fantastical and full of roast-potato pride. It’s heart over hype, and I like it.

Argos: Connie & Trevor Kidnap Simon Bird (sort of)

The Inbetweeners’ Simon Bird dares to suggest Argos is “just toys,” until Argos mascots Connie and Trevor stage an intervention to educate him via a warehouse of premium gifts.

My take:
A wink to British humour that cuts through the sentimentality. Smart, silly and solidly brand-building.

Aldi UK: Kevin the Carrot’s 10-Year Love Story

Aldi teases its Christmas Ad with part one of three episodes. “Love is All Around”

Kevin celebrates a decade on screens with a Love-Actually-style cue-card proposal to Katie (“Marry Christmas?”). Two more episodic ads promise festive fun, surprises, and plenty of heart

Julie Ashfield, Chief Commercial Officer at Aldi UK, said: “We know how much our customers adore Kevin, and this year, to mark his 10th anniversary, we wanted to bring an extra sprinkle of magic and romance to his story. This teaser sets the stage for a truly heartwarming Christmas, reminding us all that love is at the heart of the festive season. We can’t wait for everyone to join Kevin and Katie on their journey and see what other surprises we have in store.”

The teaser launches on Monday 3rd November. The following two episodes will launch across the festive season.

Lidl: “Why Do We Love Christmas So Much?”

A young narrator ponders why we love Christmas and learns it’s the simple things: time together, giving back, and Lidl’s Toy Bank donations.

My take:
Quiet confidence from a discounter that could’ve shouted about price but chose purpose instead. Gentle, thoughtful and perfectly timed for a year when kindness counts.

Morrisons: “A Year in the Making”

Farmers, bakers and butchers get their moment in the snow. The film follows them through the seasons, ending with the feast they’ve been crafting all year.

My take:
It’s more grit than glitter and all the better for it. A celebration of graft and craft that earns its emotion the hard way.

Boots: “Gift Happily Ever After” (feat. Puss in Boots)

A fairytale sprint through beauty-land with Puss in Boots as your glam sherpa.

My take:
A glittery fairytale made for the beauty aisle. Slightly over the top, but that’s the point, it’s retail escapism with great brows. Tonally light, retail-heavy, and built to make Advantage Card sing.

Debenhams: “Too Soon? Never!”

Olivia Attwood, Judi Love and Peter Crouch lead a street-party of over-eager Christmas lovers. Bold, bright and intentionally early.

My take:
A knowing nod to festive fatigue that somehow energises instead of annoys. Maximalist, meme-ready and built for headlines.

Coca-Cola: “Holidays Are Coming” (ai)

Coke doubles down on AI after last year’s wobble, leaning on animated bears and memory montages, but this time they’re rendered with generative AI; bears, snow, sparkle, digitally reborn.

My take:
Brave? Yes. Warm? Debatable. Coke proves innovation can’t always replicate emotion, but at least they’re not stuck on repeat.

Westfield (AU/NZ): “Creatures of Christmas”

A theatrical cast of ‘once-a-year’ characters; gift snoopers, over-zealous chefs, and mall elves all burst to life across the centre, celebrating all the quirky ways people shop and celebrate.

My take:
Retail theatre done right. Films to me feel made for TikTok, more than TV, but they’re brilliantly self-aware, stylish and perfectly on-brand for the shopping-centre madness of December.

ASDA: “A Very Merry Grinchmas”

ASDA turns the festive cynic into a hero in its 2025 ad, A Very Merry Grinchmas. Cue a big Christmas-themed caper: from gloom to glee as the brand leans into fun characters, comedy and a value promise. The campaign hints at ASDA’s bigger play this season: bright visuals, playful tone, and telling the story of celebration without the price-panic.

My take: For a retailer known for value, ASDA’s 2025 advert hits a nice balance between spectacle and friendly relevance. It doesn’t aim to tug the heartstrings so much as invite you to join the fun. Smart, timely and on-brand.

Fortnum & Mason: “A Fantastical Christmas”

For 2025, Fortnum & Mason unfurls a whimsical festive film where its iconic Piccadilly store’s double-helix staircase and fantastical animal characters (borrowed from its festive packaging designs) take centre stage. From shimmering windows to magical interiors, the story invites viewers into a world of timeless elegance, artisan gifts and curated indulgence

My take:
This one is pure luxury theatre: no loud price tags, no mascots proposing, it’s about heritage, beauty and the emotional power of exquisite gifting. Fortnum & Mason reminds us that sometimes Christmas advertising works best when it lets the magic do the talking (and the signature blue box do the walking).

Waitrose: “No.1 and Only”

Chesney Hawkes makes a surprisingly triumphant comeback in Waitrose’s 2025 Christmas ad, performing a Sigala-remixed version of his 90s anthem “The One and Only.” It’s a sequel to last year’s S Club spot, this time celebrating Waitrose’s premium No.1 range. Hawkes performs in-store alongside singing Waitrose Partners, turning the supermarket aisles into a stage of perfectly timed festive flair.

My take:
It’s cheeky, confident and refreshingly self-aware for Waitrose, the kind of ad that makes you grin while mentally adding truffle butter to your trolley. Waitrose manages to wink at nostalgia, champion its team and show off its top-shelf taste all at once.

MYER (AU): “Unspoken Magic”

New agency Howatson+Co and singer Sycco rework Jamiroquai’s “You Give Me Something” for a glossy department-store glow-up.

My take:
Classic Myer, grand windows, glitter and a wink of self-awareness. Retail elegance with genuine warmth.

Woolworths: “Make this Christmas a Classic”

Woolworths appears to be leaning into continuity rather than reinvention for its 2025 festive campaign, essentially repeating the previous year’s “Make this Christmas a Classic” theme, which focused on classic Aussie family traditions, fresh food, and together-time.

My take:
There’s something reassuring about familiarity, especially in the current cost-of-living climate, so Woolies might be playing it safe and sensible. On the flip side, repeating the same narrative risks losing impact if shoppers expect fresh creativity each year. It’ll do well for authenticity, but less for buzz.

Rebel: “The Town Without Sport”

In its 2025 campaign, rebel launches a new creative platform titled “Town Without Sport.” Set in the fictional Australian town of Wattleford, where no ball is kicked, no bat swings, and no crowds cheer, the film underlines how sport shapes identity, connection and community. The tone is reflective rather than boisterous, flipping the narrative by showing what life looks like when the heartbeat of sport disappears

My take:
Rebel’s ad is a clever subversion of the festive sports commercial. Instead of celebrating the game, it shows the void left when the game’s gone, which draws you in emotionally and aligns neatly with their brand purpose. It may lack jingle-bells but makes a lot of noise about culture and belonging.

Coles: “Every Kind of Christmas”

Coles’ 2025 Christmas spot features a Basset Hound decked out in reindeer antlers, making his way through Australian festive scenes; backyard barbecues, “Friendsmas” gatherings, large family lunches, all in search of the perfect Christmas treats. The campaign under the banner “Every Kind of Christmas” emphasises that celebrations come in all shapes, sizes and styles, and positions Coles as the partner for them all.

My take
Warm, inclusive and food-first, this ad does exactly what Coles needs: reflects real Aussie life, leans into the spirit of variety, and sells festivity without over-selling emotion. The dog is a nice touch, charming without being cloying.

To Be Continued…

So that’s the Christmas crop so far, themes of nostalgia (especially nineties comebacks) and expected emotional storytelling jump out. From John Lewis’ emotional encore to M&S’ motorway feast and Waitrose’s pop-anthem swagger, 2025 is already shaping up as a year of confidence and comfort. But the sleigh bells haven’t stopped ringing yet. With ALDI Australia, Very.co.uk and a few usual late bloomers still to unwrap their festive offerings, consider this round-up an intermission, not the finale. So stay tuned. part two’s coming soon….