Britain’s biggest retailers have released their Christmas adverts for 2025, with festive fairytales, beloved Christmas characters and even 90s raves among the themes appearing on television screens.
While some supermarkets, clothing stores and charities have gone down the classic route of pulling on heartstrings, others have used cartoon characters and animations to tap into nostalgia.
On the whole, the adverts lacked celebrity this season, with the only big name making an appearance being Dawn French, who returned for Marks & Spencer’s food advert.
Other known characters making an appearance include Wallace and Gromit, in the Barbour ad, Roald Dahl‘s BFG, who becomes a delivery man for Sainsbury’s in their 90-second offering, and the Grinch – who discovers his love for Christmas thanks to Asda’s low prices.
Nailing the perfect Christmas advert is a tough call – and some retailers certainly fared better than others in this year’s battle of the ads.
From the star quality help enlisted to how Christmassy they actually are, each has different strengths.
Read on to find out who’s been crowned our winner – and who was an unfortunate festive flop…
BARBOUR
Star quality: 4/5
No celebrities, but Wallace and Gromit are stars in their own right!
Tear-jerk-ometer: 3/5
These beloved characters are enough to warm anyone’s heart this Christmas. However Barbour chooses to go for a more light-hearted tone, ending the advert with Wallace accidentally being ‘unwrapped’ by his own Gift-o-matic invention.
Festiveness: 5/5
Wallace and Gromit are surrounded by a well-lit tree and presents, with all the gift wrapping needed for a perfect Christmas.
OVERALL RATING: 4/5
Barbour’s advert makes for a heartwarming tale featuring two of the nation’s most beloved clay characters – with a touch of their classic humour too.
The clothing brand has once again partnered with award-winning animation studio Aardman for its Christmas advert after featuring Shaun the Sheep – but this time, the festive offering features stars Wallace & Gromit.
Viewers watch as Gromit prepares a gift for Wallace in their living room, before the latter bursts into the room to show off his latest contraption, the Gift-o-matic, which can wrap, unwrap and gift presents.
But the invention causes chaos, first accidentally pushing Gromit through the lounge wall into the front garden, and then, after the duo have opened the matching gifts of a Barbour scarf, the machine starts to malfunction.
It ‘unwraps’ Wallace, leaving him in just his undergarments and a Barbour scarf and wellies as a group of carol singers pass by.
LEGO
Star quality: 3/5
Celebrity presence enters the LEGO advert in the form of song, as Lionel Richie’s Hello is played.
It also features cameos from famous figures including Darth Vader, the Hulk and Iron Man, and even Wicked’s Elphaba and Glinda.
Tear-jerk-ometer: 4/5
The advert ends on a sweet note as a father watches his two children bond over their newly unwrapped Lego toys, finally away from the pull of their screens – in scenes that will likely resonate with many parents.
Festiveness: 3/5
Richie’s Hello is not a hugely festive song, but the advert does capture the childhood magic of unwrapping a much longed-for gift on Christmas Day.
Some of the figures were wearing Christmas hats, for some added festive sparkle.
OVERALL RATING: 3/5
LEGO’s short film tells the story of 12-year-old Eddie who has forgotten the magic of play and prefers the solitude of his room over the joy of family fun this holiday season.
However, his younger sister has other plans. With a simple click of a LEGO brick, she brings to life the mischievous Cataclaws and a mass of LEGO minifigures to bring Eddie back to his family.
Their strategy? A cheerful remix of Lionel Richie’s timeless classic Hello. The lyrics have been crafted to match the scenes and characters, including humorous lines like ‘In my dreams you stepped on me a thousand times!’.
The choir is a vibrant ensemble of hundreds of minifigures representing the full breadth of the LEGO Group’s universe, featuring fan favourites from Star Wars, Wicked, Ninjago, Friends and more.
Together, they convince Eddie to spend more time with his family, away from his electronic device.
JOHN LEWIS
Star quality: 1/5
There’s little celebrity presence in the John Lewis advert, instead focusing on the real and raw emotions of a typical British family. This is no bad thing, but it does lose points for star quality.
Tear-jerk-o-meter: 5/5
The advert explores a father-son relationship from childhood to now, ending with an emotional hug between them. The gift of a record, it seems, is stronger than words, and the message is that family is the best part about Christmas.
Festiveness: 2/5
A lot of this advert takes place inside the father’s memories – of a sweaty and overcrowded nightclub from his youth – with brief Christmassy scenes on either side.
OVERALL RATING: 2.5/5
The John Lewis advert will have been highly anticipated by many, but it appears to lack the festive feel of some of its competitors.
It tells the tale of a relationship between a father and his teenage son – a first for one of the store’s Christmas campaigns.
It opens with the teenager nervously waiting for his father to find his gift hidden beneath the Christmas tree – a vinyl record featuring Alison Limerick’s 1990 club anthem Where Love Lives.
Surprised by the thoughtful present, his dad heads for his record player to try out the gift while his son, headphones clamped around his neck, watches timidly for a reaction.
As soon as the first beat of the song fills the room, his father is transported from their living room to a sweaty, overcrowded nightclub, filled with partygoers.
The ad soon cuts from the dad dancing in the club to flashbacks of his son as a toddler and a baby. Then, as a modern version of the track echoes softly in the background, the scene shifts back to the present day, where the embarrassed teen is pulled into an embrace by his emotional dad.
The pair share a quiet moment before the man starts dancing again, forcing a laugh from the teenager. The commercial finishes with the message: ‘If you can’t find the words, find the gift.’
BOOTS
Star quality: 3/5
The advert is filled with glamour from start to finish, featuring beloved characters such as Puss In Boots, Cinderella and the Snow Queen.
Tear-jerk-o-meter: 2/5
There’s a nice message of gift giving in the advert, but it’s largely too sparkly to prompt any real emotional tugging.
Festiveness: 5/5
The Snow Queen’s Christmas ball, ample Christmas decorations and snowy scenes – Boots has chosen to go all out for the festivity of their 2025 advert.
OVERALL RATING: 3.5/5
Boots’ Christmas advert opens with Puss in Boots receiving an invite to the Snow Queen’s ball.
Excited, but panicked, Puss realises he needs to get gifts and asks his magic mirror on the wall where to shop for his friends Rapunz, Snowy, Cinders and Prince Charming.
Of course, the mirror tells him to go to Boots and he quickly begins a journey through a festive town to find a store.
After his shopping spree, Puss scoots back home to hand out his purchases: a hair product for Rapunzel, a lipstick for Snow White, Carolina Herrera Good Girl Perfume for Cinderella (in a stiletto shaped bottle) and a mirror for Prince Charming.
Delighted with their gifts, the group head off to the Snow Queen’s Christmas ball where other fairytale creatures look on in awe as they waltz into the party.
Once they spot the Snow Queen, Puss presents her with a gift of hand warmers, which she clearly loves.
Characters dressed in exuberant outfits can be seen dancing hilariously to 1981 classic, Girls on Film by Duran Duran.
The film ends by reminding the audience to ‘gift happily ever after’ and is a sparkly and festive treat – but it won’t be making the Christmas advert hall of fame any time soon.
ALDI
Star quality: 5/5
Kevin the carrot has truly become a star in his own right – and what’s better than a celebrity engagement?!
Tear-jerk-o-meter: 3/5
Kevin proposes to his long-term girlfriend, Katie the Carrot, writing: ‘To me you are 24 carat. Marry Christmas?’
Romance, clearly, is not dead.
The series then sees Kevin getting whisked away on his stag do, but not everything goes to plan.
Festiveness: 5/5
With a snowy porch and recreating scenes from hit Christmas film Love Actually, Aldi have ramped up the festive stakes. Kevin heads to Lapland for his stag do and is even rescued by the Christmas Express – rushing to head back to his wedding on time.
OVERALL RATING: 5/5
Aldi’s Christmas adverts for 2025 has left viewers on tenterhooks with a cliffhanger ending – and has been given the top score for adverts this year.
The festive offering shows Kevin the Carrot, the supermarket’s much-loved Christmas character, returning for his 10th anniversary to propose to his long-time sweetheart, Katie the Carrot.
The first instalment opens with a touching snowy scene outside Katie’s cosy home, where their adorable pooch, Caulidog, is waiting excitedly.
Viewers may recognise the romantic scene, which parodies the unforgettable cue-card moment from Love Actually.
In the romantic scene from the 2003 Christmas film Keira Knightley’s character Juliet opens the door to Andrew Lincoln’s character Mark as he stands outside with a series of cue cards as he proceeds to profess his love for her.
Kevin offered just as much sparkle and sentiment as he delivered the show-stopping moment in the wholesome advert.
With a diamond ring glinting from Caulidog’s collar, Kevin clutches the cue cards spelling out the words every carrot dreams of hearing: ‘To me you are 24 carat. Marry Christmas?’
He then heads on his stag do in the North Pole, but it quickly goes pear-shaped. Again, viewers are left on a cliffhanger: Will Kevin make it to his wedding on time?
Kevin has attracted a loyal following over the years and, with the addition of a cliffhanger, Aldi have cleverly created an atmosphere of suspense with their new Christmas advert.
MORRISONS
Star quality: 1/5
The advert features Morrisons farmers and food makers, bakers, fishermen and delivery drivers.
Tear-jerk-o-meter: 3/5
Morrisons has decided to show the hard work leading up to Christmas, which is an important message. But a lack of a strong individual story stops it from truly making an impact.
Festiveness: 2/5
Most of the advert takes place in the months running up to Christmas, such as a sunny walk at the start – which is in August! – and even Halloween.
OVERALL RATING: 2/5
Morrisons’ Christmas advert shows the year-long journey to Christmas through the behind-the-scenes work of everyone involved from farmers to bakers.
The film, titled Making More of Christmas, is set to the song Stop the Cavalry by Jona Lewie and is directed by award-winning commercial filmmaker Aaron Stoller.
Matt McLellan, Morrisons Group Customer, Data and Marketing Director, said: ‘Our Christmas advert tells the story of how our festive fayre, such as our award-winning mince pies or delicious smoked salmon, appears on our shelves and the care and attention that our colleagues and food makers put into making them.
‘At Morrisons, our unique capabilities in fresh food mean we’ve been helping to make more of Christmas all year by growing, picking, baking, proving, prepping and planning to support our customers as the big day draws near.’
Compared to the other festive adverts on display this year, Morrisons seems to fall slightly flat – with Christmassy scenes postponed to the end, if anyone is still watching by then.
SAINSBURY’S
Star quality: 4/5
Like Boots and Barbour, Sainsbury’s has also chosen to draw on familiar characters for inspiration by showing the BFG at Christmas – even throwing some new villains into the mix.
Tear-jerk-o-meter: 3/5
There’s nothing better than a tale of saving Christmas, and Sainsbury’s evokes a warm fuzzy feeling with its combination of real-life employees, beloved characters and a depiction of everyone being brought together over Christmas dinner.
Festiveness: 4/5
From the Christmas food delivery to eating Christmas dinner, the Sainsbury’s ad is festive to the max with treats.
OVERALL RATING: 4/5
Sainsbury’s’ Big Friendly Giant is joined by a new sidekick, Annie, a real Sainsbury’s colleague, embarking on a mission to save Christmas for Brits together.
In the wholesome tale, they manage to defeat their nemesis, The Greedy Giant, who is causing chaos with his greedy appetite.
The 90-second video opens with a snowy scene showing Annie unloading the Christmas shopping while whistling the tune of Jingle Bells.
However, the sinister 48-foot Greedy Giant then steps into the frame, walking away from the Sainsbury’s delivery van having just devoured all the Christmas food inside, proclaiming that the products were ‘tastier than human beans’ and then helps them to deliver.
SHELTER
Star quality: 5/5
Shelter’s emotional tale has the director from The Greatest Showman, and Bonnie Tyler’s beloved track, Total Eclipse Of The Heart
Tear-jerk-o-meter: 5/5
Shelter’s Christmas advert takes viewers through all the emotions as it portrays the devastating impact homelessness can have on the festive period.
Festiveness: 5/5
The advert serves as an important reminder of what’s really important this Christmas.
OVERALL RATING: 5/5
Homelessness charity Shelter has unveiled its powerful 2025 Christmas advert, which is arguably one of the most tear-jerking of the year.
Titled Earworm, the 60-second film tells the story of a young schoolboy who can’t stop humming Bonnie Tyler’s 80s hit Total Eclipse of the Heart.
What starts as a light-hearted tale soon takes a devastating turn, revealing the harsh reality of life in temporary accommodation at Christmas.
Directed by Michael Gracey, the man behind The Greatest Showman, the advert opens with the cheerful youngster humming the song on his bus ride to school, through lessons, and even in the lunch hall.
However, when the boy returns home, his mother is sitting beside a phone on speaker, trying to get through to the accommodation service.
It’s then that we realise the heartbreaking reason he’s been singing the song all day, it’s the hold music that’s been playing on repeat as she waits for help.
ASDA
Star quality: 3/5
Asda has enlisted the help of the Grinch for 2025, putting his own take on ‘Let It Snow’.
Tear-jerk-o-meter: 2/5
There’s a nice Christmassy message and Christmas cheer but Asda’s advert mainly focuses on emphasising low prices, rather than a tearjerking message.
Festiveness: 4/5
Instead of a Christmas tree taking centre stage, there’s a green glowing Asda sign in the distance. Nevertheless, there’s Christmas cheer galore – especially the Grinch himself is in a good mood.
OVERALL RATING: 3/5
Asda‘s Christmas ad takes the Grinch on a journey from hating the festive season to loving it, thanks to the supermarket’s affordable prices.
The supermarket said the premise of the ad is that everyone gets ‘a little bit grinchy’ at Christmas.
The Grinch first appeared in Dr. Seuss’s How the Grinch Stole Christmas in 1957, the character has appeared in dozens of adaptations since, including most famously by Jim Carey in the 2000 live adaptation film.
Rachel Eyre, Chief Customer Officer at Asda told the Daily Mail: ‘We’re so excited to launch this year’s Christmas campaign.
‘We all love Christmas, but we also know it can come with financial pressures.
‘That’s why this year, we’re focused on helping everyone enjoy the festive season we all deserve, filled with joy, celebration, and the reassurance of Asda Price.
‘If we can win over the Grinch, the biggest cynic of all, then we know that with our unmatchable mix – amazing products at unbeatable value – we can all have a truly fabulous Christmas together at Asda.’
MARKS & SPENCER
Star quality: 5/5
As one of the only retailers to enlist the help of celebrities, M&S gets full marks for star quality.
Tear-jerk-o-meter: 3/5
Dawn French has brought her usual comedy for a refreshing Christmas advert.
Festiveness: 5/5
The M&S advert stars sparkling celebs, delightful nibbles and Dawn French’s fairy – for a fifth year.
OVERALL: 4.5/5
Everyone will relate to Dawn French’s frustration at getting stuck in traffic while driving home for Christmas – luckily, there’s a tasty feast at the end.
Marks & Spencer is one of the only retailers to have a celebrity in their ad – bringing back Dawn French and celebrity chef Tom Kerridge.
The 90-second film opens up on Christmas Eve and shows Dawn, 68, stuck in gridlocked traffic while singing Chris Rea’s classic festive track Driving Home for Christmas.
It’s the fifth year Dawn’s ‘fairy’ character has starred in an M&S Food Christmas advert.
In this year’s ad, viewers feast their eyes on a spectacular spread of festive food favourites as Fairy transforms the M&S truck into an epic Christmas party.
Dawn brings her usual comedy to the ad, smashing into a car mirror and jumping on top of a vehicle in her excitement to get to the M&S truck.
Once inside, she’s joined by a host of drivers and passengers, all eager to begin the Christmas Day celebrations early.
Meanwhile, M&S Food’s Fairy first charmed viewers in a magical world where beloved characters, from Tom Holland’s Percy Pig to Jennifer Saunders’ Ducky, came to life when humans weren’t around.
Meanwhile, their clothing advert celebrated how to be ‘the host with the most’.
LIDL
Star quality: 2/5
The heartwarming tale is told through the eyes of a young girl and is an advert for Lidl’s toy bank.
Tear-jerk-o-meter: 4/5
Lidl’s advert emphasises the importance of giving gifts to everyone and that ‘everyone’s a bit less grumpy at Christmas’, with scenes of families laughing together with festive cheer.
Festiveness: 3/5
Sometimes, it takes seeing things through the eyes of childhood once more to create a festive atmosphere.
OVERALL RATING: 3/5
Lidl’s Christmas advert for 2025 is told through the eyes of a curious young girl who discovers the reason we love Christmas is ‘kindness’ not ‘presents’.
As fairy lights twinkle and laughter fills the air, the ad concludes with the message that Christmas is ‘less about me and more about us,’ encouraging viewers to carry that spirit of giving well beyond December.
In keeping with the campaign’s theme, Lidl has also relaunched its in-store Toy Bank, which runs until 15 December, inviting shoppers to donate new and unopened toys to ensure every child wakes up to a gift under the tree this year.
Sports Direct
Star quality: 5/5
Like M&S, Sports Direct has enlisted starry help, including former sprinter Linford Christie, boxer Conor Benn and Lioness Lauren James.
Tear-jerk-o-meter: 1/5
The 20-second advert is brief and to the point, including common sayings from professional sports such as ‘let’s run it back’ and ‘what are you waiting for?’.
Festiveness: 1/5
The chosen settings of a football pitch and gym with a heavy beat in the background didn’t feel hugely Christmassy.
OVERALL RATING: 2/5
Sports Direct has unveiled its energetic Christmas campaign, titled ‘Just Getting Started’.
Featuring a star-studded line-up of sportspersons, including former sprinter Linford Christie, boxer Conor Benn and Lioness Lauren James, the 20-second advert is sure to raise heart rates with its super-speedy festive ad.
Its message builds on last year’s campaign, called New Traditions Start Here, to prove that it’s never too late to pick up a pair of trainers and get stuck into sport.
The first scene is a point-of-view shot of someone dashing down the stairs in a pair of Sports Direct sliders, before switching to joyous-looking family members tucking into mince pies and unboxing video games around the tree.
The stars then make an entrance, with Linford Christie handing over a conspicuously wrapped football, Lauren James having a kick about, and Conor Benn training in the gym with a punch bag.
