AdMiration’s top Christmas ads of 2025

For this week’s AdMiration feature, we looked at consumer response to ads from brands that are well known for their Christmas ads in the UK as well as the most buzzworthy US ads from retailers and brands this year. 

This is our list of top UK and US Christmas ads we tested on the Zappi platform based on their ability to drive sales this festive season. Read on to learn more about the ads, how the ads were received by consumers and why they worked.

1. Argos’ “Thought We Were Just for Toys?”

This year, Argos’ mascots Trevor and Connie take Simon Bird hostage! At first, they appear as a menacing pair in the back of a panicked Simon Bird’s car. But soon it’s revealed that they’re just trying to introduce him to the idea that “There’s more to Argos”! The toys then help him find gifts for his family (because Argos has more than toys) and his sister is surprised with his newfound taste. 

What worked well

This ad is funny, lighthearted, has a bit of a twist and audiences love it! It’s also extremely well-branded, resulting in not only a high sales impact score, but also a high brand recall score, thanks to the presence of Connie and Trevor and the inclusion of the specific shade of Argos red. What a fun and engaging way to expand on the communications platform Argos has been using for over two years, while bringing it to life in a fresh and festive way for Christmas!

2. Sainsbury’s “An Unexpected Guest”

The BFG returns in Sainsbury’s Christmas ad this year, in an ad that delivers all the feelings of love and nostalgia of the brand’s ad last year, with a fun new story. This time, a greedy giant is stealing Christmas meals, while BFG and Annie (a real Sainsbury’s employee) replace what’s been stolen with food from Sainsbury’s. After defeating the greedy giant, Annie invites BFG for Christmas lunch, saying that she can make room for him on Christmas. The ad concludes with the message: “Want to be ready for anything this Christmas? Ask Sainsbury’s."

What worked well

This ad feels like a mini movie with incredible music, an antagonist to be overcome and a clear beginning, middle and end — making it a true masterclass in storytelling. And it all ends on a high note that puts people in the mood for Christmas! Audiences love the ad, the BFG and all the feelings of togetherness and kindness at Christmas in this spot, resulting in an incredible sales impact score.

3. Waitrose’s “The Perfect Gift”

Speaking of mini movies, this year Waitrose produced a 4-minute romcom! It features one regular guy (Joe Wilkinson as Phil) and one Keira Knightley falling in love. They meet at Waitrose when they both pick the same cheese and they bond through a montage of silly moments and lots of food at Christmastime. Featuring a traditional romcom moment of misunderstanding that leaves Phil questioning the relationship, the ad ends with a romantic gesture and a sweet declaration of love. Supporting the film are 30 and 60 second “movie trailers” running across platforms. We tested the 60 second trailer.

What worked well

The 60 second trailer did a wonderful job at perfectly capturing a classic romantic comedy plot alongside Christmas vibes — it’s no wonder people love it! It takes audiences on an incredible emotional journey (exactly the one you would expect in any great romcom trailer) filled with love, laughs, surprise and even some sadness. Romcoms and Christmas are a perfect pair, and Waitrose executed it perfectly, resulting in not only an incredibly high sales impact score but also unaided brand recall score — by integrating the brand naturally throughout, when it could have easily been lost in the story.

4. Asda’s “A Very Merry Grinchmas”

Concerns about the cost of Christmas celebrations are high this year, and Asda perfectly conveyed that feeling with the well-known Christmas character, the Grinch. In a reworked version of “Let It Snow,” a family’s dad is shown as the Grinch, saying “no” to all holiday cheer because it’s too expensive. That is, until he starts shopping at Asda and discovers the reasonable prices. With the help of festive cheer and low Asda prices, he’s turned back into himself. The ad concludes with Asda’s traditional line: “That’s Asda price.” 

What worked well

Asda tapped into the relatable and very real insight that Christmastime can cause money anxieties in this spot, but did so in a way that was festive and fun with a positive resolution. The Grinch was the perfect character to convey this sentiment, and Asda’s message about how its reasonable prices can put any Grinch’s mind at ease shone through. This seamlessly tied in to Asda’s overall messaging, and on top of that, the Grinch was Asda green! It’s no surprise that this great branding led to such a high unaided brand recall score as well as an excellent sales impact score.

5. Boots’ “Gift Happily Ever After”

Last (but certainly not least) on our list of UK ads we tested, Boots cleverly turned to Puss in Boots to feature in their Christmas ad this year, who’s seen going on a perilous journey to find the right gifts with help from the magic mirror — who directs him to Boots, of course! He is pleased with all the choices Boots has to offer, and a cheerful sales associate helps him find the best gifts for his fairy tale friends. Even the snow queen is pleased with his gift! They all enjoy the ball while dancing to “Girls on Film,” and the ad concludes with “Gift Happily Ever After.”

What worked well

People loved the inclusion of Puss in Boots this year! They laugh at a few of his key funny moments and love when he delivers all the gifts to his friends. They also love the brief snippet of “Girls on Film” at the end. The ad stands out and the key role for Boots in the ad — plus the smart tie-in with the name of the character Puss in Boots — make the Boots brand very easy to spot, again resulting in not only a high sales impact score, but an unaided brand recall score that’s well above the norm!

1. Planters’ “Nuts About the Holidays”

Set to the sound of Tchaikovsky’s “March” from “The Nutcracker,” this spot takes place inside a Planters factory where we see Mr. Peanut setting Planters nuts in motion through machinery. In time with the music, the nuts are cracked by nutcrackers, transported by conveyor belts, toasted in the fire and even swirled around in a snow globe. They end their journey in Planters packaging and the ad reminds us to “Open the Magic.”

What worked well

What a simple, festive ad that gets people in the holiday spirit! “Nuts About the Holidays” really stands out to viewers and people loved the combination of holiday music paired with engaging visuals. In fact, love is the dominant emotion from start to finish. It’s an ad we can watch over and over again — and could easily become a holiday classic like Hershey’s classic “Christmas Bells!”

2. Coca-Cola’s “Holidays Are Coming”

Coca-Cola used AI to recreate its classic “Holidays Are Coming” for the second time this year. This version features Santa Claus opening a bottle of Coca-Cola and setting a toy Coca-Cola truck down in a toy town. As the classic “Holidays Are Coming” song plays, the truck travels through various scenes of different animals like polar bears, pandas and bunnies, looking on in awe as everything lights up around them. 

What worked well

It’s worth noting that Coca-Cola’s use of AI for this holiday ad was controversial, particularly in marketing and advertising circles. But what we have to remember is that what the industry talks about isn’t always what the audience cares about. And the reality is that audiences loved it and could easily recognize the brand through the distinctive brand assets (DBAs) Coca-Cola has been using for decades (Think: red trucks, Santa, lights and the “Holidays Are Coming” song). Because of this, it has the highest love score of any of the US ads we looked at this year! And as an ad is incredibly distinctive and very well branded, it was clearly a spot that could only be for Coca-Cola that got everyone in the festive mood. 

3. Crayola’s “Blue Christmas”

Crayola’s ad brings us the story of a little girl who discovers that dogs can’t see the colors red or green, which makes her realize that her dog can’t see any of their household’s holiday decorations! She enlists the help of her family — and her Crayola crayons — to create new holiday decorations completely in blue (a color dogs can see). Once she’s done, her dog can enjoy the holidays too! The ad ends with “It’s not what you give, it’s what you create.”

What worked well

This was such a sweet story centered on the love a child feels for her dog! People love it from the second the ad begins, and their love only grows as the story unfolds — ending on an incredible high note. Audiences find the story heartwarming and sweet and they appreciate the feelings of togetherness and inclusion at Christmas. It’s a touching family moment of love and kindness that especially resonates this time of year, resulting in  high sales impact and love from viewers.

4. Dunkin’s “The Little Holiday Munchkin”

Dunkin’s “The Little Holiday Munchkin” is both a 1-minute ad and a new children’s book this holiday season! It tells the story of a little munchkin — the discarded part of a donut — that is forgotten until a small child picks it up and deems it “the best bite of all.” Narrated in rhyming couplets by Mindy Kaling, the ad reminds us to find joy in the little things, ending with “Sometimes the smallest part is the best part.” 

What worked well

What a cute little story about a cute little munchkin! This ad takes people through a journey of emotions — covering surprise, sadness, laughter and love. People really appreciate the animation style and rhyming narration, which help the ad stand out, and they love the family enjoying munchkins together at the end. People also easily remembered who the ad was for since it was so well branded with Dunkin’ colors (and through the munchkins, of course). The ad is festive, heartwarming and sweet, and totally Dunkin’!

5. L.L.Bean’s “Invited to the Holidays Since 1912”

Finally, L.L.Bean’s ad this year is dripping in nostalgia and tradition, reminding us all of the role L.L.Bean’s flannels have played in our holidays over the years. The ad features real found video footage and images from decades of family Christmases — ending with the reminder that L.L.Bean has been “Invited to the Holidays Since 1912.”

What worked well

While many holiday ads tend to go big, L.L.Bean keeps it simple in this spot. The brand has been a part of our lives for over 100 years, and what better way to show it than actual footage of real people wearing L.L.Bean flannels during their holiday celebrations? Audiences love the warm and homey feelings in the ad and say it reminds them of their own families. It’s a simple idea of implicitly showing how their flannels have been and continue to be a holiday season staple in people’s lives that was executed beautifully and authentically that makes them truly stand out.

What a wonderful turnout of ads for this year’s holiday season! While these are just a few standouts from the UK and US, these spots all did an excellent job at delivering their brand messages while also getting viewers in the spirit of Christmas. 

What did you think? And which ad was your favorite? Let us know by interacting with our coverage of the ads on LinkedIn.

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