With the arrival of November, the UK’s annual tradition of festive advertising has already kicked into high gear. This year, Christmas adverts are not just about tinsel and snow—retailers are letting real life in, reflecting the hopes, anxieties, and realities of 2025. From the cost of living crisis to questions of masculinity, and from youth perspectives to the comforting nostalgia of beloved characters, brands are weaving together a tapestry of the nation’s mood—one 90-second spot at a time.
JD Sports has made a bold statement with what many are calling one of the year’s most authentic festive campaigns. According to Culted, the retailer’s new Christmas advert, released in early November 2025, puts 286 young people from cities as far-flung as Tokyo and Berlin in the director’s seat. Each was handed a phone and asked, “Where are you going?”—the central question of the campaign, which dovetails with JD’s “Forever Forward” messaging. The result is a patchwork of real youth experiences: opening GCSE results, nights out at the club, quiet moments of doubt, and big dreams for the future.
The advert doesn’t just feature celebrities—though names like Cole Palmer, Nemzzz, Jade Thirwall, Paddy the Baddy, Myles Lewis-Skelly, Stillryan, and Skye Newman make appearances. Ordinary community members are given equal billing, sharing the screen and the story. Honest, sometimes vulnerable voiceovers overlay the visuals: “I want to be famous. If that doesn’t work, I’ll just become a pharmacist,” muses one contributor. Another admits, “You can fail, you can make mistakes…but really, who cares?” There’s anxiety, too: “I’m scared we’re not going to be friends in 10 years,” and a sense of urgency: “I wanna have fun, times are changing – you get me.”
Neil Corrie, JD’s Marketing Director, explained to Culted, “JD’s ‘Where are you going?’ isn’t about them, it’s made by them. It’s their voice and their direction. This is youth culture, not as a trend to follow, but as a movement to believe in.” The campaign is an evolution in fashion storytelling, giving as much weight to the community as to the stars. It’s a refreshing approach in a year when, as BBC News notes, “the stories that move us most are the ones that see us.”
Other major retailers are also embracing authenticity—sometimes with a dash of fantasy, but always grounded in the realities of their audiences. John Lewis, long considered the bellwether of the UK’s Christmas advertising season, aired its 2025 spot on November 5. This year’s advert, set to Alison Limerick’s classic “Where Love Lives” reimagined by Labrinth, centers on a father-son relationship—a first for the brand. The story follows a teenage boy who struggles to express his feelings, ultimately using music to bridge the gap with his dad. The emotional climax comes when the father discovers a vinyl record of “Where Love Lives,” a Christmas present from his son. As the music plays, he’s swept back to his own youth, dancing with friends, before returning to the present for an awkward, heartfelt hug with his son.
Retail expert Catherine Shuttleworth told BBC News the advert has “Adolescence written all over it,” referencing the year’s hit Netflix drama that tackled inter-generational male relationships and the so-called “crisis of masculinity.” TV historian Dr. Richard Wallace echoed the sentiment, saying, “John Lewis has responded to the crisis of masculinity, so evocatively addressed in one of this year’s standout TV dramas Adolescence, to make a touching piece that speaks to the challenges of navigating inter-generational male relationships.”
Rosie Hanley, John Lewis’s director of brand, revealed to BBC News that the advert’s script was developed back in January—before Adolescence became a phenomenon. But the drama’s success “gave us reassurance that we were telling a story that was really relevant in 2025.”
Other brands are tackling the more immediate pressures facing families this holiday season. Asda’s advert, for example, uses the Grinch as its unlikely protagonist. Set to “Let it Snow,” the green cynic is initially grumpy about his festive shopping—but is soon won over by Asda’s low prices. Dr. Wallace told BBC News the ad “sends a message that ‘an affordable Christmas’ is possible, by placating the cash-strapped ‘Grinch’ that threatens to spoil everyone’s Christmas.” Lidl’s campaign, meanwhile, focuses on generosity and small acts of kindness, pointing viewers toward its Toy Bank scheme, which has collected over 250,000 gifts since launch. M&S keeps things modest, turning a gridlocked delivery truck into a humble Christmas party with Dawn French as both a fairy and herself, serving up snacks that are a far cry from the lavish spreads of previous years.
Yet, not all retailers have dialed down the spectacle. Sephora’s campaign stars Mariah Carey, who transforms from an angel into Santa Claus, flying off in a sleigh packed with gifts. Aldi’s beloved Kevin the Carrot returns—this time proposing to his sweetheart, Katie the Carrot—while Sainsbury’s brings Roald Dahl’s Big Friendly Giant to life. Argos sticks with its cartoon duo, Connie the doll and Trevor the dinosaur, joined this year by Inbetweeners star Simon Bird.
But perhaps the most delightfully British advert comes from Barbour, which enlisted Wallace and Gromit for its 2025 campaign. In a 90-second stop-motion film crafted by Aardman in Bristol, Wallace and Gromit exchange identical scarves for Christmas. The highlight? Wallace, ever the hapless inventor, strips down to his pants in front of stunned carol singers—a moment that director Steve Harding-Hill insists is not indecent: “Can I just point out, he’s not naked. He’s wearing a string vest tucked into his underpants while wearing Barbour wellies.” Production manager Liz Boyles added, “It gives you the real Christmassy feels.” The film took six months to create, with miniature Barbour beanies knitted on tiny needles and festive tartan wrapping paper designed for the occasion.
It’s not just about entertainment—there’s big money at stake. According to the Advertising Association and World Advertising Research Centre, advertisers are set to spend £12 billion in the UK this festive period. John Lewis doesn’t disclose its budget, but Rosie Hanley says they’re “confident it pays off.” As Dr. Wallace explained to BBC News, “Fundamentally, the Christmas advert is about emphasising a sense of community and togetherness.”
In a world that’s often uncertain, this year’s Christmas adverts seem determined to meet viewers where they are—celebrating resilience, connection, and the small joys that make the season bright. Whether it’s a teenager’s honest confession, a father’s awkward embrace, a carrot’s proposal, or a well-loved inventor’s accidental striptease, the message is clear: Christmas 2025 is about real people, real feelings, and real hope for the future.
