It’s that time of year again – the Christmas adverts of 2025 have landed, and as always, they’re sparking big conversations. From tear-jerkers to tech-driven surprises, brands are pulling out all the stops to win our hearts (and wallets). But which ones truly captured the festive spirit, and which left us feeling frosty?
We asked Mike Chivers, Executive Creative Director at PHA, to give his verdict. Spoiler: some ads made the Nice list, others… not so much. Let’s dive in.
Coca-Cola: Holidays Are Coming… But Is the Magic Missing?
The iconic “Holidays Are Coming” returned this year, but the reaction was mixed. It looked like Christmas, sure, but something felt off. The warmth we expect from Coca-Cola wasn’t quite there. Instead of sparking joy, the conversation turned to artificial intelligence, reminding us there was a machine behind the magic.
Verdict: Naughty. Beautifully crafted, but lacking that human touch we crave at Christmas.
John Lewis: Where Love Lives
John Lewis delivered what many called the emotional hit of the season. Using the classic dance track Where Love Lives was a masterstroke, instantly nostalgic and full of energy. Pairing it with a heartfelt father-and-son story grounded it in something real.
Verdict: Nice. Emotional, authentic, and everything we expect from a John Lewis Christmas ad.
Lidl: Kindness First
Lidl took a different route this year, choosing humanity over glitter. Their message about giving and togetherness struck a chord with many, though some critics felt it lacked sparkle and fell a little flat. For Mike, however, the Kindness First story resonated deeply.
Verdict: Nice. A reminder that Christmas isn’t just about shine, it’s about heart.
Tesco: Perfectly Imperfect
Tesco leaned into the chaos of real family life – funny, messy, and wonderfully relatable. No sugar-coated perfection here, just snippets of the holidays as they really are. Many called it the best ad of the season because it felt like home, not a Hallmark movie.
Verdict: Nice. Tesco nailed the “real Christmas” vibe.
Boots: A Dash of Fairy Tale
Boots went full fairy tale with a whimsical last-minute gift dash featuring Puss. Some loved the magic, others felt it lacked emotional punch. It was fun, but maybe not enough to tug at the heartstrings.
Verdict: Naughty. Charming, but missing that deeper festive connection.
So there you have it, our Naughty and Nice list for Christmas adverts 2025. Some brands nailed the festive magic, others missed the mark. But here’s the thing: creating campaigns that truly resonate isn’t about luck. It’s about insight, creativity, and integration.
At PHA, we’re more than just commentators. We’re an integrated communications agency that helps brands craft stories that connect, whether that’s through bold creative, smart PR, or digital strategies that cut through the noise.
Looking for more festive insights? Check out these related blogs:
- How to Sleigh Your Christmas Campaign
- What Makes a Great Christmas Digital PR Campaign?
- A Guide to Effective Seasonal Marketing
If you’re feeling inspired by this year’s adverts, or if you want to make sure your next campaign lands firmly on the Nice list, our creative specialists are ready to help. Together, we can build something that sparks conversation, builds emotional connection, and delivers results.
Get in touch today hello@thephagroup.com, and start a conversation that will make magic happen in 2026.
About PHA
PHA is an award-winning earned-first integrated communications agency.
We believe communication can make the world a better place. It matters. But with constant disruption, fragmentation and growing complexity, earning attention and inspiring action is harder than ever. PHA is built to solve for this.
We nurture, grow and protect brands & reputations for a portfolio of consumer, corporate, technology, b2b and health clients in the UK and internationally. We bring clarity to a fast, chaotic, complex world, challenging convention and delivering fresh thinking. Our agile multi-disciplined teams create dynamic campaigns across earned, social, digital and paid media, engaging audiences wherever they are, always.
We lead with strategy and deliver a full suite of creative services and production capabilities, generating impact at every step of the audience journey from awareness through to conversion. Working as one to solve any client challenge, we bring the best of PHA to drive impact that multiplies. When unboxed minds meet unboxed ambition, communications don’t blend in – they break out.
We’re built to MAKE IT MATTER.