Lessons in advertising: Christmas 2025

Every year as we approach the winter holidays, the airwaves are filled with festive storytelling. Christmas advertising has become as much a part of the season as lights on a tree or songs on the radio.

That’s because the run up to Christmas, or “golden quarter” spanning October to December, is one of the most profitable periods for brands and retailers. It’s such a critical period for sales that it’s essential for companies to nail their holiday advertising.

Yet the best ads aren't those that feel overly promotional. The most successful are the campaigns that tap into emotion — the feelings of nostalgia, togetherness and the magical feeling of the holidays. They remind us what the holidays mean, while also ensuring the brands come to mind powerfully and positively during the next few critical shopping months.

This year we looked at some of the best ads from the UK and the US. Some brands are known for their great Christmas ads year after year, while others less so. Some brands relied on their traditional (and successful) formulas — delivering consistency in a fresh way — while others took some risks and did something unexpected.

In this report, we go through the results from the best ads from 2025 and share our tips on how you can make a great Christmas ad next year.