Christmas ads 2025: How John Lewis, Asda and Lidl ads ‘let real life in’ – from cost of living to masculinity

It’s still early November, but the Christmas announcements are already coming in quickly.

While featuring the usual dash of holiday cheer, experts say this year’s ads have also tapped into some of the biggest themes of 2025, from the cost of living to masculinity.

The idea of ​​working families trying to get by is at the heart of the Asda advert, which shows the Grinch trying to do his Christmas shopping.

Meanwhile, John Lewis’ festive advert explores masculinity and emotion, leading some analysts to suggest it has shades of one of the biggest TV shows of the year, the Netflix drama Adolescent.

“What’s surprising this year is how much Christmas ads are letting real life in,” said retail expert Kate Hardcastle.

Television historian Dr. Richard Wallace adds that if retailers can find a way to “incorporate a topical social issue in a thoughtful way,” it can result in a “truly impactful” ad.

The BBC has analyzed the Christmas adverts that have been released so far and asked experts what they tell us about last year.

John Lewis’ Christmas advert, seen by many as the start of the festive season, arrived in our homes on Tuesday.

Featuring Alison Limerick’s 1990s song Where Love Lives, reimagined by British artist Labrinth, it marks the first time the retailer has centered an ad around a father-son relationship.

The ad shows a teenager struggling to express his emotions for his father, using music as a way to connect with him.

We see the father discovering an unopened Christmas present with his name on it: a Where Love Lies vinyl record, which he plays immediately.

As the song fills the room, he is transported to a ’90s club, dancing with his friends, before seeing flashbacks of his son as a baby.

When we return to the present, the teenage son and father share a slightly embarrassed hug and laugh together.

Reacting to the announcement, retail expert Catherine Shuttleworth said it has “Adolescence written all over it.”

“Especially because of its focus on the lack of communication between father and son,” he told BBC News.

Dr Wallace agreed, saying the advert had given a classic Christmas message of togetherness “a 2025 twist”.

“There is clearly a desire to incorporate topical issues into this year’s ads,” he said.

“John Lewis has responded to the crisis of masculinity, so evocatively addressed in one of this year’s standout television dramas, Adolescent, to create a moving piece that speaks to the challenges of navigating intergenerational male relationships.”

John Lewis brand director Rosie Hanley told BBC News the script had been planned in January, before Adolescent came out.

But the drama’s huge success “gave us confidence that we were telling a story that was really relevant in 2025,” he said.

Other retailers appear to have nodded to the cost of living.

The Asda advert, set to the song Let it Snow, follows the Grinch reluctantly doing his festive shopping.

But the green cynic changes his mind once he becomes captivated by some of the low-priced products on offer.

For Dr. Wallace, the ad sends the message that “an affordable Christmas” is possible, “appeasing the cash-strapped ‘Grinch’ who threatens to ruin everyone’s Christmas.”

This message is echoed in Lidl’s Christmas advert, which focuses on generosity and small acts of kindness rather than abundance and excess.

The advert also has a real-world action point, directing viewers towards Lidl’s Toy Bank scheme.

According to Lidl, the national scheme has seen more than 250,000 donated gifts since its launch.

The theme of community and practical, affordable joy is also present in the M&S food advert.

The advert sees the return of Dawn French as a festive fairy and she also appears as herself.

We see the actress and comedian stuck in a traffic jam, but with the wave of a magic wand, a delivery truck turns into a Christmas party.

The festive refreshments served at the party are modest and a far cry from the tables of food we’ve seen in previous ads.

But not all retailers have toned down this year.

Beauty retailer Sephora’s ad stars none other than Mariah Carey as an angel.

He later transforms into a Santa suit and rides off on a sleigh filled with bags of shiny gifts.

Experts say that, overall, this year’s ads reflect the fact that many shoppers will be cost-conscious this Christmas.

“The values ​​framework is part of this year’s campaign,” Shuttleworth said. “And of course that’s relevant this Christmas.”

“We’re looking at themes that reflect the world as we live in it,” agrees Hardcastle.

“The public doesn’t want fantasy; they want recognition. It’s proof that, even at Christmas, the stories that move us most are the ones we see.”

Elsewhere, several retailers have opted for fictional characters. Once again, this is considered a deliberate measure given the economic context.

“If you’re struggling and someone shows you a bright life on screen, that’s not going to make you feel particularly good,” Hardcastle said.

In Aldi’s ad, their mascot Kevin the Carrot is back. This time, he’s ready to pull our heartstrings as he pops the question to his beloved Katie the Carrot.

Not to be outdone, Sainsbury’s advert also features a famous animated character – Roald Dahl’s beloved Big Friendly Giant.

And Argos has also chosen the same characters as last year: cartoon duo Connie the doll and Trevor the dinosaur, who are joined this year by Inbetweeners star Simon Bird.

Advertisers will spend a total of £12bn over this festive period, according to the latest data from the Advertising Association and the World Advertising Research Centre.

John Lewis, for its part, does not reveal how much it spends on its Christmas advert, but Hanley said they are “confident it is worth it”.

And experts say it’s about more than just getting consumers through the doors.

“Basically, the Christmas advert is intended to emphasize a sense of community and togetherness,” Dr Wallace told BBC News.

Dr. Wallace said that while the ads are still made for broadcast television, they are now also viral events on the Internet and are shared widely online.

The challenge for retailers, he said, is to reflect the “mood of the nation” when Christmas ads are planned months in advance.

“If they can do it right, they can really become TV moments,” he said.

“They can set the tone for that particular year and shape the way you remember that Christmas.”