The 2025 best Christmas adverts have arrived, and this year’s lineup is one of the strongest in recent memory. From emotional storytelling to clever humour and British nostalgia, brands have raised their creative game – but one advert wins the award and rises above the rest: Waitrose.
Waitrose’s romcom-inspired advert is, without question, the standout campaign of 2025. Casting Keira Knightley is a major coup – her Hollywood status brings instant prestige, cinematic weight and broad appeal. Paired with the wonderfully warm and relatable Joe Wilkinson, the duo create a charming contrast: glamour meets British humour, elegance meets everyday authenticity. Their chemistry feels effortless and real, giving the advert a film-like quality that draws viewers straight in.
The production itself unfolds like a short Christmas movie. With gentle nods to Love Actually, the story blends nostalgia with a modern, premium aesthetic – cosy kitchens, soft lighting, festive warmth and beautifully crafted scenes. It taps into everything that feels good about Christmas without ever overplaying it.
Most importantly, the advert aligns perfectly with the Waitrose brand. It’s warm, elegant and reassuringly high-quality, reinforcing the idea that Waitrose doesn’t just sell food – it sells a feeling. At its heart, the campaign champions home cooking, echoing the brand’s enduring strapline: “the home for food lovers.” This is a celebration of people who love to cook, who care about ingredients, and who see food as a way to show love. The advert brings this to life through intimate, cosy moments in the kitchen, reminding us that true festive comfort comes not from extravagance but from preparing something homemade for the people who matter.
The outcome is an advert that is nostalgic without being clichéd or stale, and without feeling of being “overcooked”, and one that leaves viewers smiling long after it ends.
ASDA’s advert is one of the most memorable and Best Christmas adverts of the year, driven by an infectious rhythm and brilliantly crafted rhyming. It’s upbeat, fun and instantly recognisable. The bold use of ASDA-green anchors the brand throughout, making it unmistakable even before the logo appears – and the shade cleverly ties into the Grinch-inspired storyline.
The script is full of playful nods to great prices and festive savings, reinforcing ASDA’s core value message in a way that feels entertaining rather than promotional. Joyful, catchy and cleverly executed, this campaign proves it’s certainly not a “no” for ASDA this Christmas.
Boots delivers a fairytale-inspired festive gem starring Puss in Boots, who finds himself on a last-minute quest for the perfect Christmas gifts. In this modern retelling, Puss travels from snowy fairytale lands to a bustling British high street in search of beauty presents for Rapunz, Snowy, Cinders and Prince Charming – all part of the brand’s #GiftHappilyEverAfter campaign.
But the real magic lies in one perfectly delivered moment. When asked, “Where have you been, Puss?” he replies — with effortless charm and impeccable comic timing – “In Boots, of course.”
It’s witty, memorable and a masterstroke in brand recognition. A tiny moment that elevates an entire campaign.
2025 has been a standout year across the board, with several other brands delivering impressive performances:
Argos reminds viewers it’s more than just toys, showcasing its wider homeware and tech offering.
John Lewis offers an emotional father–son story built around the power of music.
Aldi continues its much-loved Kevin the Carrot saga with a charming “Love Actually”-style proposal.
Barbour x Wallace & Gromit bring nostalgic chaos with the brilliantly malfunctioning Gift-o-matic.
Coca-Cola experiments with an AI-generated festive world – ambitious, bold and a talking point.
Sainsbury’s surprises with the return of the BFG.
M&S reunites Dawn French and Tom Kerridge in another warm and indulgent festive pairing.
Christmas 2025 delivers a rich blend of humour, emotion and imaginative storytelling. Many adverts shine – but Waitrose, ASDA and Boots lead the way. Whether it’s the cinematic charm of Waitrose, the musical energy of ASDA or the witty brilliance of Boots, these campaigns capture the true heart of the season and the very best Christmas adverts.
If you enjoyed this review, you can explore more insights, trends and creative commentary over on our blog. Or if you’d like support with your brand storytelling, campaign planning or digital presence in 2026, we’d love to hear from you.
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