Christmas Ads: More Than Just Holiday Cheer
It's early November, and the festive spirit is already taking root across television screens. This year's Christmas advertisements burst with the usual cheer, but there's something different about them. Experts suggest they're keenly attuned to the zeitgeist of 2025—highlighting the challenges that families face in a world grappling with rising living costs and shifting societal norms around masculinity.
“What's striking this year is how the Christmas adverts are letting real life in,” said retail expert Kate Hardcastle.
With brands vying for our attention, the effort to connect with audiences on a deeper level is palpable. Instead of that clichéd festive fantasy, advertisers are opting for storytelling that resonates with the true realities many of us experience daily.
Spotlight on John Lewis: A Father-Son Connection
The John Lewis Christmas advert, a cornerstone of the holiday viewing experience, has made waves for centering on a father-son relationship. Set to a soulful cover of Alison Limerick's “Where Love Lives,” it portrays the emotional challenge of a teenage boy who struggles to express his feelings for his dad. As his father discovers an old vinyl record—a tangible link to memories—they embark on an emotional journey back through time.
In a poignant scene, the dad reminisces about his youth, dancing at a club and connecting with his past. It's tightrope walking to illustrate the stereotype of stoicism versus vulnerability that many men face today.
“John Lewis has responded to the crisis of masculinity in a touching piece, making inter-generational male relationships relatable,” commented retail expert Catherine Shuttleworth.
Thus, they don't just sell products; they sell a narrative that seeks to soften societal expectations around emotional expression.
Other Brands Echoing Real Issues
While John Lewis taps into familial bonds, other brands like Asda take a more whimsical approach with their ad featuring the Grinch. Set against the catchy melody of “Let it Snow”, it cleverly illustrates the pinch of inflation by showing the Grinch navigating his Christmas shopping. As he discovers budget-friendly options, the message becomes clear: an affordable Christmas is achievable—even for a notorious miser.
Lidl is on board with this theme, championing small acts of kindness over lavish excess through their Toy Bank initiative, which has donated over 250,000 gifts. Retailers recognize that in a climate of financial uncertainty, the notion of a “The Grinch” lurking in every home is all too relatable.
M&S and Other Contenders
Marks & Spencer also leans into this trend with their advert starring Dawn French, who cleverly transforms mundane traffic into a festive gathering, showcasing how simple pleasures can bring joy. Meanwhile, other brands opt for fantasy and nostalgia as a counterpoint to the prevailing tone of economic anxiety—have we finally reached a point where retailers are striking a balance between fantasy and reality?
As we wade through these shifting narratives, I can't help but feel that the advertisements serve as a reflection of what we hold dear during the festive season. Whether it is a father cherishing his son or an animated character learning about generosity, these narratives will likely breathe freshness into our traditional celebrations.
Looking Toward the Future
The statistics paint a vibrant picture: £12bn is expected to be spent on advertising this Christmas. With brands curating messages that echo the prevailing mood of society, they're not simply selling products; they're shaping community narratives that define our holidays. These ads can still be consumable moments of joy amid the chaos—a comforting reminder that we can still find togetherness.
As we enter the Christmas season, I urge you to watch closely. Consider what these ads reveal about our culture today. They may entertain, but they also provoke thought, a necessary ingredient in the often messy recipe of life.
Source reference: https://www.bbc.com/news/articles/c0rp7exwq8ko
