Christmas Adverts 2025: Our Take
Did the new John Lewis Christmas ad make you weep? Are you starting to tire of Dawn French’s take on festive joy? Our CEO, Kamiqua Lake, was asked for her thoughts on this year's Christmas ads as part of PRWeek’s Xmas Panel, so we've been reviewing this year's offerings.
Here’s Kam’s take:
On the John Lewis Christmas Advert
“Overall, I enjoyed this year's John Lewis advert. It sparked mixed reactions from my team, with some members moved to tears while others felt it leaned a little too heavily on sentiment. The same discussion came up in a Christmas TV ad WhatsApp group I have with former colleagues, which says a lot about how the campaign landed. It might not be a clear John Lewis favourite, but it definitely struck the right chord and felt emotionally grounded in a way that stood out this year.
What I really appreciate is that the film avoids the trap of diversity by numbers and instead focuses on genuine, emotive storytelling that feels inclusive without being performative. The tone is warm, the visuals are rich, and the casting feels authentic. If anything, it could have saved fifteen seconds in the middle when the protagonist is holding the baby, as that moment felt slightly forced, but overall, it is a strong and thoughtful piece of festive work.”
On the Lidl Christmas advert
“Lidl’s Christmas ad aims for warmth and honesty instead of big festive drama. It shows real people and small, genuine moments that most of us can recognise. That choice feels thoughtful, on brand and in touch with the mood of the moment. But in trying to stay relatable, it starts to feel a bit too ordinary. The story is nice, but it never really surprises you or offers anything new to think about.
The message of kindness and community lands softly. Still, I wonder if an opportunity was missed to create more standout or emotive storytelling that connects us to the protagonist. You understand what Lidl is saying, but the talkability factor is missing. It’s the kind of ad you watch once and forget. Lidl clearly cares about connection; however, this ad felt more safe than special.”
On the Marks & Spencer's Food Christmas Advert
“I like this ad from M&S Food. The humour feels light and familiar, and Dawn French brings warmth that makes it instantly watchable. Seeing Dawn and Fairy return now feels classic M&S Food at Christmas - capturing that slightly frantic festive energy, then softening it with laughter and seasonal joy.
What I love most is the focus on good food. The dishes look rich, comforting and genuinely tempting. The moments when Dawn can’t remember the names of all the picky bits feel instantly relatable. We’ve all been there, standing over a table of nibbles and drawing a blank at what's in them or what they're called!
The formula does feel familiar, but that’s part of its strength. M&S knows what works, and this advert is no exception. It’s festive, confident and comforting. The reality is no one is rewatching last year's ads to compare, so if it’s not broke, don’t fix it.”
Kam’s thoughts were initially published in PR Week here