Christmas has hit adland like a snowball in the face, with the festive ads coming in thick and fast, so what can be gleaned from the first phase of holiday advertising?

In this episode of The Campaign Podcast, the editorial team break down the themes that emerged in the first batch of Christmas ads and the industry’s reaction to the campaigns so far. Tech and multimedia editor Lucy Shelley is joined in the studio by creativity and culture editor Gurjit Degun, deputy creativity and culture editor Charlotte Rawlings and editor Maisie McCabe.

This episode was recorded last week, and discusses the following ads:

John Lewis & Partners “Where love lives” by Saatchi & Saatchi

Sainsbury’s “The unexpected guest” by New Commercial Arts

Marks & Spencer Food “Traffic jamming” (in-house)

M&S Fashion, Home and Beauty "Give the gift" by Mother

TK Maxx "Festive Farm" by Wieden & Kennedy London (2023)

Amazon "Joy ride" (in-house) (2023)

Asda “A very merry Grinchmas” by Lucky Generals

Boots “Gift happily ever after” by VML/The Pharm

Further reading:

Christmas 2025 round-up: watch all the festive ads

John Lewis Christmas ad reaction: 'Soft nostalgia', 'middle of the pack', 'copy magic'

‘We made the music the gift’: Saatchis and John Lewis on nostalgia, emotion and 1990s bangers

'Brilliant brand fit' BFG stars in Sainsbury’s Christmas ad

What do you think of the first wave of Christmas ads?

What are your hopes for this year’s crop of Christmas ads?

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