Sun, 09 Nov 2025

Sun, 09 Nov 2025 How this year’s Christmas ads ‘let real life in,’ from cost of living to masculinity

We look at the Christmas ads that are out so far - and what they tell us about the year that’s been.

* The cost of living: Ads such as Asda and Lidl feature low-price products and emphasize affordable, practical cheer.
* Masculinity: John Lewis's advert explores the challenges of navigating inter-generational male relationships, echoing the theme of Netflix drama Adolescence.
* Community and togetherness: Retailers like M&S are focusing on small acts of kindness and generosity rather than abundance and excess. Experts say that Christmas adverts have shifted from fantasy to reality, reflecting the world as it actually is. Value framing and recognizing the economic backdrop are key themes this year. Some retailers are using fictional characters in their ads, with Aldi's Kevin the Carrot and Sainsbury's Big Friendly Giant featuring prominently. The total spend on Christmas adverts is expected to be £12bn, with John Lewis's director of brand saying that they are "confident" their advert pays off.
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