John Lewis (UK)

Their 2025 advert centres on a father-son story, using the 1990s club hit “Where Love Lives” to trigger nostalgia and emotion.

Takeaway: Emotional storytelling + a familiar soundtrack = strong brand recall and share-worthy buzz.

Waitrose

Their 2025 campaign stars Keira Knightley and pirouettes around Love Actually-style moments, playing up humour and connection over luxury.

Takeaway: Light humour + cultural reference + product showcased = memorable, relatable brand moment.

Coca‑Cola

The iconic “Holiday’s coming” campaign returns – with AI-generated elements. Though visually ambitious, it divided critics over authenticity.

Takeaway: Big budget + tech innovation can still fail if the emotional connection or brand consistency is missing.

Barbour / Wallace & Gromit

Their 2025 campaign brings nostalgia and British heritage together, using the beloved characters to appeal across generations.

Takeaway: Heritage brands can leverage iconic characters + story to stay relevant in a cluttered festive space.

Best Practices for Your Campaigns (for any season)

Here are key lessons your brand can apply from the above:

1. Emotional Connection Trumps Product Features
   Look at John Lewis and Waitrose: the adverts are less about “buy this item” and more about “feel this moment”. Focus on the emotion first, the product second.
2. Use a Single Clear Narrative
   The best adverts tell one simple story. Avoid over-complicating with too many characters or subplots.
3. Launch Timely & Spread Across Channels
   Christmas adverts are going live earlier each year. For example, John Lewis launched ahead of past years. Use multiple platforms (TV, online, social) to extend reach.
4. Show Your Brand, Don’t Hide It
   Any (successful) ad keeps the brand front and centre, both visually and thematically. When the brand becomes invisible or the story takes over entirely, you risk losing connection.
5. Balance Innovation with Authenticity
   Tech like AI can create buzz, but if it distracts from the story or feels less “real”, audience trust may suffer (see Coca-Cola’s criticism). Make sure innovation serves the story, not the other way around.
6. Leverage Nostalgia & Shared Culture
   Nostalgia is powerful: vinyl records (John Lewis), beloved characters (Barbour), or references to well-known films. Use common cultural touchpoints to feel familiar, yet fresh.
7. Product Integration Without Overselling
   Each of these adverts shows products subtly (gifts, food, clothing) while letting the story breathe. If your ad feels like a long commercial, it drains the emotional pull.
8. Make it Multi-Channel & Interactive
   Launch the hero film, then follow up with behind-the-scenes, social versions, user-generated content. Use the big ad to invite engagement across touchpoints.

Applying This to Your Brand

• Start by picking one single story for your campaign.
• Decide on the emotional tone (funny, nostalgic, heart-warming).
• Incorporate your product or service as part of the story, not the hero of it.
• Choose launch timing carefully – earlier may mean more noise, but also more chance to stand out.
• Build out all channels: TV/hero film (if budget permits), digital cut-downs, social amplification.
• Monitor and iterate – if the emotional hook resonates, extend the campaign with depth; if not, tweak quickly.

Want your next campaign to hit like one of these? Let’s talk creative strategy.