The best Christmas adverts of all time bottle the holiday spirit, bringing a wave of timeless festive nostalgia. While there's no formula for creating a Christmas ad, over the years we've seen a range of approaches, from heartfelt tear-jerkers to hilarious hijinks that each fill us with a sense of joy and excitement for the festivities ahead.
From playful print ads to iconic adverts, the best Christmas adverts have transcended from everyday advertising to all-out cultural icons that are discussed for years to come. For more festive inspiration, check out the best Christmas logos from across the years.
The best Christmas adverts of all-time
01. Holidays are coming – Coca-Cola (1995)
Despite its snowballing decline in recent years, thanks to its controversial AI adverts, Coca-Cola is still widely regarded as the definitive brand of the festive season. Some consider Coca-Cola to have all but invented the Christmas ad if not Christmas itself, and while we wouldn’t go that far, it was certainly one of the first brands whose ads became an event recognised as a greater harbinger of the festive season.
The brand already had form – see this 1971 Christmas version of its famous hilltop singalong – but it was the arrival of the trucks in this 1995 ad by WB Doner that truly enshrined its association with Christmas and created a motif on which it could capitalise endlessly, even bringing the trucks into city centres to the delight of Christmas shoppers. The ad was repeated for years and became so iconic that we were truly shocked when this Coca-Cola ad was remade using AI for Christmas 2024.
02. Wallace and Gromit x Barbour (2025)
This year, Wallace and Gromit teamed up with British heritage fashion brand, Barbour, to deliver a delightfully chaotic Christmas ad. Famed for their legendary stop motion, Aardman spent over six months on the playful 90-second ad, bringing a delightful dose of W&G's signature charm.
Featuring Wallace demonstrating his unpredictable new invention, the 'Gift-o-matic,' the ad sees the pair exchanging gifts. While demonstrating the robot's unwrapping abilities, the device malfunctions, leaving Wallace embarrassingly unwrapped with just a signature Barbour scarf to protect his modesty. "Whilst rooted in our British heritage, the story's themes of generosity and togetherness resonate far beyond the UK, reflecting the universal spirit of the season," says Paul Wilkinson, Barbour Group deputy managing director.
03. This is not just – Marks and Spencer (2006)
Unlike the tearjerkers that came later in the decade, there’s no deep and worthy message here. By simply showing seductive slow motion close ups of festive dishes with a voiceover that seems to have been intended to produce ASMR before it became a thing, the ad revels in the pure hedonistic enjoyment of posh Christmas food, unashamedly recognising eating as one of the most important elements of the festive season.
The Rainey Kelly Campbell Roalfe/Y&R campaign with its iconic strapline 'This is not just...,' pioneered the concept of food porn long before the Instagram age and left enough of an impression in the collective memory to serve for a tongue-in cheek revival this year.
04. El Color Reserva – Freixenet (2008)
Audiences outside of Spain may not be familiar with Friexenet’s advertising – the 158-year-old cava brand only made its UK TV advertising debut this year – but across the Bay of Biscay, its Christmas commercials have been hotly anticipated annual events since way back in 1977.
This 2008 JWT-produced spot directed by British music video director Howard Greenhalgh replaced international celebs (previous years’ ads had starred Demi Moore, Gwyneth Paltrow, Pierce Brosnan and Penelope Cruz) with Spain’s synchronised swimming team fresh from medal-winning success at the Beijing Olympics, celebrating the joy of drinking bubbly with something that felt fresh, festive and unmistakably Spanish.
05. Christmas Bells – Hershey’s Kisses (1989)
Running for three decades now, Hershey’s Kisses’ Christmas Bells advert by Ogilvy has lasted so well thanks to the sheer simplicity of the idea. The ad shows Christmas coloured foil-wrapped chocolates playing the tune of We Wish You a Merry Christmas and so capitalising on the chocolate brand’s popularity as a stocking filler in the US.
In 2012, the ad was updated with CGI animation and a new recording of the audio, and it’s even proved perfectly adaptable to social media, with the brand last year giving the public the chance to 'play the bells' themselves and record their own melodies using different sound effects, from cowbells to DJ horns, and then share the results on Instagram Stories. Festive merriment for all!
06. English for Beginners – Allegro (2016)
Christmas can be a lonely time, particularly for older people and a flurry of adverts sought to highlight the issue at around the same time. John Lewis had taken it on with its Man on the Moon the previous year and in Germany, supermarket Edeka took a harsher approach with the slightly guilt-inducing Heimkommen (Homecoming).
Polish e-commerce platform Allegro tackled the topic with winning humour in Bardzo’s story of an elderly man teaching himself English to be able to communicate with the granddaughter he’s going to meet for the first time when he visits his son in London for Christmas. Although the brand is little known outside of Poland, the universal humour and reality of families living across borders made it a hit on social media in many countries.
07. Take Care of Yourself – Doc Morris (2020)
This touching advert from pharmacy brand Doc Morris is a quintessential Christmas tear jerker. The viral two-minute ad follows the story of an elderly gentleman on a fitness journey as he lifts a kettlebell to regain his strength. While at the start its unclear what he's training for, it's revealed that the man was training for one special festive moment – to lift up his granddaughter.
A delightful blend of Christmas tradition and family unity, this touching ad is a prime example of the sentimental side of festive adverts. Made by creative agency Jung von Matt, the ad is powerfully simplistic without feeling manipulative or mawkish.
08. The Bear and the Hare – John Lewis (2013)
Created by advertising agency Adam & Eve, this beautiful ad set a new standard for heartwarming Christmas ads. Praised for its classical 2D hand-drawn animation style and touching score (a version of Keane's Somewhere Only We Know covered by Lily Allen), it's widely considered one of John Lewis' most successful Christmas ads to date.
The ad's Disney-esque magic was no coincidence, as one of the lead 2D artists included Aaron Blaise, who had previously worked on iconic releases like Brother Bear and The Lion King. Below, the creative team documents how the short ad was painstakingly created over six months.
09. Phenomenal Christmas – Irn Bru (2007)
You have to be careful about messing with such a much-loved treasure of Christmas tradition as Raymond Brigg’s magical classic The Snowman, but The Leith Agency’s cheeky reworking for Scotland’s top selling soft drink gets the tone just right.
The snowman, outraged when the little boy won't share his Irn Bru with him, steals the can and lets go of the boy’s hand in a piece that’s completed with local references, with the duo flying over landmarks such as the Falkirk Wheel, the Forth Bridge, and Glasgow’s Royal Concert Hall. It’s respectful and irreverent in just the right measure, like an expertly dosed mulled wine.
10. IKEA – Silence the Critics (2019)
IKEA's first-ever Christmas ad was a seriously refreshing change from the usual sob-fest of recent Christmas commercial endeavours. With a witty hip hop soundtrack, Silence The Critics features a weary couple tired of their shabby home. In the face of the impending Christmas visitors, they have to head to IKEA to sort the place out.
"This place ain't blessed, this place is a mess (disgusting)," the rap goes, as the couple tidy up. We particularly like the part where the T-Rex gets chucked into the toy chest as he begins to rap more devastating blows, ridiculing everything from the tired furnishings and cracked walls, to the lack of space.
11. The Long Wait – John Lewis (2011)
It might already feel like a Christmas tradition that goes as far back as stockings, crackers and ridiculous jumpers, but John Lewis only launched its first Christmas ad in 2007. Since then the department store’s festive offerings have become something of a British national tradition, often aiming to produce as many tears as It’s a Wonderful Life. They do so via stirring emotional denouements backed by slowed-down cover versions of well-known songs, setting records for Christmas ad budgets in the process.
This 2014 ad by Adam&Eve DDB begins with a young boy impatiently waiting for Christmas. Reinforced by the lyrics of Slow Moving Millie’s cover of Please Please Please, Let Me Get What I Want by The Smiths, we imagine he’s desperate for his presents, but on Christmas morning, he ignores his own gifts and rushes to deliver a present to his sleeping parents. With the strapline 'For Gifts you can’t wait to give,' it firmly puts the focus on the giving rather than the receiving.
12. Mistletoe by Yellow Pages (1992)
Can this really have been 27 years ago? This AMVBBDO-created icon of 1990s advertising delivers a short but sweet dose of yuletide nostalgia and made such a lasting impression that Dean Cooke, the then six-year-old child actor who plays the boy who reaches for a phone book in order to be able to kiss a girl under the mistletoe, says he still gets recognised in the street. A piece that felt warm and nostalgic at the time feels even more so now that the phone books feels like an arcane relic from the Dark Ages.
13. 1914 by Sainsbury's (2014)
The mid 2010s saw Sainsbury’s go head to head with John Lewis in a battle to create the most sentimental Christmas tearjerker and this was one of the most epic. Inspired by real events that took place 100 years earlier, the simple narrative tells the well-known story of Christmas Day 1914 when around 100,000 combatants laid down arms to socialise and play football on the Western Front.
Made together with The Royal British Legion, this advert by AMV BBDO did more than advertise a supermarket, with profits from the sale of a chocolate bar going to the charity, which provides support for members and veterans of the armed forces and their families.
14. Special Because – Boots (2014)
High street pharmacy and retailer Boots also joined the battle in 2014 by switching its usual festive fare to a more emotional offering from Mother that celebrates the work of the UK’s National Health Service staff. A mum is surprised by her family after a long Christmas day shift at the hospital in an ad with sterling direction and an attention to realistic, humble, perhaps even gloomy details, that make it immediately relatable to much of its audience. Those details also make it feel traditional but modern at the same time.
15. Whopper Christmas ad – Burger King (2023)
Now for a more recent offering from 2023 – we're including this for the cheeky gall of it. It's a dangerous move for a big family brand to risk ruing Christmas, but that's what the Burger King Christmas ad flirted with here.
The ad, created by creative agency BBH, depicts a traditionally clad Santa enjoying a Burger King meal. There's snow falling outside and a Christmas tree in the background. It's all perfect, apart from the bold text that reads "whoppers", playing with the word's dual meaning – BK's iconic burger and the suggestion of a big juicy lie. "A Whopper you can believe in," read a caption on Instagram, embellished with a winking emoji.
Dubbed 'hijacking Christmas', the campaign also features a spoof of the festive song 'Driving Home for Christmas' reimagined as 'Driving (thru the) Home (of the Whopper) for Christmas'. Narrated by a text-to-speech sat nav, the parody directs listeners to their local Burger King drive-through. It's suitably ridiculous.
For more advertising inspiration, see our pick of the best billboard advertising. And to check out this year's hot Christmas advertising news, take a look at this devastating graphic that shows just how bad the Coca-Cola Christmas ad really is or find out why Christmas ads might be doomed this year.
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