In the UK, Christmas is the season when consumers loosen their purse strings—buying presents, food, and everything in between. Every year, countless brands release their Christmas adverts, which inevitably become a major topic of conversation.
As an amateur observer, I want to highlight this year’s most talked-about ads and the key points behind their success.
Ads featuring instantly recognisable characters
Barbour, one of the most iconic British heritage brands, released a Christmas advert this year featuring “Wallace & Gromit,” beloved not only in the UK but around the world.
The moment audiences see the kind-hearted yet scatterbrained inventor Wallace and his intelligent, ever-loyal beagle Gromit, they can instantly imagine what’s about to happen—“What has Wallace invented this time? (and how is it going to go wrong?)”
At the core of the story lies the unchanging affection between the two: Wallace’s love for Gromit, no matter how many of his inventions fail, and Gromit’s unconditional devotion to his clumsy owner. That affection is expressed through their Christmas gifts: naturally, they both choose Barbour—and, adorably, they end up gifting each other matching scarves.
It’s an easy dynamic for audiences to project onto their own partners, friends, or even colleagues.
A collaboration that feels quintessentially British.
570,000 views in three weeks.
Another highly praised “instantly recognisable” ad comes from Waitrose, the premium supermarket chain.
This ultra-straightforward boy-meets-girl story stars Keira Knightley, who plays a woman encountering her “destined” love in a Waitrose store. Christmas is a time when everyone feels a little more buoyant, and magical things seem entirely possible—Waitrose leans fully into this uplifting, joyful spirit. The awkward male lead is played by a well-known comedian as well.
However, The Guardian gave a slightly sharper take: “Sweet and funny— but how many times can you watch it?”
890,000 views in two weeks.
Emotional stories about family bonds
This is Uber’s first Christmas advert. The story follows a daughter travelling from her distant home back to her father’s house, reflecting on memories and slowly letting go of emotional tension along the way. The soundtrack—a cover sung by British artist James Blake—adds a beautifully wistful tone.
Stories about family members who live far apart, or relationships where people struggle to be honest with each other, tend to resonate deeply—especially when the “magic of Christmas” helps bridge the distance. The key challenge for brands lies in weaving their service or product into the narrative without being too overt.
Another ad worth mentioning is from the high-end department store John Lewis. Paired with the tagline “If you can’t find the words, find the gift,” this cinematic advert contains not a single line of dialogue between the father and son protagonists.
A beautifully subtle portrayal of emotion—classic John Lewis.
2 million views in three weeks.