The best Christmas commercials do something most advertising never manages: people choose to watch them, share them and talk about them for weeks. In the UK especially, the launch of a big retailer’s Christmas ad has become an event in its own right.
If you are planning a 2026 holiday campaign, these ads are worth studying. Below are the classics that set the standard, a few strong examples from recent seasons, and the lessons that carry over to brands with much smaller budgets.
The classics that defined the genre
Coca-Cola, “Holidays Are Coming” (1995). The illuminated trucks driving through snowy towns first aired in 1995 and have returned in some form almost every year since. For many viewers, the ad itself now signals the start of the season. It is the clearest example of a Christmas asset that gains value simply by being repeated.
John Lewis, “Monty the Penguin” (2014). John Lewis turned the Christmas ad into an annual national event, and Monty is one of its best-remembered stories. It paired an emotional narrative with products that were available in store. Our round-up of John Lewis Christmas adverts covers the full series.
Sainsbury’s, “1914” (2014). Made with the Royal British Legion, it recreated the Christmas truce of the First World War. It showed that a retailer could tell a serious, historical story at Christmas, as long as it was handled with care and tied to a genuine cause.
Apple, “Misunderstood” (2013). A teenager seems glued to his phone throughout a family Christmas, until the end reveals he has been filming a video for everyone. It won an Emmy for outstanding commercial and remains a model for showing a product through a story instead of a feature list.
Edeka, “#heimkommen” (2015). The German supermarket’s ad, about a grandfather desperate to bring his family home for Christmas, spread far beyond Germany. It proved that a strong emotional idea travels across languages.
Allegro, “English for Beginners” (2016). An elderly man in Poland studies English so he can talk to his granddaughter abroad. The Polish marketplace kept the product almost invisible, and the ad was shared worldwide.
Best Christmas commercials from recent seasons
These examples from the 2021 season show how the same principles work in a more recent context.
John Lewis, “Unexpected Guest” swapped the usual family story for science fiction, with a boy showing a visitor from space how Christmas works.
Disney, “The Stepdad” continued Disney’s run of long-form UK Christmas stories, this time about a new stepfather finding his place in the family.
McDonald’s, “Imaginary Iggy” followed a girl growing out of her imaginary friend, with the brand appearing only in a small, natural moment.
Aldi brought back its recurring character, Kevin the Carrot, in a parody of A Christmas Carol. A recurring character gives audiences something to look forward to each year.
What the best Christmas commercials have in common
Looking across these ads, a few patterns stand out.
- A simple story with one emotion. Most can be summed up in a sentence. Moreover, they usually aim for one feeling, whether warmth, nostalgia or humour, and commit to it.
- The product plays a supporting role. The brand is present, but the story is not a product demonstration.
- Consistency over time. Coca-Cola’s trucks and Aldi’s Kevin show the value of an asset that returns each year.
- Music that carries the mood. Many of the most memorable ads rely on a cover version or soundtrack that people then search for.
- A clear link to a real value or cause, where one exists, rather than a generic message about togetherness.
Lessons for your 2026 Christmas campaign
You do not need a retailer’s budget to use these ideas. However, a few practical points matter more now than they did a few years ago.
Plan early. In the UK the major retailers launch their ads in early to mid November, and the attention window is crowded after that. Book media and finish production well before then.
Build for several formats. A long hero film is only one piece. Cut short versions for social feeds, vertical edits for Stories and Reels, and still images for display and email, all from the same idea.
Be careful with AI-generated video. Coca-Cola’s AI-generated version of “Holidays Are Coming” in 2024 drew strong criticism from viewers who felt it lacked warmth. AI tools can speed up production, but audiences notice when a Christmas ad feels hollow.
Connect the ad to performance channels. A brand film creates attention, while search, shopping and retargeting campaigns capture the demand it creates. Our guide to preparing your online marketing for Black Friday covers the paid side of the season.
Measure beyond views. Track branded search volume, direct traffic and sales in the weeks after launch, not only video views, so you can tell whether the ad actually moved demand.
If you want help planning the paid and social side of your holiday campaign, our social media marketing and PPC management teams can build it with you.
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