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The emergence of Christmas adverts has begun, and with it comes a wave of holiday spirit that also reflects some of 2025’s key themes. From the struggle of hardworking families depicted in Asda’s ad to the exploration of masculinity and emotion in John Lewis’s festive offering, this year’s ads delve into real-life issues. According to retail expert Kate Hardcastle, the adverts are incorporating topical social issues in a way that resonates with audiences.
John Lewis’s Christmas advert, usually regarded as the start of the festive season, made its debut recently with a focus on a father-son relationship set to Alison Limerick’s track “Where Love Lives.” The ad portrays a teenager using music to connect with his dad, ultimately highlighting the challenges in expressing emotions. Experts praise the advert for responding to the crisis of masculinity, drawing inspiration from the popular TV drama Adolescence.
Cost-consciousness seems to be a recurring theme in many of this year’s Christmas adverts. Asda’s commercial, featuring The Grinch doing his holiday shopping, showcases affordable products that change his perspective. Similarly, Lidl’s ad emphasizes generosity and small acts of kindness over material excess, directing viewers to their Toy Bank scheme. These companies aim to show that an affordable Christmas is not out of reach for consumers, especially during a time when budgets may be tight.
Retailers have also embraced fictional characters in their ads as a relatable approach given the economic climate. From Aldi’s lovable mascot Kevin the Carrot proposing to his sweetheart to Sainsbury’s inclusion of Roald Dahl’s Big Friendly Giant, these character-driven narratives resonate with audiences facing financial challenges. Overall, this year’s adverts are a reflection of the times, highlighting relatable stories that touch the hearts and minds of viewers
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