Ho-ho-hold on… the Christmas ads are already here! 👋🎅
It’s officially Christmas advert season! And this year, brands didn’t even wait for the pumpkins to come down from the porch.
We’ve been Pulsing Brits’ reactions in real time as each new ad drops, from Asda’s mischievous Grinch to M&S’s fairy traffic jam and, of course, the inevitable John Lewis tearjerker, to reveal how the nation truly feels about the biggest Christmas campaigns of 2025.
Let’s lift the lid on Britain’s Christmas ad reactions ✨
CAMPAIGN REACTIONS
The Marketing Pulse
🪩 JOHN LEWIS | Where Love Lives
Well, that was unexpected… John Lewis launched Where Love Lives before Bonfire Night, sparking Britain’s earliest wave of festive emotion. It’s a story of a dad, a son, and one very nostalgic vinyl.
But what did Brits really think of this early Christmas surprise?
- 64% said the father–son bond was theirstandout moment
- 51% described it as emotional, heartwarming or moving
- 41% said the 90s soundtrack added unexpected emotion
💬 “It brought tears to my eyes. Love the link between music and family, thoughtful and different, but still feels like John Lewis.”
📖 Unwrap the full story and see the full reactions →
🌲 ASDA | A Very Merry Grinchmas
The Grinch has found a new home in the ASDA aisles. With prices creeping up and “spenny gifts” stacking higher than a pile of mince pies, ASDA’s Christmas ad brings a mischievous twist to the festive season.
Does the Grinch’s return have shoppers smiling or sighing?
- 40% say Christmas costs are stressing them out
- 65% love seeing the Grinch take centre stage
- 56% appreciate the value-focused message
💬 “The concept is good and I like the humour. It’s catchy and memorable, especially linking the green Grinch and the Asda green. Things are tight this year, and perhaps this gives us a little hope.”
🧡 SAINSBURY’S | The Unexpected Guest
Sainsbury’s 2025 Christmas ad introduces a familiar face, a giant new dinner guest, and real-life colleague Sophie. The campaign blends festive storytelling with warmth and humour.
How are viewers feeling about this larger-than-life Christmas guest?
- 54% loved the BFG-style narration and tone
- 45% highlighted the humour and warmth
- 38% said the giant guest stole the show
💬 “Brilliant! It’s like a little feature film, I’m looking forward to my Xmas dinner already.”
🚦 M&S | Traffic Jamming
Dawn French is back, singing ‘Driving Home for Christmas’ while stuck in traffic before her fairy alter-ego works a little magic, turning an M&S truck into a festive feast on wheels.
How well is this year’s M&S ad resonating with viewers?
- 56% were delighted to see Dawn French’s fairy return
- 43% said the Driving Home for Christmas soundtrack is their favourite moment
- 42% loved the funny, feel-good tone
💬 “This is a great ad, true Dawn French comedy style while showing off all the lovely M&S Christmas food.
Keep an eye on our blog, The Marketing Pulse: Christmas adverts 2025, for ongoing updates and real-time consumer reactions.
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P.S. You’re more than welcome to use these insights in your own blogs, articles or social posts. Just tag us in as the source and link back to onepulse.com
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