It’s time for the annual Book Barmy collection of the best Christmas ads from around the world. As always, the UK seems to dominate our list with beautifully produced and magical holiday stories. As with the current marketing landscape, AI and social media-first storytelling play a strong role. But it doesn’t seem to diminish these sometimes corny, often nostalgic, and yet magic stories of the holiday season.
Grab a cup of something warm, and be sure to click on full screen and turn up your volume.
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Our first ad from Disney opens with a misread wish list to Santa, which turns a simple doodle into something magical. It doesn’t try to sell you anything, making this short film – a touching tale of connection and imagination – feel trustworthy and memorable.
With over 2 million views on YouTube, John Lewis & Partners Christmas ad has once more resonated with viewers, reinforcing why the brand’s festive Christmas ads remain cultural touchstones year after year. A teenage son finds the perfect gift for his father…I had tears…
Often credited with defining modern Christmas advertising, Coca-Cola naturally earns its place on this list, but not without controversy. This year’s festive campaign was created using generative AI, following similar AI-led ads in 2024. Viewers on YouTube and social media quickly pushed back, with many criticizing the use of AI instead of traditional artists and designers, and the video’s prominent tagline referring to “using real AI magic.” And while that does seem odd given their “real” message, it is still lovely to watch. Enjoy anyway.
British retailer Marks & Spencer’s has created one of this year’s most viewed and talked-about ads. The video follows the M&S Christmas fairy, with the delightful Dawn French, as she navigates a congested motorway on her way home, surrounded by stressed drivers and travel mayhem.
This ad works well because it draws viewers into a relatable scenario of Christmas travel frustration and transforms it into something heart-warming and playful. The brand’s food range appears naturally as the source of comfort, making audiences feel good about the message before they even notice the marketing.
Intermarché the French supermarket’s sincere storytelling makes this standout commercial one that any audience can understand (yes, it’s in French, but no worries you’ll get it.)
The story centers on a lonely wolf searching for connection during the festive season. In contrast to the AI-generated ads out there, this uses traditional animation and creates warmth and charm through its woodland characters and wintry setting.
Barbour’s uses the British characters of Wallace & Gromit who multiple generations love and recognize. This ad resonates across generations, from the charm of the animated characters for younger audiences to the enduring heritage of the Barbour brand for older viewers.
Barbour stayed true to the spirit of Wallace & Gromit, including the Claymation style, the quirky personalities, and the inventive silliness.
In “Hello”, LEGO brings to life warm holiday moments through its brick-built world, following characters as they reconnect and build memories. The animation feels delightfully familiar to anyone who grew up playing with LEGO, or watching its imaginative creations come to life.
The British institution Sainsbury’s uses a familiar festive truth, that Christmas rarely goes exactly to plan. Here’s a light-hearted story about a family whose dinner preparations are disrupted by an expected guest, turning potential stress into warmth and humor.
This commercial pulls in familiar characters like Roald Dahl’s Big Friendly Giant to guide the story and establish a sense of nostalgia.
The British (again those creative Brits) supermarket chain Waitrose released their take on everyone’s favorite seasonal genre – the Christmas rom-com and with wisps of – Love, Actually.
Following a narrative of two characters unexpectedly reconnecting over the festive season, one of them a movie star, the ad blends humor, warmth, and relatable moments in a way that keep viewers engaged from start to finish. By the time the Waitrose brand appears, audiences are already invested in the story and open to the message – quite clever.
Chevrolet (finally a US commercial) once again shines with a family ad that will be sure make you look around and appreciate your family this holiday season – whatever your family looks like.