Best Christmas Marketing Campaigns of 2025 Already Going Viral

Every December, the same thing happens. A few Christmas campaigns start showing up everywhere. Your feed. Your inbox. Slack channels lighting up with links. Not because it’s Christmas, but because something about the idea travels fast.

This time, I couldn’t help but look closer. Instead of just skimming ads, I started asking why certain ideas were spreading while others weren’t. The more I dug in, the clearer the pattern became. Some campaigns are winning hearts through emotion, like John Lewis’s Christmas film. Others are driving conversation by sparking debate, especially Coca-Cola’s and McDonald’s AI-led Christmas ads, where the reaction itself has become part of the campaign.

That contrast is what fascinated me.

So below, I’ve curated the best Christmas marketing campaigns of 2025 so far, across TV, online video, and social media. Each stood out for creativity, cultural impact, or how effectively it captured attention before Christmas even arrived. 

Let’s break them down.

Campaign #1: Apple: “A Critter Carol” 

Apple’s holiday film uses puppets and a simple story about animals recording a Christmas song on an iPhone. The product is present, but not explained or promoted directly.

Most Christmas ads this year leaned into either heavy emotion or visible AI. Apple did neither. It chose a physical, handmade style instead.

Why This Worked

The campaign stood out because it looked different from everything else in the market.

• Physical craft felt more human than AI-generated visuals.
• The story was easy to understand in one viewing.
• The iPhone was shown as a tool, not the focus.

That difference gave media and social users a reason to talk about it without Apple needing to push it aggressively.

What a CMO Should Take From This

This campaign is about creative restraint, not puppets.

Apple already has product credibility. Because of that, it can afford to:

• Keep the product in the background
• Let the story do the work
• Trust the audience to connect the dots

This only works if the brand already has trust.

How to Apply This in Other Companies

For most teams, the lesson is not “go handmade.” The lesson is pick one clear creative constraint and commit to it.

Examples:

• Limit the story to one setting.
• Remove product explanation entirely.
• Use one emotion, not multiple.
• Avoid new tech just because it’s available.
• Constraints simplify decisions and make campaigns easier to understand and share.

What to measure

Don’t look only at total views. Look at:

• How quickly press and social accounts picked it up.
• Whether people described the campaign in similar terms.
• Whether the conversation stayed focused on the idea, not the execution flaws.

That tells you if the idea was clear.

Campaign #2: McDonald’s Netherlands: AI-generated Christmas AD (Pulled After Backlash)

McDonald’s Netherlands released an AI-generated Christmas film that deliberately flipped festive expectations. Instead of warmth or nostalgia, it leaned into irony and discomfort, using generative visuals and the line “the most terrible time of the year.”

The ad was pulled after backlash, but the reaction became the campaign.

Why This Worked

• The ad broke the emotional contract people expect from Christmas advertising.
• AI was not hidden. It was the headline.
• Controversy became the distribution engine.
• The backlash extended the campaign’s life far beyond paid media.

The campaign traveled because people argued about it.

What a CMO Should Take From This

This is not about AI.
This is about choosing memorability over likability.

McDonald’s accepted that:

• Some people would dislike it.
• Comfort was not the goal.
• Debate would outperform sentiment.

That’s a strategic choice, not a creative accident.

How to Apply This in Other Companies

This approach only works if you are comfortable with polarized reactions.

Examples:

• Say the uncomfortable truth your category avoids.
• Let criticism amplify reach instead of shutting it down.
• Design campaigns where reaction is part of the outcome.
• Decide upfront what level of backlash is acceptable.

If your brand cannot tolerate pushback, do not attempt this.

What to Measure

Don’t optimize for approval.

Look at:

• Volume and velocity of commentary.
• Whether criticism spread the message further.
• How long the debate lasted after launch.
• Whether the core idea stayed intact under scrutiny.

If people argued about the idea, the campaign landed.

• Where it’s running: Originally online video, then dominated by earned media and social commentary.
  
• Early traction signal: The controversy itself is the attention driver, with clear public backlash and international coverage.

Campaign #3: John Lewis: “Where Love Lives”

John Lewis’s Christmas film focuses on everyday father-son moments at home, set to a familiar 90s song. There are no big festive set pieces. The story stays small, domestic, and recognisable.

The campaign extended beyond film with a limited vinyl tied to its charity program.

Why This Worked

• The story reflected real life rather than idealised Christmas scenes.
• Nostalgia was used as a connector, not a crutch.
• The brand didn’t over-explain emotion.
• Physical extensions (vinyl) made the story tangible.

The film felt lived-in, not staged.

What a CMO Should Take From This

This campaign works because John Lewis understands its role.

It didn’t try to:

• Shock the audience.
• Chase trends.
• Reintroduce itself.

It reinforced an existing emotional position.

This only works when your brand already owns an emotional space.

How to Apply This in Other Companies

You don’t need a Christmas film. You need emotional consistency.

Examples:

• Double down on what your brand is already trusted for.
• Tell smaller stories instead of bigger ones.
• Let familiarity do the heavy lifting.
• Extend campaigns into physical or experiential touchpoints.

If you don’t own an emotional association yet, build trust first.

What to Measure

Don’t focus only on view counts.

Look at:

• Completion rates.
• Repeat viewing behaviour.
• Whether people described the story similarly.
• Engagement with physical or secondary activations.

Consistency is the signal here.

Campaign #4: Waitrose: “The Perfect Gift” 

Waitrose released a four-minute mini rom-com starring Keira Knightley and Joe Wilkinson.  Two people meet again and again during everyday shopping moments.

The film does not try to sell products. Waitrose items appear naturally as part of the story, like they would in real life.

Shorter versions of the film were shared on social media. If someone wanted to buy the items shown, they could find them separately.

Why This Worked

• Long-form storytelling encouraged full viewing.
• Celebrities supported the narrative instead of overpowering it.
• The tone balanced warmth and humour.
• Retail integration stayed secondary to the story.

The film felt watchable, not transactional.

What a CMO Should Take From This

This is about earning attention before monetising it. Waitrose didn’t rush the sale. It trusted that:

• If people watched, they would remember.
• Commerce could come later.

This approach requires patience and confidence.

How to Apply This in Other Companies

You don’t need celebrities. You need pacing.

Examples:

• Let the story breathe before introducing the product.
• Separate attention-earning from conversion mechanics.
• Design for watch time, not just impressions.
• Respect the audience’s time.

If your funnel demands instant ROI, this will feel uncomfortable.

What to Measure

Don’t lead with clicks.

Look at:

• Average watch time.
• Drop-off points.
• Performance of cutdowns vs full film.
• Delayed lift in brand searches.

Attention quality matters more than speed.

Campaign #5: Asda: “A Very Merry Grinchmas” (The Grinch takeover)

Asda’s campaign centres on The Grinch, using the character across ads, in-store experiences, packaging, and social content. Instead of a single film, it’s a full seasonal takeover.

The tone is playful, ironic, and family-friendly.

Why This Worked

• The Grinch is instantly recognisable.
• The character naturally contrasts with Christmas cheer.
• The idea extended beyond media into retail.
• The campaign was easy to remix and meme.

Familiar IP reduced explanation friction.

What a CMO Should Take From This

This is about leveraging cultural shortcuts.

Asda didn’t build a new story. It borrowed one everyone already understands.

That saved time, attention, and explanation.

How to Apply This in Other Companies

You don’t need licensed IP. You need shared context.

Examples:

• Reference cultural moments your audience already knows.
• Use humour that doesn’t need setup.
• Build campaigns that invite remixing.
• Extend ideas across touchpoints, not just ads.

The less you explain, the faster it spreads.

What to Measure

Don’t just track views.

Look at:

• Meme creation and remixing.
• Social adaptations you didn’t produce.
• In-store engagement lift.
• Longevity across the season.

Cultural stickiness is the KPI.

Campaign #6: Disney: “A Disney Holiday Short: Best Christmas Ever”

Disney’s Christmas campaign, “Best Christmas Ever,” is a short animated film built around a simple holiday wish. The story follows a child hoping for the perfect Christmas, only to discover that the best moments come from being together rather than getting everything exactly right. Familiar Disney characters appear along the way, but they support the story instead of overpowering it.

Why This Worked

• Animation made it easy to watch and rewatch.
• Familiar characters lowered entry barriers.
• The message was universal and low-friction.
• The format suited family sharing.

The campaign aligned perfectly with Disney’s core promise.

What a CMO Should Take From This

This works because Disney is consistent, not surprising. It didn’t reinvent itself. It delivered exactly what audiences expect.

Reliability can be a competitive advantage.

How to Apply This in Other Companies

You don’t need magic. You need alignment.

Examples:

• Deliver on your core promise repeatedly.
• Don’t overcomplicate proven formats.
• Make content easy to share across generations.
• Optimise for rewatchability.

Consistency compounds over time.

What to Measure

Don’t chase virality.

Look at:

• Repeat engagement.
• Family or group sharing behaviour.
• Cross-platform performance.
• Sentiment stability.

Predictability can still perform.

Campaign #7: The National Lottery: “Scratchcard-igan”

Source: https://www.bordertelegraph.com/

The National Lottery’s Christmas campaign, “Scratchcard-igan,” turns a scratchcard into a physical product. The brand introduced a limited-edition Christmas cardigan inspired by the look of a scratchcard, blending gifting, humor, and collectability into one idea. Olympic diver Tom Daley, known for his knitting hobby, features in the campaign, adding a layer of cultural relevance and credibility to the stunt.

Why This Worked

• The idea was tangible and unexpected.
• Scarcity created urgency.
• The product doubled as a conversation piece.
• The execution felt seasonal and time-bound.

It gave people something to do, not just watch.

What a CMO Should Take From This

This is product-led marketing done simply. The campaign didn’t rely on storytelling. It relied on novelty and collectability. That’s powerful when attention is scarce.

How to Apply This in Other Companies

You don’t need merchandise.You need action.

Examples:

• Turn marketing into a limited experience.
• Create something people can participate in.
• Use time-bound mechanics.
• Design for shareability through ownership.

Movement beats messaging.

What to Measure

Don’t focus on impressions.

Look at:

• Participation rates.
• Speed of sell-out or uptake.
• User-generated content.
• Secondary sharing behaviour.

Action is the signal.

Campaign #8: Boots: “Gift Happily Ever After”

Boots’ Christmas campaign, “Gift Happily Ever After,” reimagines classic fairy-tale endings through a modern gifting lens. The film plays on familiar storybook characters and asks what happens after “happily ever after,” positioning Boots as the place where thoughtful, practical gifts fit into real life beyond fantasy.

Why This Worked

• Familiar narratives reduced cognitive load.
• The twist made the idea feel fresh.
• Practical gifting anchored the fantasy.
• Retail integration felt natural, not forced.

The idea balanced escapism and usefulness.

What a CMO Should Take From This

This campaign succeeds by bridging fantasy and function. Boots entertained first, then grounded the message. That balance kept it memorable and relevant.

How to Apply This in Other Companies

You don’t need fairy tales. You need reframing.

Examples:

• Take a familiar idea and modernise it.
• Anchor creativity to a practical outcome.
• Avoid extremes of pure brand or pure product.
• Make the value obvious without spelling it out.

Entertainment should support clarity, not replace it.

What to Measure

Don’t stop at reach.

Look at:

• Recall of the central idea.
• In-store or site lift on featured categories.
• Message consistency across channels.
• Audience understanding without explanation.

Clarity beats cleverness.

Campaign #9: Coca-Cola: “Holidays Are Coming” 

Coca-Cola returned to its iconic Christmas platform centred on the red trucks, using generative AI to refresh familiar visuals.

The backlash became part of the campaign narrative.

Why This Worked

• The platform is instantly recognisable.
• Tradition anchored the experiment.
• Controversy amplified reach.
• Comparisons to other AI ads extended discussion.

The campaign stayed culturally dominant despite criticism.

What a CMO Should Take From This

This works because Coca-Cola owns Christmas. The brand can experiment without losing identity. Most brands cannot.

This is a reminder that brand equity changes risk tolerance.

How to Apply This in Other Companies

You don’t need AI. You need permission.

Examples:

• Only experiment publicly when your brand can absorb risk.
• Anchor innovation to something familiar.
• Expect and plan for backlash.
• Decide in advance how you’ll respond.

Not every brand earns forgiveness.

What to Measure

Don’t track sentiment alone. Look at:

• Share of conversation.
• Longevity of discussion.
• Comparison mentions with other campaigns.
• Whether the brand narrative stayed intact.

Dominance is about presence, not approval.

And with this we are wrapping up the Christmas campaigns I studied closely. And if you enjoyed decoding what made them work, there’s more you’ll find useful beyond this list.

Keep Learning with Concurate

Apart from the services we deliver at Concurate, we spend a lot of time studying marketing plays that actually move the needle. Not to chase trends, but to stay close to what truly works.

The campaigns you saw in this blog rely heavily on paid distribution. Our work focuses on helping B2B SaaS brands earn attention ORGANICALLY through quality content, the kind that not only brings traffic but leads for the businesses.

We believe learning works best when it’s shared. That’s why we regularly publish practical insights through our Alpha newsletter, covering content strategy, distribution, and how brands can stay discoverable as AI changes how people search, research, and make decisions.

If you want to keep up with what’s working right now and apply it with clarity, subscribe to Alpha below. 

And if you’re looking for a partner to put these ideas into action, you can book a strategy call with Concurate.