Retailers Tackle Tough Topics in 2025 Christmas Adverts

Retailers such as John Lewis, Asda, and Lidl have released their Christmas adverts for 2025, which have been noted for tackling real-life issues, including the cost of living and masculinity. The adverts, which have been released in early November, feature the usual festive themes but also incorporate contemporary social issues in a way that is both subtle and impactful. According to retail expert Kate Hardcastle, the Christmas adverts this year have been letting real life in, with a focus on the challenges faced by hardworking families trying to make ends meet. Asda's advert, which depicts the Grinch trying to do his Christmas shopping, is a prime example of this, highlighting the difficulties of navigating the cost of living crisis during the holiday season. "The idea of hardworking families trying to get by is at the centre of Asda's advert," Hardcastle said. "It's a relatable and authentic portrayal of the struggles many people face during this time of year." John Lewis's festive advert, on the other hand, takes a different approach, exploring the theme of masculinity and emotion. The advert, which features a father-son relationship for the first time, has been compared to the popular Netflix drama Adolescence. "If retailers can find a way to incorporate a topical social issue in a careful way, it can lead to an advert really cutting through," said TV historian Dr. Richard Wallace. "John Lewis's advert is a great example of this, as it tackles a sensitive topic in a way that is both authentic and impactful." The Christmas adverts have been released in a year where the cost of living crisis has been a major concern for many people. The adverts are seen as a way for retailers to connect with their customers and show that they understand the challenges they are facing. "The Christmas adverts are an opportunity for retailers to showcase their brand values and connect with their customers on a deeper level," said Hardcastle. Lidl's Christmas advert has also been noted for its focus on real-life issues, with a storyline that highlights the importance of community and kindness. The advert features a group of people coming together to support a local charity, and has been praised for its heartwarming and uplifting message. The Christmas adverts have been released in a competitive market, with many retailers vying for attention and customer loyalty. The adverts are seen as a key part of the holiday marketing season, and are often closely watched by industry analysts and experts. "The Christmas adverts are a key part of the holiday marketing season, and retailers are using them to connect with their customers and showcase their brand values," said Wallace. As the holiday season approaches, the Christmas adverts will continue to be a major focus for retailers, with many releasing new and innovative adverts in the coming weeks. The adverts will be closely watched by industry analysts and experts, who will be looking for signs of what works and what doesn't in terms of connecting with customers and driving sales.