RED C has once again put the UK’s most talked about festive ads under the spotlight using our REDC Direct ad testing tool to uncover what makes Christmas advertising truly sparkle.

For the second year running, Coca Cola takes the #1 spot, its iconic “Holidays are coming” campaign continues to deliver nostalgia and joy powered by unmistakable festive brand assets. Close behind, Lindt’s luxurious “Give the Gift of Bliss” ad further demonstrates the power of distinctive brand cues.

Sainsbury’s and Waitrose follow with warm, creative storytelling that sparks strong emotional connection and talkability. Boots and M&S also impress with humour and festive sparkle, while Vodafone taps into nostalgia with a heartfelt message about staying connected at Christmas.

Not all ads hit the mark, Lego delivers a touching story about reconnecting through play, but its child-focussed narrative limits relevance amongst the wider audience.

John Lewis’s thought-provoking narrative struggled to connect with viewers, and Tesco’s overly realistic take on Christmas stresses lacks festive magic.

Interested to learn more?

Download the 2025 report here