For many Brits, the arrival of the Christmas adverts is the unofficial start of the festive season. Our national obsession with them might have peaked a few years back, but the tradition is far from fading. If anything, it has become a bit of a cultural ritual.

What sets Christmas ads apart from typical campaigns is that they’re rarely about a hard sell. Instead, they offer brands a rare moment to tell a story, tap into a feeling, and connect with people on a human level. And if that connection translates into sales? Even better. But the emotional resonance comes first.

This year, two ads stand out, and unsurprisingly, they’re from the usual suspects: John Lewis and Coca-Cola.

John Lewis returned with an advert designed to tug firmly at the millennial heartstring. The story centres on a teenager gifting his dad a record that transports him back to his early adulthood. What follows is a memory-filled montage of the child growing up, from baby to the teen we see today. For parents, who feel time slipping through our fingers faster each year, it’s a direct hit. It’s classic John Lewis, so warm and family orientated.

Coca-Cola, meanwhile, has gone in a completely different direction, yet stayed true to its own brand personality too. For the second year in a row, it has leaned into an AI-generated creative concept. The ad has received its fair share of backlash, even after Coke released a behind-the-scenes video to show the process and creative thinking, and spotlighting the people behind it. But the criticism hasn’t overshadowed the core message of unity and festive generosity. That’s unmistakable Coca-Cola.

What’s interesting is not that these ads took different creative paths, but that they ultimately share the same intention. Both aim to put human-centricity at the forefront, through emotion, connection, and the magic of shared moments. Whether delivered through nostalgic storytelling or a bold, tech-driven visual concept, the goal is the same, and that’s to remind us of what this season is really about.

And that, perhaps, is why Christmas ads endure. They’re modern-day festive folklore, and I’m so here for it!