What can we expect from the Christmas ads this year?

We are entering Christmas in adland which means soon some of the biggest ads of the year will drop across our TV screens, phones, billboards and more.

Both highly anticipated and highly speculated, this episode of The Campaign Podcast goes through what Campaign knows so far about the ads, from Lucy Punch and James Norton featuring in the M&S ad to McDonald's not creating a hero film for the second year, as well as looking back at previous years to predict what trends might appear in this year’s crop of xmas ads.

Hosted by Campaign's tech and multimedia editor Lucy Shelley, Campaign's creative team join the episode: creativity and culture editor Gurjit Degun, deputy creativity and culture editor Charlotte Rawlings and senior reporter Eszter Gurbicz.

Further reading:

Coca-Cola hires Ajaz Ahmed start-up for Christmas campaign

Is the World Cup a bigger opportunity for brands than Christmas?

Oxfam appoints creative agency for 2026 Christmas campaign

The Lists 2025: Top 20 film ads

Peta “Happy Christmassacre” by Grey London

Sainsbury's set to make it three Christmas ads in a row for the BFG

Shelter awards Christmas campaign to Meanwhile following pitch

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