Christmas advertising season has arrived again, with a raft of major UK retailers releasing festive campaigns over the past week.

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At first glance, it all looks familiar. There’s the usual formula of celebrity appearances, recurring characters, emotional storytelling, Christmassy covers of non-Christmas songs and big production values. The big launch spots have gone out and everyone has voiced their opinion at the watercooler, where virtual or IRL.

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But beneath the surface, perhaps there is a bit of a shift. Whatever you’re opinion of the films, John Lewis' 2026 ad does hone in on a consumer truth and the challenge of finding meaningful gifts, while M&S' campaign focuses on the everyday rituals and experiences that make the season special, and Argos tap into the nostalgia through behaviours that will resonate with many.

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That change reflects wider realities facing consumers. After several years of economic uncertainty, brands appear increasingly aware that while people want festive escapism, they also want authenticity. The strongest campaigns acknowledge real life without dwelling on it.

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Perhaps the most important thing however, is what happens beyond the television spot. Increasingly, the hero film is simply the starting point. Characters, soundtracks and storylines are quickly being extended into social content, in-store experiences, PR activity, influencer partnerships and community engagement. Aldi's Kevin the Carrot continues to operate as a fully-fledged brand asset, while retailers are creating content designed to travel organically through TikTok, Instagram and YouTube rather than relying solely on paid media to build reach, and backing it all up with in store/on site presence.

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This is of course a reflection of how and where audiences are receiving these campaigns.  Families rarely gather around a single screen, they discover, share, interact with and discuss content across multiple platforms. A Christmas advert's success will be measured as much by conversations, engagements and cultural relevance as by traditional viewing figures.

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But then this is fundamental to any marketing campaign or media planning task, with a human truth at the core that balances escapism and authenticity, and a media execution that understands the nuance of audience consumption behaviours.  So while the annual Christmas ad parade offers an opportunity to review and critique some of the highest-spending campaigns of the year – the industry debates that they prompt are in reality planning factors that are relevant at any time.  After all, a good media plan is for life, not just for Christmas.

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PS. Having surveyed our own team, the PASHN Christmas ad winner is Argos – for it’s nostalgia, gentle comedy, and because Richard Ayoade.