The votes are in! ESM Magazine has revealed the winner of the 12 Ads of Christmas 2025, crowning Europe’s most-loved retailer Christmas campaign of the year.
What makes these festive ads so powerful?
✨ Emotion-led storytelling that goes far beyond price
🎁 Brand-building at scale, during retail’s most competitive moment
💬 Cultural relevance, sparking conversations well beyond the TV screen
Christmas advertising remains one of the few moments when retailers can build long-term brand affinity and short-term sales impact at the same time. And the strongest campaigns don’t live in isolation, they’re reinforced across channels, including in the home.
We know how festive creativity truly comes to life when it’s extended through door drop and print, turning awareness and emotion into store visits and baskets filled.
Missed the vote or want to see who took the crown? Dive into the results — and start thinking now about what your Christmas campaign could look like next year.