Christmas ads keep snowing down across TV, social, live experiences and digital channels. With the multiplicity of formats and audiences fragmenting, does TV still reign as the top channel for festive films?

In this episode of The Campaign Podcast, Campaign's editorial team gather to discuss the next round of Christmas ads, including Waitrose's "The perfect gift" by Wonderhood Studios, Tesco's "That's what makes it Christmas" by BBH and Disney's holiday short by Adam&Eve/DDB. Tesco and M&S Fashion, Home and Beauty replaced their longer TV ad with a series of shorter videos, while Waitrose produced a four minute rom-com style short film.

Campaign's creativity team, creativity and culture editor Gurjit Degun and deputy creativity and culture editor Charlotte Rawlings, join editor Maisie McCabe to discuss why brands have altered the ‘typical’ Christmas ad format and it's role in the wider channel mix alongside social. Tech and multimedia editor Lucy Shelley hosted the episode.

Further reading:

Waitrose’s festive film the most watched 8pm slot on TV on 12 November

Why Waitrose's 'The perfect gift' went rom-com for Christmas cut-through

Waitrose & Partners turns BFI Imax into 'Piemax'

Give the people what they want: the strategy behind Waitrose & Partners' Christmas campaign

M&S celebrates beauty of hosting in next phase of festive campaign

White Lotus star Aimee Lou Wood will no longer appear in M&S Christmas ad

How are the LHF restrictions affecting Christmas ads and beyond?

What trends are shaping this year's Christmas ads season?

Christmas 2025 round-up: watch all the festive ads

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