How this year’s Christmas ads ‘let real life in,’ from cost of living to masculinity

This year's Christmas ads are delving into real-life themes, such as the cost of living and masculinity, reflecting the mood of the nation. John Lewis's ad explores a father-son relationship, while Asda focuses on hardworking families. Value framing and community spirit are prevalent in ads by Lidl, M&S, and Sephora. By incorporating topical issues, retailers are aiming to connect with audiences in 2025.