Christmas Adverts Reflect Cost of Living and Evolving Masculinity, Say Experts

The annual unveiling of Christmas adverts has begun, and while festive cheer remains a staple, this year's campaigns are also reflecting real-world concerns like the cost of living crisis and evolving concepts of masculinity, according to industry experts. Major retailers like John Lewis, Asda, and Lidl are tackling these themes head-on, offering a glimpse into the national mood as the holiday season approaches.

John Lewis Ad Addresses "Crisis of Masculinity"

John Lewis's highly anticipated advert, often seen as the official start of the Christmas season, centers on a father-son relationship. Set to a reimagined version of Alison Limerick's 1990s hit "Where Love Lives," the ad portrays a teenage boy struggling to express his emotions, using music as a means of connection. The father discovers a vinyl record – a Christmas gift – and is transported back to his youth, eventually sharing a moment of understanding with his son.

Catherine Shuttleworth, a retail expert, sees echoes of the hit Netflix drama Adolescence in the John Lewis advert. "Especially with its focus on the lack of communication between father and son," she told BBC News.

Dr. Richard Wallace, a TV historian, agrees, adding that the advert gives the classic Christmas message of togetherness "a 2025 twist." "There is clearly a desire to incorporate topical issues into this year's adverts," he said. "John Lewis has responded to the crisis of masculinity, so evocatively addressed in one of this year's standout TV dramas Adolescence, to make a touching piece that speaks to the challenges of navigating inter-generational male relationships."

While John Lewis maintains the script was planned before Adolescence gained popularity, Rosie Hanley, the retailer's director of brand, stated that the drama's success "gave us reassurance that we were telling a story that was really relevant in 2025."

Cost of Living Concerns Reflected in Retail Campaigns

Several retailers are acknowledging the ongoing cost of living crisis in their Christmas campaigns. Asda's advert features The Grinch, initially cynical about Christmas, but won over by the store's low prices. Lidl's ad focuses on generosity and small acts of kindness, highlighting their Toy Bank scheme, which has facilitated the donation of over 250,000 gifts.

Dr. Wallace interprets Asda's advert as a message that "an affordable Christmas" is possible. He notes that it does this by "placating the cash-strapped 'Grinch' that threatens to spoil everyone's Christmas." M&S's food advert also embraces a more modest tone, featuring Dawn French as a festive fairy presiding over a Christmas party with simpler snacks than in previous years.

Nostalgia and Escapism Also Feature Prominently

While some adverts directly address contemporary issues, others offer a dose of nostalgia or escapism. Sainsbury's features Roald Dahl's Big Friendly Giant, while Aldi brings back its popular mascot, Kevin the Carrot. Argos continues with its cartoon duo, Connie the doll and Trevor the dinosaur. These choices, according to experts, may reflect a desire to offer viewers a break from the anxieties of the current climate.

Kate Hardcastle, a retail expert, explains that "If you're struggling and someone's showing you a glossy life on screen, it's not going to make you feel particularly great," suggesting the appeal of familiar characters lies in their ability to provide comfort and reassurance.

The Enduring Power of the Christmas Advert

Advertisers are projected to spend billions during this festive period, highlighting the significance of Christmas adverts in the retail landscape. While John Lewis doesn't disclose its spending, the company states it is "confident it pays off."

Dr. Wallace emphasizes that Christmas adverts go beyond simply driving sales. "Fundamentally, the Christmas advert is about emphasising a sense of community and togetherness," he says. He also notes that while the ads are still made for broadcast television, they are also now viral internet events, and are shared widely online.

The challenge for retailers, according to Dr. Wallace, lies in reflecting the "mood of the nation" when Christmas adverts are planned months in advance. "If they can get it right, they can really become TV moments," he concludes. "They can set the tone for that particular year, and shape the way you remember that Christmas."