Five of this year’s ads were recognised by over 50% of the British public during Ipsos’s ‘Race to Christmas’ survey, up from zero last year.
As the festive period comes to a close, almost two months after brands started sharing their Christmas ad efforts, it seems 2025 was a blockbuster year.
Five of this year’s ads were recognised by over 50% of the British public according to Ipsos’s ‘Race to Christmas’ survey.
This is up from zero brands last year, signifying why this year was a “vintage year” for Christmas marketing, according to Samira Brophy, senior creative excellence director at Ipsos.
Reflecting on this year’s crop of ads, she describes the range of tactics used by brands, “from creative repetition, subversion of category conventions, long-form storytelling, scarcity creation and episodic delivery” as particularly diverse.