It might only be the first week of November, but Christmas has officially arrived, and the big festive campaigns are already landing. From emotional storytelling and celebrity cameos to Christmas raves, it’s clear that brands are pulling out all the stops to grab our attention.
At Visible PR, we've been putting this year's adverts to the test, with the team scoring each campaign on creativity, standout factor and brand connection. We've also been looking at another side of the festive marketing battle, working with IgniteStack to explore which brands are appearing in AI-generated Christmas gifting recommendations.
So, from the campaigns winning our attention to the brands making AI's Christmas list, who's coming out on top?
Visible’s 2026 Christmas Ad Scoreboard
We've watched the latest festive campaigns and rated them on their creativity, standout factor and how well they connect with the brand. Of course, there will be more to come, but here's our top picks of the early starters!
John Lewis: We love a bit of Christmas aspiration
Visible PR score: ★★★★☆ (4/5)
An impossibly glamorous grandmother, a gorgeous London townhouse and a spot of Christmas shopping. What's not to love?
John Lewis has come under fire for its rather privileged take on Christmas, particularly when so many households are feeling the pinch. And we get it. The grandchildren could possibly do with a lesson in manners too. But we're not going to pretend we don't love a bit of festive escapism and aspiration. In fact, we suspect a few of us at Visible are exactly who John Lewis had in mind.
Kristin Scott Thomas is perfectly cast as the effortlessly chic Gloria, Pickles brings the humour, and then there's Sam Fender. We're big fans, so the soundtrack was always going to win us over.
Is it relatable? Not particularly. Do we want to spend Christmas in Gloria's beautiful house? Absolutely
Burberry: Wrapped in Burberry
Visible PR score: ★★★★★ (5/5)
This is a festive campaign that feels unmistakably Burberry, and a rather special one, celebrating 170 years of the iconic brand. For us, it feels like one of the most confident outings of the festive season so far, bringing together an all-star cast, including James Bond himself, Pierce Brosnan, alongside Fiona Shaw and Cara Delevingne, to throw the ultimate British party to celebrate Burberry’s distinctive brand identity.
The film takes us into a stylish world that Burberry can genuinely own. Whipping through a stately manor, with the cast kitted out in British fashion classics, including the iconic Burberry Check, it feels more like a celebration of the brand than a traditional Christmas story. Some might argue that this makes it harder for consumers to connect with on an emotional level, but that’s really the point. Burberry isn’t trying to be a Christmas favourite, it’s re-enforcing what makes the brand so distinctive. And with that funky Sylvester track, it had us dancing round the office - 5 stars from Team Visible!
Watch the Burberry advert here
Asda: All of Christmas at Asda Price. BOOM!
Visible PR score: ★★★☆☆ (3/5)
Asda’s Christmas campaign, like last year, shares a simple but powerful message that you shouldn’t have to compromise on Christmas to get great value. And with the cost of living still biting, it’s certainly one that will resonate with shoppers.
Last year, the Grinch provided a creative hook, using a familiar character and a strong storyline to bring that value message to life. This year, Asda turns up the volume with a Christmas rave featuring a dancing gingerbread man, a giant cracker and a remix of Martin Garrix’s Animals. It’s loud, energetic and certainly hard to ignore, with a more product-led approach showcasing the breadth of Asda’s affordable festive offering.
But with a creative that’s far less distinctive it feels more like entertainment than an idea that Asda can truly own. So, will people remember the brand as much as the dancing gingerbread man? Or have much to talk about and share? Ultimately, this one fell a bit flat for us.
M&S: The Home of Christmas
Visible PR score: ★★★★☆ (4/5)
M&S has brought some seasonal cheekiness to its Christmas campaign this year, with James Norton and Lucy Punch bringing a winning combination of familiar British star power, warmth and humour. We like the refreshing departure from typical festive sentimentality with a playful take on Santa that’s easy to enjoy! With the retailer experiencing something of a revival, the move to include fashion, home and beauty is smart. It reminds viewers that there’s more to M&S than just its famous Christmas food when consumers are in spending mode. The inclusion of a shot of the revamped Oxford Street flagship store as the “Home of Christmas” is a nice touch that makes this an ad campaign that meets creative and commercial objectives. We like it.
Who's making AI's Christmas list?
While brands compete for attention through their Christmas campaigns, our new research report, in collaboration with AI visibility specialist IgniteStack, has been looking at another side of the festive marketing battle: which brands are actually being recommended when consumers ask AI for gift inspiration?
Our report, Who's on AI's Christmas List?, analysed 600 AI-generated answers to 100 non-branded gifting questions across ChatGPT, Gemini and Google AI Overviews. John Lewis emerged as the most visible retailer, appearing in around one in five answers. LEGO led children's gifting recommendations, while Monica Vinader topped jewellery and Hampers.com led food and drink.
We also found that trusted editorial sources are playing a significant role. Which? appeared in 46% of ChatGPT gifting answers, with its Best Gifts for Kids guide cited 15 times across ChatGPT and Gemini.
Why it matters for PR & Marketing: Our findings reinforce that brand visibility increasingly extends beyond advertising and traditional search. As consumers turn to AI for inspiration and recommendations, earned media, trusted reviews and useful editorial content all have a role to play in the wider information landscape.
For brands, the challenge is to make sure they are visible, credible and clearly positioned wherever consumers are looking for advice and inspiration.
Read the full report on our website: Who's on AI's Christmas List?
Final Thoughts
We are only just at the start of November, but the Christmas advertising battle is a reminder of how much brands invest in being seen, remembered and talked about.
It’s also important to remember that visibility doesn't stop when the advert ends, whether someone is watching a festive campaign, reading a gift guide or asking AI for a recommendation, brands need to be part of the conversation at the moments that matter.
For PR teams, that means thinking beyond a single campaign or channel and considering the full journey from awareness to discovery and consideration.
Looking for an idea that gives your brand something worth talking about? Visible can help. Let's talk: hello@visiblepr.co.uk