Christmas ads are back, and the class of 2026 is already bringing unexpected guests. Mariah Carey turns up for Gucci, a fuzzy creature wants to be loved in a Levi’s film, and the Muppets have found yet another Scrooge. There are also quieter stories asking what people really want from the season.
These are nine holiday campaigns worth watching as of November 4, 2026. This is an editorial selection, not an official ranking, and the season is still unfolding. Rather than explain every commercial before you see it, we’ve put the films and original campaign imagery first, with a little context on what makes each one interesting.
Table of contents
Jump to each section:
- John Lewis
- Gucci
- Levi’s
- Nordstrom
- Sports Direct and Nike
- Burberry
- Walmart
- Shelter
- SharkNinja
- What the holiday films tell marketers
John Lewis makes gifting personal with Gloria and Pickles
A grandmother, a beloved toy dog and an unexpectedly adventurous last-minute gift hunt are the ingredients of John Lewis’s 20th Christmas commercial. Kristin Scott Thomas plays Gloria, while Paul Whitehouse voices Pickles, the toy that nudges her toward a more imaginative present for her grandchildren. Sam Fender’s take on a Rolling Stones classic gives the three-minute story a suitably big ending. Why it stands out: it makes the act of choosing a gift, not simply buying one, the emotional payoff. See the campaign source.
Gucci puts Mariah Carey at the center of Christmas glamour
At a hotel preparing for a very special guest, the star everyone is waiting for is Mariah Carey. Gucci’s holiday film, directed by Harmony Korine, pairs the singer with the seasonal anthem she has made inseparable from December. The butterfly details in the collection add a personal touch, rather than relying on generic Christmas decorations alone. Why it stands out: Gucci builds the entire reveal around a celebrity with an unusually direct connection to the season. See the campaign source.
Levi’s turns a fuzzy outsider into a stop-motion Christmas hero
Not every Christmas character needs to be polished. Levi’s introduces Gus the Fuzzyeti, a larger-than-life figure whose intimidating first impression gives way to a story about warmth and belonging. The stop-motion craft makes the knitted textures and winter layers part of the film’s tactile charm. Why it stands out: the brand’s sweaters become part of an oddly lovable character story, rather than a sequence of fashion poses. See the campaign source.
Nordstrom transforms a family living room into a dance floor
A pair of young dancers turns an ordinary family gathering into an exuberant performance in Nordstrom’s ‘Let’s Dance.’ Set to David Bowie’s song, the film shifts the spotlight away from gift boxes and toward the surprise of giving someone a shared memory. Creators Boman Martinez-Reid and Micky Gordon make cameos. Why it stands out: dancing becomes the gift, allowing the retailer to sell a feeling without a long product parade. See the campaign source.
Sports Direct brings in a sporting dream team to solve gift anxiety
What if choosing the right Christmas present for a sports-mad child required an elite panel of advisers? Sports Direct and Nike take that premise into comic territory in ‘Unwrap Potential,’ with Erling Haaland, Dina Asher-Smith, Leah Williamson, Henry Pollock and Aitch among the helpers. The uncle’s shopping dilemma becomes a showcase for the niece’s football ambitions. Why it stands out: the athletes do more than appear on screen; they become characters in the gifting problem. See the campaign source.
Burberry throws an all-star Christmas house party
Pierce Brosnan and Fiona Shaw host a crowded, glamorous gathering at Longleat House in ‘Wrapped in Burberry: Celebrating 170 Years.’ Cara Delevingne and other familiar faces arrive as the house fills with guests, dancing and the label’s signature outerwear. Harmony Korine directs the holiday film. Why it stands out: it turns British heritage into a lively social scene instead of treating 170 years of history as something behind glass. See the campaign source.
Walmart gives the Muppets a new Scrooge
Walmart has brought the Muppets back to Victorian London, with Walton Goggins stepping into Scrooge’s shoes for ‘A Who Knew Carol.’ The campaign draws from the familiar world of The Muppet Christmas Carol, while its story is built around holiday gift ideas, deals and delivery. Why it stands out: the audience already knows the characters and the Christmas setup, leaving room for the brand to add its shopping message without explaining the entire joke. See the campaign source.
Shelter reveals that its Christmas countdown is about a home
Shelter’s film begins with the recognizable anticipation of a countdown, then changes what the audience thinks the family is waiting for. A mother and daughter are hoping for the keys to a safe home, not the arrival of Christmas Day. Created by Meanwhile for Shelter’s Winter Appeal, the story draws on experiences of temporary accommodation. Why it stands out: the festive-film structure makes the reveal more affecting without turning the family’s circumstances into a seasonal gimmick. See the campaign source.
SharkNinja turns David Beckham’s home into a celebrity sitcom
David Beckham leaves Kevin Hart in charge of his house. Hart promptly makes himself at home, and Tom Brady and Aryna Sabalenka become part of the uninvited hangout. SharkNinja’s first holiday campaign extends its earlier ‘Neighbors’ series, threading kitchen, beauty and other products into the chaos. Why it stands out: the products are props in a continuing comedy, not interruptions between punchlines. See the campaign source.
What the holiday films tell marketers
The campaigns do not share one creative formula. Some look like mini-movies, others lean on familiar faces, and one asks viewers to reconsider what Christmas means for people who do not have a safe place to live.
- Entertainment earns the first few seconds. SharkNinja and Walmart let a funny situation or established character carry the product story.
- Craft itself is a reason to watch. Levi’s stop-motion textures and Nordstrom’s choreography give each film a visual identity that could survive without a hard sales pitch.
- Celebrity fit beats a celebrity headcount. Mariah Carey is inherently connected to Christmas, while sporting stars make sense as advisers in Sports Direct’s gift dilemma.
- A familiar setup can change its meaning. John Lewis and Shelter use the language of Christmas anticipation to reveal that what matters most may not be the gift itself.
There is a useful contrast in this early festive season. Brands still want audiences to shop, but their most interesting films make space for a family moment, a very specific joke or a handmade visual surprise.
This selection will only become more crowded as November turns into December. For now, these nine show how much range there is in what a Christmas commercial can be.
