Coca-Cola’s 2025 Christmas ad might have sparked a major backlash over its use of AI, with some branding it “creative bankruptcy”, but not only has it become the most talked-about festive campaign on social media, it has also scored an impressive 61% positive sentiment rating.
And, while it seems audiences remain divided on the use of AI in advertising, reflecting both consumer curiosity and scepticism, the majority still view Coke as “the real thing”.
According to new data from social media management and analytics company Sprout Social, Coke’s second AI-powered Christmas ad generated 38,752 messages and more than 735,000 engagements, driving widespread discussion about the role of AI in creativity for the second-year running.
John Lewis’s Christmas ad ranked second in total conversation, with over 13,000 posts and 181,361 engagements.
Like Coca-Cola, the retailer opted for a slightly later release, and, although many would argue it was still too early, the move appears to have paid off. Both brands saw heightened engagement compared to competitors that launched earlier, as social conversation around Christmas ads surged by 930% after November 1.
The response suggests that while many marketers continue to push campaigns earlier each year, audiences are more receptive when ads debut closer to the holiday season. John Lewis’s campaign, in particular, resonated strongly, with an 87% positive sentiment.
Meanwhile, M&S’s ‘Traffic Jamming’ ad, featuring Dawn French, generated 6,767 posts and 107,045 engagements, provoking varied opinions and highlighting how celebrity-led campaigns can both capture attention and spark debate during the competitive festive season.
Aldi’s teaser, hinting at te return of Kevin the Carrot proved the power of consistent storytelling, driving nearly 60,000 engagements across 1,475 posts.
To date, these four retailers have received more than 1 million social engagements, a figure that the report maintains underscores how Christmas ads remain a defining fixture of UK culture and conversation.
The report concluded: “Beyond driving seasonal visibility, these campaigns provide marketers with a valuable touchpoint to understand consumer sentiment, offering insight into what resonates creatively and how audiences are responding to trends like AI-generated content.”
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