Top accessible Christmas ads 2025
Christmas ads get a lot of attention every year, but one of the most encouraging shifts has been how many brands are finally thinking about accessibility from the start. More ads now come with captions you can read, audio description that explains what’s happening on screen, and clearer visual storytelling that works even if you’re watching on mute. It’s a small change for brands but a big difference for anyone who normally gets left out of these big cultural moments.
An accessible Christmas ad is one that people can follow no matter how they watch. That usually means reliable captions, steady pacing, recognisable visual cues and narration that gives context. Some ads go further with dedicated audio-described versions or built-in descriptive voiceovers. Together, these choices make festive advertising feel more open, more thoughtful and more reflective of the audiences who see it.
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Aldi – Kevin the Carrot
About this ad:
Kevin returns for his yearly Christmas appearance, this time preparing for his wedding. The film moves through a sequence of simple scenes that follow Kevin getting ready, facing small mishaps and celebrating with familiar characters. The visuals are clear and easy to track, and the story unfolds in a direct, structured way.
Why is this accessible?
- Aldi uses burnt-in captions across the whole film, which supports viewers who are deaf or hard of hearing on every platform, including social platforms where captions can otherwise default to auto-generated text.
- The ad also uses a steady, story-led narration that guides the viewer through each moment, offering helpful context for people with visual impairments.
- The logo is displayed throughout to ensure immediate brand recognition.
Score: 9/10 – The ad works well because it uses burnt-in captions that stay visible on every platform, and the captions highlight each word in sync with the narration, so viewers always know exactly where they are in the sentence. The story-led narration also supports people who rely on audio cues.
You can watch the ad here:Aldi Christmas Advert 2025 Part 2 | Kevin the Carrot's stag do has gone pear-shaped!
Waitrose – The perfect gift
About this ad:
A short romcom where Keira Knightley and Joe Wilkinson keep crossing paths in everyday moments connected to food and Christmas preparations. Their relationship builds slowly through small interactions in kitchens, shops and quiet festive routines.
Why is this accessible?
- Waitrose released a dedicated audio-described version so blind and partially sighted viewers can follow the visuals, character movements and tone clearly.
- The online versions also include captions. The slow pacing and clear framing, especially around cooking scenes, maintain strong visual clarity for anyone watching with AD or without sound.
Score: 8.5/10– The ad works well because Waitrose released a full audio-described version that clearly explains the visual details, character movements and tone. Viewers on YouTube have the option for closed captions that accurately follow the dialogue. It could be improved further by adding burnt in captions on social platforms, as well as including more detailed audio led story telling.
You can watch the ad here:The Perfect Gift | Audio Described | Waitrose | Christmas Ad 2025 - YouTube
John Lewis – Where Love Lives
About this ad:
The film follows a teenage boy who gives his dad a vinyl of Where Love Lives. When he plays the vinyl, the music pulls him back into memories from earlier in his life and small moments with his son. The ad gradually brings both characters to a place where they can share emotion more openly.
Why is this accessible?
- John Lewis released a full audio-described version alongside the main film, giving blind and partially sighted viewers a complete understanding of the scenes and emotional shifts.
- The online versions also include accurate captions, which support deaf and hard-of-hearing audiences.
- The pacing is gentle, and the framing stays tight on actions and expressions, which makes the story straightforward for people using assistive tools.
Score: 8.5/10 – The ad works well because John Lewis released a full audio-described version, and the closed captions support viewers who rely on text. The captions are accurate, and the pacing is gentle. You can also follow a lot of the emotion just through facial expressions and small gestures, which makes the story easy to understand even without sound. It could be improved by using burnt-in captions to guarantee consistent access across all platforms and building in audio led story telling.
You can watch the ad here: Where Love Lives | John Lewis & Partners | Christmas Ad 2025 - Audio Described
M&S – Traffic Jamming
About this ad:
Set in a traffic jam, the film moves between cars where different groups turn the delay into their own small celebration. Different households dance, eat and enjoy music inside their vehicles, creating a sequence of small festive moments across the queue.
Why is this accessible?
- High-contrast burnt-in captions are readable against all backgrounds
- Captions stay fixed in one position and are timed accurately
- Dialogue and lyrics are clearly synchronised for viewers reading along
- Scenes are contained within car interiors, keeping visuals simple and easy to interpret
Score: 8/10 –The ad works well because all dialogue appears as open captions which stays consistent across every scene, so viewers don’t need to switch anything on to follow the dialogue. The captions stay in a consistent position across the advert, making it easy to track from one scene to the next as the film cuts between different cars in the traffic jam. It could be improved by adding a full audio-described version to give blind and partially sighted viewers more detail on the visual humour and scene changes.
You can watch the ad here: Traffic Jamming | M&S Food Christmas Advert 2025
EE – The Christmas Double
About this ad:
A mum attempts two Christmases in one day, travelling with her children between both sides of the family. The ad shows the shifts between homes, the pressure of the schedule and the small moments that appear in between. The emotional point comes when her son signs “Merry Christmas” to a girl who is hard of hearing.
Why is this accessible?
- Burnt-in captions cover all spoken lines, making the film accessible without platform controls
- The signing was shaped with a deaf BSL consultant to ensure accuracy and respectful representation
- Clear visual cues and emotional beats support understanding without sound
- Predictable movement between settings helps viewers follow the story easily
Score: 7/10 – The ad works well because all the spoken lines appear as open captions, meaning you can follow the dialogue on every platform without relying on setting or auto-captions. The signing in the film was shaped with a deaf BSL consultant, so the movement between the children is accurate and meaningful. Each scene is easy to track even without sound. It could be improved by adding a dedicated audio-described version to give blind and partially sighted viewers the same level of access.
You can watch the ad here:The Christmas Double | EE | Christmas Ad 2025
Google Pixel – It's Pixel, Actually
About this ad:
The advert brings back Thomas Brodie-Sangster in a warm nod to Love Actually. As he moves through different everyday settings, people nearby start taking photos with their Google Pixel phones. Thomas assumes they are recognising him from the film, but they are actually photographing things around him that resemble iconic Love Actually moments such as Martine McCutcheon appearing, or someone dressed as the lobster from the nativity scene. The humour comes from his misplaced confidence, while the Pixel’s AI camera features are shown through what the other characters capture.
Why is this accessible?
- Social versions on Instagram, TikTok and other platforms use burnt-in captions, ensuring text is always visible without relying on auto-captioning
- The YouTube version includes accurate optional captions for viewers who enable them
- The ad relies on clear, simple visual set-ups that make the references easy to recognise even without sound
- Distinct gestures and reactions from Thomas and the bystanders help viewers understand the joke without needing audio
Score: 7/10 - The ad works well because the YouTube version includes closed captions, while the versions shared across Instagram and other social channels use open captions that stay visible wherever the video appears. The visual cues are clear and easy to follow, especially as the references to Love Actually are presented through obvious gestures and recognisable moments happening around Thomas Brodie-Sangster. This means viewers watching without sound still understand the joke. It could be improved by including a dedicated audio-described version to support blind and partially sighted audiences.
You can watch the ad here: YouTube - It's Pixel, Actually
Big Issue – Issues We Face
About this ad:
Filmed in one continuous shot on Oxford Street, the ad features three Big Issue vendors sharing short parts of their lives directly to camera while shoppers continue walking past. The film focuses on their voices and presence rather than dramatic scenes.
Why is this accessible?
- Burnt-in captions replicate every spoken line accurately
- A single continuous take avoids confusing edits
- Stable framing on each speaker helps maintain focus
- Minimal overlapping audio keeps the message clear for viewers using assistive tools
Score: 6/10 – The ad works well because all dialogue appears as open captions that match the vendors’ words closely, so viewers can follow the film without needing to switch anything on. The simple, overhead shots also mean there’s very little visual complexity for viewers to keep up with. However, the ad could be significantly more accessible with a dedicated audio-described version, since the static bird’s-eye framing does not explain who is speaking, what their surroundings look like, or how the scene changes. Adding more descriptive cues would make it much easier for blind and partially sighted viewers to follow the context and emotional detail.
You can watch the ad here: Issues We Face | Big Issue | Christmas Film 2025 | Extended Edit
Burberry – Twas the knight before
About this ad:
Set inside a London townhouse, the film follows guests arriving for a festive dinner, moving through moments of greeting, humour and shared celebration. The tone feels like a short fashion film with an emphasis on atmosphere and small gestures.
Why is this accessible?
- Burnt-in captions appear consistently, improving access across social and digital formats
- Clear visual cues such as entrances, gestures and table interactions support understanding without audio
- Slow pacing reduces cognitive load and makes the film easy to follow
- Minimal dialogue keeps the focus on visually readable actions
Score: 6/10 – The ad works well because the spoken lines appear as open captions that stay on screen wherever the video is shared, so viewers do not need to adjust any settings to follow the dialogue. The film is also easy to watch without sound thanks to the clear entrances, gestures and reactions around the table, which tell you what is happening even when nothing is being said. It could be stronger with a dedicated audio-described version to give blind and partially sighted viewers more detail about who is in each scene, how the characters are interacting and what the visual humour looks like.
You can watch the ad here: ’Twas The Knight Before…
Itsu – The Saddest Christmas Ad
About this ad:
The film shows an older man offering Itsu dumplings to passers-by who politely ignore him. The scene is intentionally quiet and slightly bleak. A calm voiceover comments on the moment and explains why Christmas is a difficult period for the brand.
Why is this accessible?
- Captions are included across digital versions, allowing deaf and hard-of-hearing viewers to follow the narration clearly
- The narration functions as built-in audio description, explaining the man’s actions and the reactions around him
- Minimal visual and audio layers help viewers focus on the central moment without distraction
Score: 6/10 – The ad works well because the narration explains what is happening as the moment unfolds, so people who rely on audio cues can still follow the story. The social version uses burnt in captions, which means viewers watching on mute can follow the line exactly as it is spoken. The pacing is slow, and the visuals are simple, so it is easy to understand what is going on. It could be improved by adding a full audio described version and offering more detailed visual guidance for blind and partially sighted viewers.
Note: There is no official YouTube link for the ITSU Christmas advert. It is only available on their social media platforms, such as @itsuofficial on Instagram and TikTok.
Matalan – Lights, Camera, Magic
About this ad:
The film moves through a sequence of decorated rooms, each styled differently for Christmas. There is no dialogue. The camera glides from one space to the next in a steady rhythm, creating the feeling of a slow walkthrough of festive interiors.
Why is this accessible?
- Audio description was built into the campaign from the start through the Alt by Default initiative, meaning accessibility was considered in the creative process rather than added later. This gives blind and partially sighted viewers a clear explanation of each room, transition and visual detail
- Calm, structured visuals allow the AD track to stay in sync without competing with dialogue or fast edits
- The absence of spoken lines reduces cognitive load and makes the film easy to follow for viewers watching without sound
Score: 5/10 – The ad works well because it was created with audio description built in from the start through the Alt by Default initiative, so blind and partially sighted viewers get a clear explanation of each room and how the visuals change. The film has no dialogue, and the movement is calm and structured, which makes it easy for the AD track to stay in sync with what is happening on screen. It could be improved by offering more on-screen cues or text prompts for viewers who rely on visual information alone, since the ad does not provide any written context within the film itself.
You can watch the ad here: Lights, Camera, Magic... It's Showtime! | Matalan Christmas Advert 2025