Christmas ads have officially landed for 2025, and while the race to the big day is well and truly underway, our friends over at System1 have declared Myer the true winner of Christmas thus far, outshining retail and QSR heavyweights ALDI, McDonald’s and Uber Eats.
This year’s work leans heavily into heart-over-hype, with System1’s methodology proving once again that the ads generating the biggest emotional reaction are the ones most likely to drive commercial impact. And in a season defined by sentimentality, nostalgia and the sheer chaos of December shopping behaviour, that emotional edge matters.
While McDonald’s Grinch execution delivered the biggest short-term punch and ALDI continued to cement its value-first festive positioning, it was Myer’s “Give Something Special” campaign that struck the most powerful balance, scoring highly across all key measures, including a near-perfect 99 in brand fluency.
ALDI, “Go On Its Christmas”, BMF
ALDI’s “Go On, It’s Christmas” embraces a more playful, unapologetic take on holiday behaviour, encouraging Australians to indulge without judgment, whether that’s cracking into chocolates before noon or taking seconds before the first round has finished being served.
The work reinforces ALDI’s positioning as the retailer that helps make a joyful Christmas possible without overspending, tapping into relatable festive quirks and behaviours that feel distinctly Australian.
System1 testing reflected the emotional strength of the creative, placing the work at a good Star Rating of 3.1, signalling strong potential for long-term contribution to the brand. Its Spike Rating of 1.19 demonstrates a strong short-term response, showing that the humour and festive sentiment successfully triggered attention and memory cues likely to drive immediate behaviour.
Perhaps most importantly for retail effectiveness, the ad achieved an exceptional 95 Fluency Score, meaning almost all viewers correctly attributed the campaign to ALDI.
Combined, these results suggest the work strikes the balance of entertainment, emotional resonance and clear branding required to drive both seasonal uplift and longer-term growth.
McDonald’s, “Grinchmas”, Wieden+Kennedy Sydney
In a bold holiday spin, McDonald’s brings the mischievous Grinch to Australia, positioning him as a villain attempting to sabotage the nation’s sunny, laid-back festive season.
Through a cinematic creative platform titled “I’m Ruinin’ It,” the campaign turns the iconic McDonald’s brand assets on their head, including a rewritten jingle and redesigned green arches at selected locations.
The humour and cultural mashup between Dr. Seuss nostalgia and uniquely Australian summer cues proved to be emotionally effective, with System1 awarding it a 3.2 Star Rating, placing it firmly in the good category for long-term brand building.
Importantly, it scored an exceptional 1.38 Spike Rating, signalling a powerful short-term persuasive impact driven by high emotional intensity and instant memorability.
While its 89 Fluency Score was slightly lower than some, due to the heavy Grinch branding takeover, it still landed well within the “good” range for brand attribution.
Overall, this campaign demonstrates that playful disruption and seasonal licensing can serve as powerful activation levers when supported by strong emotional storytelling and distinctive brand linkage.
Uber Eats, “Ding Dong Deals”, Special
Uber Eats’ latest iteration of its value-led “Ding Dong Deals” platform leans into everyday irreverence, using the brand’s signature doorbell chime as a comedic censor to bleep out spontaneous swearing when Australians and New Zealanders encounter unexpectedly low-priced offers.
This instalment centres on a shopping centre Santa who breaks character the moment deal notifications appear, reinforcing the campaign’s core insight: when a discount is genuinely surprising, emotion overrides politeness.
Supported by dynamic OOH, push notifications and social executions replicating real-time customer reactions, the work continues to build a consistent creative platform.
System1 data reflects its performance, landing a 2.6 Star Rating, which sits in the modest range, indicating that while the humour is effective, the emotional connection isn’t as deep or universal as some competitors.
However, its 1.22 Spike Rating signals a strong short-term activation impact, suggesting the campaign succeeds in capturing attention and prompting immediate response behaviours. A Fluency Score of 87 confirms that branding remains clear and recognisable.
Myer, “Give Something Special”, Howatson + Co
Myer’s 2025 Christmas campaign leans into warmth, nostalgia, and the emotional ritual of gifting, anchored by a fresh Australian reinterpretation of Jamiroquai’s “You Give Me Something,” performed by local artist Sycco.
The creative focuses on the moment of anticipation before the wrapping paper is torn open, positioning Myer as the retailer that helps people find not just a present, but the right present.
A multichannel rollout spanning in-store experiences, BVOD, OOH and digital amplifies the sensory festive world the brand has built, reinforcing Myer’s long-standing role in Australian Christmas culture.
System1 results highlight its strength across both long and short-term impact, with a 3.2 Star Rating, placing it in the good effectiveness range for brand-building potential.
An exceptional 1.34 Spike Rating signals deep emotional engagement and strong immediate response potential, demonstrating that the sentiment of meaningful gifting resonates widely. The standout performance comes from branding clarity, with a near-perfect 99 Fluency Score, meaning almost every viewer knew immediately that the work was for Myer.
Together, these metrics indicate a campaign that delivers distinctiveness, emotional resonance and commercial effectiveness at scale.
