Emotions, stories, authenticity – these were the deciding factors in 2025

This article is available for reading in Trade magazin 2026/02-03

Nine commercials entered the contest and the public could cast their votes on the Trade magazin website between 10 and 17 December. More than 6,000 votes came in and Grand Automotive East won the title of Best Christmas TV Commercial of 2025, with Tesco Magyarország as the runner-up and Nestlé Hungária finishing third.

“Chery Christmas Movie”

The success of Grand Automotive East’s Christmas commercial is primarily due to the fact that its campaign concentrated not on classic product presentation, but on emotional connection and human stories.

Norbert Mihályi
country director
Chery Magyarország
Grand Automotive East

“The results of the public vote confirm that viewers are increasingly looking for sincere, authentic messages, especially during the holiday season. In the case of Chery, the brand appeared in a restrained, natural way, so the story was able to function as an experience rather than an advertisement, which strengthened its receptivity and emotional impact”,

explains Norbert Mihályi, the country director of Chery Magyarország.

The short film fit well with domestic and international trends in Christmas TV commercials, in which storytelling and memorable narratives are playing a more and more important role. The audio-visual presentation was defined by an intimate atmosphere, warm colours and a restrained pace.

“Food is everything to us”

Tesco’s commercial was local in that it was filmed in Hungary, but with minor adaptations it was also used in the Czech Republic and Slovakia, which shows that the basic message – the joy of festive togetherness – is culturally universal.

Brigitta Zentai
brand & campaign
manager
Tesco Global

“Last year one of the central elements of our marketing communication was the Tesco shopping bag, which also played a leading role in the Christmas commercial: the bag with the word Joy on it not only appeared in the commercial, but shoppers could find it in stores as well. Voters were particularly attracted to its intimate, human atmosphere, which showed the essence of Christmas not through exaggerated means, but through everyday, familiar moments”,

says Brigitta Zentai, brand and campaign manager of Tesco Global Zrt.

The short film isn’t directly about the products, but about what they make possible – togetherness, joy, shared experiences. The visual world of the commercial is warm, cosy and natural, perfectly supporting the festive mood.

“Gourmet Cat’s Christmas”

Nestlé Gourmet’s Christmas ad had a strong emotional connection with viewers, while consistently and authentically representing the brand’s premium values.

Mirjam Késmárki
junior brand manager
Nestlé Purina Gourmet

“The main idea of the short film was to present the cat as a full member of the family, which was a particularly sincere, lovable and relatable approach for the target audience. It presented the world of Gourmet hrough moments of attention, care and festive pampering, complemented by subtle humour and an intimate atmosphere”,

we learn from Mirjam Késmárki, junior brand manager of Gourmet.

The commercial tells a simple yet well-structured and easy-to-follow story that focuses on a cat’s festive experience. Visually, the set design reinforces the feeling of homeliness, with a warm colour palette typical of Christmas and soft lighting.