As the traditional Ipsos Christmas advert test shows, Coca-Cola has once again proven itself to be a long-term expert in Christmas advertising. In its advert featuring a typical Christmas truck, it managed to use artificial intelligence (AI) to evoke emotions and create a good atmosphere. AI animals scored well among Czechs, and in addition to the advertisement being perceived as different from the others, people also rated it as the most suitable for Christmas. It was confirmed that Coca-Cola once again came up with a Christmas advertisement that was successful with Czech viewers.
Rohlík also used artificial intelligence in the development of its advert, which sparked a heated debate among marketers about the use of AI in the creation of Christmas adverts and campaigns in general. In their evaluation, Czech viewers partially confirmed the comments that the advert lacks a deeper idea and the ability to distinguish itself from rather generic Christmas clichés. However, the advert generally achieved average results across metrics, so it is certainly not a flop among end customers.
Brit builds on the power of an important message
This year's Christmas advert by VAFO Group, the manufacturer of Brit pet food, emphasises that a pet is not just a gift, but above all a great responsibility for years to come. This message resonates strongly with Czech viewers. "The Brit advert achieved the best result of all historically tested Christmas adverts in terms of credibility and importance of the message. "It turns out that in a country of animal lovers such as the Czech Republic, we are not indifferent to the well-being of our pets, and it is an important topic that evokes strong emotions. The Brit advert therefore ranks among the Christmas Misfits – as we at Ipsos call successful adverts that manage to combine the emotions of viewing with a strong idea," says Daniel Holátko, who heads the communication testing division at Ipsos.
Several adverts delivered the Christmas atmosphere, but not all of them had "something more".
This year's T-Mobile advert also builds on emotions. As part of its "Among Friends" concept, it relies on the message that the most important thing is to spend the holidays with loved ones. The message itself does not significantly differentiate the brand from its competitors or other Christmas adverts, but the story of a daughter's reconciliation with her mother is fitting for Christmas and evokes emotions in Czech viewers. Since the reconciliation takes place via text messages, T-Mobile has managed to find a connection between the Christmas theme and the advertised category, which is often a challenge for Christmas adverts.
Albert's advert also succeeded in linking the advert to Christmas this year. Otherwise, however, the spot was rather average, similar to the Christmas efforts of other retail chains, which failed to stand out from the crowd this year.
Methodology: The evaluation of selected Christmas adverts took place in the first week of December 2025. The adverts were shown to respondents at random, with each advert being evaluated by 50 respondents from a representative sample of the Czech population aged 18-65.
Source: ipsos.com