The holiday season is the most competitive battlefield in advertising. This year, the brands that won didn’t just sell stuff; they sold a feeling and a major cultural moment. From Mariah Carey’s viral high-glamour return to Céline Dion’s powerful comeback, we’re diving into the campaigns of 2025 that mastered creative storytelling and delivered pure festive energy.

Mariah Carey x Sephora
Officially kicking off the festive season, the campaign riffs on Carey’s viral “It’s Time!” moment, blending humor with high-end beauty to promote Sephora’s “Give Something Beautiful” initiative.

Teddy Swims x Booking.com: This Guy Books Romance
The campaign promotes the idea that planning a getaway is the ultimate romantic gesture, supported by data suggesting women find partners who book trips more attractive than traditional gifts.

@bookingcom

For just $1.43, five bookers can snag a meet & greet with @Teddy Swims. Tell him your fantasies…he’ll book ’em for you. Each booking includes a 2-night stay in Chicago (Dec 7-9), meeting with Teddy, tickets to see Teddy live at Jingle Ball on Dec 8, and $10,000 in Booking.com Wallet Credits to make that dream trip come true. 📍Santa Monica Proper Hotel, bookable on @bookingcom

♬ original sound – Booking.com

Charlotte Tilbury x Céline Dion
Marking Dion’s powerful return to the spotlight, the campaign celebrates resilience, joy, and inner strength, tying the concept of empowerment to the brand’s luxury makeup and new Star Confidence Eau de Parfum.

Gap: Giving the Gift of Connection x Sienna Spiro
The music-led campaign, titled “Give Your Gift,” features Spiro performing a soulful reinterpretation of “The Climb” with a multigenerational choir, promoting a message of unity and hope.

Native: The Scent of Holiday Cheer x Claire Rosinkranz
The personal care brand brought a fun, sensory experience to its limited-edition holiday scents, combining a vibrant campaign film with an original holiday jingle by the rising pop star.

SKIMS: The Power of the Cameo
The campaign blended celebrity and viral talent, notably featuring North West in a sweatsuit, marking her return to the camera since 2020. The ad also featured rapper Ken Carson, singer Mariah the Scientist, and Beabadoobee, using a diverse cast to tap into multiple subcultures.