Sainsbury's was quick off the mark with its advert, which features beloved Roald Dahl character the Big Friendly Giant (BFG). We see the BFG asking the supermarket to make his Christmas "a big more phizz-whizzing". Meanwhile, Lidl - like John Lewis - has gone for a classic tale designed to tug at the heartstrings.

John Lewis has released a memory-strewn tear-jerker, following a woman frantically buying a last-minute gift for her sister, for its highly anticipated Christmas advert. The Gifting Hour opens with heroine Sally running into the retailer’s Oxford Street flagship store,

John Lewis has revealed details of its highly-anticipated Christmas advert, which features a woman on an emotional and frantic search for a last-minute gift for her sister

The Gifting Hour opens with heroine Sally running into the retailer’s Oxford Street flagship store, the first time a John Lewis store has appeared in its Christmas ad, 15 minute