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The award for the Christmas advert most likely to make you feel emotional may have just gone to Tesco. In the annual competition for the best festive offering from a brand, the supermarket has positioned itself as a front-runner due to the meaningful message.

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.

In a bid to inspire festive cheer, Tesco has launched its latest Christmas advert, crafted by advertising firm BBH. The narrative follows a character named Gary, whose Christmas spirit is reignited through a series of gingerbread-themed visualisations.

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