Sainsbury’s main Christmas ad was either seriously moving or a serious mistake. But, whatever you made of it, it wasn’t joyous.

So it’s a delight to see this ad for its Tu clothing range, which makes amends on the fun front. The faux-vérité ad (behold! Shaky cam!) plonks us into the audience at what looks like a school concert. An announcer introduces “The Christmas Jumpers” and a quintet of dads sporting ironic festive pullies walks out.

The unlikely lads break into an amusing - and impressive - dance, to a funky remix of Tchaikovsky’s Dance of the Sugar Plum Fairy. Contrived? Sure, but it’s a great way to get Tu’s tops out there, and you’d have to be a real Scrooge not to get swept up with the crowd as it goes wild.

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