Co-op is continuing its festive tradition of waiting until the big supermarkets unveil their seasonal campaigns, before bringing out its own, humbler ad. 

Unlike last year’s effort, Co-op this time makes central its funding of local good causes, self-conferring a certain saintliness. We see a mum returning from the Co-op with a pack of yummy-looking mince pies, which she shares with her husband and child. All appear blissfully unaware of the brass brand who have invaded their home to parp out a version of Fairytale of New York. Maybe if you ignore them they’ll go away!

Of course, it turns out said band – BTM – is one of the causes Co-op supports. They sound lovely, but with respect, is this the best example of charity Co-op could have chosen?