Perhaps in sly acknowledgement of the fact it’s fashionably late to the Christmas ad party, the Co-op’s festive effort focuses on some buddies discussing the point at which they start ‘feeling Christmassy’.

Mince pies and cheese get a mention (and are inventively photographed), but the focus here is on the pals and their anodyne bantz, about the oft-covered subject of whether or not Die Hard is a Christmas film. There’s gratuitous footage of a cute cat, too.

Not exactly profound, then, but a refreshing change from the family focus of most rivals. Plus it reassures its shoppers that it didn’t waste a sack of cash on Elton John. In fact, it’s donating millions to charity as part of the push – a point the ad rather nobly declines to mention.