While they might be a staple of our Christmas diet now - as much a tradition as pigs in blankets or carol singers - the hype around retail festive adverts wasn't always such a big part of the calendar.
It might barely be November, but the battle for the best Christmas advert is already in full flow, with John Lewis launching its festive offering today.
Viewers are left questioning the motive behind his perseverance until the final scene, when a social worker arrives with young teenager Ellie, who has arrived at her new foster home carrying her skateboard. Ms Hardcastle said:"I would never say it missed the mark because the topic matters so much to me and I think any awareness is important.
But consumers can still purchase a number of products linked to the story including the £30 bear, £19 Lewis Bear pyjamas, a £5 Lewis Bear tote bag and a Rampage Skateboard for £34.99, with 25% of the sales going to the two affiliated charities.How John Lewis changed the Christmas game
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