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.

The John Lewis Christmas advert has dropped for 2024, featuring a song from former Verve frontman Richard Ashcroft

You will have to wait a little longer to catch it on TV, but the John Lewis Christmas advert is now out into the world for 2024. It has arrived a bit later than in recent years - and faces stiff competition from Tesco’s effort for the most ‘tear-jerking’ commercial of the festive season.

John Lewis has finally unveiled its eagerly awaited Christmas advert for 2024, following the release of two teaser ads. Titled 'The Gifting Hour', the two-minute film centres on a woman's search for the perfect gift for her younger sister.

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

The Gifting Hour opens with heroine Sally running into the retailer’s Oxford Street flagship store, the first time a John Lewis store has appeared in its Christmas ad, 15 minute