Emotional response data from System1’s Test Your Ad platform and Competitive Edge database shows that this year’s festive ad frontrunners are leaning into ...

From consistent storytelling to subverting your own festive traditions, many brands are betting on a returning creative idea ...

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John Lewis, Marks and Spencer’s, Sainsbury’s, and Asda are among the big names bidding to have you reach for your tissues (and maybe wallet) with their mini-movies. It’s a tried and tested Christmas ...