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Edeka "#HeimKommen" by Jung von Matt

Edeka went nuclear in the arms race to make the most emotional Christmas ad, telling the story of an elderly man who fakes his own death to bring his family together for the holiday. As of 7 December, the controversial spot had eclipsed John Lewis’ "man on the moon" in online shares.

Sainsbury’s "Mog’s Christmas calamity" by Abbott Mead Vickers BBDO

Children’s book author Judith Kerr penned a new story about Mog the cat for Sainsbury’s Christmas ad. The three-and-a-half minute film mixes live action and animation in a heart-warming tale about the beloved character. As part of the campaign, the supermarket has also partnered with Save The Children to support child literacy.

John Lewis "man on the moon" by Adam & Eve/DDB

It’s the most eagerly anticipated Christmas ad of the year. The retailer’s latest festive campaign tells the story of a young girl who brings Christmas to a lonely old man living on the moon.

House of Fraser "your Christmas your rules" by 18 Feet & Rising

A cross between a music video and a fashion shoot, the ad shows models singing along to You Don’t Own Me by Grace and G-Eazy. The message is that you don’t have to conform to a standardised image of Christmas.

Marks and Spencer "the art of Christmas" by Rainey Kelly Campbell Roalfe/Y&R

The retailer opted for two spots rather than one longer Christmas ad this year. The first is a compilation film showing exaggerated versions of events before Christmas and uses a remix of Mark Ronson’s Uptown Funk

Cadbury "Christmas 2015" by Fallon London

The Mondelez-owned confectionary brand created a giant advent calendar made up of 24 Cadbury purple lorries for its £10 million Christmas campaign.

Argos "just can’t wait for Christmas" by CHI & Partners

Argos used a team of 50 professional skiers and snowboarders to give viewers an adrenaline rush for the season. The ad was shot on a mountainside in Chile’s Valle Navado.

Boots "discover more" by Mother

The pop singer Jessie J sings on the soundtrack for Boots’ Christmas ad campaign.

Currys PC World "spare the act" by Abbott Mead Vickers BBDO

Jeff Goldblum, who starred in Jurrassic Park and Independence Day, puts in an entertainingly bizarre performance for Currys PC World’s first Christmas campaign.

Waitrose "make it with Waitrose" by Adam & Eve/DDB

This is the supermarket's first yuletide film made by Adam & Eve/DDB. The ad features people celebrating Christmas in different ways to encourage customers to buy their festive goods at Waitrose.

Debenhams "found it" by J Walter Thompson

The department store chain showcases gift giving for its ad, which continues the theme from last year’s campaign.

Morrisons "make it magical" by DLKW Lowe

After parting ways with Ant and Dec, Morrisons puts its staff in the spotlight for this ad.

Burberry "celebrating 15 years of Billy Elliot"

An all-star cast including Julie Walters, Elton John, Naomi Campbell, Romeo Beckham and James Corden recreate the iconic jumping scene from Billy Elliot

The Body Shop "jingle bells" by Mr President

The online spot shows people indulging in shower karaoke. Audiences hear the Christmas classic Jingle Bells sung in six different languages - English, Cantonese, Portuguese, Japanese, German and French.

Mulberry "the miracle of Mulberry" by Adam & Eve/DDB

A handbag takes the place of Jesus in Mulberry’s humorous take on the nativity scene.

Asda "#BecauseItsChristmas" by VCCP

From wearing antlers to dancing on ice, Asda’s campaign shows the lengths people go to get into the holiday spirit. The ad uses real-life examples from a customer poll.

Celebrations "Christmas tree" by Abbott Mead Vickers BBDO

The Mars chocolate variety brand ventured into TV advertising for the first time in 10 years with a spot depicting an animated cast of characters that come to life for Christmas.

Lidl "school of Christmas" by TBWA\London 

The supermarket imagines a school where people learn essential skills for surviving the holiday season, such as making the perfect leftover sandwich and building snowmen.

TK Maxx "neighbour" by Quiet Storm

The retailer calls on shoppers to remember their nearest and dearest by buying one extra Christmas gift for strangers.

Net-a-Porter and Mr Porter "all for you"

The luxury brands join forces for the first time on a campaign that takes a whimsical behind-the-scenes look at their customer service teams.

Lloyds Bank "to the stars" by Rainey Kelly Campbell Roalfe/Y&R

The bank promotes its partnership with Apple Pay through a sweet tale of a girl struggling to find the perfect gift for her mother.