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Claire Billings chuckles every time at the classic humour of Lowe's Christmas ad for a £25 cashmere jumper from Tesco: "In just 20 seconds flat, these ads convey the message that the retailer's clothing is great value. It doesn't overdo the festive connotations, but gets the message across succinctly. The spot displays a thorough understanding of the Tesco brand and its audience." The ads were written by James Springall, art directed by Craig Hanratty and directed by Susie Robeson at The Paul Weiland Film Company.