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Edeka has gone nuclear in the arms race to make the most emotional Christmas ad.

The German supermarket has, like John Lewis, addressed loneliness but, instead of moon-based metaphors, tells the tale of an old man who goes to drastic lengths to bring his family together. The ad opens on him receiving a voicemail from his daughter saying she can’t come home for Christmas, and a time-lapse edit shows it’s not the only one he spends alone. His children then receive news of their father’s death and all gather, distraught, at his home for the wake – only to be surprised by the trickster himself, who asks: "How else could I have brought you all together?"