As Christmas nears, British television screens are filled with heart-warming tales of lonely penguins, family reunions and homesick soldiers in an attempt to get customers to part with their cash.
More and more retailers are ditching traditional product adverts for mini movies about love and friendship that have become a national talking point, ranked against each other by the media and subject to parody online.
High-street department store John Lewis, which started the trend a few years ago, again leads the pack with a tear-jerking tale of a little boy who makes his lonely toy penguin's Christmas by buying him a mate.
The two-minute video, which reportedly cost £7 million (8.8 million euros, $11 million), has been watched more than 17 million times since it went online in early November.
The retailer is also doing roaring trade in little fluffy toys of loving penguins Monty and Mabel, and a range of related merchandise.
Hot on their heels are the World War I soldiers imagined by supermarket Sainsbury's, whose three-minute ad tells the story of the Christmas truce between British and German forces in 1914.
The video has more than 12 million views on YouTube, although it has also been accused of being a crass attempt to commercialise the centenary of the start of the four-year conflict.
Many people also viewed it as a risk, given that there is no mention of Sainsbury's until the very end.
But experts say the importance of Christmas in the trading calendar is persuading advertising agencies to try new things.
November and December can represent up to 50 percent of annual turnover for some non-food retailers.
"You've got a massive corporate pressure to deliver at that time of year, so it creates a new rule book for campaigns and creativity," said Lorna Hawtin, head of strategy at the TBWA ad agency in Manchester.
It is hard to gauge the impact of such campaigns, but evidence gathered by the IPA advertising industry body is "pretty unequivocal" that such campaigns work, she told AFP.
John Lewis Christmas sales have increased for the past three years despite a difficult retail climate, and the first figures from this season suggest this trend will continue.
"All the research suggests that persuading consumers to buy is a much more emotional task than you might think," Hawtin said.
'Anonymous goodwill'
John Lewis is credited with shifting the competition from a battle to sell cut-price booze to making consumers feel good about spending their money on presents.
Their seasonal offering is now "a mini-movie with its own narrative" which gives an "uplifting, tear-jerking advertising experience", said Bryan Roberts, an analyst at Kantar Retail.
Viewers have bought into this vision to such an extent that the soundtracks to the last two ads -- both breathy covers of famous songs, as is this year's track -- have gone to number one in the charts.
Other retailers have moved in a similar direction, including high-street store Marks & Spencer, which previously featured celebrities and a full range of products in its ads.
This year it heralded the launch of its Christmas campaign with a series of anonymous acts of goodwill around Britain.
Ranging from covering a primary school in snow overnight to giving gifts to night shift workers, the acts were publicised by a Twitter account @TheTwoFairies -- later revealed as the two winged stars of the TV commercials.
The question now is how long customers will accept the saccharine vision of Christmas on offer in favour, say, of something that makes them laugh.
Spoofs are proliferating online -- in one mash-up, Monty the penguin ends up as Christmas lunch, while in another his first meeting with Mabel is re-dubbed with Marvin Gaye's "Let's Get It On".
AFP RELAXNEWS
Sun Nov 30 2014
Penguins from the "Monty the Penguin" advert are seen in the window display at the John Lewis department store. - AFP Photo
Who is Prabowo Subianto, incoming president of Indonesia?
A wealthy ex-general with ties to Indonesia's popular outgoing president and its dictatorial past, looks set to be its next leader.
Iran's supreme leader says Hamas leader's death will not halt 'Axis of Resistance'
The "Axis of Resistance", built up with years of Iranian support, includes Hamas, the Lebanese Hezbollah group, the Houthi movement in Yemen, and various Shi'ite groups in Iraq and Syria.
Putin says Russia willing to seek compromises between Iran and Israel
Russia is ready to help seek compromises between arch-foes Israel and Iran, President Vladimir Putin said on Friday, saying these would be difficult but possible.
What proposals will Russia push at the BRICS summit?
The proposal is also to establish a BRICS reinsurance company to allow uninterrupted shipment of goods and key commodities between members.
Indonesia's free meals plan in the spotlight as Prabowo readies for office
Prabowo calls the programme one of the main drivers of economic growth, eventually set to add an estimated 2.5 million jobs.
Astro AWANI's revamped English news website, AWANI International, launches on Oct 21
Astro AWANI's revamped English platform delivers in-depth global news and expert analysis to keep you informed on key developments.
Israeli strikes kill 33 people in Jabalia refugee camp in Gaza, medics say
Residents of Jabalia said Israeli tanks had reached the heart of the camp after pushing through suburbs and residential districts.
Liam Payne's ex-partner calls for media restraint after 'painful' death
Cheryl Tweedy used her statement to urge the media to remember they had a seven-year-old son, Bear, who could read the reports.
Analysts: Indonesia's strong MoF leadership team to boost investor confidence
Sri Mulyani Indrawati as head of Indonesia's Ministry of Finance is expected to instil confidence among investors.
Biden offers both a carrot and a stick to Israel as his term nears an end
Israel has frequently resisted US advice and has caused political difficulties for the Biden administration.
Putin says BRICS will generate most of global economic growth
Russian President Vladimir Putin will host a summit of the group in the city of Kazan on Oct. 22-24.
ISIS Malaysia's perspective of Budget 2025
An excellent rakyat-centric budget under the overarching principle of a caring and humane economy.
Budget 2025: Record increase in STR, SARA aid initiatives
The government will provide a significant boost to the Sumbangan Tunai Rahmah (STR) and Sumbangan Asas Rahmah (SARA) initiatives next year.
Budget 2025: EPF contributions to be made mandatory for foreign workers – PM Anwar
The government plans to make it compulsory for all non-citizen workers to contribute to the Employees Provident Fund (EPF).
What policies to expect from Indonesia's new President Prabowo
Prabowo will be open to foreign investment, his aide has said, such as by offering investors management of airports and sea ports.
Budget 2025: Govt allocates RM470 mil to empower women's participation in PMKS
The Women's Leadership Apprenticeship Program will be intensified as an effort to produce more female corporate personalities.
Israel sends more troops into north Gaza, deepens raid
Residents of Jabalia in northern Gaza said Israeli tanks had reached the heart of the camp, using heavy air and ground fire.
Indonesia ramps up security ahead of Prabowo's inauguration
Prabowo Subianto will be sworn in as Indonesia's president on Sunday with Vice President-elect, Gibran Rakabuming Raka, also taking office.
Immediate allocation of RM150 mil for local authorities, DID to tackle flash floods
Datuk Seri Anwar Ibrahim said this allocation is intended to address the recent flash floods that hit the capital and several major towns.
Budget 2025: Sabah, Sarawak to continue receiving among highest allocations - PM
Sabah and Sarawak continues to be prioritised under Budget 2025, with allocations of RM6.7 billion and RM5.9 billion respectively.