Big news for fellow Christmas lovers: today, John Lewis launched its iconic (and much-anticipated) festive ad .

This year’s tear-jerker features a dad and son who have grown apart, but are brought back together by the holidays (and a 10/10 gift).

Previously, mascots from the store like Snapper the venus flytrap , Edgar the dragon and Moz the monster kept viewers engaged.

But isn’t it a little odd that some of us get so excited for these adverts?

And why do some – like Coca-Cola’s current AI-generated ad, which has faced significant backlash – make us feel so let down?

Why do we care about Christmas ads?

On Cranfield’s School of Management’s site, Dr Annmarie Hanlon, a senior lecturer in Digital and Social Media Marketing, said part of the appeal is plain-old ritual. Like

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