I'm talking about the likes of large supermarket chains, M&S, John Lewis etc. All Christmas TV adverts now seem to need to have a story and meaning, they are no longer advertising the products. It's a competition for who can produce the most comforting, story-telling 1 minute advert which also incorporates some sadder scenes that see animals/children light up with joy & glow at the end of the advert as they all come together to be there for each other for the festive season.
URGH !