The Evening Standard's Alex Lawson talks through the 2014 Christmas adverts.
Christmas adverts hitting Youtube and our television screens has become an event as retailers vie for customer's attention over the festive season.
Alex explains the brand-building big businesses do, to secure up to a third of their yearly profits from Christmas shopping. Brands start early, as many of the adverts are recorded during the summer.
And why Tesco may be adding to their woes with a "cheesy" advert, why Lidl are staying on message and the surprisingly touching offering from Boots.