It hasn't been an easy year for retail, and festive season trade can make or break a company's results. In the past few weeks a number of UK and US brands have released their Christmas campaigns, including Amazon, M&S, Debenhams, House of Fraser, and of course the annual John Lewis blockbuster.     So far these campaigns have included big budgets, big directors, huge tracks, Paddington Bear and a monster under the bed. Most have been a little disappointing, perhaps, with few new story lines or insights, other than Tesco’s “Everyone’s Welcome” reflection of diversity and the celebration of sisterhood by both Boots and House of Fraser. Like them or not, their one commonality is that they’re all entertaining and full of emotion.

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