By now you will have met John Lewis' Monty, unwrapped Lidl's little present and cried over Sainsbury's wartime sharing. But which of these adverts is most likely to make you spend money?
Despite the debate around whether Sainsbury's might have stolen John Lewis' crown for creating festive ads guaranteed to get you blubbing, it turns out Monty the Penguin is the most compelling Christmas ad this year.
According to a study by Realeyes – a tech group that measures facial reactions to gauge marketing effectiveness - John Lewis' offering scored 84 per cent on the emotionally compelling scale, which combines attraction, retention, engagement and impact.
Fancy watching it again to see whether you agree? Here it is:
Not only does this make it the strongest advert for Christmas 2014, it is one of the most compelling ads ever measured by Realeyes – in the top 16 per cent of all time.
The big surprise is where Sainsbury's ranked – the supermarket's tear-jerker showing the moment when First World War soldiers dropped their weapons to play a game of football came ninth overall, scoring just 53 per cent.
If you need your memory jogging, this is what it looked like:
It was beaten by Harvey Nichols, the Post Office, Boots, Iceland, Lidl, Harrods and Waitrose.
Here's how the top 10 fared: