First it was John Lewis that routinely took the crown for best Christmas ad.
And now, not content with winning the battle over airport expansion (for now), Heathrow Airport has unveiled its very first Christmas ad campaign. And it's a good 'un.
The ad celebrates "the best gift of all" as it follows two ageing teddy bears as they land at Heathrow and struggle through the airport with their luggage to meet their relatives.
Accompanied by the Chas and Dave song "I'm Coming Back", they pick up last minute gifts from airport shops (naturally), and then head to arrivals looking for their family, before two children race towards them.
The ad finishes with the bears transforming into humans being greeted by their very excited grandchildren.
The promo was filmed over three days earlier in the year while the airport was fully operational. Anyone see any rogue teddy bears while you were waiting to catch a flight? Now you know why.
Heathrow's commercial director Jonathan Coen said: "Christmas is my favourite time of year at Heathrow - the airport is abuzz with families and friends reuniting for this special time of year. We love the film and hope the bears’ journey through the airport captures that excitement you feel when walking through Heathrow arrivals into the arms of your loved ones at Christmas."
The advert, created by French firm Havas, was released on social channels this week in aid of the airport's 70th anniversary.
According to the Advertising Association, ad spending around the festive season has increased 32 per cent in the last five years - from £4.2bn in the fourth quarter of 2010 to a projected £5.6bn for this year. Most is spent on internet advertising, but £1.3bn is expected to be spent on TV spots in the period, up 14 per cent on 2010.
Heathrow was given approval for expansion last month, over London rival Gatwick, after numerous delays to the airport decision-making process.