Every year brands invest millions of pounds into feature film quality Christmas adverts.
The Daily Telegraph's sceptical science correspondent wanted to find out just how influential they really were. Could they melt his heart or would they prove that Scrooge was right?
We pitted John Lewis' 'Bear and the Hare' against Marks & Spencer's 'Beleive in Magic & Sparkle' and Sainsbury's 'Christmas In A Day'.
Outcome: The fast-paced storyline and glossy "Hollywood" production from Marks & Spencer created the most consistent engagement throughout the advert, ending on a high for the final brand messaging.