Across the board, the ads received mixed reviews, with one participant saying of John Lewis’ "Moz the Monster" ad: "Now I know that the monster became friendly, but in effect, right, children don’t like monsters in the bedroom - it’s as simple as that!"
The feedback on M&S' spot starring Paddington was generally good, with one respondent praising the diversity of the featured family. However, one of the respondents picked up on its subtle use of M&S products in the ad, saying: "There was quite a lot I didn’t like about it. There was nothing about M&S in it."
Another member of the public was left scratching their head after watchinig the Sainsbury's ad, which takes a sing-a-long format this year, commenting "and then at the end Kermit appears and it’s just like totally random".