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Despite this, as part of the campaign and in a first for M&S, around 200,000 copies of a limited edition children’s storybook which tells the tale of the Christmas ad will be published.

All profits raised through sales of the illustrated book, written by Timothy Knapman, will be donated to the NSPCC to help fund Childline over the festive period, the retailer said.

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“Whatever your age or budget, Christmas is the time of year when you’re open to a little bit of magic and wonderment and I’m really excited that we’ve been able to do our bit to provide that for our customers this year.” Asda 2017 Christmas advert (60 second) from Saatchi & Saatchi London on Vimeo.

James Mc Gregor, a managing partner at consultancy Retail Remedy, says that while it is still unusual to run a Christmas advert this early, it is likely to give the brand a boost. And ultimately the wider free press they’re getting, the wider conversation they’re getting from that, ultimately will benefit them.” While it is difficult to say whether adverts directly translate to sales, Mr Mc Gregor said Christmas adverts were in no way a waste of money for retailers.

“They’re trying to better engage with the consumer by telling a story.

Christmas cheer will be spread by Britain’s favourite bear with Paddington starring in Marks & Spencer’s latest festive advert.

The advert’s airing comes at a difficult time for the retailer which is poised to release another set of grim figures when it reports for the half year on Wednesday.

Taking four months to create, the 90-second ad called Paddington And The Christmas Visitor sees the animated movie version of the duffle coat-wearing bear inadvertently save Christmas for his neighbours.

“People are looking forward to escaping into the Christmas bubble, and our aim is to provide you with a story that is charming and leaves you feeling good at the end,” he said.

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