What makes Christmas ads like SuperValu and John Lewis iconic? We ask their creators

We talk to the people behind the iconic Guinness, John Lewis, Supervalu, ESB and Lidl ads

Christmas ads get commissioned in early summer

Over the next few weeks, every television, radio and social media feed will be full to the festive brim of invitations and exultations encouraging shoppers to part with our Christmas cash. Retailers invest heavily in creating the great Christmas ad, knowing full well that when it hits the mark, it can get millions of eyeballs looking at their brand in a positive manner.

“The first thing a successful Christmas ad has to have is a sense of the tone of the public,” says Darren O’Kelly of London based, Untold Studios.