Christmas adverts have started on TV - and as ever, many conjure up sentimentality, nostalgia and joy. But as the cost-of-living soars, some retailers have opted for a more muted approach to their campaigns this year. John Lewis said its advert, featuring a foster family, was less about buying things and more about kindness. But some retail experts warned scenes of bountiful buffets in other ads were still out of touch as families struggle with rising prices. John Lewis is the latest big-name brand to beam its festive message into homes around the UK. It told the BBC the cost-of-living crisis was "front of mind" when deciding what tone the advert should take. Market research experts say brands were being careful not to look out of touch with their customers. John Lewis would not comment on how much it cost to make the advert, which is 90 seconds long and set to a cover of Blink 182's All The Small Things by the artist Mike Geier. Retail and marketing experts agree that brands will have had to work hard to get the tone right this year, at a time when many people are cutting back.
