John Lewis, Tesco and Lidl temper Christmas adverts

Image source, John Lewis

By Noor Nanji & Charlotte McDonaldBusine ss reporte rs, BBC News

Christmas adverts have started on TV - and as always, many evoke sentimentality, nostalgia and joy.

But as the cost of living soars, some retailers have taken a more low-key approach to their campaigns this year.

John Lewis said his ad, featuring a host family, was less about buying and more about kindness.

But some retail pundits have warned that the hearty buffet scenes in other ads are still disconnected as families struggle with rising prices.

John Lewis is the latest major brand to bring its festive message to homes across the UK. He told the BBC that the cost-of-living crisis was "front and center" when deciding what tone the ad should take.

"I don't think we're going there saying 'don't buy anything.' Because we wouldn't be in business," said Claire Pointon, Chief Client Officer at John Lewis.

< p class="ssrcss-1q0x1qg-Paragraph eq5iqo00">"But this ad is not about going out to buy things. This ad is about how you as an individual can show kindness to someone else who might need it. I think that's a pretty big message at Christmas."< /p>