The festive season is getting under way again, and so too is the battle of the Christmas adverts.
John Lewis has become the latest retailer to beam its festive message into UK homes.
The advert, released on Thursday, is a whimsical journey through one woman's memories as she tries to find the perfect Christmas gift for her sister.
Set to Richard Ashcroft's 1990s track Sonnet, the ad is a "real tear-jerker" and suggests the retailer wanted to "return to its roots", analysts said.
"Most of this year's festive adverts have fun at their heart - gnomes taking over Asda, a mystery whodunit at Waitrose, the welcome return of Kevin the Carrot at Aldi," said retail expert Catherine Shuttleworth.
But John Lewis has hit a "more traditional" feel, she added, after last year’s advert proved divisive.
Its 2023 commercial featured a giant Venus flytrap. It left some viewers perplexed, as they questioned what a bloodthirsty plant had to do with Christmas.
Elsewhere, many brands have taken a lighthearted approach.
"Humour and fun are a good way to raise spirits after what has been a difficult year in the world," Ms Shuttleworth said. "So you can see why retailers have taken that route."
Aldi has brought back Kevin the Carrot for his ninth consecutive year.
Joined by his wife Katie, he plunges into another assignment, as he tries to get the "spirit of Christmas" back from the dastardly humbugs.
Meanwhile, Asda's festive advert features a team of garden gnomes who rise up from the snow to save Christmas.
Marks and Spencer has also opted for tried-and-tested themes. Its food advert sees the return of Dawn French as a festive fairy, and she also appears as herself.
The first of the six-part ad series sees an exhausted French on her way home, complaining about how much she has to do.
The fairy then pops up and offers a helping hand, transforming French's house, making it ready for a Christmas party with mountains of festive food.
Morrisons' singing oven gloves are also back, as the supermarket puts the focus on those hosting the Christmas meal.
The advert is set to Give a Little Love from the film Bugsy Malone, with the soundtrack sung by a choir of Morrisons staff.
Argos has also gone for the same characters as last year - cartoon duo Connie the doll and Trevor the dinosaur.
The decision to use familiar ideas and characters is a smart one, said Lynne Deason, head of creative excellence at analysts Kantar.
"Consistency pays in advertising," she said. "Sticking with the same creative approach often makes it easier for people to know which brand is being advertised.
"It can build a sense of nostalgia too, adding to the entertainment factor."
While John Lewis shunned celebrities, some other adverts are fronted by famous faces.
Its Waitrose supermarkets has a whodunit two-parter which leaves audiences on a cliffhanger, starring Succession's Matthew Macfadyen as a detective on the hunt to uncover who has stolen the family's red velvet cake.
Elsewhere, Greggs has enlisted Nigella Lawson to star in its first ever Christmas advert.
The TV chef declares it is her "favourite time of year" before tucking into festive bakes.
Opinion was divided on social media, with one X user saying the advert had combined "Nigella and Greggs, two of the greatest loves of my life".
But another questioned whether they were living in a "weird parallel universe", adding: "Is this a really early April Fool?"
Other retailers have gone with famous animated characters.
Sainsbury's was quick off the mark with its advert, which features beloved Roald Dahl character the Big Friendly Giant (BFG).
We see the BFG asking the supermarket to make his Christmas "a big more phizz-whizzing".
Meanwhile, Lidl - like John Lewis - has gone for a classic tale designed to tug at the heartstrings.
It depicts a girl who decides to send a present to a boy who is feeling lonely, a nod to the retailer's toy bank scheme.
There's no mistaking the message of goodwill, as a voiceover encourages viewers to "think big", but also asks: "Is it not more Christmassy to give?"
Tesco's advert features a man called Gary who is trying to celebrate Christmas while mourning his grandmother. The melancholy ad sees Gary continuing a tradition they shared, building a gingerbread house as his way to remember her.
Amazon has also opted for the theme of kindness, telling the story of a theatre caretaker whose hidden singing talent is discovered by his colleagues.
They encourage the janitor to go on stage, where he performs What the World Needs Now Is Love.