You can almost hear the Christmas bells in the distance and the temperature has definitely dropped this week.... so it is obviously time for each major retailer to unveil their new Christmas TV advert...

As we all wait to critique their creative genius this year, the stories being told have evolved over the last couple of years. Amongst the sneakiest subliminal and the more obvious messages being promoted last year, same day delivery was a fairly new angle which Argos focused on - although the 'just in time' present delivery is all too often a requirement at this time of year! 

This year Argos' advert is also focused on the delivery side of their proposition and I think this will become more and more the norm with other retailers. 

I, for one, will be watching the TV this weekend for more reveals and hope that we are all delighted and surprised by the new Christmas narrative.