Opinion and analysis editor Ian Griggs opted for John Lewis' lunar campaign, which has been viewed 12.7 million times* on YouTube.
Ian says: "It doesn’t matter – to me – whether I will actually buy something from the shop for Christmas; once again, the John Lewis campaign has delivered the emotional impact necessary to make me remember the film for a long time to come. Love is a powerful emotion and it requires no reference to your rational self to validate it."
Features editor Alex Benady liked Marks & Spencer's straightlaced campaign, as (presumably) have the 1.8 million* people who watched it on YouTube.
Alex says: "Unlike other retailers I could mention that seem to think Christmas is an excuse for a long soak in a warm bath of mawkish emotion, Marks & Spencer gives it to us straight in its Christmas ad campaign this year. M&S showers us with a nice vigorous explanation of some of the actual products it has on sale. There's a reason for this brisk, brusque approach. The film will will be chopped into a series of shorter, attention-grabbing spots intended for mobile. It feels like a refreshingly honest approach compared to the increasingly manipulative efforts of other retailers."
Editor-in-chief Danny Rogers warmed to Mulberry's campaign, which has no heartwarming message, but does have close to one million* YouTube views.
Danny says: "Mulberry's Christmas campaign does not have any heartwarming message. Instead, it is a thoroughly post-modern take on a festival that has rather ridiculously morphed from a Christian celebration into materialist obsession. But Mulberry's film is also a compelling watch and very funny. Cleverly it manages to do all this while still making the product absolutely central to the advertising."
Digital content manager Khidr Suleman went for Harvey Nichols' tongue-in-cheek campaign, which focuses on the joy of receiving rather than giving, and has 28,000 YouTube views*.
Khidr says: "The Avoid #GiftFace campaign from Harvey Nichols is genius because everyone can relate to it – no matter their age. We've all had questionable Christmas presents requiring us to nod politely and thrown on our best fake smile so as not to offend a dear friend or relative. The use of humour also helps differentiate the campaign from certain competitors who are playing it safe by pulling on heart strings."
News editor Sam Burne James could not discount the low-budget parody route taken by online discount voucher site MyVoucherCodes with help from Frank PR, which has been seen by 72,000 people* on YouTube.
Sam says: "The way to a consumer's heart is surely through his or her funny bone - the reason I like this is because the tuneless singing and deliberately clunky production is hilarious, or at least I think so. It's the only Christmas campaign I'd force family or friends to watch so I could laugh along with them. I also like the enterprising, opportunistic approach MyVoucherCodes has taken, cleverly becoming part of the John Lewis 'event'."
Click to see all the festive campaign news from PRWeek UK.
(*All figures correct as of Friday afternoon)