All the retailers have published their films on YouTube, so we've based our list from the stats of their official page. Will millions of views (as of the afternoon of Tuesday 17 November) translate to the bottom line when sales figures for the Christmas period are revealed in the new year?
1) John Lewis #ManontheMoon - 13.7 million views
It’s no surprise that the John Lewis #ManOnTheMoon campaign has been the most viewed so far. Having established a reputation for producing high-quality campaigns, there was a lot of anticipation leading up to the launch on 6 November.
Created by adam&eveDDB, the video is the centerpiece of John Lewis' £7m Christmas push. Reaction to it was overwhelmingly positive with the advert receiving 22,429 tweets and retweets in the first hour - and spawning numerous parodies.
2) Sainsbury’s Mog the Cat - 11 million views
Taking the animated route, Mog’s Christmas Calamity, which was created by AMVBBDO and produced by FrameStore, has been another huge hit online. Sainsbury’s collaborated with author Judith Kerr, who penned a new story featuring Mog the Cat, and publisher HarperCollins.
During the Christmas period, the book will be sold for £3, with Mog cuddly toys also available for £10, with all profits going to Save The Children, which will spend the money on literacy programmes.
3) M&S - The Art of Xmas - 1.9 million views
M&S moved away from traditional PR this Christmas, working with its retained creative agencies including Unity, AKQA, Mindshare and RKCR/Y&R, to produce 'The Art of Christmas' – seven short clips documenting different milestones on the festive calendar, from the party season through to Christmas morning.
The retailer is no stranger to producing impactful campaign, with its #followthefairies work picking up two gongs at the PRWeek UK Awards 2015.
4) Boots #DiscoverMore - 1.2 million views
Boots hired chart-topper Jessie J to sing on the soundtrack for its Christmas ad campaign, which transports the viewer into a world of style and glamour. The ad is shot through the eyes of a firefly, which sweeps through an array of festive rooms filled with beauty products.
5) Mulberry Miracle - 977,000 views
Another campaign from adam&eveDDB that has had a lot of traction online is the ‘Mulberry Miracle’. This takes an unique spin on the nativity narrative and features fashionable accessories instead of gold, frankincense and myrrh. It has also won a plaudit in the shape of PRWeek UK editor-in-chief Danny Rogers.
6) Sky Movies - 385,000 views
Sky has taken the opportunity to promote films that will be available to watch over Christmas including Big Hero 6, Marvel’s Avengers: Age of Ultron and Night at the Museum: Secret of the Tomb.
Created by WCRS, it uses another traditional Christmas setting with a girl trying to get rid of her sprouts.
7) Lidl School of Christmas - 317,000 views
#SchoolOfChristmas features lessons that are based on family insights around this time of year, like solving the tricky task of untangling fairy lights, feeding fussy eaters and perfecting the Christmas leftover sandwich.
Created by advertising agency TBWA\London, the ad is part of a fully integrated campaign with support from Lidl's in-house PR and social teams.
8) KwikFit - A Christmas Surprise - 302,000 views
Taking a candid camera approach, the Christmas Surprise campaign was the brainchild of Taylor Herring and involved video production company Us London.
Using hidden-cameras, the ad follows children as they are taken to the Whetstone garage in North London. Here they meet Santa, who has his sleigh checked over by Kwik Fit technicians before heading off back to the North Pole.
9) Tesco 'Little Helps' - 235,000 views
As part of its integrated 'Little Helps' Christmas campaign, Tesco brought on board Gavin and Stacey star Ruth Jones to front a series of ads for a second year running.
Created by BBH, the campaign aims to promote Tesco’s finest* Christmas range and its festive ‘free from’ goods.
10) Argos #JustCantWait - 170,000 views
Perhaps the most action-packed campaign this year comes courtesy of CHI & Partners. The #JustCantWait advert for Argos used a team of 50 professional skiers and snowboarders to promote products and also its same-day delivery service.
- Visit PRWeek's Christmas campaigns page to see the best of brands' festive offerings