communications cleverly use the brand's existing assets to set the retailer apart from the gaudy baubles of Christmas cliche-land. While some have questioned whether the ad, which is backed by the same media spend as last year, is a gimmick, no one denies the 1m of extra charitable donations it will free up is spot-on when it comes to reflecting the mood of most consumers. MARKETING PRESENTS THIS SEASON'S FESTIVE TV ADS ASDA Behind every great Christmas is mum; and behind every great mum is Asda. Unfortunately, while Asda's target market might be 'heroic' mums, more than 160 complaints, including from Fathers4Justice, have been received by the ASA, claiming that the ad reinforces sexist stereotypes. BOOTS Rather than have consumers splurge on any old thing, the chain suggests 'let's give gifts that keep on giving'. In its warm vignettes of couples, friends and families, it attempts to show it has a range of products to suit any purse and person. It's a cute move to say gifts are not just about Christmas day. THE CO-OPERATIVE Directed by Peter Cattaneo (The Full Monty) and voiced by Katherine Kelly ('Becky' from Coronation Street), this ad is desperately down-to-earth. Its message of being on the side of the consumer is straightforward; but overall, the effect is downbeat, flashes of humour in the rhyming script aside. DEBENHAMS This is an ad of cinematic ambition. It follows a young woman in a red coat (shades of Schindler's List) through idealised, glamorous cityscapes and countryside to