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And not just for John Lewis, but also for Marks & Spencer, Debenhams, all the supermarkets, and a host of consumer brands.According to market analysts at Nielsen, retailers will spend about £390 million on advertising over the last three months of 2013, throwing off the cloak of austerity.The bear has never experienced Christmas because he spends all winter hibernating in a cave, we learn.This makes the hare even sadder, but he gives the sleeping bear a present in the hope he might be roused from his slumber and join in the woodland fun. It is charming, though not as immediately reach-for-the-hanky as the 2011 advert, which featured an impatient boy, waiting – here came the twist – not to unwrap his booty but to give a present to his parents. Keane’s 2004 hit Somewhere Only We Know is covered by Allen in what is now John Lewis’s trademark tug-at-the-heartstrings style.John Lewis alone is spending £7 million on its Christmas campaign (the advert itself cost £1 million). Only a few years ago, it was predicted that TV advertising would slowly die, as we all started to watch programmes on catch-up boxes, such as Sky Plus, or on tablet computers.And yet today Christmas adverts are as big as they were back in 1978, when Woolworths first pioneered the glitzy, celebrity-stuffed festive spot, showing Windsor Davis, Tony Blackburn, Nicholas Parsons and members of Pan’s People camping it up in front of tinsel-covered Old Spice aftershave and a Ferguson music centre. Steve Sharp, the marketing chief at M&S (and the man responsible for recruiting Twiggy), says: “This is the golden quarter for retailers.

Here’s what to do: “First step is to start with a card, and write at least four sentences,” says dating expert Whitney Casey. A) You paid attention, and remembered something small she said, and B) she About the Hot Girl: Claire Austen is a 20-something freelance writer, sports enthusiast, and polka-dot-lovin’ everygirl trying to bridge the gap between what men know about women and what women wish men knew.Watch the best Christmas adverts of years gone by Cadbury, in turn, has spent £1 million covering an entire street in purple wrapping paper, which a gang of children gleefully rip off on Christmas morning, while Debenhams has spent “many millions” on its glossy, model-filled campaign, filmed in Budapest.John Lewis, meanwhile, has again eschewed celebrities in favour of trying to make you cry – part of its ambition, in the words of Craig Inglis, its marketing director, to “connect emotionally with our customers”. The store’s animation, using old-fashioned line drawing (by artists who worked on The Lion King), features a rather grumpy brown bear and his friend, a hare, who looks – with his doleful eyes – as if he has jumped straight out of Watership Down to escape the bulldozers. We’d rather you didn’t spend any more money on us at the start of the relationship.Don’t think we aren’t fully aware that you’ve been picking up the dinner check and paying for everything from post-dinner Starbucks to concert tickets—because it’s all up in our heads right now.

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