UK retailers battle for best Christmas TV ad

British companies will spend an estimated £5.6 billion (S$9.9 billion) on marketing in the run up to Christmas this year, according to the UK's Advertising Association.

LONDON (REUTERS) - From a dog bouncing on a trampoline on Christmas morning to Mrs Claus helping a young boy with a gift for his sister, the festive television advertisements are rolling out from British retailers keen to woo consumers in the crucial year-end shopping season.

Some £5.6 billion (S$9.9 billion) is expected to be spent on Christmas advertising this year, according to Advertising Association and WarcData figures, up from £5.3 billion last year.

High-street retailers are particularly keen to win over consumers wary after the country's June vote to leave the European Union.

"There's lots of different types of ads out this year but... the ultimate aim of these is to increase sales for brands," said Ms Jane Bloomfield, head of UK marketing at research and consultancy firm Kantar Millward Brown.


Department store John Lewis has chosen Buster the boxer as the star of its campaign, with the dog surprising a young girl on Christmas morning by jumping on her trampoline present after seeing various wildlife enjoy the gift during the night.