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I think all of them except Debenhams reflect that businesses are still feeling very cautious and uncertain about consumer sentiment - when did everyone forget about fun or being entertained? At least the Debenhams ad was unashamed to make clear product statements throughout and the execution of the idea (come here to look for your present) was fun, literal and obvious - and the music was uplifting. John Lewis bordered on cynical - are we such weepy saps? - so much so that I preferred the roast-penguin parody, which at least made me laugh. M&S meanwhile recycled the 10 year old 'Magic and Sparkle' idea (originally 2004 I think) but without either - and was instead dull and dark. Disappointed. Lets hope the food retailers come up with more fun - and relevance - later in the season.