Sainsbury's vs John Lewis: which Christmas ad is the most creatively impressive?

Which campaign is the most creatively impressive, John Lewis or Sainsbury's?
John Lewis
Sainsbury's
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Job description: Digital marketing executive
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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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