Watch the public review this year's biggest Christmas ads

Campaign and behavioural research agency Watch Me Think asked members of the public to view the John Lewis, Marks & Spencer, Tesco and Sainsbury's Christmas ads and tell us what they thought of them.

Across the board, the ads received mixed reviews, with one participant saying of John Lewis’ "Moz the Monster" ad: "Now I know that the monster became friendly, but in effect, right, children don’t like monsters in the bedroom - it’s as simple as that!"

The feedback on M&S' spot starring Paddington was generally good, with one respondent praising the diversity of the featured family. However, one of the respondents picked up on its subtle use of M&S products in the ad, saying: "There was quite a lot I didn’t like about it. There was nothing about M&S in it."

Another member of the public was left scratching their head after watchinig the Sainsbury's ad, which takes a sing-a-long format this year, commenting "and then at the end Kermit appears and it’s just like totally random".