Forget big TV ads and give cash to people who need it

It’s time the county side returned to this city

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The Christmas adverts are in full swing as we edge ever closer to the big day of present-giving and festive food and drink.

Every year the supermarket giants and the high street chains smother us with Christmas ad campaigns and there just seems to be no escape from their seasonal messages.

This year they appear to be trying to tug on our heartstrings in the hope of releasing our pursestrings.

Take John Lewis. Its Disney-esque cartoon tale of friendship features a cuddly bear who sadly never gets to experience the joys of yuletide as he has hibernation issues.

Step forward a cute hare who buys him an alarm clock.

On cue the bear wakes, staggers through a gorgeous winter wonderland snow scene to the sounds of Lily Allen warbling Only We Know and sees his first Christmas tree.

Cue blubbing. It gets me every time, but I haven’t a clue what John Lewis is trying to sell.

I understand it cost £1.7m to make, but then it is currently the world’s most watched video on YouTube.

Then there’s Tesco.

I’m a sucker for a bit of nostalgia and its TV ad features the video cam memories of one family over the last 50-plus years.

I really love this one, as it’s like taking a heartwarming peek back to my childhood with the decor, the clothes we wore back then and the toys we played with.

It really does capture the magic and the essence of a traditional Christmas past, which should be a happy family time, with Rod Stewart’s Forever Young playing softly in the background.

The ad certainly sends a sentimental message and I think Tesco is on to a winner as this is what we would all wish for ourselves.

Yet it won’t make me part with more readies than I can afford and I strongly believe in supporting the smaller, local retailers.

I think it would have been better if the superstore bigwigs spent less on advertising and did something really uplifting by donating some money and time to needy people, hospitals and charities.

After all, it is the season of goodwill.