Yep, it’s that time of year again, that time when in true festive style we all become a little child-like, eagerly awaiting this year’s fresh batch of Christmas ads to see what beauties lie in store for us. You know it’s true don’t you? These Christmas themed ads give us a warm, cosy feeling inside, making us feel a whole range of different emotions right across the spectrum… happiness, nostalgia, thankfulness, warmth, protective, loving… the list goes on.

However, despite watching and experiencing some of the above mentioned emotions, the question that we never stop to consider is simply, why do we react in this way? What, precisely, is it that makes us feel the way we feel when watching these ads, and what is it that makes us want to watch Christmas ads, when we quickly skip over any other type of ads because we simply don‰ŪŖt engage with emotionally?