John Lewis appeared to be leading the saccharin stakes last week, but Monty the Penguin has soon been eclipsed by Sainsbury's mighty campaign harking back to World War I. Released after Remembrance Day, the advert follows the events of the Christmas Day truce in 1914 when British and German soldiers played football together. Like the John Lewis, Boots and Waitrose adverts, it keeps product placement minimal in a bid to push its heart-warming message. Sainsbury's The supermarket chain has teamed up with The Royal British Legion to create an advert inspired by the Christmas truce of World War I. It has very little to do with Sainsbury's, but a nondescript biscuit and chocolate bar do feature. The highly-anticipated annual John Lewis advert garnered more than 4.6 million YouTube views before it even aired on TV. The department store's unashamedly consumer-focused advert features children wreaking havoc on the shop floor in search of their longed-for presents. Boots - #SpecialBecause The Boots advert features a girl who returns from her gap year as a surprise for her Mum who is a nurse working on Christmas day. It has minimal references to Boots and ends with the strapline "because she's special." Sky - Step into the Adventure An unsuspecting family go on a tour through some of the biggest blockbusters in Sky's most ambitious advert to date, featuring Frozen, The Lego Movie and Muppets Most Wanted.