Christmas - a time for giving and goodwill.
And yet the TV ads designed to encourage us to spread festive cheer, and perhaps spend a little in the advertised stores, seem to be having the opposite effect.
So, what has happened? Ultimately, perhaps we, as the audience of these adverts, expect too much.
We’re often over-stimulated: we crave information, updates, news and entertainment and have become addicted to our screens.
Research from the advertising and marketing agency System1 shows that just 29% of the current Christmas adverts have received a score of three stars or more out of a possible five, compared to 59% last year.