Shoppers have revealed the formula for the perfect 2020 Christmas advert - and there isn't a fir tree or snowy scene in sight.
With less than three weeks to go until the annual round of Christmas commercials hit TV screens, consumers are shunning traditional festive icons like snowmen or sleighs.
Instead, 55 per cent want to see ads which reflect the fact that 2020 is 'very different' to any other year - and celebrate the Covid heroes.
This Christmas 46 per cent of shoppers are calling for 'lockdown heroes', including NHS and store staff who worked through the crisis, to be celebrated instead of previously favoured adverts featuring piles of presents and roaring log fires.