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  • Who had the trickiest job this year? The makers of joyful, uplifting Christmas ads | Zoe Williams

    How do you sell turkey and all the luxury trimmings when the world’s in chaos and the cost of living crisis continues? It’s no surprise that this year’s adverts are a complicated lotThere can’t be anyone skirting closer to burnout, more deserving of our sympathy and complicated respect, than the people who conceive Christmas ads. The goal is straightforward: make people feel good about Christmas so that they spend more than they otherwise might. Amp up the love and affect
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