The price for the Christmas advertising most likely to make you emotional may have just been to TESCO.

In the annual competition for the best festive offer from a brand, the supermarket came top of the pack thanks to the meaningful message.

The three-minute short, soundtracked by Gorillaz’s On Melancholy Hill, opens with a young man called Gary finishing his day job as a construction worker and heading to visit his grandfather for a cuppa of tea. After laughing together, the atmosphere becomes darker when they both look at an old photo of Gary’s grandmother.

As Gary leaves, his grandfather hands him a bag of gingerbread men. The meaning is initially unclear, but it clearly means something, as soon everything in Gary’s world is made of gingerbread with the help of animation.

As the mini-movie draws to a close, Gary and his grandfather both have the same idea: buy ingredients from Tesco to make their own gingerbread house. The photos on the refrigerator door reveal that this was a long-standing tradition between Gary and his beloved grandmother, who recently passed away.

The slogan “Helping Feed Your Christmas Spirit” is displayed after the emotional punch.

ASDA introduced the adorable Roald Dahl’s character, BFG (Big Friendly Giant), is preparing for an enviable broadcastwhile lingerie brand Agent Provocateur created a steamy advert with help from Peter Crouch and Abbey Clancy.

Waitrose also got big British stars involved, with a whodunnit-style mystery after a Red Velvet Bauble dessert. Viewers were left on a cliffhanger after the first part, with the culprit yet to be discovered.

John Lewis has not yet released its advert, but they released teasers.

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