Christmas TV ads: M&S and Sainsbury’s launch early amid living costs crisis

Retailers go before John Lewis amid reports customers are bringing forward shopping to spread costs

The Christmas ad season has kicked off with big retailers including Sainsbury's and Marks & Spencer altering their plans as a consequence of the cost of living crisis.

M&S's clothing and home advert, which last year had an extravaganza inspired by Singin' in the Rain and Busby Berkeley's 1930s showgirls, this year puts charitable causes at the heart of its ad.