But have M&S’s ad makers pulled a subtle fast one on their rivals.
You see, the first crap present that needs magicking up into something better by the M&S fairies is an alarm clock, which a hapless boyfriend appears to be wrapping up on Christmas Eve. The suggestion is nobody wants a boring alarm clock.
But an alarm clock, of course, was not a crap gift last year. It was cast as the perfect gift in John Lewis’s 2013 advert, which saw a cartoon hare gave one to a cartoon bear to make sure he would wake up in time for Christmas.
Ad industry whispers have it this week that this isn’t all some coincidence and the M&S fairies knew exactly what they were doing by quickly zapping said hapless-boyfriend-man’s dull present idea.