The launch of the TV Christmas advertising campaigns has become a fiercely anticipated annual event, especially when it comes to the John Lewis advert; Will they produce another master piece? Will it be an emotional tearjerker? Will the song be the Christmas anthem of the year? Who will rival them in the creative stakes?

How will you attract and convince customers, internal or external, to buy into you if they can blatantly see you have no faith in the service your selling?