With a backing track courtesy of Adele, Amazon's Christmas 2021 ad is - on paper at least - guaranteed to be a smash hit.
According to Amazon the greatest gift you can give this festive season is kindness, but from a distance, because of that virus obviously.
The ad tells the story of a lonely young woman who finally finds some kindness of her own thanks to a nosey neighbour.
It's comfortably over-sentimental, which is exactly what punters want at this time of the year. But perhaps like too much trifle at the end of Christmas lunch, it's a bit overbearing for us. It's also about 6o seconds too long - you would think that Amazon would get to the point quicker.