One of several films promoting BBC Sounds podcasts, this engaging piece of work is all about, well, getting the word out there. The spokesman in question is ‘Have You Heard George's Podcast?' creator George the Poet, and he prefers substance over style.

This is illustrated by George sliding onto the set of the cheapest, tackiest game show around - the kind even the late Dale Winton would turn his nose up at. "What does is take for the word to be heard?" George asks. Simply put, not this.

Accompanied by some neat set deconstruction, the host encourages us to ditch distractions like a widescreen TV and focus on what's actually being said. It would be ironic if viewers catch this on a 75" telly of all things, but that doesn't detract from a slick, personality-driven outing.

We've already seen Dogs Trust remind viewers that a dog is for life, not just for Christmas; now the World Wildlife Fund (WWF) aim to do the same with another ‘cuddly' beast: the jaguar. The result is a 30" piece of stop-motion animation that takes us deep into big cat territory... and finds one member of the near-threatened species on the run.

Scored by the kind of 'BRAAAM!'-heavy soundtrack used in countless Hollywood trailers, the ad has a couple of striking tricks up its sleeve - including a flamethrower-wielding figure that looms overhead. Just as this underlines the threat posed by mankind, the teenager who leads a human shield around the jaguar emphasises our potential for good.

The ever-more pressing issue of air pollution is explored in this striking ad from energy provider E.on. The brand present a wholesome summer scene - families playing in a sunny park - perverted by visible, ominous grey specks of pollution in the air.

It's a smart move to focus on the increased risks children face from poor air quality, with a young narrator and a preoccupation with the fact the contaminants concentrate closer to the ground. Director James Lees astutely keeps the visuals behind the VFX as light as possible, allowing the contrast to speak for itself.

With canny sound design slipping the constant whistle of laboured breathing under the matter-of-fact narration, this is a subtly confronting piece of work which tells watching adults that it's time to speak up - before the kids around them don't get a chance to.

The most eagerly-awaited (or should that be Edgarly-awaited) commercial of the year has been released... the John Lewis Christmas ad - brought to you this year in association with their supermarket partners Waitrose.

After last year's departure from the usual template with a celebrity-driven film featuring Elton John, this ad is a return to the fold.

For the fifth time, Dougal Wilson has been entrusted with the director's chair and for the fifth time he has delivered an exquisite tale which is sure to strike a chord with a public who genuinely anticipate this commercial with great excitement.

It is a classic fairytale. A friendship between a little girl and a young dragon, who appears to suffer from a draconic version of Tourette's syndrome - he simply can't help setting fire to things when he gets excited. His human companion is well aware of this unfortunate tendency and does her best to prevent it from being too calamitous. This is not an easy undertaking but, after a moment of inspiration, she hatches a plan to turn his liability into an asset.

That turning point – which you'll find at 1'41" – looks to be a deliberate echo of a very similar moment in one of Wilson's previous Christmas films for John Lewis - Monty the Penguin... and it epitomises his skill for capturing extraordinary tenderness in a child's performance.

The John Lewis Christmas ad is the tallest poppy in advertising's field and there are bound to be those who feel it is too early, too sentimental, too cynical, too derivative and all the rest… but most will greet it as a joyous opportunity to feel good at the time when such opportunities feel scarce.

Already, social media commentary swings both ways but our favourite sentiment was expressed by someone on Twitter who not only adores the new film but considers it – along with the advent of 'I'm A Celebrity' on Sunday – as the real starting point of the festive season. This is the cultural significance of this annual event, and, as an industry, advertising should be pleased that it possesses anything with that much power.