"Here at Shape we appreciate excellence in design, consistency in branding and well-executed projects. As we gear up for @ShapeChristmas (www.itsashapechristmas.co.uk) we can't help but notice that the retail world has gone Christmas crazy and through all of the tinsel and 'celebrity' light switch-ons we turned to something a little more sophisticated. Ladies and gentleman, here at Shape we love the new John Lewis tv ad. Not only did we fall head over heels for the technical expertise involved (take a look at the 'making of' video) but we also welled up as the advert revealed it's secret twist. It's nostalgic, intelligent and incredibly beautiful - plus riddled with JL products without being in your face. Coca Cola, you've got a Christmas contender. If you've not seen it yet, view it here: The Gifts You Can't Wait to Give"