Happy brands will always win in 2017

It’s Christmas time and this means mince pies, twinkly lights and, inevitably, Christmas adverts – which this year have been surprisingly cheery.
2016 has delivered a series of political and social curveballs and that’s why ads like John Lewis’ Buster the Boxer have been so warmly received. We’ve seen a distinct shift from the 'sadvertising' of 2015 to this year’s positive campaigns. Featuring a little girl and her pet dog, and following criticism that last ye