I’ve got something in my eye…honest! The #ManintheMoon has worked his magic and once again there’s a definite buzz about John Lewis’ festive fare. Having watched the retailer’s 2015 offering and looked at a few other Christmas ads making waves this season, it’s clear that authenticity is starting to shine through.

For many years now, these ads have heralded the true start of Christmas for many (tis the season to be…..shopping) and their power to influence, amuse, sadden (yes John Lewis – I mean you) and, more importantly, encourage spending does not diminish.

The challenge these brands face is to achieve cut through and be memorable and convincing in the eyes of the consumer. It takes more than a cute penguin (JL…again) or mouth-watering food (hello M&S!) to do this. PR Week explains: “Creativity is all around us. But the creative idea without the foundation of authenticity is a bubble in the wind. Authenticity has to permeate everything we do.”

In an age where business owners are increasingly running their enterprise “from the heart” as acclaimed British Library business coach Rasheed Ogunlaru says, authenticity has become the new currency.

Brands are championing causes that chime with their core values – John Lewis has partnered with Age UK on its Christmas campaign. The retailer’s stores and website will be supporting the charity throughout November and December with activities, a text-to-donate mechanism and through the sales of selected Christmas merchandise. Likewise, Morrison’s has waved goodbye to Ant & Dec, replacing celebrities with staff in their festive ad.

Whether it’s developing clever, relevant charity links or celebrating employees, core values matter and PR is the tool for illustrating commitment to brand values. A great PR works with their clients to develop a true feel for their tone of voice and opinions, leading to truly authentic content that has come from the mind of the speaker themselves.