In a crowded festive season where every major retailer is vying for top spot when it comes to the best Christmas advert , one supermarket has come out on top as the fan favourite. Waitrose has delivered the standout Christmas advert of the year - and, according to an expert, its winning strategy comes down to "emotional intelligence, authenticity and a tone that feels genuinely human." While many supermarkets opted for spectacle or high-drama narratives, Waitrose took a different route. Its