Now Morrisons joins the Christmas advert wars: Festive film riffing on Goldilocks and the Three Bears does battle with James Norton for M&S and John Lewis's Kristin Scott Thomas

Morrisons has thrown its hat in the ring as retailers battle it out for the best festive advert of the year as Christmas Day approaches.

In the festive film, which is a reimagining of Goldilocks and the Three Bears, Daddy Bear frantically battles with a supermarket trolley and gawps at the deli counter.

Mummy and Daddy Bear frantically try to prepare for the day after receiving a last-minute text from Baby Bear reading: 'Home for Xmas! Bringing someone xx.'

Morrisons' festive take on classic fairytale sees Daddy Bear rush to the shop for food, where he struggles to free his trolley from the line and gets on all fours to admire the delights of the deli counter.

Meanwhile, Mummy Bear desperately tries to bring the festive spirit home as she quickly decorates the tree - but her stress levels don't stop her from taking a quick break to scratch her back on the branches.

And while both were wholly unprepared for Baby Bear's initial text, nothing could have prepared them for who arrived with the youngster at the door - his new girlfriend, Goldilocks.

But instead of scaring 'Goldie' away, the family of bears welcome her to their dinner table, where she remarks the meal is 'a bit too hot for me' in a nod to the 19th-century tale.

'Everyone has their own idea of what makes Christmas 'just right' alongside their own family traditions that make the day feel truly magical,' said Beverley Lumb, marketing and advertising director at Morrisons.

'As Christmas comes in all shapes and sizes, we pride ourselves on delivering good, honest value, ensuring every piece of festive fare is crafted with the thought, care and quality for everyone gathered around your table.'

It comes after John Lewis came under fire for its Christmas advert, as the retailer was accused of portraying spoiled grandchildren whose affection can only be bought with expensive presents.

In Morrisons' festive film, which is a reimagining of Goldilocks and the Three Bears, Daddy Bear frantically battles with a supermarket trolley and gawps at the deli counter.

Mummy and Daddy Bear frantically try to prepare for the day after receiving a last-minute text from Baby Bear reading: 'Home for Xmas! Bringing someone xx.'

And while both were wholly unprepared for Baby Bear's initial text, nothing could have prepared them with who arrived with the youngster at the door - his new girlfriend, Goldilocks

The advert features a grandmother, portrayed by Dame Kristin Scott Thomas, who is struggling to connect with her grandchildren.

The three-minute film, entitled Gloria and Pickles, follows a wealthy grandmother, played by Dame Kristin, who struggles to connect with her grandchildren, Freddie and Maggie, when they arrive at her London home for Christmas.

After the children show little interest in her treasured childhood toy dog, Gloria prepares to give them cash instead.

But the wooden dog, voiced by comedian Paul Whitehouse, springs to life and persuades her to make more of an effort, prompting a last-minute shopping spree.

She eventually transforms her home office into a 'Gran Cave', complete with disco balls, lights and music, finally earning an affectionate hug from the children.

Former Olympic swimmer Sharron Davies was among many left unimpressed, writing: 'If my grandkids or kids behaved this way, there would be zero Christmas presents coming. Luckily they don't & never did.'

Location, Location, Location presenter Kirstie Allsopp also criticised the children's behaviour, saying: 'Not sure I'm such a fan; not giving Granny a hug is not a good start.'

She later clarified: 'I am a huge JL fan, but this is not in my top 5 of their ads, despite having the wonderful KST in it. Bring back the dragon.'

However, John Lewis has since defended its advert, insisting it celebrates the 'true spirit of Christmas'.

A spokesperson for the retailer wrote: 'Gifting across generations can feel tricky, and it's so tempting to just hand over an envelope of cash to play it safe.

The festive take on classic fairytale sees Daddy Bear rush to Morrisons for food, where he struggles to free his trolley and gets on all fours to admire the delights of the deli counter

The family of bears welcome her to their dinner table, where she remarks the meal is 'a bit too hot for me' in a nod to the 19th-century tale.

John Lewis has hit back at criticism of its Christmas advert, insisting that the controversial campaign celebrates the 'true spirit of Christmas'

The advert tells the story of a middle-class grandmother (played by Dame Kristin Scott Thomas) trying to find the perfect presents for her two grandchildren 

'We hope Gloria's story inspires everyone to back their instincts and choose something personal this Christmas.'

Others also came to the campaign's defence, arguing that Gloria's apparent wealth was central to its message that Christmas should be about 'time and thought, not money or material things'.

However, the much-discussed television advert did not only come under fire for its depiction of the festive season - some took issue with its fantastical portrayal of rickshaw rides.

When the Daily Mail's reporters tried to recreate the journey depicted in the ad, they were charged an astonishing £72 for a journey of just 1.3 miles - for a trip taking less than 15 minutes.

This is less than it would cost to travel the same distance by private jet - and flagrantly exceeds fares in the new tariff system being introduced by Mayor Sadiq Khan to reassure the public after a string of incidents of outrageous rip-offs.

The Mail's findings come just weeks before Transport for London (TfL) finally introduces long-awaited regulations designed to crack down on rickshaw rip-offs after years of controversy over passengers - particularly tourists - being ripped off.

Under the new rules, drivers will be permitted to charge a maximum starting fare of £5, plus £1 per minute and a £3 supplement for each additional passenger.

That means our £72 journey, which lasted 14 minutes and carried two passengers, would cost no more than £22.

The restrictions are due to come into force in three weeks - on November 27, meaning drivers are not technically breaking the new fare rules by charging such inflated sums.

Under the crackdown - originally scheduled for October 30, but postponed - drivers will also need to apply for licences for themselves and their vehicles and face enhanced police record checks.

They must also meet English language requirements, pass a road safety test and hold at least a driving theory test certificate.

When approached for their reasoning behind their sky-high prices, most refused to engage, but one rider insisted: 'This is an experience; it's a premium service. We don't have fares all day like taxis.'

Meanwhile, John Lewis biggest rival, Marks & Spencer, released their offering in the bid to come out on top in this year's crop of Christmas adverts.

M&S has won over the ladies with a bare-chested James Norton in this year's Christmas ad   

In the ad, Norton (aka Santa Claus) shaves off his bed on the command of his wife 

The full three-minute advert, previously shown exclusively to the Daily Mail, opens with Amandaland actress Lucy Punch as Mrs Claus.

And her husband Santa is played by none other than James Norton, who is grooming the trademark bushy white beard.

'I wonder, my love, have you ever thought about losing the beard? They say it takes years off?' asks Mrs Claus.

'No! It's my thing!' he protests.

But, eager to please the missus, he does lose it, transforming into a James-Bond-style super hunk.

Posing in a skimpy bath towel, hairy chest and rippling torso on full display, he asks Mrs Claus what she thinks. 'Saint Nicholas!' she cries, leaping out of bed with excitement.

Now unrecognisable, Santa seizes the chance to experience Christmas as ordinary people do and travels to London wearing his new leather jacket and red scarf.