The retailers’ ad scored in the top 9% of all ads ever measured by Realeyes, which uses people’s own webcams to track facial expressions. It was followed by automotive specialist Kwik Fit’s Santa Surprise ad, which also scored in the top 9%. In third place was electrical retailer Currys’ Secret Santa ad. John Lewis’ Man on the Moon only made it to seventh place, just behind discount retailer Aldi’s spoof version of it.

Realeyes, which was founded at Oxford University, tracked the facial expressions of 1,500 people while they watched the ads, in order to gauge how they felt throughout.

“John Lewis remains the undisputed champion for publicity and hype but in terms of connecting emotionally with consumers, many brands outdid them this year,” said Realeyes’ CEO Mihkel Jäätma.

“John Lewis’ ads have become increasingly out of this world and fantasy-based, consequently, they’re becoming harder to identify with. We’re seeing a move away from the kind of heavy-handed emotional approach. Harvey Nichols, Kwik Fit and Currys did brilliantly because it was about situations we’ve all been in – putting a brave face on disappointing gifts or seeing children’s reactions on meeting Santa.”

The full top 10 was as follows:

1. Harvey Nichols, Avoid Gift Face

2. Kwik Fit, Santa Surprise

3. Currys, Secret Santa

4. Mulberry, Miracle

5. Vodafone, Terry the Turkey

6. Aldi, Telescope (John Lewis spoof)

=7. John Lewis, Man on the Moon

=7. Body Shop, Jingle Bells

9. McDonald’s, Journey to Christmas

10. M&S (Food), Taste of Christmas