Running until December, the new Christmas-themed Celebrations advert is backed by a £1.4m investment.

Celebrations senior brand manager, Nigel Lorimer, says: “Ever since we first brought together a selection of the nation’s best-loved chocolate brands almost 20 years ago, Celebrations has grown to become a seasonal favourite with families across the country.

“As the most popular chocolate brand during the festive season, we know that people love our Celebrations chocolates, so it’s great to be able to bring this to life, but with a bit of special Christmas magic.”

The new advert opens, with a night time view of a family living room at Christmas. As the shot zooms in on Christmas tree lights, four decorations - Father Christmas, an angel, a snowman and a nutcracker soldier - are seen dangling from the feet of a gingerbread man decoration, over an open Celebrations tub. On a mission to get their favourite chocolates, the decorations momentarily freeze when someone enters the room, then the strain becomes too much and they tumble into the box. After reappearing clutching their chocolates, the end frame closes with a view of the decorations waving their prizes.

Mars Chocolate UK trade communications manager Bep Dhaliwal said: “As the number one boxed chocolate brand, Celebrations is the must stock boxed chocolate for the Christmas occasion. With the new advert expected to reach approximately 44 million people, all retailers should look to capitalise on the increase in consumer awareness to drive sales of this much loved product in store.”