Jon calls it a competition; every ad tries to make viewers sob without making them feel like they're being manipulated. Of course, every ad is selling a brand along with the story and, often, a specific product that's created solely for the purpose of the ad. Case in point: the penguin in the John Lewis advert below costs £95 and sold out within days of the advert's launch. And every hour Sainsbury's sells 5,000 of the chocolate bars featured in its advert, which benefit the British Legion. There's a fine line between cynical commercialism and sentimentality - Jon mocks both of the below ads mercilessly, but they make me weep. How about you, dear readers? Do you feel played, like Jon does, or are you moved?