If the big retailers are staying away from animated storytelling ads, that leaves space for other players to get in on the action. Intu’s “The Impossible Gift”, a drone-era twist on the ugly duckling fable, is one example. Intu are the operator for many of the UK’s biggest shopping centres, so this ad is all about gifting in general rather than anything specific. That also helps it avoid the overbearing branding which can ruin sentimental ads. There’s nothing groundbreaking here, but at 30 seconds the story is told with an economy some of the big stores could learn from.