Morrisons re-ran its “Free From” festive ad from last year as part of its Christmas campaign in 2018. Not a bad choice – the original was a critical success and effective too, gaining 4-Stars last time out. This time it manages a respectable 3-Stars, which shows the issue with re-using story-based ads – their freshness can wear out a little. It’s another reason why Fluent Devices, which combine familiar characters and situations with novel storylines, are usually a better option than simple recycling. But this is still a fine, heartwarming, Christmas ad.