Clothing brand Joules has launched its new Christmas ad through agency Brothers & Sisters.

Deliberately avoiding the usual Christmas tropes, Joules has gone whole heartedly for a happy positive story of Christmas. Instead of mince pies and fairly lights, top hats and angels, we get a group of uproarious friends throwing off their colourful Joules winter clothes and turning their beach walk into a joyful chaotic skinny dip together.

Meanwhile the only obvious nod to Christmas, a dog wearing antlers, naughtily helps himself to an early Christmas present by stealing some of the girls' clothes whilst they are frolicking in the sea. 

This wonderfully fresh approach by Joules reminds us all that Christmas is really as much about the spirit you feel as the spirit you drink.