has adopted a magical realism theme to its Christmas campaign with the TV ad due to launch on Sunday.

The ad features the site’s ‘partners’ making some of the goods they sell on the site.

However the documentary-style ad reveals a strange element when it emerges the ’partners’ are elves.

”We hope it will inspire the public to get into the spirit of Christmas and to believe in the magic of thoughtful gifting,” says’s customer director Hannah Webley-Smith.

The advert’s first 60-second spot will be on Sunday during ITV’s drama Tutankhamun.

The ads will run throughout November and December and be supported by a cross-media campaign including radio.

The etailer revealed in August it had recieved £21m from investors to expand in the UK and international markets.