British retailers have emerged winners in the global Christmas ads battle with John Lewis, Burberry and Sainsbury’s among YouTube’s most watched.

John Lewis has topped the charts with its ‘Buster the Boxer’ campaign registering an impressive 21.6 million views and counting.

Burberry is so far pipping Sainsbury’s with its Asif Kapadia-directed effort featuring Domhnall Gleeson, Sienna Miller, Dominic West and Lily James. 

H&M and Marks & Spencer also feature in the top 10 as well as FMCG giant Coca-Cola. 

1. John Lewis – ‘Buster the Boxer’ (21.6m views)

John Lewis's Buster the Boxer

2. Burberry – ‘The Tale of Thomas Burberry’ (13.9m views)

Burberry – Thomas Burberry

3. Sainsbury’s – ‘The Greatest Gift’ (13.5m views)

Sainsbury's – The Greatest Gift

4. EDEKA Weihnachtswerbung – ‘Zeitschenken/(The Best Gift)’ (10m views)

EDEKA Weihnachtswerbung – Zeitschenken/The Best Gift

5. Coca-Cola – ‘Neste Natal, agradeça com Coca-Cola’ (8.1m views)

Coca-Cola – 'Neste Natal, agradeça com Coca-Cola'

6. Apple – ‘Frankie’s Holiday’ (7.4m views)

Apple – Frankie's Holiday

7. Marks & Spencer – ‘Christmas with Love from Mrs Claus’ (7.4m views)

M&S – 'Christmas with Love from Mrs Claus'

8. H&M – ‘Come Together’ (7.3m views)

H&M – Come Together

9. Temptations – ‘Keep Them Busy’ (5.1m)

Temptations – Keep Them Busy

10. Heathrow Airport – ‘Coming Home for Christmas’ (4.4m)

Heathrow – Coming Home for Christmas