has launched its biggest ever Christmas marketing campaign that takes aim at its more traditional retail rivals.

The campaign promises’s presents are “not like other gifts” and it is “not like other websites” that sell off-the-shelf goods.

Creative from the TV ad is designed to show the etailer offers something different during a season “typically full of mass produced consumerism and convenience”.

The ad will debut on Sunday November 1 during Downton Abbey and will continue to run throughout November and December.

Activity will also include radio ads on Heart FM and Classic FM nationwide as well as spots on 250 local commercial stations nationwide.

The TV advert has been created by WCRS.