While this year's Christmas adverts [1] are eager to pull at our heartstrings, Barbour might have just gotten the firmest grasp. This season, Barbour's soft sentiments come from none other than Britain's beloved Paddington Bear with a Christmas advert that is wholesome as a marmalade sandwich.

The friendly bear was first introduced to children in 1958 in A Bear Called Paddington, written by Michael Bond and illustrated by Peggy Fortnum. Barbour's Christmas advert marks an animation first, using Fortnum's original illustration style which has never been animated before.

In the advert, we see Paddington Bear running through his checklist of presents before Christmas Day. As he comes to Mr Brown, he ponders on what he can get for the man who discovered him standing alone at Paddington Station. Knowing that Mr Brown's Barbour jacket has been passed down for generations, Paddington gives the special jacket a new lease of life with a Barbour pot of wax. This isn't without the usual chaos that accompanies him, however. While in reality, rewaxing a jacket might be a simple task, when you're a small furry bear, it comes with a fair amount of clean-up — along with an adorable waxed quiff.

Paul Wilkinson, group marketing director at Barbour, commented: "Paddington Bear is a much-loved children's character who is kind hearted and full of good intentions even if he does get into scrapes along the way! . . . It's nostalgic, humorous and sentimental and shows just how much our Barbour jackets are loved and become an important part of the family; if re-waxed at least once a year, they can last a long long time."

To support the campaign, Barbour is launching a children's Paddington Bear collection [2] featuring sweats, scarf sets, and wellington socks, suitable to fill stockings and cause intrigue under the tree. But for those already sold on their original Barbour, Paddington proves that a pot of wax is the perfect gift. Watch the heart-warming advert in full above.