It was interesting to see that amongst the clever experiential campaigns, striking illustration portfolios, inspiring digital interaction and the latest from CP+B, WK or Goodby was some good old fashioned print.

I've been an admirer of the recent Dixons print campaign by M&C Saatchi since it launched in September. Few brands attempt long copy ads (I can only remember VW and Ford in the last six months) but I think these are great - a perfect mix of placement, message and media (the London Underground is where I've encountered them).

At the heart of the campaign is good planning insight: people increasingly shop for goods online but quite like to see the products in the flesh first (it was predicted that 93% of consumers planned to shop for their Christmas gifts online in 2009 according to eDigital Research). The strapline makes you think twice because it's seemingly negative: "Dixons.co.uk. The last place you want to go." Then there's the creative itself, playfully sending up John Lewis, Selfridges and Harrods, which has naturally incensed the high street giants and generated a bit of healthy PR in the process. And it also shows Dixons know their place - not in our hearts but perhaps in our wallets.

But it's the Christmas iteration I really like, which was also voiced by David Mitchell for radio. The fonts in the other ads nod to the brands they're riffing, but this last is more generic and the resulting page is straight from Dickens, replete with odious caricature in Cedric Prattletwerp. Lovely.

I still wouldn't shop at Dixons.co.uk if you nailed my balls to a chair...