Seems quite soft and enjoyable to me. I've slightly turned against foxes in the recent past - my 3-day stay in south-east London had the downstairs neighbour lozzing half-loaves of unpoisoned bread to what I previously classed as charming vermin, which they feasted on whilst glancing up at my semi-fearful stare with the utmost nonchalance - but the ones in the ad seemed not quite harbingers of true menace.
I like it, not as sentimental as in previous years and I think that's because they chose the wrong type of dog. They should have gone with a labrador puppy.
8/10
The snowman was a 10/10, the bear and the hare a 10/10, the penguins a solid 9, and the man on the moon an 8. They are sliding.