Mulberry: It's What's Inside That Counts

This Christmas, Mulberry has taken a leaf out of Downtown Abbey in its seasonal spot.

Using child actors to bring the story to life, the spot - helmed by Albert Moya - is a humorous glimpse at what really goes on behind closed doors when the family regroup ahead of the big day.

And of course, behind all the bickering, the bling and the British traditions, it's the bag that's really important... or perhaps what's in it as this year's tagline suggests.

“When I was a kid, all that I wanted to do was to be grown up so I could be like my dad," says Mulberry's creative director, Johnny Coca. "Now that I am an adult, I just want to be a kid again! Christmas brings out the kid in all of us, and this is what I love about using children to tell our story this year."

Check out part II below.