Advertisers are going over the top in TV commercials as they fight for consumer dollars this holiday season. NAT SOUND: "It's here!" The season of holiday cheer, without doubt, is upon us - which includes shopping, lots and lots of shopping. Retailers are searching for creative ways to get frugal shoppers through their doors and are increasingly turning to TV. NAT SOUND: "I guess you're excited too." 　　 Some ads hope celebrities will do the trick. And, some ads tug at the heartstrings. Hitting the perfect note this holiday season is critical according to David Rogers, Executive Director at the Center on Global Brand Leadership at Columbia Business School:　"If you succeed in getting the right message and the right tone and making people feel like look it's not just about buying stuff, it's about celebrating the holidays it's about having that special time together and that's why you are buying the stuff." 　　But not every ad gets it right. Sears shows how shoppers can use technology to make purchases. But Rogers says the ad fails to show how the retail experience really works. And Toys R Us went retro but that may not appeal to today's tech-savvy consumers. 　　Despite aggressive holiday ads, a BDO USA survey shows 65% of top retailers said their 2011 holiday ad budgets wouldn't increase over last year's but there was a slight increase in companies turning to TV ads, in a bid to capture the largest audience. 　　There are still a lot of viewers on the internet: some ads find popularity on the web, including this Best Buy ad on YouTube: NAT SOUND: "If it's not the perfect match, we pick it up." The ad ranked high on Rogers' list. David Rogers, Executive Director, Center on Global Brand leaders at Columbia Business School: "I thought it was a great way to say in a really clear point of view why it's going to be easier to make this purchase at Best Buy." 　　 Another ad that scored points: the Macy's feel good ad featuring Santa's mailbox.For every letter sent Macy's plans to donate $1 to charity, helping shoppers feel a bit more charitable. It is, after all - the season of giving. (Jill Bennett/Reuters)