Wretch 32's videos are inspired by the John Lewis' Christmas adverts.
The 'Don't Go' rapper revealed always thinks about the department store's annual festive commercial because of their ability to capture human emotion.
However, he was disappointed by year's effort because he didn't feel a connection to the penguins, Monty and Mabel, that feature in the ad - which is soundtracked by Tom Odell's cover of John Lennon's 'Real Love'.
He told BANG Showbiz: "I think they make the best adverts ever for Christmas, ever, but the penguin thing didn't touch me like the human thing does. Because everything else was so real, like a dad wrapping up presents when he can't wrap them up, there's something so genius in that, capturing that moment. You know what's funny, every time I go to do a video, I use that video as a reference, those adverts are incredible, so real."
The 29-year-old musician intends to celebrate this Christmas Day (25.12.14) with his children, eight-year-old Kyrayn Scott and three-year-old Skye-Laurell Scott, and will be spoiling them with plenty of gifts.
Although he's happy to receive some presents, his favourite part of the holiday is the traditional turkey dinner.
He said: "What I'm looking forward to is the turkey, and seeing the kids happy. I've had to get a lot of stuff."