"He cries. He wees. He saves the world." It's with this honest humour that ChurchAds will be reminding Britain of the real meaning of Christmas this year.

Their long running poster campaign, Christmas Starts with Christ, will be hitting billboards and bus shelters with a striking image of a toy doll symbolising the baby Jesus.

ChurchAds says it wants to appeal to the younger generations and put Jesus at the centre of conversations.

It hopes the poster will resonate with passers-by searching for that 'must-have' Christmas gift.

"We focus too much on the material nature of the festival and miss the point - that Jesus, the true Godbaby, was born human and must never be turned into a commodity," the organisation said.

The poster will appear on billboards and outside churches nationwide in the run-up to Christmas.

It has the enthusiastic support of church leaders.

The Bishop of Bradford, the Rt Rev Nick Baines, said: "It's another strong and arresting image. It will surprise some and disturb others. Which is exactly what the real Jesus did. And it forces us beyond the tinsel to the human reality of 'God among us'."

Mark Greene, Executive Director of the London Institute of Contemporary Christianity said: "This brilliant double-barrelled ad simultaneously undermines two corrosive, contemporary beliefs: Jesus is not just a mythic baby to coo at, he is God.

"And his birth isn't primarily a marketing trigger for buying toys and gifts, it's a moment to remember how desperately we need God and how extravagantly God loves his world."