The John Lewis Christmas ad has arrived which means you can start celebrating Christmas like the un-Scrooge you are. This year we're witnessing the story of Monty the Penguin looking for his soulmate while the young singer Tom Odell covers The Beatles?Real Love. It's emotional stuff.
The John Lewis Christmas ad has become something of a tradition in the past few years. Singers such as Gabrielle Aplin and Lily Allen have lent their vocals to the seasonal campaigns.
Lily's effort told the story of an expected friendship between a bear and a hare, however Aplin's interpretation of Power of Love and the accompanying story of a snowman on a journey sent our tear ducts into overdrive.
One could also argue that John Lewis introduced Ellie Goulding's distinctive vocals to the world with their 2010 effort.
However our absolute favourite John Lewis ad has to be the one where Fyfe Dangerfield covered Billy Joel's ?She's Always a Woman?. It was like watching a mini-movie. Only with way more product placement than usual.
Follow Jeanne Sutton on Twitter @jeannedesutun