The Christmas ad season doesn't truly begin in Britain until John Lewis unleashes its annual tear-jerker. Be prepared -- it's a really emotional one.
Yes, it's still only the first week of November, yes, there are seven full weeks to go until Christmas Day, but the emotion-packed ad, which tackles loneliness, is likely to get to even the biggest cynics because of the subject it tackles.
The multi-million pound, two-minute ad, which ties in with charity Age UK, shows a young girl who spots a lonely man on the moon through her telescope. She tries to communicate with him, sending letters and a message via a failed bow and arrow before using balloons to send him a present of a telescope so they can finally make contact. It ends with the strapline “Show someone they’re loved this Christmas.”