John Lewis has done it again.
If there were ever a sign that the Christmas fever is on the way, the latest festive advert by John Lewis would be it.
The £6m advert follows the story of a little boy as he impatiently waits for Christmas Day to arrive. Accompanied by The Smiths, Please, Please let Me Get What I Want song covered by Slow Moving Millie, the ad shows the cute lad as he counts down the hours until the big day, while his bewildered siblings look on.
The tear-jerking twist to the advert, which is guaranteed to tug at the heartstrings, comes when Christmas morning arrives and it becomes apparent that it's not the big pile of presents at the end of his bed that he's been eagerly awaiting - but the simple excitement of giving his hastily wrapped gift to his mum and dad.
"For gifts you can't wait to give", says John Lewis, but for some critics, the choice of Morrissey's 1984 hit has raised a few eyebrows - as have the other classic songs have had the John Lewis makeover.
Nevertheless, it certainly caused a few misty eyed reactions here.
What do you think of the John Lewis Christmas advert? Or do you prefer 'The Shining' version (below) that is doing the rounds on YouTube...