Will it get you welling up? (Source: John Lewis)
a href="http://www.cityam.com/228163/watch-john-lewis-christmas-advert-2015-the-man-on-the-moon-with-auroras-cover-version-of-oasis-half-the-world-away">John Lewis has launched its Christmas ad for 2015 today, to much anticipation.
Entitled Man on the Moon, the advert follows the well-trodden path of pulling at your heart strings in the hope that John Lewis might get you to loosen your purse strings.
The retailer has spent £1m on the production - once again courtesy of design agency Adam & Eve - with a further £6m going towards supporting the ad with airtime and a whizzy new app.
John Lewis has a lot riding on it and expectations are high - but how has Middle England's favourite department store become the starting point for the festive season?
Watch: The John Lewis Christmas advert 2015