Rejoice, for 'tis the season to weep at schmaltzy Christmas ads, as retailers begin to launch festive offerings next week.
To get you in the mood, video ad tech company Unruly has put together the definitive list of the most-shared (and therefore most loved) Christmas ads of all time.
At number one is an ad which shocked viewers by turning traditional Christmas themes on their head with its tale of a grandfather who, um, fakes his own death to bring his family together. Whatever it takes, we guess...
In the meantime, here's our roundup of all the rumours about this year's Christmas ad.
Without further ado: