It's that time of year again when it's still more than a month until Christmas and adverts for major department stores are dominating our airwaves.
That's right, it's John Lewis advert day everyone - and, cynicism aside, this year's effort is actually pretty good. Remember that bizarre dog-trampoline one?
Featuring Elton John, the two-minute ad, soundtracked by his classic tune 'Your Song', charts the lauded singer-songwriter's career in reverse, to the point where he receives his first ever piano on Christmas Day.
We can only presume that his mum brought it from John Lewis, otherwise, this advert would be pretty redundant (and yes, you can buy pianos from John Lewis).
Even if you aren't a fan Elton John, there is no denying that this is quite lovely and, although it's unlikely to prompt too many people to buy a piano, people have a lot of feelings for it.
@jlandpartners @eltonofficial The sentiment behind this brought tears to my eyes and joy to my heart. Absolutely lo… https://t.co/C93cSOvRlk