The new John Lewis Christmas ad is here

And, as always, it's utterly charming.

Now of course you’re under no obligation to watch this year's John Lewis Christmas ad - it is, after all, still November.

But you would be missing out.

Featuring a little boy and his friend, Monty the penguin, and with music from Tom Odell, it's just the right amount of Christmas cheer to gently get us into the festive spirit.

Damn it, John Lewis, how do you manage to make us weepy over penguin romance?

Nicely done.

Sniff.

But how does it compare to last year's 'The Bear and the Hare'?