Year after year, telly lovers across the nation wait on the edge of their seats throughout the duration of November for the latest John Lewis Christmas advert to drop on their screens.
Guaranteed to be a tear-jerker almost every time, the high-street fashion and homeware retailer is famed for bringing us the likes of Monty the Penguin and Excitable Edgar.
But this year, a pub in County Fermanagh has seemingly taken the cake, and bagged the title of the 'Best Christmas advert' of 2023.
Charlie’s Bar, in Enniskillen, Northern Ireland, hit the headlines after producing a festive marketing campaign on just a £700 budget which left many viewers reaching for the tissues.
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The heartbreaking clip shows an elderly man visiting a loved-one’s grave, before a lonely walk through the town, during which he is consistently ignored by passers-by.
After venturing into the long-standing drinking establishment, the man is then seen grabbing a pint and sitting down alone, before a couple joined by their adorable dog ask if they can sit with him.
They clink their drinks with his pint, before the advert ends with a WB Yeats quote which reads: "There are no strangers here, only friends you haven’t yet met."
"Christmas can be such a joyful time for some and painfully hard for others," the pub wrote in the caption.
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"One things for sure - you’ll always receive a warm welcome when you walk through our doors.
"We will be open on Christmas Day, so if you are alone this festive season, drop in for a chat."
The producers of the low-key advert - which was originally made for social media - have received masses of praise since its release.
Sharing the video on X, one viewer gushed: "If the Christmas adverts this year haven’t quite touched you and you need a tiny cathartic festive sob, how about watching the Christmas advert made by Charlie’s Bar in Ireland for £700. I guarantee that it will hit the spot."
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A second went on: "Lovely Advert. Actually makes me want to support Charlie's Bar. More advertising like this please!!"
Another wrote: "Who needs John Lewis when we have the best Christmas advert from Charlie's bar in Northern Ireland."
Someone else added: "This will give the John Lewis add a run for its money."
Another user commented: "This Christmas ad for a pub in Enniskillen is better than anything John Lewis has ever put out."
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And it's not just shoppers and pub-goers that have been left blown away by the emotional advert.
John Lewis has heaped a colossal congratulations onto those at Charlie's Bar for their huge achievement.
Taking to TikTok to comment on the video, the retailer wrote: "We’re not crying, you are."
The pub then cheekily replied to their loving message, teasing: "You are very welcome to come over to Charlie's to film your 2024 advert [wink emoji] Thanks so much."
It has also been revealed that John Lewis sent a huge bundle of gifts to the pub, which first opened its doors in 1944.
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Staff at Charlie's Bar took to Facebook to thank the superstore for their presents, writing: "We're not crying, you are. Thanks so much John Lewis & Partners for our presents."
Topics: Christmas, Shopping, TV and Film
Rhianna Benson