Earlier today, the folks at John Lewis released this year's Christmas advert. And true to form, it left many of us an emotional wreck.
By now we're all pretty used to shedding a tear or two at the British chain's festive commercials. It wouldn't be Christmas without it, right?
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Well, the store has had to apologise after its latest ad broke the hearts of children up and down the country.
This time round, John Lewis teamed up with Waitrose to bring to you 'Excitable Edgar', a heartwarming story about a girl and her friendship with an enthusiastic little dragon.
As the girl, Ava, and her family start prepping for the festive season, Edgar the dragon gets so excited that he struggles to control his instinct to breathe fire. So far, so cute.
Unfortunately, his excitement starts to cause destruction around him, leading to a melted ice rink and depleted snowman.
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And it was this scene which proved to be just too much for some, as one fan confessed their child was upset because they thought the dragon had melted a character from Frozen.
Taking to Twitter, they wrote: "Absolutely love Edgar. Unfortunately my 2-year-old is distraught that Edgar melted Olaf."
A post from John Lewis's Twitter account replied: "Oh no, Emma! Sorry to hear that your little one was unhappy with Edgar, he was only trying to [help] Olaf.
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"I'll have a word with Edgar; I hope he changes his ways, or Elsa he will be sent to the naughty corner!"
But the parent wasn't alone, others chimed in with their own stories of devastated little ones.
"When your 5-year-old cries at a John Lewis advert you know it must be a good one!" added another.
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Responding to the second parent, a spokesperson for John Lewis said: "I hope they were happy tears, Andrew!
"Edgar didn't cause any harm to the villagers (although we are still without a tree...). I hope you and your little one have [sic] a great day!"
But it seems this wasn't enough for some who felt the damage had already been done to their mental state.
Another traumatised viewer later said: "This is too SAD. The happy ending doesn't make up for the rest of it being so sad. Poor Edgar."
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Speaking about the advert ahead of its release, Martin George, partner and customer director, Waitrose & Partners, assured customers there was a deeply positive message at the heart of the advert.
He said: "The magic of friendship and making our loved ones feel special, are some of the most wonderful things about this time of year.
"The Christmas pudding in the final scene is not just the showpiece of a spectacular feast which brings all the villagers together. It's a reminder that a thoughtful gesture - whether that's a delicious meal or a special gift - can mean so much."
Featured Image Credit: John LewisTopics: John Lewis, Christmas, UK News, TV and Film, Festive, Interesting, advert, UK Entertainment