There's a few things that signify it's the start of the festive season - the weather gets colder, lights get switched on and, of course, the John Lewis Christmas advert makes us burst into tears.
Thousands of people from all over the UK take to social media to share their thoughts on the ad - whether they love it, hate it, can't live without it, Twitter hears about it and so does the real John Lewis.
Because as well as a British department store, John Lewis is also the name of a computer-science lecturer at Virginia Tech University who was savvy enough to snap up the Twitter handle '@JohnLewis' back in 2007 - whereas John Lewis and Partners didn't join until 2010.
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The US John Lewis must be the most patient man on Twitter as each year when the ad hits our screens he is inundated with tweets from thousands of the 41,200 followers he's gained for his famous name. To make up for this Twitter UK decided to celebrate him and made him his own advert, #NotARetailStore.
In the ad it shows John's annual tradition of taking to Twitter to respond to as many of the tweets with him tagged in that were really meant for the UK store.
Talking about the ad John said: "I think it's hilarious that people mistake me for the UK store and I do my best to direct them to the right place. I see a massive spike in tweets at this time of year and I always watch the John Lewis advert, especially as it becomes a huge part of my Twitter conversation.
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"I find it absolutely fascinating that Twitter UK has chosen me to star in their Christmas film. Hopefully people will be kind about my acting skills, I am no Elton John but who knows maybe I'll get tweets about my own film this year."
Every year John comes up with hilarious an witty responses to people tweeting to the department store.
One person tweeted: "@JohnLewis still waiting for a call back from customer services, been over a week now. Please advise how long is reasonable for me to wait!!!"
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To which John responded: "Thank you for waiting. Your call is very important to us. At any time, please press 1 to contact the organisation you were actually trying to reach. @jlandpartners"
The ad - which was filmed in John's home home in Blacksburg, Virginia - pays a tribute to the many past successful John Lewis and Partner's Christmas ads, as around the room John is sat in you can see a telescope, a miniature moon ornament, Monty the Penguin and Buster the Boxer.
David Wilding, director of planning at Twitter UK said: "Twitter is full of amazing stories and @JohnLewis is one of our favourites.
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"His open, honest and funny responses really capture the spirit of Twitter at Christmas and we wanted to create this film tell his story. Twitter is a platform that allows anyone to join the conversation, even if it's by mistake."
Featured Image Credit: Twitter UK
Topics: Viral, John Lewis, Christmas, UK News, TV and Film, News, Funny, Interesting, Social Media, US News, Twitter
