Christmas wouldn't be Christmas if it weren't for pigs in blankets, plenty of booze and John Lewis adverts. Which is why we're delighted to announce that this year's edition of the department store's iconic campaign has arrived - Kleenex at the ready.
This time round, they've 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.
Here's where it gets heartbreaking, as the little dragon shuts himself away over fears he'll ruin Christmas for everyone.
However, Ava comes to the rescue and finds a way for him to get involved with the village's festivities - by presenting him with a Christmas pud to light up with his fire breath.
Although many assumed Lewis Capaldi or Adele might be chosen to sing the backing track, it's actually Dan Smith from Bastille who's recorded his own rendition of 'Can't Fight This Feeling' by REO Speedwagon.
We've got goosebumps already.
Martin George, partner and customer director, Waitrose & Partners, 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."
Craig Inglis, partner and customer director, John Lewis & Partners, added that he's 'delighted' the brands have come together for the advert.
He said: "It started from a spark of an idea - a little dragon's excitement about Christmas - and became the story of how someone goes the extra mile for their best friend to give just the right gift.
"It's a funny, heart-warming story that will resonate with our customers as they seek out the perfect gifts for their loved ones this Christmas."
While the ad was released today on John Lewis and Waitrose's social media accounts, it'll first make its way to TV during ITV's The X Factor: Celebrity on Saturday 16 November, marking the exact moment Christmas officially begins.
Featured Image Credit: John Lewis
Topics: John Lewis, Christmas, UK News, TV and Film