It's become such a fixture of the festive season that Christmas almost doesn't begin to feel like Christmas without a John Lewis commercial hitting our TV screens.
The retail giant's 2017 Christmas advert will be premiering over the weekend and - as you can imagine - the anticipation for tugged heart-string and teary eyes is building.
The store has been stoking the excitement by offering short previews of the ad on Twitter, with social media users already having a lot to say using its #UnderTheBed hashtag.
Three clips of the advert have been shared so far. They feature the large but apparently friendly eyes of a 'monster'.
In the audio-less videos, the character's eyes glance around for a while as if it's searching for something in the darkness, before its face then moves off-screen.
According to insiders, the ad will feature a 'big cuddly monster' which will look like a 'cross between the Gruffalo and a huge cute teddy bear'.
Credit: John Lewis
"Filming for the advert wrapped a couple of months ago but they've been doing a lot of post production to get the special effects just right," a source told The Mirror.
"Families are going to love the finished product, it's a really emotional advert with a lovely ending."
Sounds cute, right? Heart-warming. Magical. Getting you ready for some major #feels.
John Lewis Christmas ad is coming this weekend.:christmas_tree: #underthebed pic.twitter.com/fHkReYw6PO
- Christmas Countdown (@xmas_reacts) November 7, 2017
I am literally sooooooo excited by this.... #UnderTheBed #JohnLewis pic.twitter.com/5SlTdOGPZw
- Emma Molloy (@Emma_Molloy) November 8, 2017
Well, it turns out not everyone has been getting on board the John Lewis, totes emosh, marketing and PR steam train.
For obvious reasons, all the hype has had dire consequences for one bloke in America who is unfortunate enough to share a name with the British department store.
John Lewis, who hails from Virginia, has now responded to the countless people populating his @s and, in all fairness, you've got to give him credit for opting for banter after getting stuck in Twitter notification hell.
He wrote: "Trust me, no one wants to know what's under my bed. #UnderTheBed"
Trust me, no one wants to know what's under my bed. #UnderTheBed
- John Lewis (@johnlewis) November 7, 2017
Judging by the fact his bio on the social media site includes the phrase 'not a retail store', you've got to presume he gets this shit every year.