The John Lewis advert is finally here and that can mean only one thing – the countdown to the most wonderful time of year is on.
This year's star is Edgar the dragon and his festive shenanigans with his best pal, Ave.
In the heartwarming two-and-a-half minute rollrcoaster, we see Edgar desperate to build a snowman but there's one big problem – he breathes fire.
Just as he's adding the finishing touches to his creation he reduces it to a puddle.
Then, overexcited at the sight of an ice rink, Edgar's fiery breath melts the rink to a puddle of mud.
And when he destroys the village Christmas tree, despite having his snout tied shut, he retreats into his den and refuses to come out, fearing he'll ruin Christmas for everyone.
But Ava is determined her fire breathing pal will have an amazing festive day and tempts him out of his hiding place with the perfect present.
The poignant advert is made even more emotional thanks to the soundtrack of REO Speedwagon’s Can’t Fight This Feeling performed by Dan Smith of Bastille.
Edgar is the latest in a long line of emotive John Lewis Christmas adverts that have us reaching for the tissues every festive season.
Here's a look back at the department store's glorious collection of weepy and heartwarming Christmas ads.
Shadows – 2007
This was John Lewis's first Christmas advert and wasn't the weepy extravaganza we've grown to love.
Instead it showed a group of staff arranging things for sale in the store, inlcuind a desktop lamp, an Apple Mac computer and a leather satchel.
But don't let the lack of tears stop you think this was truly magical.
When the pile is arranged it looks just like a woman walking her dog through the snow.
From Me To You – 2008
The first time the department store used a cover of a classic song – this time The Beatles From me To You.
The tag line was "if you know the person, you'll find the present" and it was all about finding the perfect gift for all the people in your life.
There was the coffee machine for the man who is permanently tired, the hairdryer for the shaggy dog and the chemistry set for the nerdy teenager.
Sweet Child O' Mine – 2009
The Guns N Roses track was the backdrop to this advert and showed children opening presents that were clearly meant for adults.
This year the tagline was "remember how Christmas used to feel? Give someone that feeling".
The acoustic track, sung by Taken By Trees, eventually revealed the little people were actually adults who had been given the perfect gift.
A Tribute To Givers – 2010
This year Ellie Goulding provided the emotional vocals for the cover of Elton John's Your Song, which reached number two on the charts.
It showed people carefully wrapping and laying out the perfect presents for their loved ones.
Two parents are carefully carrying a rocking horse upstairs while their oblivious children watch TV.
And an adorable little boy even takes a sack full of presents outside in the snow to leave outside his dog's kennel.
However, animal rights groups took issue with the advert because the boy left his dog outside in the cold while he was warm inside his house.
The Long Wait – 2011
Who can forget the adorable little boy that firmly put John Lewis at the top of the tree when it came to emotional Christmas adverts.
Slow Moving Millie covered Please, Please Let Me Get What I Want by The Smiths the little lad is impatiently waiting for the countdown to Christmas to end
And while you might think it's so he can get his hands on those goodies from Santa, it's actually so he can give him mum and dad his carefully chosen gift.
Who didn't reach for the hankies when they watched that?
The Journey – 2012
There surely wasn't a dry eye in the house when the story of the love lorn snowman was shown.
The brave frozen romantic is shown scaling mountains, crossing busy roads and making his way to John Lewis to buy his true love – a snow lady (obviously) the perfect scarf for Christmas.
Gabrielle Aplin's breathy voice covered The Power Of Love for the advert, which had to tagline "give a little more this Christmas".
The Bear and The Hare – 2013
Lily Allen was the voice behind the John Lewis advert six years ago, performing Keane's Somewhere Only We Know.
Firm pals the bear and the hare are forced to separate when the snow starts to fall and the bear has to hibernate.
But his little friend, sad and alone for Christmas, wakes him from his slumber with the perfect present – an alarm clock.
Monty the Penguin – 2014
Sticking with the animal theme this year John Lewis focused on Monty the Penguin and his adorable relationship with a little boy.
But even though Monty has a firm friend in the youngster all he dreams of is finding love.
It turns out Monty is an imginary friend and a stuffed toy but under the Christmas tree is a female penguin, destined to be his perfect companion.
The theme tune to the advert was a Tom Odell cover of John Lennon's Real Love.
Man On The Moon – 2015
It was another weepy four years ago when the John Lewis advert told the story of the little girl who could see the lonely and sad old man on the moon.
Each night she watched him through her telescope as Aurora sang a cover of the Oasis track Half The World Away.
Desperate to get the man's attention, the little girl eventually sends him a special delivery of a telescope with a handy air balloon so he can see earth for the first time.
The strapline for the advert was "show someone they're loved this Christmas" and it cost a rumoured £7million to film.
Buster the Boxer – 2016
It was a return to animals in 2016 when Vaults performed One Day I'll Fly Away.
The advert focused on Buster the Boxer and a trampoline.
A little girl's dad spends Christmas Eve building his daughter a trampoline in the back garden.
Once he's finished two foxes and a badger start jumping on the present, watched wistfully by Buster.
As soon as the back door is opened on Christmas morning, the little girl runs downstairs to jump on her trampoline, only to be beaten to it by a very excited Buster.
Moz the Monster – 2017
Elbow performed the Beatles track Golden Slumbers for 2017's offering.
The advert tells the story of a little boy who's scared of the dark and is then terrified to find a monster, Moz, living under his bed.
But the pair quickly become friends and spend the night times playing, which leaves the little lad exhausted during the day.
The Boy and The Piano
Last year's John Lewis slice of festive emotion was a homage to singing legend Elton John.
For the second time Your Song was used as the soundtrack for the two-minute advert.
It shows Elton, and four actors of different ages showing him at various stages of his career before finally showing the pop legend as a little boy, receiving his first piano for Christmas.
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