The advert was the first John Lewis Christmas campaign to be created by agency adam&eveDDB (formerly Adam & Eve), and is set to a cover of the Guns N’Roses song “Sweet Child O’ Mine”, performed by Taken By Trees.

Sainsbury's was quick off the mark with its advert, which features beloved Roald Dahl character the Big Friendly Giant (BFG). We see the BFG asking the supermarket to make his Christmas "a big more phizz-whizzing". Meanwhile, Lidl - like John Lewis - has gone for a classic tale designed to tug at the heartstrings.

As viewers try to search for the deep-rooted message in the John Lewis 2024 Christmas advert, the Mirror takes a look at the emotional moments you might've missed

For many of us, a new John Lewis advert is as big a part of our annual festive traditions as grimacing through a gingerbread latte, snuggling up to a one-star Netflix original and making small-talk with the colleagues you’ve avoided all year at the office Christmas party.

John Lewis is known for showcasing one of the most tear-jerking Christmas ads in the UK each year. Their full length 2024 ad hasn't come out yet, but luckily a teaser called Give Knowingly has been released. It tells the story of an unwanted gift that goes on to become a staple item in the receiver's wardrobe.

John Lewis has released a memory-strewn tear-jerker, following a woman frantically buying a last-minute gift for her sister, for its highly anticipated Christmas advert. The Gifting Hour opens with heroine Sally running into the retailer’s Oxford Street flagship store,