Most have us have now seen John Lewis's Christmas advert, which features Sir Elton John and the gift of a piano that set him on the path to stardom.
But not everyone's convinced it's quite Christmassy enough. So we've trawled through the archives for some classics that will have you putting up the tinsel before you know it.
Have we missed one of your favourites? Let us know in the comments!
Sainsbury's, The Christmas Truce, 2014
Not everyone loved this advert when it aired - one columnist called it a 'dangerous and disrepectful masterpiece' - but the world is a vastly different place than it was in 2014, and watching this again so soon after the 100th anniversary of Armistice Day means you focus less on the chocolate and more on the heartbreak. It's not a cheery Christmas classic, this one, but it is one of the most watched festive ads ever, according to You Tube.
John Lewis, The Long Wait, 2011
This is the advert that started it all. Generally accepted as having changed the face of Christmas marketing and moving everyone away from product heavy ads to heartwarming stories. It's the details in this that make it - the dad's hand on his son's irritatingly restless leg - and, of course, the message. Consumption is great, when you're buying for other people.
This is M&S Christmas food, 2006
We don't really have much to say about this one. Except, WOW.
Yellow Pages, Mistletoe, 1992
Of course, John Lewis weren't the first people to go for the 'awww' reaction at Christmas. This classic, from 1992, will no doubt have the kids confused (you had a giant book of phone numbers?!) but it's still very sweet.
OXO - My Christmas, 1984
Anyone who was a kid in the 80s will remember the OXO family and lovely Lynda Bellingham. This was reshown in 2014 as a tribute to Lynda, who had died of cancer in October that year.
Amazon, 2016
2016 was a bumper year for 'lets just all be kind to each other' ads, but this one, featuring an imam and a priest, was one of the best. We have more in common than that which divides us, goes the message.
Sainsbury's, Mog's Christmas Calamity, 2015
Sainsbury's have always had a fine line in heartwarming Christmas tales, but this one, featuring beloved children's book character Mog, is one of the best. It's the fireman's face as he extinguishes the turkey, and the kindly neighbours inexplicably bringing all their things to the smoke-filled house instead of inviting the family round to theirs. Lovely.
John Lewis, Buster the Boxer, 2016
Because who doesn't love a fox on a trampoline?
BBC1, The Supporting Act, 2017
The BBC joined the fray last year with an ident that sits alongside any of John Lewis' efforts. Almost certain to bring a tear to the eye of guilty working parents everywhere. She thinks he's not paying attention! But actually he knows every step! And not a product in sight. Perfect.
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