JOHN Lewis fans are praising the retailer’s heartfelt Christmas advert, saying it has brought them to tears.
The John Lewis Christmas advert was unveiled today and is already prompting an emotional reaction from viewers.
Users have taken to social media to praise the advert.
One Twitter user said: “Well the John Lewis Christmas advert has got me good and proper.”
Another added: “I may or may not have cried watching this year’s John Lewis Christmas advert.”
While a third said: Love the John Lewis Christmas ad! Beautiful tearjerker.”
John Lewis has used this year’s Christmas campaign to raise awareness of children in care.
Entitled The Beginner, it is set to a cover of Blink-182’s All The Small Things by US artist Mike Geier
The 90-second ad follows a middle-aged man as he struggles to master the skill of skateboarding.
You’re left wondering why he’s so determined to learn to skate until the final scene, where there’s a knock at their front door.
We see a social worker standing with Ellie, a young teenager, who is waiting anxiously to enter her new foster home, with a skateboard in her hand.
The importance of the skateboard suddenly becomes clear as the man says he likes to skate too.
You realise that he has been looking for a way to find common ground with Ellie.
John Lewis’s Christmas advert has been a key date in the calendar for festive fans since 2007.
The brand’s iconic ads have become synonymous with the Christmas countdown.
This year, the retailer wanted to use its ad, named The Beginner, to help raise awareness of some of the most vulnerable children in the country.
It is the heartfelt story of one man’s determination to connect with a child, showing the power that kindness can make to someone else’s life.
But for some John Lewis fans, the advert just hasn’t matched the magic of previous years.
One Facebook user said: “As much as its a great issue they have raised in the advert, it has to up there with the worst they have done.
“The song is depressing and the whole thing was not very festive.”
To watch all the John Lewis ads through the years read our round-up.
John Lewis has been teasing shoppers about the launch of the ad.
Earlier this week, it changed the logo on its website and social media accounts.
Yesterday, it released a teaser video on social media which confirmed when the ad was being launched.