The annual John Lewis Christmas advert was released on Friday at 8am on YouTube, which of course means that people up and down the country are either fighting back tears, or complaining about the ubiquitous coverage of an advert.
The 2015 campaign focussed on loneliness, featuring a girl who spies a lone man on the moon through her telescope, to whom she attempts to send a gift.
It's as calculatedly tearjerking as you'd expect.
Twitter, as usual, failed to come to any kind of consensus on the topic of the day, with reactions ranging from the innocently enthusiastic:
Me waiting #JohnLewisXmasAdpic.twitter.com/r79Mr6ALVC
— Jelena D (@ItsJelenko) November 6, 2015
Don't think I am emotionally prepared for the release of the #JohnLewisXmasAdtomorrow
— Faye Wilson (@wilsonmaryfaye) November 5, 2015
Okay so I tried to watch the #JohnLewisXmasAd without crying. Epic fail. I am sorry.
— SueThearle (@SueThearle) November 6, 2015
... to the completely indifferent...
#JohnLewisXmasAd today, folks. pic.twitter.com/h4OXYuuaob
— Lee Thacker (@FubsyShabaroon) November 6, 2015
to the overtly cycnical:
Wouldn't the #ManOnTheMoon feel more loved if the girl told someone and tried to get him down instead? #JohnLewisXmasAd
— Emlinq (@Emlinq_AD) November 6, 2015
Does anyone know if the #JohnLewisXmasAd is scientifically correct? I’m not sure the surface of the moon is quite that colour.
— David Schneider (@davidschneider) November 6, 2015
Shop makes short film promoting shop today.. Twitter goes mad! @johnlewisretail#JohnLewisXmasAd
— Lucy Tobin (@lucytobin) November 6, 2015
It didn't take long for the first inevitable parody account to be born:
next time send booze pls. #manonthemoon
— The Man On The Moon (@iamManOnMoon) November 6, 2015
wen ur trapped 238,900 miles from earth w/ trace amounts of oxygen #manonthemoonpic.twitter.com/ikMk8e9grb
— The Man On The Moon (@iamManOnMoon) November 6, 2015
— The Man On The Moon (@iamManOnMoon) November 6, 2015
We're just wondering how he gets wi-fi up there.
Finally, spare a thought for poor @JohnLewis, who must be getting really tired of the yearly struggle.
.@barneyokelly I'm ready. Been stretching every day. Power loading. The works.
— John Lewis (@johnlewis) November 2, 2015
Hang in there, John.