Front-runner for ad of the season is this little heart-string tugger from John Lewis. (Well, it made me go all teary-eyed. But then, most things do at my age.)
Of course, the interweb is a cynical place to be. So even though the ad managed to make it as a trending topic on Twitter, it wasn't necessarily for the right reasons.
Charlie Brooker, for instance, started a debate about what really was in the little boy's gift box, suggesting that:
"Anyone who wells up at that John Lewis ad is a monster. That's a dog's head in that box."
Meanwhile, miserabilist Smiths fans bemoaned the fact that Morrissey and Marr had sold out in allowing their hymn to teenage alienation be used to sell fast moving consumable goods. Oh, and that the cover version was rubbish.
But the best (and most creative) reaction was this clever bit of editing that married the ad to the music from The Shining to chilling effect:
Merry Christmas everyone.
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