Christmas will be here before you know it, and many companies are already getting into the spirit of the holiday with their advertisements.
"In our view, the way that TV works most powerfully is by telling a story. It could nearly be anyone".
British music icon Elton John retraces his "incredible journey" in John Lewis' emotionally-charged and nostalgic Christmas spot.
Elton John is clearly an expert in standing ovations and screaming crowds - but his popstar status isn't actually the main focus here.
The shop, along with 14 further shops across the United Kingdom, will also have a Yamaha piano for customers to play.
United Kingdom press reports the campaign cost about £7 million ($12.6 million) and most of this was spent on buying media.
"The speculation in recent months around the costs associated with this year's ad is wildly inaccurate and our total spend is similar to previous years", the press release stated. And as well as watching the advert, people will be able to step into the set of the commercial at John Lewis' flagship store on Oxford Street.