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It has got to that time where the Christmas adverts are now lining up to grab our attention, and John Lewis are leading the way by giving a sneak peak online preview of their new Christmas advert ahead of its premiere this evening on Channel 4.

The ad itself is a predictably cutesey, cosy, snow and scarf-draped affair, with lyrics that tell us that ‘dreams are like angels’ and that ‘the power of love’ is, incidentally, ‘a force from above.’

It features a snowman on a journey across fields, rivers and so forth. Only at the end of the ad is it revealed that his journey is so that he can do his Christmas shopping at John Lewis.

The one and a half minute advertisement cost the store £6 million and was filmed this summer in New Zealand, with Brit paraphernalia flown out to make the city scenes convincingly like they are here.

Cynics be damned though, it is, annoyingly, actually rather festive.


Video: Watch John Lewis's Christmas ad ahead of its TV premiere tonight
Digital Mag

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