Watch the John Lewis Christmas advert for 2015 here

Christmas Day 1914 soldiers on either side of No man’s Land laid down their arms and played a game of football and British soldier Jim gave Otto the chocolate his family had sent him.

John Lewis spent a whopping £7 million on last year’s ad – and for good reason, as shoppers are expected to spend around £2.3 billion in West End stores alone this festive season. Check it out above.

The tie-up with Age United Kingdom is one that is likely to resonate with viewers and adds a truly tearjerking element to an already emotional campaign, one that even the cynics (for there are many who find the sentimental gloop of John Lewis’s Christmas ads a little grating) will find hard to argue with.

She finally succeeds by sending up a present tied to a bunch of balloons – a gesture that reduces the old man to tears.

The soundtrack is by Aurora, a cover of the Oasis hit Half The World Away.

The TV ad is to be released online Friday morning, and will be shown for the first time on TV in the evening during the first advert break of Gogglebox on Channel 4. As we’ve mentioned above, Christmas is about spending time with those closest to you, and sometimes the elderly spend Christmas alone…

But there are no penguins in sight as this year’s advert, The Man on the Moon, is about a girl called Lily whose friend is on the moon. It has also created a Man On The Moon App that uses augmented reality to bring the moon to life.

A number of other big-name brands and retailers are also revealing their Christmas campaigns today or tomorrow, including Argos, Aldi, Boots and Cadbury.

“By investing in social and digital, John Lewis are opening the door to a changing landscape with more targeted, personalised advertising and relationships with customers”, said Trigg.