The ad, created by Adam & Eve, which shows a boy counting down the days to Christmas so he can give his parents a present, passed the one million-mark last night (15 November), boosted by US viewers.
In a novel move, the ad, which is set to The Smiths' song 'Please Please Let Me Get What I Want', covered by singer-songwriter Slow Moving Millie, was placed on YouTube and Facebook last Friday, before its first TV appearance around ITV1's 'The X-Factor'.
A number of spoofs have already appeared of the ad, which are also going viral. One is based on horror film 'The Shining', while another gives the ad a different ending, using the famous scene from the film 'Se7en', where Brad Pitt's character is presented with his wife's head in a box.
John Lewis' Christmas 2010 effort, featuring the Ellie Goulding track 'Your Song', has received 462,642 hits on the video-sharing site in the past 11 months.