If last year's got people a bit misty-eyed, then this one will have the phones at the Samaritans ringing off the hook. It also prompted an outpouring on Twitter at #failedjohnlewisads, where people have had a lot of fun coming up with dark ad ideas for John Lewis that would only get on telly if Jerry Sadowitz became its marketing director. It includes such gems as "small child walks through a magical snowy forest, suddenly jimmy savile appears, grabs him ... fade to black" and "In soft focus. In the snow. The boot of Father Christmas is stamping on a human face for ever."
This year's John Lewis ad is not for the emotionally vulnerable.