It's not Christmas until John Lewis get in on the act with an emotional feel-good advert - and, just as they did with The Bear And The Hare (and that lovestruck snowman), they've definitely warmed the cockles of our hearts with Monty the penguin.
The advert follows Sam – played by seven-year-old Rhys Edwards, from Hertfordshire – and Monty through the year as they do everything together from hide and seek to football.
However as the winter months draw in, Sam begins to notice that Monty is sad and realises that he is longing for a companion.
Knowing his friend so well, on Christmas Day Sam gives Monty the gift he has been dreaming of – a new penguin friend called Mabel.
Yes, we cried. We cried into our morning cuppa and all over our toast - there's nothing as delicious as salty tears and butter, is there?
How do you rate #MontyThePenguin? Do you love him more than John lewis adverts past, or is he NOTHING compared to that snowman on his quest to buy knitwear?
Let us know via the comments box below now.