John Lewis are tugging at the heartstrings this year

One of the first of the 'big' Christmas ads to land and it's a good one!

It's not often you arrive at a meeting to find your client crying (OK it's happened once or twice before - we all have off days!) but this morning was full of emotion as we all crouched round the screen to watch the John Lewis ad.

If ever a piece of creative was made to hit your target audience right in the feels, this is it. Taking us back to the 90's when life was a bit simpler with an iconic club anthem, while reaching in to our chest cavity to pull on our actual heartstrings at the memory of our little ones - always our babies however much they tower over us. Bringing to life the daily struggle to connect with them

in such an evocative way.

We're eager to see how the other ads rise to the challenge of outshining John Lewis on this one!