Last year, it brought us the story of Edgar, an adorable young dragon, who was so excited about Christmas that he couldn't control the flames from his mouth.
He burnt the village Christmas tree, dampening everyone's Christmas spirit, and finding himself unpopular within the community. But when his best friend Ava gave him a thoughtful gift just right for an excitable dragon, he realised how much she cared for him and our hearts were suitably warmed.
In 2018, Sir Elton John was the star of the advert, which charted his journey from a little boy sitting at a piano to a global superstar.
While in 2017, it was all about Moz the Monster, an unusual but adorable creature who struck up an unlikely friendship with the little boy whose bed he was living under.
Underpinned by lovely soundtracks and with merchandise available to buy, these John Lewis Christmas ads have become a key feature of British Christmastime.
But when's the 2020 advert coming out? Here's what you need to know...
John Lewis Christmas advert 2020: release date
As of yet, that's being kept firmly under wraps, but we can look back at previous years to take an educated guess.
In 2019, the Excitable Edgar ad was released on 14 November while in 2018, The Boy and The Piano was also released in mid-November.
In fact, there's a definitely long-running trend of John Lewis releasing its Christmas ads in the first two weeks of November so until we're told differently, we can presume it will be a similar case this year.
Watch this space for more news as it emerges in relation to the ad's release date as well as its plot and soundtrack.
In the meantime, you can get excited for Christmas with us by browsing all of our content related to the holiday season, with everything from festive fashion tips to entertaining ideas.
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