In a short teaser trailer, a young boy is shown sifting through a vintage market and finding a box labelled “grow your own perfect Christmas tree.”
The ten-second clip features just five words, but some shoppers at the chain have already hailed it as the start of Christmas. The full advert will be released on November 9.
The teaser shows the boy turning around to his grandmother behind him, and asking: “Gran, can I have this?"
Holding up the box, the front of it features a 1950's design, and reads: “Grow your own perfect Christmas tree".
The boy then slides the box open, which reveals a brown seed lying on a red cushion.
— John Lewis & Partners (@JohnLewisRetail) November 7, 2023
One fan said: “Why do I just know this is gonna make me cry already. So excited to see the full advert."
Another said: “It’s almost time!” while a third added: “Love it, it's going to be a good one.”
Several of John Lewis’s rivals, including M&S and TK Maxx, have already revealed their Christmas adverts as retailers gear up for the festive season.
Singer Michael Bublé, known for his Christmas covers, stars in Asda’s ad, while M&S Food has signed up Hollywood A-listers Ryan Reynolds and Rob McElhenney.
Meanwhile, Graham Norton makes a special appearance in Waitrose’s Christmas ad, while 80s popstar Rick Astley makes a surprise cameo appearance in Sainsbury’s TV ad.