Christmas adverts mark the beginning of the festive season, or at least the start of when it's acceptable to get excited about Christmas.
There have been so many adverts released in the last week that it makes it hard for them to stand out from the crowd.
Aldi's Kevin the Carrot won us over at the start of the week and then yesterday John Lewis' Buster the boxer went viral minutes after it was released online.
Surprisingly, it came with a bit of a backlash this year.
But of all the adverts from 2016 so far, Lidl's one is the most touching. They've just released it today and it is wonderful.
I don't want to give the plot for the advert away before you've seen it but it's got a family theme and a wonderful story.
It's nice to know Christmas adverts don't always have to involve CGI to be powerful.
‘I’m a 29-year-old woman and my income would shock my friends if it was made public’
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