John Lewis has released its latest Christmas commercial and once again it's turned to the North West for musical inspiration.
The John Lewis logo flashed up at the end - but you may have realised it wasn't the real thing when the fox remained trapped under the ice, making the ad not just sad but extremely depressing.
While Buster the Boxer was the star of last year's advert, this year is expected to feature a "big cuddly monster".
The two-minute advert tells the tale of a little kid called Joe, who is kept awake by a 7ft imaginary monster called Moz who is living under his bed.
This year's song is a rendition of the Beatles' Golden Slumbers.
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The clip will receive its first airing on Channel 4 tonight (Friday 10 November) at 9pm, with a simulcast taking place on all of Sky's own channels.
It's all rather academic as these ads have become a United Kingdom institution and, once again, adam&eveDDB delivers for John Lewis.
It is directed by Hollywood Oscar-winner Michel Gondry, 54, best known for Eternal Sunshine Of The Spotless Mind and The Green Hornet.
Craig Inglis, John Lewis' Customer Director, added: "This year's Christmas campaign brings to life the power of children's imaginations and the joy of great friendships".