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How did the John Lewis Christmas advert become the unofficial starting gun for the whole festive season?
We've now had nearly a decade of elaborate, cinematic numbers featuring trampolining dogs, romancing snowmen, penguins called Monty and a lonely old man on the moon, always with a hooky acoustic cover layered on top.
Now, after laying down a breadcrumb trail with #UnderTheBed, the new advert starring 'Moz the Monster' is here.
But is your personal level of excitement about the arrival of Moz proportional or juuuust a little unhealthy? Are your friends exchanging looks?
Or should everyone else stop being such an old scrooge and get on board?
Here are the signs you're a John Lewis advert diehard:
https://giphy.com/gifs/movie-dancing-christmas-K2l8gFcatHmsE/links
You've thought about the John Lewis Christmas advert for more than ten minutes today
You had an #UnderTheBed news alert on your phone
You tweeted the @UnderTheBed account to relay your excitement
When the advert came out last year you waited until you got home so you could have a 'proper viewing'
'Nobody ruin it!'
...then watched it 8 times
'Going in again...'
(And ugly-cried all the way through)
You're doing the same this year #Friday
Then you'll download the soundtrack
(As well as Elbow's last album Little Fictions)
You'll share the ad on Facebook (with an enthusiastic review)
'You've done it again John Lewis! #crying #christmas'
You've bought into the John Lewis Christmas advert merchandise
That Monty the penguin that was 'for your niece'
You can't see why your friends aren't more into this
