Here at Essex Baby, we are loving the new John Lewis Christmas Advert. “Monty’s Penguin” clip evokes “the magic of make-believe at Christmas through a child’s eyes”, the retailer says.

Now an annual event, the new John Lewis Christmas advert “breaks” today with the premiere of “Monty’s Christmas”, the £1m sequel to last year’s equally heart-rending “The Bear and the Hare”.

Do you have a favourite advert? Please let us know by commenting below.