The Christmas adverts haven't even started and there's one that has us bawling - a chewing gum commercial.
The new two-minute video by Extra has clocked up over three million views since last Wednesday and had thousands (unexpectedly) in tears: “Never thought I'd love an ad about gum,” wrote one YouTube user.
It sees two secondary school students in America, Sarah and Juan, meet and embark on one of those life-changing, heart-wrenching romances.
We follow them through the trials and tribulations of university life and into adulthood. Of course, boxes of spearmint make appearances throughout but not as you might expect it.
“[It] is not about a specific relationship, but about all moments of connection,” Andrés Ordoñéz, executive creative director at advertising agency Energy BBDO, tells Adweek.
“The chemistry between our lead actors was so good, people were tearing up on set during the first scene on day one. We knew we had a beautiful story to share.”
Viewers with watery eyes have taken to Twitter to express their unanticipated emotions:
There's this Extra Gum ad that keeps playing on YouTube and it's got me feeling some sort of way 😭— Veronica Merrell (@veronicamerrell) October 10, 2015
Watch the advert below. You may want to have a tissue at the ready...