John Lewis partnered with Age UK for the tearjerker, reminding consumers of the thousands of elderly who will be spending the Christmas holidays alone.

The retailer, which has become famous for its epic Christmas ads, is supporting the charity throughout November and December with sales, activities and a text-to-donate initiative,

It has spent around £7 million on the ad, through production costs and TV slots.

John Lewis customer director Craig Inglis says: “Our Christmas advert is once again all about going the extra mile to give someone the perfect gift.

“This year though, the story is told in a uniquely creative and engaging way as we see Lily, our heroine, go to great lengths to connect with the Man on the Moon.

“We hope it inspires people to find really special gifts for their loved ones and through our sponsored_longform with Age UK, raises awareness of the issue of loneliness amongst older people and encourages others to support in any way they can.”

It will air on TV for the first time tonight during the first break of Channel 4's Gogglebox.

Age UK is running a 'No one should have no one' campaign this Christmas - click here to find out how you can help.

Watch: The John Lewis Christmas ad is here - and it's the most moving one yet