And this year it's gone in a completely new direction, by featuring a music icon.
The move comes ahead of John Lewis' much-anticipated Christmas campaign, which is reported to contain a starring role for the musician.
"It's just a Elton John advert. promoting his film and final final long farewell concert, hope he gave his fee too charity", a second demanded.
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The big budget movie will star Taron Egerton as John, and will cover John's prolific rise to fame.
This will probably be classified as a very John Lewis ad but actually it's a very understated story which is fundamentally about a little boy who gets a piano and how it changes the course of his life.
Instead, the ad reverses the order of events and comes to focus on the moment young Elton first sat down to play his grandmother's piano. Especially for fans of the legendary Elton John.
Do you enjoy seeing the John Lewis Christmas advert every year?
Another complained that the song had been used before, referencing the 2010 creation. When you've stopped crying (about how expensive pianos are), obvs.
In response to such speculation, John Lewis recently said: "The speculation in recent months around the costs associated with this year's ad is wildly inaccurate and our total spend is similar to previous years". Plus, you'll be able to buy vintage-style Elton John T-shirts online and in the flagship store too.