John Lewis ad isn't too festive but at least it's got a father Christmas

STRAIGHT TALK

- SUSAN LEE

FEAR we must accept that Christmas is now officially under way thanks to John Lewis unveiling its festive advert this week.

Never mind mince pies in the shops, Advent calendars in supermarket aisles or the twinkly lights appearing in house windows - the launch of the annual sob-fest from the retail giant is the starting gun for all things Santa related.

However, if it feels as if the advert, a bit like the Christmas season itself, has arrived earlier than ever, then you’d be right.

In response to what John Lewis has called a “general shift” towards marking the birth of Christ before even the Halloween pumpkins have been binned, its ad has gone live a full 10 days in advance of last year’s offering.