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

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

- SUSAN LEE

Never mind mince pies in the shops, Advent calendars stacked high in supermarket aisles or the twinkly lights appearing in house windows (yes, I’m looking at you, number 48) - 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.