We might sometimes complain about Christmas music being played too early, but many of us can’t wait to see the creative ways our favourite shops welcome in the most magical season. 

Last year, we were particularly impressed with Marks and Spencer’s feminist twist on the traditional Christmas eve scene. The retailer’s 2016 Christmas advert saw Mrs Claus set out on a secret mission of her own, dispelling the myth that she simply sits at home on 24 December.

And this year M&S have another important story to tell, with some noble life lessons being delivered by none other than Paddington Bear. 

The iconic character from children’s literature, who first appeared in author Michael Bond’s 1958 book of the same name, is back. And as well as being adorably cute, he’s here to teach us right from wrong and spread some festive magic as he goes.

The advert begins with Paddington snuggled up in bed (as all good bears should be the night before Christmas), and enjoying a rather indulgent dream concerning marmalade.

But when a loud thud causes those little furry ears to prick up, we all know that an adventure is stirring, and our favourite bear will have to put his dreams on hold for a wee while.

Upon investigating the noise which prompted his untimely awakening, Paddington finds a tall, bearded man decked out in a red outfit, scouring the rooftop of his home. The trusting bear instantly recognises him to be Santa Claus and offers to assist in delivering the rest of the presents in his sack – especially as he notices one of them to be for his good friend Alice.

However, little does our furry friend know that far from meeting the famous Saint Nick, he’s actually caught a burglar cashing in on this festive time of year. 

As the pair continue to deliver the stolen presents back to the houses they originally came from, Paddington melts the cold heart of the wily burglar and saves Christmas, all without even realising it.

By the end of their time together, the thief is so changed in his dastardly ways that he scoops up our hero and gives him a big hug, cementing their new friendship – and presumably the end of his criminal career. Paddington even gives his new pal one of his legendary marmalade sandwiches, giving us warm fuzzies all round. 

The advert hasn’t disappointed Twitter users either. One Twitter user heralded it as “definitely the best Christmas advert this year”, while another said that it had taken them on a roller coaster of emotions: “Absolutely adorable, never knew I’d smile, laugh and cry for an advert”.

Check out the advert and get yourself in the Christmas spirit below:

Images: Marks and Spencer