We hate to do this to you on a Thursday but we're going to make you cry.

Well, not us as such, but rather John Lewis as they've just released their new Christmas advert. 

As usual the department store has managed to create a heart-warming yet beautiful story for this year's campaign.

In the two-minute video, we see a young boy called Sam whose best friend is Monty The Penguin (#MontyThePenguin), with whom he shares everything.

From laughing with him while watching Pingu (well, what else would you watch with a penguin?), playing hide and seek, and messing around on the football pitch, it seems that Monty loves his life. Sam's such a good friend, he even lets Monty nick his fish fingers. 

That is until Sam realises his companion is a bit lonely, as Monty clearly wants to find his mate. While we won't spoil the ending for you, we should warn you that we've watched it nearly 10 times now and we're still crying. Yes, it's that good. 

The whole thing is soundtracked by Tom Odell, 2013's winner of the BRITs' Critics' Choice Award, who is singing a song called Real Love, originally written by John Lennon.

The ad cost £1 million as part of John Lewis' £7 million Christmas investment and customers will be able to buy lots of Monty paraphernalia such as cuddly toys, slippers and t-shirts. 

What's more, John Lewis stores will have 'Monty’s Den' which will enable children to bring their favourite toys to life through Monty’s Magical Toy Machine using Monty’s Goggles, which allows children to enter virtual world and interact with the characters.

Right, we're off to re-stock our tissue supply.