Looks like John Lewis has done it again – a Christmas TV ad that tugs on the heartstrings and becomes an instant viral hit.

Created by Adam & Eve, “The Long Wait” tells the story of a young boy impatiently counting down to Christmas. It launched in the UK on Friday (November 11), and has already racked up over 1m views on Facebook. It follows in the footsteps of last year’s For those who care about showing they care, featuring Ellie Goulding’s version of Your Song.

Here’s a look at how the £5m spot was made, with thoughts from John Lewis’ Craig Inglis, director of marketing, and Lloyd Page, head of brand marketing, as well as Adam & Eve creative director Ben Priest, alongside John Long and Matt Gay from the creative team:


And watch the ad itself, below: