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It’s the most eagerly anticipated advert in the UK.

It’s become a Christmas tradition: the new John Lewis Christmas story.

I’ve shared them with you for years now and they’ve typically been heart-warming stories that are as likely to bring a tear as a laugh.

And that is why this year’s spot is so interesting.

The message appears to be that it’s ok to break free of some Christmas traditions.

But isn’t the point of Christmas keeping family traditions alive?

It will be interesting to see how this spot scores with consumers. I’ll keep you posted.