watch it: John Lewis Christmas ad

Oh my god, this is lovely. Fantastic little story, wonderful performance from the little boy, and... well, you’ll see, if you haven’t seen already.

I cried.

When I was about halfway through my first viewing of this, I was ready to say, “Hey, it’s like a modern Christmas Story.” But it isn’t.

This is the final installment of this week’s themed Web Videos of the Day: Ads That Don’t Make You Want to Kill Yourself. Though you might want to curl up and sob for a bit.

(For those who don’t know, John Lewis is an upscale chain department store in the U.K.)