It's that time of year again when the Christmas advertisements grace our screen - and we all end up in tears.
Titled 'Helping Feed Your Christmas Spirit', the advert tells the story of Gary, who remembers his late grandmother by carrying on their Christmas tradition by building a gingerbread house.
Gary sees Christmas spirit explode all around him after his grandfather hands him a packet of Tesco Gingerbread Men. The advert ends with Gary and his family enjoying a banquet of food.
Set to On Melancholy Hill by Gorillaz, fans of the song have taken to X, formerly Twitter, to note the choice of the song, as well as the emotional story that unfolds.
One person tweeted: "Didn’t think i’d ever hear melancholy hill in a Christmas ad until Tesco."
Another wrote: "Oooh I won’t lie, that @Tesco ad made me a touch emotional. Bravo."
A third added: "Oh my days,I've just had a preview of@Tesco Christmas ad 2024,Check it out when airs on Tv Tonight,The best I've seen so far
"I dare you not to shed a tear."
At the heart of the tale is Gary’s journey to rekindle a cherished tradition of building a gingerbread house - something he used to do with his grandmother.
The advert culminates with Gary and his grandfather building a house together, reliving the old family tradition and making new memories.
It takes pride of place on the household's festive table, alongside a feast of Tesco Christmas favourites such as a golden turkey, perfectly cooked roast potatoes and pigs in blankets.
Then, as everyone sits down to enjoy their Christmas meal, their Christmas spirit peaks, and we see the exterior of Grandad’s house transform into gingerbread too.
""The key to a good Christmas advert is the music in my opinion. if the song isn’t good or it’s boring, it really ruins it, and I really love when brands pick a song that isn’t inherently Christmas related, but when put in the context of the advert, BECOMES a Christmas song,
"I think I prefer that to when an advert just uses a Christmas song. if u have a song that sounds wintery and sparkly with hints of nostalgia and yearning it’s perfect - the john lewis advert using the power of love in like 2013 still makes me think it’s a Xmassy song when its not
"These tweets were inspired by the new Tesco Xmas advert using on Melancholy Hill and I think it was a great choice for a xmas advert. I hope u enjoyed this sharing of my very intense feelings about xmas adverts," wrote another.
"Just seen the new Tesco Xmas advert. Gotta be one of, if not the best Xmas shop advert I’ve ever seen. Talk about pulling at the heart strings. Well done."