John Lewis
John Lewis' new Christmas advert featuring Monty the Penguin cost £7m to makeYouTube/John Lewis

John Lewis has unveiled its latest big budget Christmas advert in what is quickly becoming a favourite festive tradition.

The £7m two-minute advert features an adorable animated penguin called Monty, playing alongside a young boy named Sam.

The typically tear-jerking blockbuster from the department store took nine months to create and features a typical John Lewis happy twist at the end.

It is set to make its TV debut during Channel 4's Gogglebox on Friday 7 November.

As with previous years, the ad features a heart-rendering rendition of a classic song as it soundtrack, with Tom Odell's performing a cover version of John Lennon's Real Love.

Last year's much-loved John Lewis advert, The Bear and the Hare, featured Lily Allen covering Keane's Somewhere Only We Know, which was not only praised for helping boost John Lewis's sales by 6.9% on the previous year, but also got the song to reach number one in the singles chart.