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Love it or loathe it... the new John Lewis Christmas advert is here again, and it has been trending on social media before its TV debut.

The advert tells the story of a young boy's friendship with a penguin called Monty, set to a cover of John Lennon's Real Love by Tom Odell.

So why does the advert fuel such emotions? And what will it mean for sales?

Drive asked Rob Gregory from Planet Retail and Dino Myers-Lampty from 7 Stars Media Agency what they made of this year's offering.

This clip is originally from Drive on November 6 2014.