Super Bowl ads are great because they’re funny (remember The Office Meeting from Fedex Kinkos?) but Christmas adverts are the best because they’re…emotional. They play on your childhood memories and make you feel all warm and fuzzy inside (just fuzzy enough to buy something from the retailer, that is).

I think the best Christmas adverts I’ve seen (full stop) are from John Lewis. If you’re not familiar with John Lewis it’s an upscale department store in England (I’d say it’s about the same as Bloomingdales/Nordstrom/Saks Fifth in the U.S.)

Here’s their past three Christmas adverts…all of which I think they’ve knocked out of the park.

For the 2013 ad, below, I openly cried for at least 10 minutes afterward. And then watched the video again.