John Lewis launched its £6m Christmas campaign today, with a TV advert set to a cover of The Smiths' 'Please, Please, Please Let Me Get What I Want', sung by singer-songwriter Slow Moving Millie.
The 60-second advert follows a little boy as he impatiently counts down the days and minutes until Christmas morning. While the viewer is led to believe throughout that he can't wait to open his own gifts, the final frame reveals he is simply eager to give a lovingly-wrapped present to his mum and dad.

The ad was created by advertising agency Adam & Eve, and directed by Dougal Wilson, who also directed the retailer's award-winning Never Knowingly Undersold advert in spring 2010, featuring the Billy Joel hit 'Always a Woman', sung by Fyfe Dangerfield from the Guillemots.

John Lewis saw a sales uplift of 4.4% for the week to November 5, with the home department delivering a 3.7% increase on last year.

Customers have started their preparations for Christmas, said the retailer, driving strong sales in cookshop and silverware, as well as double-digit increases from the Christmas shop and gift food. Christmas trees had a particularly good week, with uplifts of more than 50% on last year.

Furniture also saw strong sales through the company's seven-day offer, while bed, bath and lighting had an "excellent" week as customers spent more time indoors.