The competition between retailers over their Christmas adverts has been described as an “arms race”. John Lewis has taken the analogy a step further by setting its Christmas advert in outer space and unveiled its latest heartwarming Christmas commercial.

The two-minute clip shows a six-year-old called Lily trying to reach an old man who lives alone in a hut on the moon. She spies him through the family telescope – available to buy in stores. But nothing – bow and arrow, paper aeroplane or snail mail – can reach him.

The Christmas Ad gone viral – more than 24 mil people watched and shared it.