John Lewis released their 2016 ad, the latest in a long tradition of heartwarming, poignant advertisements that the U.K. department store releases every year. This year's ad focused on the story of Buster the Boxer, a dog whom wants nothing more to bounce on his family's new trampoline.
The dog becomes forlorn when he notices other animals sneak up onto the trampoline before him, having a wild rumpus while the dog watches disheartened from a window above. But the next day, when the trampoline is finally unwrapped, Buster wastes no time to partake in his long-desired, bouncy bliss.
In addition to the release of John Lewis' annual ad is what has become a yearly holiday tradition for social media users: tweeting at user @JohnLewis. The self-described "computer science educator, father of four, social liberal, atheist, and not a retail store" isn't affiliated with the U.K. retail store, but because of his Twitter handle, receives a fair amount of tweets each year about the ad.
Lewis replied to many Twitter this year with lighthearted humor.
Last year's John Lewis Christmas ad told the touching story of a girl who sends a gift to an elderly man who lives on the moon.