The John lewis advert may be cute, but Sainsbury's have truly stolen our hearts away with this emotional Christmas advert.
Made in partnership with The Royal British Legion, the ad is inspired by real events from 100 years ago.
It begins with one British soldier, sat in the trenches of the First World War, listening to the enemy soldiers singing 'Silent Night' from across No Man's Land on Christmas Eve 1914.
Bravely standing up and stepping into the firing line, he holds his hands in the air as the German side approach.
What follows is one very emotional reenactment of the moment they laid down their weapons and stopped to make friends on Christmas Day.
Check it out:
Marking the WW1 Centenary, Sainsbury's end the advert with the line: "Christmas is for sharing."
The events captured within the advert are all true - but, at 8.30am on Boxing Day, the war recommenced and the unofficial Christmas truce was ended.
Many of the men who enjoyed this same spirit of goodwill and peace on earth were later killed when generals ordered them to return to battle.