John Lewis, eat your heart out.

As the battle begins the best Christmas advert of 2016, we think Sainsbury’s might be winning with their adorable and epic animated creation.

Every year, the anticipation rises for the reveal of the best Christmas advert and whilst we love Buster from John Lewis, we also love

Launched last night, (13 November), the Sainsbury’s advert takes us to the little fictional town of ‘Bisby’ and introduces us to its eclectic cast of residents, which includes a same-sex couple enjoying the festive period with their son.

Sarah Kilmartin, Head of Broadcast Comms at Sainsbury’s said: “We wanted to reflect a modern Britain and a diverse Britain.”

“That’s what we feel like we’ve done throughout the whole piece of work. We’ve made sure we’ve got a true reflection of what we see out there every day.”

Featuring a song sung by James Corden, the three and a half-minute ad follows a man called Dave as he struggles with the busy run-up to Christmas and missing out on special moments with his family. We won’t spoil the rest, but it’s certainly worth your time.

Sainsbury’s Greatest Gift campaign is also donating all its profits to Great Ormond Street Hospital Children’s Charity, helping to give the children and their families a gift all year round by providing accommodation whilst their loved one is in hospital.

Watch the full advert below:

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