What is it with Christmas ads and the one-upmanship in levels of breaking you heart? Year-on-year John Lewis come along and stomp all over our feelings and now Sainsbury's are getting in on the action and dear God our chests are aching.

Based on real events from World War I, the ad commemorates Christmas Day in 1914 when both sides lay down their arms and met in no man's land between the trenches to exchange gifts and play football, and was made in partnership with The Royal British Legion who are getting 50p from the sale of every bar that's featured in the ad.

Now excuse us while we go back to bawling at our desks.

Via YouTube