We reckon John Lewis got a good paycheck from this.
This year's John Lewis Christmas ad centred around Elton John and the reception to it was generally positive.
However there's a whole other side to that name that you may not be aware of.
Turns out there is an actual John Lewis on Twitter who owns the @johnlewis thread. He has been nice enough to continue redirecting people to the department store account by advising them to tweet @johnlewisretail
He now features in this year's Christmas ad for Twitter in a very fun nod to the whole fiasco.
The folks at Twitter advertising as well as Lewis himself deserve commendation for this.
If you can't get enough of Christmas ads, make sure to check out these: