​Retailer launches its Christmas campaign with Age UK set to benefit by thousands of pounds

John Lewis has revealed its annual tear-jerking Christmas advert and chosen Age UK as its charity partner.

The two minute ad sends out the message we should all consider those who are alone this year.

It follows the story of a young girl named Lily as she spies an elderly man through her telescope who lives alone on the moon.

She endeavours to wish him a merry Christmas and finally succeeds by sending up the present of a telescope tied to a bunch of balloons.

Set to the Oasis track Half a World Half The World Away, recorded by 19-year-old Norwegian artist Aurora, it ends with the strapline "Show someone they're loved this Christmas".

John Lewis’ ads are viewed as marking the beginning of the Christmas shopping season for many.

The retailer said it had teamed up with Age UK to raise awareness of the million older people who go for a month, not just at Christmas, without speaking to a friend, neighbour or family member.

Profits from three John Lewis’ products – a mug, gift tag and card – will go to the charity.

“The charity really resounds with people at this time of year, and the ad... lends itself to thinking about someone who lives on your street that might not see anybody,” said Rachel Swift, head of marketing at the retailer.

The campaign will be launched on social media this morning (6 Novermber) and then in a two-minute slot during Gogglebox on Channel 4 in the evening.