With speculation reaching fever pitch over the subject of this year's John Lewis Christmas spot, eagle-eyed Twitter users think they have spotted what might just be the teaser for the campaign, set to launch on Thursday.
A Twitter handle named "Bounce2016" posted the clip, which features a dog watching a kid bounce around a snowy garden on a space hopper. There's just a snippet of music, but rumors have broken in the music press that the soundtrack will be Randy Crawford's 1980 jazz hit "One Day I'll Fly Away" by British electronic group the Vaults. Other than that, the word is that Dougal Wilson, John Lewis's go-to Christmas ad director, has helmed the ad again, after taking a break last year when Kim Gehrig directed The Man in the Moon.
Meanwhile, others have been fooled by red herrings, both deliberate and accidental. Aldi managed to fool some people with teasers for its new Christmas spot featuring a CGI carrot (for example, tweeting "Orange is the New Man in the Moon" with clips of the carrot before the ad broke.) And high school student Nick Jablonka found his 'A' level coursework, which created his own version of a John Lewis festive spot, became a viral hit earlier this week, thanks to the YouTube title containing the words "John Lewis Christmas Advert 2016." It has now had almost half a million views.