The start of Christmas has also been known as the launch of the John Lewis advert, but some Twitter users are now complaining the retailer has accidently ruined the magic of Christmas with its latest campaign.

John Lewis's return to a more traditional heart-warming tone, after last year's Man on the Moon was perceived to be too melancholic by some viewers, was generally welcomed.

However, others have spotted an obvious problem with the new two-minute clip.

Buster the Boxer, the latest campaign estimated to have cost around £7m, tells the story of a little girl called Bridget and Buster her dog, who can't wait to try out the trampoline her parents got her for Christmas.

However, the father of the six-year-old can be seen bulding it on Christmas Eve and putting a bow on it in the garden, prompting many Twitter users to ask "Where is Santa Claus?"

One user said: "Don't let any kids see this advert it needs to be banned. Who are John Lewis to destroy the magic of Christmas everywhere for kids all over the world!"

While another commented:"Not feeling the new John Lewis ad. Plus is there a bit of Father Christmas controversy here?"

Twitter user Meghan Baker added: "The John Lewis advert actually made me laugh this year. But so sad that they're sending out the message to kids that Santa isn't real."

Of course, not all users agreed with one writing: "The world is in shambles and you're all mad because Santa didn't build the trampoline in the John Lewis Christmas advert...Calm down."

A spokesperson for John Lewis told The Independent: "We're sure Father Christmas also visited Bridget and Buster the night before, this is just an extra special gift from her parents because she loves to bounce." Last year, PayPal, the internet money transfer site, was accused of "ruining the magic of Christmas" by suggesting that parents are behind all the presents round the tree, rather than Father Christmas.

A cover of Randy Crawford’s “One Day I’ll Fly Away” soundtracks this year's advert.

John Lewis chose up-and-coming band Vaults to perform the slowed-down version of the song, following in the footsteps of Aurora, Gabrielle Aplin, and Tom Odell. They will no doubt be hoping that advertising agency Adam&Eve/DDB can work their magic and catapult them to the Christmas number one spot, as it has done with two of the seven previous songs picked for the John Lewis ad since 2009.

The retailer will make a donation to The Wildlife Trusts from the sale of soft toys of the characters which feature in the campaign.

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The charity will receive a donation from every £15 soft Buster or £12 soft wild animal toy sold in connection with the ad.

Craig Inglis, customer director at John Lewis, said: "2016 has certainly been quite a year, so we hope our advert will make people smile. It really embraces a sense of fun and magic, reminding everyone what it feels to give the perfect gift at Christmas."