In case you were living under a rock... The John Lewis Christmas ad was released this week.
Social media was awash with hot takes on
Excitable Edgar and there were close to 5,000 replies to the original tweet.
The one problem with that particular trending topic is that the Twitter handle of the John Lewis store is not
@JohnLewis. No, that handle has belonged to a Computer Science lecturer from Virginia, USA since 2007.
Every festive season, @JohnLewis is inundated with social media messages from people giving their opinions on the annual advert.
He sees the funny side of it and responded to the release of this year's effort with: "Well, I didn't have anything planned for today anyway."
https://twitter.com/johnlewis/status/1195005880003125249
Mr Lewis gets a bit of a kick out of the fact that the vast majority of Twitter-users trying to contact the retail brand are tagging the wrong account.
https://twitter.com/johnlewis/status/1195009794530258944
But credit to John Lewis, the retail giant, because they felt the need to reach out to their namesake in the hope of compensating him for the thousands of notifications he receives every winter.
Mr Lewis has revealed that he received a goodie bag from John Lewis & Partners, complete with a Google Home Hub, a cashmere scarf/hat set, chocolate Edgars, a tin of Quality Street chocolates and more.
https://twitter.com/johnlewis/status/1195437829993762816
https://twitter.com/jlandpartners/status/1195451770207649792
