A pair of unknown French actors, Alice Isaaz and Thomas Vernant, play the love-struck couple, one of whom lives in the 1920s, the other in the present day.
Like previous years' John Lewis ads, the song used is another cover track. Here Paloma Faith takes on INXS's "Never Tear Us Apart".
The modern-day narrative in the 90-second spot was shot in London, while the 1920s scenes were filmed in Prague.
The ad was created by Adam & Eve/DDB. Adam & Eve was responsible for John Lewis's Christmas ad last year (the one with the little boy – sob) and was bought by DDB in May for £55 million, just four years after being founded.
John Lewis has spent almost £7 million on the campaign, but you won't find the outfits featured in-store. John Lewis ads are all about selling the brand, not specific clothing.