John Lewis Christmas advert 2014: When can we see Monty the penguin on TV?

The anticipated ad will be hitting TV screens during Gogglebox on Friday

Monty the Penguin will reach living rooms when the John Lewis Christmas advert airs on Friday night

The new John Lewis Christmas advert premieres on social media today, featuring an adorable little boy and his even cuter penguin friend.

But when will "Monty's Friend", the £1 million sequel to last year's "The Bear and The Hare" reach living rooms and leave us all reaching for the tissues?

Well, viewers of Channel 4's Gogglebox will be the first to see the full 120-second version on TV, when it airs during the show’s ad break this coming Friday night.

Watch the 2014 John Lewis advert

Reports suggest that it might also be shown during the ad breaks of The X Factor on Saturday, so watch this space.

Earlier this week, a Channel 4 teaser clip showed the first glimpse of Monty seemingly riding a bus around London.

The basis to the ad is as follows: Sam is playing football and hide and seek with his BFF Monty but the penguin is still sad and lonely because he wants a "special friend".

So, on Christmas Day, Sam gifts Monty with a new penguin friend called Mabel, as Tom Odell’s rendition of John Lennon's "Real Love" provides the soundtrack to our weeping.

Naturally, there is a special Twitter hashtag for the ad, #MontyThePenguin. So, expect plenty of live reactions as the world comes together for a collective "awww" and the countdown to Christmas officially begins.

Read more: From Tom Odell's one star NME review to scoring the John Lewis advert