First there was the John Lewis' Christmas ad, then there was Aldi's tale about the adorable carrott and now there's Homestore and More.
At least around Christmas season you are prepared when television advert reduces you to tears - we really weren't expecting it in the middle of the summer.
The advertisement, produced by Banjoman Films in Dublin, tells the story of a widower in the days up to his retirement.
Although the entire ad is only two minutes long, it’ll make you feel like you were on some sort of emotional journey.
Too much? Just watch:
Don’t say we didn’t warn you.