November’s just begun, but there may already be a winner for best holiday commercial.

British department store chain John Lewis has released its Christmas advertisement, and it’s all about Monty the Penguin. Monty and his friend Sam spend just about all their time together, and the advertisement proves that adorable kids + adorable animals + Christmas is a recipe for making the room you watch the commercial in suddenly fill up with dust.

John Lewis isn’t stopping there with Monty, though: The chain has a whole marketing campaign centered around the cute penguin. Though if you’d rather preserve his memory as not a tool for commerce but rather a warm reminder of the power of childhood imagination, that’s okay too.