Paddington Bear steals the show in the 2017 M&S Christmas advert

Over the past few years, retailers have seriously upped their games when it come to Christmas advertising campaigns – and this year is no different.

Marks and Spencer has just released its 2017 Christmas advert, starring none other than everyone's favourite marmalade-loving Peruvian, Paddington Bear.

Focused around a case of mistaken identity, the heartwarming clip follows Paddington as he accompanies a burglar around his neighbourhood, after he mistakes him for the real Santa.

Together, the unlikely pair make their way across the London suburbs, returning gifts before morning strikes.

Between sleigh rides and mince pies, the duo eventually manage to deliver all the presents back to their rightful owners, and even manage to to witness the joy on the faces of one family as they discover what Santa has left.

In the end, the thief realises the error of his ways and graciously accepts Paddington's gift of a marmalade sandwich – (spoiler: this is when the tears roll in).

The 90-second advert coincides with the release of Paddington 2, which is set to hit Irish cinemas this Friday, November 10.

You can check out the full clip below:

We're not crying, you are!