Laura Jayne Lines said: “OMG has anybody seen the new @jlandpartners advert. Absolutely fantastic, was smiling all the way through it! Well done!”Not everyone was impressed though, thinking the department store was just being a little premature with its Christmas advert.Lyndsay Lloyd tweeted: “Got rather confused at the new John Lewis advert. Fell asleep in September and it felt like I woke up in December #nomorenaps.”Another Twitter user wrote: “So that John Lewis advert: does Brexit mean we are having Christmas in September?”View latest offers from John Lewis Anyone else sat there mesmerized by the John Lewis/ Waitrose advert on channel 4? 😂 #GBBO #WhatIsGoingOn pic.twitter.com/hmqgVs39Ru— Bethany Callbutt (@BethanyCallbutt) September 4, 2018 In June, John Lewis warned that its half-year profits will be “close to zero”, while profits for the full year will come in “substantially” lower than last year, raising alarm over its trading.The store declined to put a price on the production but its budget in previous years saw the firm spend around £1 million on putting each campaign together and another £6 million on television slots.One Twitter user said: “An hour behind everyone on catchup but WOW! Paid more attention to the advert than I have been to #GBBO”. Absolutely love the new #JohnLewis Ad, who needs Christmas ad wars when they just knock an ad like that in September 🙌🏼 Clever marketing, Queen & cute kids, what’s not to love 💞 @waitrose #waitrose #JohnLewisAndPartners #johnlewisadvert— Vicky Miller (@Millerbird78) September 5, 2018 Janice Birch posted: “Waitrose & John Lewis advertisement! Set quite a challenge for all school drama & music teachers: fab classic.”Caroline Greenwood wrote: “John Lewis are pretty much peaking on the ad front right now … what an earth are they gonna do for Christmas?!” Another said: “Good luck topping that at Christmas without getting the actual Queen involved #nothingbeatsbohemianrhapsody.” A new advert from John Lewis to mark its major rebrand melted the hearts of viewers on Tuesday night as many took to Twitter to praise the incredibly detailed 90-second clip.But some were left scratching their heads as to whether the Christmas advert had come early when it aired during a break in The Great British Bake Off on Channel 4.It took five days to film the advert, which had 82 children in the cast and 11 adults.The advert celebrated the rebrand the veteran department store has undertaken in a bid to boost its fortunes during a difficult period for all high street traders.It sees the John Lewis department store chain and supermarket Waitrose dubbed John Lewis & Partners and Waitrose & Partners. Want the best of The Telegraph direct to your email and WhatsApp? Sign up to our free twice-daily Front Page newsletter and new audio briefings.