Twitter's UK Christmas ad features the man John Lewis inconveniences every year

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Each year, however, patrons of the retail store tweet at a man named John Lewis to discuss the advert. Now Twitter UK has chose to mark the annual mass misunderstanding with a seasonal spot to rival the department store's big budget creative.

Virginia lecturer John Lewis has offered his side of the story this year as he has released a Christmas advert with the Twitter Christmas UK account poking fun at the situation. To make up for this Twitter UK chose to celebrate him and made him his own advert, #NotARetailStore.

Joe Mackay-Sinclair, founder and creative director of The Romans said: "The perennial story of @JohnLewis patiently replying to tweets is one that has delighted the United Kingdom for years and truly captures the spirit of Christmas".

John Lewis said: 'I think it's hilarious that people mistake me for the United Kingdom store and I do my best to direct them to the right place.

However, that didn't stop John Lewis from jokingly insinuating on Twitter that they had been betrayed by Waitrose, prompting another joke response from Waitrose.

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Another Englishman, Matt Wallace , is also only two adrift as he seeks his fourth win of the season. If not, I still want to finish next season feeling like I'm a better player".

The ad - which was filmed in John's home home in Blacksburg, Virginia - pays a tribute to the many past successful John Lewis and Partner's Christmas ads, as around the room John is sat in you can see a telescope, a miniature moon ornament, Monty the Penguin and Buster the Boxer. I see a massive spike in tweets at this time of year and I always watch the John Lewis advert, especially as it becomes a huge part of my Twitter conversation. The platform has branded the campaign #NotARetailstore in a nod to the comment on Lewis' bio.

"I find it absolutely fascinating that Twitter UK has chosen me to star in their Christmas film". Your call is very important to us.

"Hopefully people will be kind about my acting skills".

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