Wes Anderson, the writer and director of films including Rushmore, The Grand Budapest Hotel and The Royal Tenenbaums, has created a four-minute short film for retailer H&M starring Adrien Brody.
Like Anderson's The Darjeeling Limited, the Christmas ad is set aboard a sleeper train, on which Brody plays the conductor.
The train has run in to problems travelling through a wintery landscape, meaning its passengers won't make it home for Christmas - so it's up to the train staff to make the best of it for those separated from their loved ones.
With Anderson's trademark symmetry and composition, it looks fantastic and packs a real emotional punch, and viewers have been heaping on praise via social media:
Wes Anderson is so good. The H&M ad is the best of the year.— Josh Hood (@starkador) November 28, 2016
Well this is rather lovely I want Wes Anderson to direct all my Christmases. https://t.co/2NLiiu5rVw— Charlotte McManus (@char_mcmanus) November 28, 2016
Ad agency Adam&Eve/DDB - the firm behind the John Lewis Buster the Boxer campaign - worked on the spot, which marks a big shift from H&M's Katy Perry-starring Christmas ad of 2015.
Brody said: "This story may resonate more than ever at a time in the world where we could all do with giving a stranger a hug."
Pernilla Wohlfahrt, H&M's head of design and creative director, added:
"The winter train ride, under Wes Anderson's direction, is the perfect setting for H&M's holiday collection full of relaxed, wearable elegance. It's about mixing the informal with a sense of occasion, capturing the holiday mood for both dressing up and getting cosy with loved ones."