THE new John Lewis Christmas advert has been released and captured the festive spirit by filming in one of Brighton's most deprived estates.

The television commercial is released to much hype each year and this time Whitehawk will be seen around the country again and again in the department store's big publicity piece.

Carlie Selling, of Wisten Road, was pleased to see her front garden in the advert.

She said: “We had a lovely day. The crew were really nice people and my little boy spent the evening playing in the fake snow.”

Ms Selling was compensated by the retailer for the footage, which shot during August in her front garden.

The advert, which had its first TV airing during Gogglebox on Channel 4 last night, was launched on social media yesterday morning.

It is described by John Lewis as telling the story of a “magical and unexpected connection between a little girl and a man who lives on the moon”.

The company said the heart of the narrative "demonstrates the power of connection and thoughtfulness at Christmas - a time of great joy, but also a time when some might find themselves alone".

After being launched on social media, users in Brighton identified the exterior shots as having been filmed on the Whitehawk estate, with users contacting one another to identify the exact locations in the advert.

Pinakin Patel, of Patcham, was excited when he saw the advert.

He said: “When the little girl throws a paper aeroplane out of a window, that’s a house I know well in Whitehawk.

“And some of the scenes I’m sure were filmed at the bottom of Wilson Avenue on the football pitches.”

John Lewis has partnered with Age UK to drive awareness and support for some of the million older people who can go for a month without speaking to anyone, and will be supporting the charity through marketing schemes and sales of selected Christmas merchandise.

The interior shots are reported as having been filmed at a house in Queen’s Park, London and part of the advert was shot elsewhere to look like it is on the moon.

Craig Inglis, Customer Director at John Lewis, said: "Our Christmas advert is once again all about going the extra mile to give someone the perfect gift. This year though, the story is told in a uniquely creative and engaging way as we see Lily, our heroine, go to great lengths to connect with the man on the moon.

“We hope it inspires people to find really special gifts for their loved ones and through our partnership with Age UK, raises awareness of the issue of loneliness amongst older people and encourages others to support in any way they can.”