Captain Tom Moore is wanted for this year's John Lewis Christmas advert.
Captain Tom Moore
The company behind the retail giant's traditional festive campaign, Adam&EverywhereDBB, are said to have been pitching ideas involving the 100-year-old war veteran after he raised more than £33 million for the NHS.
An insider told The Sun newspaper: "Tom's fundraising touched the nation and going forward he will remain a figurehead of what was good during the pandemic.
"For many Tom became totally unifying and those working on the campaign for John Lewis' next advert want to join in that celebration.
"The coming together of the nation during this unprecedented crisis is one of the theme's being explored and of course Tom is at the heart of that."
While his potential participation in the annual commercial - which has become a hotly-anticipated television event - isn't set in stone, it seems Tom could be in line for another moment in the spotlight.
The source added: "It's very early stages and the inclusion of Tom's incredible record is very much still just ideas being pitched around.
"But after tapping into the public's psyche it seems Tom is very much going to be man of the moment for a long time to come."
In previous years, the John Lewis ad has featured the likes of Sir Elton John, and last year's effort centred around lovable dragon Excitable Edgar.
Reports of Captain Tom's involvement come after it was revealed he will be awarded a knighthood for his fundraising efforts.
He wrote on Twitter: "I am absolutely overwhelmed. Never for one moment could I have imagined I would be awarded with such a great honour.
"I'd like to thank Her Majesty The Queen, the Prime Minister and the Great British public. I will remain at your service...
"This started as something small and I've been overwhelmed by the gratitude and love from the British public and beyond.
"We must take this opportunity to recognise our frontline heroes of the National Health Service who put their lives at risk every day to keep us safe. (sic)"