As we eagerly await the release of John Lewis’ 2024 Christmas advert, we’ve taken a festive trip down memory lane, watching every past ad to get into the Christmas spirit. From heartfelt storylines to iconic soundtracks, we’ve rated each one based on creativity, emotions, and overall holiday magic.
The big question is: Can new creative agency Saatchi & Saatchi outdo last year’s hilarious Snapper the Venus Flytrap? Grab your hot chocolate as we dive into AdvertsUnwrapped’s top 10 John Lewis Christmas ads since 2007 and see which one truly captured Christmas!
10. The Beginner (2022)
🎵 All the Small Things, cover by Puddles Pity Party
At first, John Lewis’ The Beginner ad seemed like a lighthearted take on an older man learning to skateboard. But as subtle clues dropped, the emotional core revealed itself: he was preparing for the arrival of a foster child who also loves to skateboard. The heartwarming twist made it one of John Lewis’ most touching ads. Even better, the campaign raised funds for Action for Children and Who Cares? Scotland, supporting young people, especially those in the care system. A truly perfect ending. (Someone grab the tissues already!)
9. The Boy and The Piano (2018)
🎵 Your Song, by Elton John
Taking position 9 is the 2018 ad The Boy and The Piano. While we’re big Elton John fans, what truly moved us was its message about how a Christmas gift can change a life forever. Complimented by John’s first international Top 10 chart single ‘Your song’, it sure did give us goosebumps. Though less relatable than other John Lewis festive ads, it still earned a memorable place in our top 10.
8. Buster the Boxer (2016)
🎵 One day I’ll fly away, by Vaults
A dog on a trampoline? Hell-yeah. The 2016 ad, Buster the Boxer, certainly lacks the emotional depth of other John Lewis classics but who cares! Christmas is about joy and laughter, and this definitely brought us both. The ad captures the anticipation for Christmas day through a family’s pet dog enviously watching woodland creatures bouncing around on the new trampoline, a trampoline gifted to the little girl. When morning comes, and the girl runs outside, Buster hilariously beats her to it. Set to the song ‘One day I’ll fly away’, this sure did bring a smile to our faces.
7. Sweet Child O'Mine (2009)
🎵 Sweet Child O’Mine, cover by Taken by Trees
Rewind back to 2009 and John Lewis brought us Sweet Child O’Mine. We imagine this ad is probably less memorable than recent releases; however, its simplicity and heartfelt message laid the groundwork for the emotional depth John Lewis ads are now known for.
6. Monty the Penguin (2014)
🎵 Real Love, by Vaults
Another flippin’ great ad from John Lewis, was Monty the Penguin in 2014. The storyline showed us an adorable friendship between a young boy and his penguin. As Christmas approaches, the boy senses Monty’s loneliness and surprises him with a penguin companion on Christmas morning. We then discover that Monty is the boys stuffed toy, brought alive through his imagination. Monty was the first character-led advert that saw John Lewis release a variety of products, such as plush toys and books, marking the beginning of their Christmas character merchandise tradition. And what an lovable character Monty was!
5. The Bear & The Hare (2013)
🎵 Somewhere Only We Know, cover by Lily Allen
The Bear and The Hare takes number 5 because of it’s beautiful storybook-like animation, that sets it apart from any other John Lewis advert. This 2013 story follows a bear who has never experienced Christmas because he hibernates each winter. His friend, the hare, gift him an alarm clock to wake him in time for the festivities. If we were ranking the top John Lewis Christmas soundtracks, this ad’s would be up there as Lily Allen beautifully covers Somewhere Only We know.
4. Man on the Moon (2015)
🎵 Half the World Away, by Aurora
Man on the Moon made it to position number 4 for its tear jerking narrative – give us another box of tissues! The 2015 Christmas ad sees a young girl attempt to bring cheer to an old man stranded on the moon. As part of the campaign, John Lewis teamed with Age UK to raise awareness around loneliness. With this ad, John Lewis retained its title as the grandmaster of delivering emotional and magical creative.
3. Snapper: The Perfect Tree (2023)
🎵 Festa by Andrea Bocelli
It was refreshing to see John Lewis embrace a satirical twist in last years ad, Snapper: The Perfect Tree. Their usual tear-jerking formula is swapped for a 20ft Venus Flytrap—an unlikely Christmas tree—snapping at the family dog and spitting out presents. Scoring 5 stars from us at AdvertsUnwrapped, the race for the number 1 spot was incredibly close.
2. The Long Wait (2011)
🎵 Please, Please, Please Let Me Get What I Want, cover by Slow Moving Millie
Taking the silver medal, is the 2011 Christmas advert, The Long Wait. The audience follows a young boy eagerly counting down to Christmas Day, only to realise he wasn’t waiting for his own presents but to surprise his parents with a gift of their own. The ad perfectly captures the shared excitement and anticipation we all feel as Christmas Day approaches. Set to a tender cover of ‘Please, Please, Please, Let Me Get What I Want’ by The Smiths, this ad beautifully captures the selflessness and warmth that make Christmas truly special.
1. The Journey (2012)
🎵 The Power of Love, cover by Gabrielle Aplin
Securing the top spot in our John Lewis Christmas ad list is The Journey, the 2012 masterpiece that captures the very heart of the holiday season. This ad took audiences on an unforgettable adventure as a determined snowman braved harsh weather and treacherous terrain, all to find the perfect gift for his loved one. The sheer emotion woven through this story, set to Gabrielle Aplin’s beautiful cover of The Power of Love, delivered goosebumps and tears alike, creating an ad that resonates long after it ends.
The Journey is not only a visual treat, with stunning scenes and compelling storytelling, but also a celebration of the lengths we go for those we love. Its warmth, charm, and universal message of devotion make it a timeless piece, earning its well-deserved position as our number one John Lewis Christmas advert.
