Whether you love or hate them, you can’t escape this new tradition. So let’s take a look at how John Lewis developed their ads over the last 16 years…
John Lewis Christmas Advert 2023 - Snapper: The Perfect Tree
At last! It’s refreshing to see John Lewis take a satirical approach to their latest ad, Snapper: The Perfect Tree. Their blatant past mission to make viewers blub has been replaced with a 20ft Venus Flytrap – and wannabe Christmas tree, snapping at the family pooch and regurgitating presents.
2022 - The Beginner
John Lewis uses its biggest moment of the year to spotlight the launch of the ‘Building Happier Futures’ programme, improving the lives of hundreds of thousands of kids in care in the UK. Set to the tune of Blink-182‘s All The Small Things, the ad shows a dad-type learning to skateboard.
2021 - Unexpected Guest
Unexpected Guest unfolds a heartwarming tale of newfound friendship amidst the magical backdrop of the holiday season. In this enchanting narrative, a young boy named Nathan crosses paths with a space traveler named Skye, leading to whimsical adventures that capture the essence of experiencing the magic of Christmas for the very first time.
2020 - Give a Little Love
2020 was a tough year for all, but John Lewis' Give a Little Love tugged on our heartstrings with its beautiful storytelling. Through the combination of live action and animation, the ad encapsulates the essence of kindness and community. With the animated characters spreading love through small gestures, it reminds us of the power of connection and generosity.
2019 - Excitable Edgar
Edgar, a delightful but clumsy dragon, struggles with his fiery nature, causing chaos in his village's holiday celebrations. With the help of a friend, he learns to embrace his uniqueness. Accompanied with one of our favourite soundtracks of the John Lewis collection, Excitable Edgar really did bring out the Christmas spirit.
2018 - The Boy and The Piano
The Boy and The Piano captured hearts with its poignant story. It traced the extraordinary musical journey of the legendary Elton John, starting from the humble gift of a piano as a young boy. It was a touching tribute to the power of music and the cherished memories it creates.
2017 - Moz the Monster
In John Lewis's tender Christmas advert, "Moz the Monster," a young boy discovers a friendly, large-eyed monster, Moz, living under his bed. Their nightly antics unfold into a heartwarming tale of friendship. As Christmas approaches, a thoughtful gift exchange epitomizes the essence of giving, leaving viewers with a warm, fuzzy feeling.
2016 - Buster the Boxer
The John Lewis 2016 Christmas advert, "Buster the Boxer," tells a charming and joyful story of a family's backyard surprise. As various animals take turns bouncing on a new trampoline, Buster the Boxer steals the show with his enthusiastic leap. The ad captures the spirit of holiday fun and excitement.
2015 - Man on the Moon
Using her telescope, a young girl spots a lonely elderly man on the moon. So he can see he is not alone, she sends him a telescope of his own. Set to a endearing rendition of Oasis's "Half the World Away" by Norwegian artist Aurora, and with a partnership with Age UK, this advert has become one of our highest-rated Christmas campaigns.
2014 - Monty the Penguin
The two-minute film, created by long-time Christmas ad partner adam&eveDDB, tells the heartwarming story of an unexpected friendship between a boy named Sam and his best friend, Monty the penguin. Although Monty enjoys his time with Sam, he feels lonely and longs for a penguin companion, which Sam lovingly gifts him for Christmas.
John Lewis Christmas Ad News
As we eagerly await the release of John Lewis’ 2024 Christmas advert, we’ve taken a…
https://www.youtube.com/watch?v=PYNEcHIutSU Saatchi & Saatchi’s work kicks off a trio of ads for the brand, leading…
The John Lewis Partnership (JLP) has appointed Saatchi & Saatchi as its new creative marketing…
https://www.youtube.com/watch?v=fhMRbAYekVUIt’s the moment we’ve all been waiting for, with British retailer John Lewis confirming a…
Every John Lewis Christmas Advert
John Lewis Christmas adverts are a heartwarming signal that the festive season has begun in the UK, with their debut each year eagerly anticipated. Each ad typically features a poignant narrative, an emotive soundtrack of cover songs by renowned artists, and a strong message of love, kinship, or thoughtfulness. Notable examples include 2014’s “Monty the Penguin” and 2015’s “The Man on the Moon,” which highlighted themes of friendship and showing love at Christmas.
Recent years have continued this tradition. In 2019, the ad “Excitable Edgar” featured a dragon who couldn’t contain his fiery breath, threatening to ruin Christmas until his friend found the perfect solution. The soundtrack was a cover of REO Speedwagon’s “Can’t Fight This Feeling” by Bastille with the London Contemporary Orchestra. The following year, in “Give A Little Love,” the message was about the ripple effect of kind acts, underscored by a specially commissioned song by Celeste.
In 2021, “An Unexpected Guest” showed a young boy’s encounter with an alien, teaching her about Christmas customs, set to a cover of “Together in Electric Dreams” by Lola Young. The 2022 advert “The Beginner” depicted a man learning to skate to bond with his adopted daughter, accompanied by a version of Blink-182’s “All The Small Things” by Postmodern Jukebox.
Each advert from John Lewis manages to capture the essence of the season while also supporting various charitable causes, making their release a highlight of the Christmas countdown.