John Lewis’ Christmas commercial is a much-anticipated tradition.
Every year, thousands of fans gather around their TVs to catch the latest movie, before sharing it with friends or, in recent years: broadcasting their opinions online.
John Lewis ads began in 2007. You can see every one of them here.
2020: GIVE A LITTLE LOVE
Last year’s campaign was set in a Covid-free environment and features light-hearted scenes of flying snowmen, gigantic Christmas crackers, and a hedgehog who dreams about becoming a pigeon.
The two-minute commercial, released on social media at 7am today and premiering on TV this weekend, shows how small acts of kindness can alleviate loneliness and bring joy to people who are quietly struggling.
The advert is told through nine interconnected vignettes. It shows how a chain reaction of good acts can change someone’s life in small but significant ways. Each scene is created in a different style: from hand-drawn animation to claymation or cinematography.
The idea was inspired from the random acts of kindness that spread across the country at the beginning of lockdown.
The advert split opinion with some viewers saying it’s’moving’ and is a ‘just the thing we need’. Others claim it’s weak and misses the mark.
The retailer’s first original soundtrack this year is A Little Love by Celeste, a Brit Award-winning singer of soul. Two charities will be highlighted by the campaign with part of the proceeds.
2019: EDGAR THE DRAGON
2019’s offering featured Edgar, an exuberant, accident-prone dragon who lives in a mythical frozen village with Ava, his red-headed best friend.
The hilarious and heartwarming ad shows how the couple had to put out their disastrous fire-breathing. After it threatened to destroy the holiday season, a huge Christmas tree was lit and a snowman was destroyed.
This is the first time that the department store has teamed up with Waitrose to create a festive commercial. The 2018 commercial, which featured Elton John, was met with mixed reactions. It charted his rise to adulthood, and the new ad seems to be a return back to formula.
2018 – The Boy and The Piano
The retailer ended a decade-long tradition of heart-warming tearsjerkers featuring adorable animals and children last year when it featured Sir Elton John as its Christmas ad.
It charts the rise of the singer from humble beginnings into fame and fortune.
The mini-biopic was set to his 1970 hit Your Song and showed how one present could change a life. It ended in Elton, a four year old, opening his first piano on Christmas Day 1951.
The £7million advert then cutsto the emotional 71-year-old playing the same instrument while thinking about his mother Sheila, who died in 2017 aged 92, followed by the slogan: ‘Some gifts are more than just a gift’.
Some thought it was too focused on the singer and not Christmas.
Fans were also disappointed by the fact that cuddly stars Montie, the penguin, and Moz, the monster were axed in favor of a celebrity-endorsed campaign.
2017 – Moz The Monster
2017’s effort featured a story about a boy who meets the monster under his mattress. The music was a cover of The Beatles’ Golden Slumbers by Elbow.
It left viewers in tears as the mischievous and flatulent Moz and his relationship to a seven-year old soulmate was revealed. Fans compared it with Disney’s Monsters Inc.
The giant furry monster with a bulbous nose, wonky teeth and a love of snoring, jumped out from under the bed every night to play with companion Joe in a festive tale making many laugh and cry.
The 7-year-old boy is played by Tobias and Ethan, twin brothers from London. He is initially scared when he sees the pair of huge eyes peering through his bed.
But the two unlikely friends are shown sharing games, playing piggyback and Scalextric in his bedroom – all without mum, dad, or older sister finding out.
2016 – Buster, The Boxer
The 2016 edition featured Buster, the Boxer, and his trampoline antics.
John Lewis stated that the advertisement in which the dog beats a young girl to her toy, played by Biff, five years old, was their attempt at cheering up Britain after a tough year.
The advertisement told the story about Bridget, a little girl who loves to jump.
Her father and mother buy her a trampoline. They work while she sleeps to make it. The trampoline is hidden in the garden for her surprise Christmas Day surprise. The trampoline is used by a variety animals as the snow falls, while the Boxer watches idly through the window.
The next morning Bridget sprints out to use it for the first time but her joy turns to shock as cheeky Buster has the last laugh and uses her new toy before her.
2015 – Man On The Moon
In 2015, there were lonely Man on the Moon is shown to viewers sitting by himself on a bench, completely unaware that he is being observed by the youngster back down on Earth
Jean, a 77 year-old French actor, plays the elderly man. In the background, the Oasis song Half the World Away, performed in mournful by Aurora, a 19-year old Norwegian singer, is played.
She tries to send him an email but it is futile. Meanwhile, he continues to be unaware that anyone cares about his welfare and sits on a bench, staring at the Earth.
Finally, a gift appears from the sky. It is carried by party balloons. On Christmas morning, the old man unwraps the present to reveal a vintage scope.
It helps him spot Lily. When he realizes that someone loves him, his eyes are filled with tears.
2014 – Monty The Penguin
2014 John Lewis hoped that the penguin-boy bond would capture the imagination of the public.
The festive commercial featured Sam, a seven-year-old boy, played by Rhys Edwards, a Hertfordshire actor, and Monty, his friend.
Monty realizes that he longs for a penguin friend. On Christmas morning, Sam surprises Monty by giving him Mabel, a penguin friend.
The soundtrack was John Lennon’s Real Love song, performed by Tom Odell.
2013 – The Bear And The Hare
In 2013, the £7million Disney-inspired advert told the story of a selfless hare who is determined to make sure his best friend, a bear, doesn’t miss Christmas for once.
The commercial tells the story about two best friends, a bear, and a horse, who are sad to think that they will be separated for Christmas.
As winter draws in, the story opens and the excitement of preparing Christmas begins.
As the first snowflake falls and lands on the bear’s nose, the hare starts to feel sad because he realises his friend will soon go off to hibernate, so – as usual – missing Christmas.
The bear is eager to join in but eventually realizes he can’t keep his winter sleep from ending and runs into his cave.
Viewers can see the bear asleep while other woodland creatures get excited about what lies ahead.
The hare is missing his friend, and he finds it increasingly difficult not to join in the preparations. He has an amazing idea for a very special gift.
He disappears off in to the wilderness to return with the gift – an alarm clock – which wakes the bear just in time to gather around a beautifully decorated tree to celebrate with all his friends.
2012 – The Journey
The 2012 Christmas ad, The Journey, shows how far some will go to find the perfect gift for someone they love.
The commercial is 90 seconds long and opens in a snow-covered backyard with children making snowmen and snowwomen.
The snowman mysteriously vanishes the next day, and the viewer is transported to a magical realm, where he takes the viewer on an epic journey across rivers, mountains, roads, and cities.
The reason for the snowman’s secret trip is not revealed until the last scene. He returns to his wife with gifts on Christmas morning.
Gabrielle Aplin sings The Power Of Love as the soundtrack.
2011 – The Long Wait
John Lewis’ 2011 advert featured a young boy who was excited about Christmas.
He eagerly counts down to December 25, leaving viewers to imagine that he is excited about receiving presents.
But, it turns out that he really couldn’t wait for presents to be given to his parents.
It was accompanied by a cover version of Please Please Let me Get What I Want’ by The Smiths.
2010 – A Tribute For Givers
TIn 2010, people chose and wrapped their gifts in preparation for the big day. Ellie Goulding sings Your Song.
Many people hide their presents in a furtive manner.
Parents hide a rocking horse upstairs, while their children are asleep. A mechanic struggles to wrap a spotted Teapot. A small boy braves the snow in a dressing gown to hang a stocking from his dog’s kennel.
2009 – Sweet Child O’ Mine
2009 was the first of the store’s Christmas campaigns created by advertising agency Adam & Eve.
It was also the first time that a current artist had a musical cover of Sweet Child O’ Mine, which was performed by Taken By Trees.
The ad features children opening gifts for adults such as a laptop, coffee maker, and handbag.
It’s followed up by the tagline, “Remember how Christmas used be?” Give that feeling to someone.
2008 – From Me To You
The tagline of the 2008 version is “If you know someone, you’ll be able to find the present.” It shows a series characters followed by a matching present.
The soundtrack is a cover version of From Me To You by The Beatles, recorded for the campaign.
It featured vocals by Matt Spinner (a member of John Lewis IT and its music society).
2007 – Shadows
John Lewis’s first Christmas ad shows people stacking a pile with potential gifts.
The shadow ends up looking like a woman walking her dog in the snow.
It comes with the tagline: “Whoever you are looking for this Christmas.”