Every year, the arrival of the John Lewis Christmas advert marks the true beginning of the festive season for many. Ever since the retailer debut its first Christmas commercial back in 2007, the ads have become much more than simple marketing tools; they've turned somewhat of a British cultural phenomenon. With each new release, viewers eagerly await the emotional storylines set to touching cover songs, aiming to tug at the heartstrings. This year's offering, titled “The Gifting Hour,” continues the trend, showcasing the often frantic quest for the perfect holiday gift.
It's hard to pinpoint exactly when John Lewis's holiday advertisements firmly established themselves as annual traditions. Perhaps it was in 2010, when Ellie Goulding's cover of Elton John's “Your Song” became the tune everyone hummed long after the holiday festivities ended. Or maybe it was 2013 when the enchanting tale of “The Bear and the Hare” captured hearts with its adorable animation and poignant message. Regardless, the buzz surrounding each new installment has become part of the seasonal charm.
This year's narrative, “The Gifting Hour,” tells the touching story of two sisters, Sally and Lauren. Set against the backdrop of the familiar last-minute rush to snag the perfect Christmas gift, the advert whisks viewers away on a nostalgic adventure. Sally, frantically searching for the ideal present, tumbles through a magical wardrobe, reminiscent of C.S. Lewis’s The Chronicles of Narnia, leading to memories of her sister at different stages of life. From childhood moments of innocence to Lauren’s triumphs and struggles as she journeys through adulthood, the ad captures the essence of familial love. It culminates with Sally realizing the secret to finding the perfect gift is simply knowing where to look.
While this year's ad aims to tug at heartstrings, it is intriguing to glance back at the previous endeavors of John Lewis and rank these festive narratives based on their emotional impact, storyline creativity, and musical arrangements. So, without future ado, here’s how the John Lewis Christmas adverts stack up, from the less impactful to the most beloved.
18. From Me To You (2008)
Before the magic began, 2008 brought “From Me To You,” which lacked the emotional depth later ads would capture. The storyline focused on various individuals unwrapping their ideal gifts, accompanied by The Beatles’ cover sung by none other than Matt Spinner, a member of John Lewis’s own IT department. While it introduced the theme of gift-giving, the overall message fell flat for those expecting the sentimental storytelling John Lewis became known for.
17. Shadows (2007)
This first venture was more of a conceptual piece, employing playful artistry to create shadow figures using various department store items. Although visually interesting and set to Sergei Prokofiev’s classical tones, it didn’t deliver the emotional resonance the spectators craved. The tagline, “Whoever you’re looking for this Christmas,” felt somewhat vague, missing the personal touch of subsequent offerings.
16. Sweet Child O’ Mine (2009)
This ad succeeded at capturing the joy of Christmas through the eyes of children, showcasing kids unwrapping gifts typically meant for adults. The melancholic rendition of “Sweet Child O’ Mine” by Taken By Trees set the perfect backdrop. Yet, it still remained more focused on materialism than on the meaningful connections behind gift-giving.
15. Moz the Monster (2017)
Back to the 2017 spot featuring the charming yet potentially creepy character, Moz, the monster under the bed. The story revolved around the bond created between the boy and this imaginary creature who turns out to be his night-time friend. Although it had its adorable moments, it garnered mixed reviews, as some viewers found the look of Moz off-putting. Adding controversy, the creator Chris Riddell accused John Lewis of borrowing from his illustrated book, which branded the ad with additional scrutiny.
14. The Gifting Hour (2024)
This year's narrative combines imaginative storytelling with the relatable stress of holiday shopping. With visuals drawing you deep inside the world of John Lewis, the ad thrives on nostalgia as it connects Sally to her sister through time. Set to The Verve’s “Sonnet,” the music enhances the experience without overshadowing the heartfelt message. While the product placements feel overt, they offer authenticity to the brand’s depiction of holiday gift-hunting.
13. The Boy and the Piano (2018)
Unforgettable, too, is the Elton John-starring 2018 ad, which showcased his life and career, all sparked by receiving his first piano as a child. Set to his own song “Your Song,” it worked as both nostalgia and a subtle plug for his musical legacy. The clever integration of such personal storytelling bridged the gap between artistry and commerce.
12. The Man on the Moon (2015)
This whimsical yet poignant narrative features a little girl reaching out to the lonely old man on the moon. The storyline, underscored by Aurora’s haunting cover of “Half the World Away,” carries tones of longing and connection. While it succeeds at eliciting tears, its somewhat darker underlining theme of loneliness nudges the viewer to reconsider the very definition of Christmas giving.
11. The Feeling (2009)
Another nostalgic exploration appeared through various children unwrapping adult gifts, leading to reflective moments of youth. The cover of “Sweet Child O’ Mine” brought forth rich nostalgia, yet the predictable execution felt formulaic compared to ads to follow.
10. Excitable Edgar (2019)
Edgar, the playful dragon, was introduced as he struggles with his excitement and inadvertently causes chaos around him. Despite its humor, the underlying message about acceptance shone through. The subsequent moral of embracing one’s uniqueness sweetened its reception, bolstered by the catchy cover from Bastille.
9. The Journey (2012)
This rut-busting narrative ventured outside norm, allowing viewers to follow a snowman traversing distances to get gifts for his beloved snowwoman. Though its cuts and transitions can seem eerie at times, particularly with the alluring soundtrack, it lingers to resonate within the festive full-circle tale.
8. The Bear and the Hare (2013)
Non-stop adorableness prevails with the heartwarming connection between the bear and hare, depicting the quintessential worries of potential separation during hibernation. This animated story boasts beautiful craftsmanship, merging visual beauty with touching notions of friendship. Yet, for some, the Lily Allen cover detracted from the poetic charm.
7. Monty the Penguin (2014)
Buoyant and playful, 2014's Monty stole hearts again through Christmas magic, connecting young boys with their imaginary friends. The required marketing push felt excessive, pushing several to roll their eyes. Still, Monty’s endearing antics made it difficult not to root for such innocence.
6. The Long Wait (2011)
Turning the narrative on its head, this ad highlights the excitement of anticipation as it portrays children, brimming with joy, hurrying to unwrap presents. Still, the shot of the boy selflessly waiting to present his gift to his parents struck as incredibly moving and smartly rewritten the narrative of Christmas expectations, tackling the ‘what it means to give’ concept.
5. Buster the Boxer (2016)
Buster's playful tale of trampoline-filled escapades shone like sunlight across dreary January days. The comedic twist on furry friends finding joy through human gifts resulted in laughter and happy vibes. The soundtrack's humorous drops, paired with all wildlife bouncing, kept smiles high, making this ad more than just seasonal marketing.
4. A Tribute to Givers (2010)
Perhaps overshadowed by controversy, the classic “A Tribute to Givers” ad is ingrained as one of the all-time favorites. It saw a child bravely taking on the snow to deliver his pup's gift and inadvertently led to the broader debate of responsible pet ownership during winter, generating both outrage and affection among the viewing public.
3. An Unexpected Guest (2021)
Defying expectations, this ad introduces viewers to the whimsical meeting of the child and alien, sharing the revelry of Christmas. A sweet message enfolded, inviting critique of societal norms, especially surrounding representation, yet creating spark through creativity.
2. The Beginner (2022)
This insightful narrative shines through meaningful moments among daddy-daughter bonds formed around the challenge of learning to skateboard. The heartwarming reminder shines through the dedication required to connect and bond amid adversity, winning the prowess among viewers with thoughtful urgency.
And the winner is....
The 2010 classic, “A Tribute to Givers,” remains unparalleled, weaving layers of complex storytelling with genuine societal reflectiveness, nostalgia, and heartfelt connections. With each cumulative entry, it reflects upon the essentials during holidays, epitomizing the sheer emotion behind charitable giving and thoughtfulness.
While opinions may vary on which ads resonate most deeply, there’s no denying the power and influence John Lewis has had on holiday spending and emotional advertising. Each ad continues to symbolize the timeless spirit of Christmas—with memories tied through stories and melodies fostering togetherness among those we hold dear. Here’s to another year, as the festive tradition evolves but remains rooted firmly at the heart.
