The John Lewis Christmas advert signals the official start of Christmas. For most, anyway. The phenomenon of the big budget, tear-jerking, totes emosh Christmas advert began in 2011 with The Long Wait. Remember? It was about a cute little boy impatient for Christmas Day so he could give his parents a gift. Since then, other brands have followed with similarly heart string-yanking ads, but the John Lewis ad is still the most highly anticipated of the year.
With soundtracks provided by the likes of Lily Allen covering Keane's Somewhere Only We Know and Ellie Goulding doing Your Song by Elton John, John Lewis's ad agency Adam & EveDDB has traditionally gone down the sickly (maybe that's just this writer) sweet route. But, last year, the tone was emphatically upbeat and followed the story of a young girl, four animals and a dog, who receive a trampoline for Christmas.
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Watch the 2017 John Lewis Christmas advert below and then compare it to some of the best John Lewis ads from the last decade and prepare to be overcome with Christmas spirit.
John Lewis Moz The Monster 2017
Set to Golden Slumbers by Elbow, the 2017 John Lewis Christmas ad tells the story of a little boy being kept awake at night by an imaginary monster under the bed, Moz the Monster. It's directed by directed by French director Michel Gondry who's best known for films Eternal Sunshine of the Spotless Mind, The Science of Sleep and The Green Hornet. Watch the ad below and see what you think...
John Lewis The Long Wait, 2011
This was the year that John Lewis pulled out the big guns.
John Lewis The Journey, 2012
A heartwarming tale of a snowman travelling across all kinds of terrain to find the perfect gift for his snowlady wife. Cute. The soundtrack was provided by Gabrielle Aplin, who covered The Power of Love, and this was the first John Lewis advert song to go to number one.
John Lewis The Bear and The Hare, 2013
Lily Allen's beautiful cover of Keane's Somewhere Only We Know plus a hibernating bear who'd never seen the joys of Christmas before? Winning combo.
John Lewis Monty the Penguin, 2014
The story of a little boy trying to find a partner for his pet penguin really captured the nation's hearts and to this day has had nearly 28 million views on YouTube.
John Lewis Man on the Moon, 2015
Almost 29 million YouTube videos later, 2015's advert about a lonely old man living alone on the moon is the most viewed ad so far. With the strapline: "Show someone they're loved this Christmas" was made with Age UK and cost £7 million to make.
John Lewis Buster the Boxer, 2016
Last year's offering was a departure from all the feels and was about a dog who loved trampolining.