John Lewis Christmas ads: how they evolved from 2007 to 2013

2007: 'Shadows' (starts at 00:06)

Now that it's become such an institution, it's hard to believe that John Lewis's first Christmas commercial was broadcast just six years ago. Right from the get-go, they were looking to distinguish themselves from other retailers and Michael Gracey's clever, elegant-looking film seemed to promise a more refined retailing experience.
Agency: Lowe London
Director: Michael Gracey

2008: 'From Me To You' (starts at 01:11)

The following year, John Lewis introduced the gentle cover versions that have become a central dimension of the campaign.  In an echo of the Christmas number ones generated by The X Factor, John Lewis has consistently catapulted an unlikely cover version into the higher echelons of the Top 40.  Maybe this year they'll go toe to toe with The X Factor winner in the battle for the coveted No 1 slot.
Agency: Lowe London
Director: Malcolm Venville
 

2009: 'Sweet Child Of Mine' (starts at 02:15)

Newly-formed agency Adam+Eve won the John Lewis account in 2009 and they used the Christmas advert to ramp up the sentimentality by making children the focus. The music was provided by a Guns N' Roses track – albeit not in a form likely to appeal to the band's most loyal devotees.
Agency: Adam+Eve
Director: Benito Montorio
 

2010: 'A Tribute To Givers' (starts at 03:29)

Elton John's Your Song got the John Lewis treatment in 2010 as the focus shifted to the rituals associated with gift-giving. Although most of the advert's emotional impact comes from its soundtrack, there's some visual poignancy too – not least in the scene where a boy delivers a stocking to his dog's snow-bound kennel.
Agency: Adam+Eve
Director: Eric Lynne

2011: 'The Long Wait' (starts at 04:33)

This was the year that John Lewis confirmed its place in the advertising hall of fame. The twist in Dougal Wilson's film showing a young boy's impatience for the big day really caught the public's imagination and guaranteed that it wouldn't just be the advertising industry who were keen to know what John Lewis would do the following year.
Agency: Adam+Eve
Director: Dougal Wilson

2012: 'The Journey' (starts at 06:07)

For the second year running, Dougal Wilson was behind John Lewis's Christmas commercial, and for the second year running it was a huge hit with the public. The instant verdict provided by Twitter was massively favourable when it was first broadcast during The X Factor – it must have been a huge relief for the agency that the viewers' eager anticipation didn't create any sense of anti-climax.
Agency: adam&eveDDB
Director: Dougal Wilson

2013: 'The Bear and the Hare' (starts at 07:41)

Once again the expectation was through the roof as the second Saturday of November approached, and this time it was directly fuelled by the agency as a short teaser that was broadcast during Agatha Christie's Poirot on Wednesday night. Social media suggests it's another triumph and if that translates to ringing tills in John Lewis then the retailer looks set for another very happy Christmas.
Agency: adam&eveDDB
Director: Elliot Dear / Yves Geleyn
 
Jason Stone is the editor of David Reviews