How John Lewis and others mastered the Christmas Ad
Each year, the release of the John Lewis Christmas advert marks the true beginning of the festive season. More than just adverts, these short films have become part of British culture, celebrated for emotional storytelling, music, and themes that really capture the Christmas spirit. While every year brings something new, a few adverts stand out as examples of how storytelling can make a brand feel like part of people’s lives. Here are team FV’s favourites!
“The Long Wait”
The 2011 advert follows a young boy counting down to Christmas, only to reveal he’s been waiting to give a gift to his parents. Its simple twist captured the true meaning of the season and set the template for future campaigns: emotion first, brand second.
“Monty the Penguin”
The 2014 advert tells the story of a young boy and his toy penguin, who dreams of finding love. On Christmas morning, the boy gives Monty a companion, bringing the toy’s imagined world to life. Set to Tom Odell’s rendition of “Real Love,” it was whimsical, charming, and universally appealing, showing how John Lewis could blend fantasy with heartfelt realism.
“The Bear and the Hare”
In 2013, John Lewis used hand-drawn animation to show a hare helping his hibernating bear friend experience Christmas. Its warmth and artistry, paired with Lily Allen’s cover of “Somewhere Only We Know,” captured the nation’s imagination.
“The Man on the Moon”
The 2015 advert took a more reflective approach, showing a girl connecting with a lonely elderly man. It addressed loneliness at Christmas, highlighting empathy while staying true to the brand’s festive message.
“Where Love Lives”
Finally, the 2025 campaign tells the story of a teenage son reconnecting with his father through music, gifting him a vinyl record. Its grounded realism and tender storytelling make it a fitting evolution for John Lewis. This could even be our all-time favourite!
Beyond their emotional appeal, these adverts have significant PR value. Each year, they generate widespread media coverage and social media conversation, keeping John Lewis at the forefront of public attention. They strengthen brand identity, positioning the retailer as emotionally intelligent and culturally relevant. By creating shared moments that resonate with audiences, the adverts reinforce loyalty and brand love, proving that thoughtful storytelling can be both commercially effective and culturally impactful. John Lewis has shown that a well-crafted advert can become more than a marketing tool; it can become a yearly national conversation and a key driver of brand equity.
