The 5 most memorable John Lewis ads

As John Lewis launches its latest Christmas campaign, we look back at some of its most memorable ads – festive or not.

John Lewis’s highly-anticipated Christmas campaign has finally hit our screens, so what better time is there to look back at some of its previous hits? We have compiled five of the retailer’s most well-known adverts – we challenge you not to get slightly teary watching them.

1. The Long Wait

It was its 2011 ad that officially kicked off John Lewis’s winning streak in the annual Christmas ad battle. The Long Wait features a young boy getting increasingly impatient in the run-up to the big dag. Only on Christmas morning does the viewer discover his pre-Christmas grumps were simply because he couldn’t wait to give his parents their present.

2. Tiny Dancer

Granted, this is not one of John Lewis’s Christmas hits but it undoubtedly manages to raise a smile with even the most cynical viewer. The ad sees a young girl with big black frames dancing around the house, narrowly avoiding potential accidents. It’s a story that most parents can relate to, and with an Elton John soundtrack it’s difficult to go wrong.

3. Monty The Penguin

Monty The Penguin could be considered one of John Lewis’s biggest Christmas successes. The ad, which shows the story of young boy Sam and his imaginary friend Monty, helped push sales up 4.8%, while the TV ad racked up more than 7 million views on social media within 24 hours. It’s easy to see why – only the coldest of hearts would shun a lonely penguin looking for love.

4. Always A Woman

This ad proves that John Lewis loves sticking to a winning formula of combining a nostalgic song with an emotional message. Always A Woman, which came out in 2010 and was developed by longstanding agency partner adam&eveDDB, guides the viewer through the life of one particular woman – thereby subtly pushing the message that Brits can shop at John Lewis throughout all stages of their lives.

5. The Journey

Another unforgettable Christmas ad is the retailer’s 2012 campaign ‘The Journey’. It sees a snowman go on a tiring quest across the country – much to the shock of his icy partner. Naturally, he ends up finding her the perfect gift at John Lewis.

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