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John Lewis Christmas adverts through the years from 2007 to 2021

AS we eagerly await 2022s Christmas advert, we round-up all the John Lewis Christmas offerings from over the years.

The John Lewis Christmas ad is usually the most anticipated one and signals that the festive period has well and truly begun.

A still from the 2021 John Lewis advert, The Unexpected Guest.
A still from the 2021 John Lewis advert, The Unexpected Guest.

Fans are anticipating that the commercial will come out in mid November, though no date has been confirmed.

But other retailers have already launched their own ads and one of the first out of the gate was Disney and its heart-warming tribute to the family and being together is sure to leave you feeling festive.

Marks & Spencer revealed theirs next and it features well-known comedy due, Dawn French and Jennifer Saunders.

Then came Lidl with its cuddly bear story, and Sainsburys which features ITVs This Morning presenter Alison Hammond and a voiceover from Stephen Fry.



Buddy The Elf made a surprise appearance in Asdas new Christmas advert for 2022 and fans say its the best one yet.

Viewers took to social media to praise the supermarkets festive campaign, with some saying it even beats previous John Lewisads.

Another popular Christmas advert is from Aldi although it still hasnt been released, the supermarket giant teased fans with a trailer featuring its infamous character Kevin the Carrot.

2007 Shadows

This was the first John Lewis Christmas advert
This was the first John Lewis Christmas advert

In John Lewis first Christmas advert, people piled gifts together to create shadows that looked like a woman walking her dog through the snow and having a drink at a party.

It featured the tagline Whoever youre looking for this Christmas.

The memorable ad was before the era that John Lewis adverts created a huge buzz as social media was barely even a thing at this point.

The music used was Prokofievs morning serenade from Romeo and Juliet.

2008 From Me To You

John Lewis's From Me To You advert was quite basic
John Lewiss From Me To You advert was quite basic

This was probably the most basic John Lewis advert and the most boring.

Set to a cover of The Beatles From Me To You, it showed how you can find the perfect present for different characters in your life.

It ended with the message: If you know the person, youll find the present.

2009 Sweet Child O Mine

2009's advert was about children receiving adult presents
2009s advert was about children receiving adult presents

This was the first year that John Lewis used an acoustic cover of a popular song from the charts.

Taken By Trees covered Guns N Rosess Sweet Child Of Mine as the song for the commercial and it peaked at No23.

Its a sweet advert which shows children opening adult presents such as an e-reader and large slippers, and says at the end: Remember how Christmas used to feel? Give someone that feeling.

But do you remember it? Neither do we.

2010 A Tribute To Givers

This advert shows how people go to great lengths to keep presents a surprise such as sneaking a rocking horse upstairs while children watch TV
This advert shows how people go to great lengths to keep presents a surprise such as sneaking a rocking horse upstairs while children watch TV

Ellie Goulding recorded a cover version of Elton Johns Your Song for this advert the same tune that appeared in the 2018 film.

But its probably the only thing you remember about this advert, which was about the lengths that people go to to surprise their friends and relatives on Christmas Day.

It ends with the words For those who care about showing they care.

2011 The Long Wait

The Long Wait was one of the first big John Lewis Christmas adverts and had the nation in tears
The Long Wait was one of the first big John Lewis Christmas adverts and had the nation in tears

This was the first year John Lewis used its advert to tell a whole story, and it made the nation weep.

It told the story of a little boy impatiently waiting for Christmas and all because he wants to give a heartfelt gift to his two sleepy parents on Christmas morning.

It was set to Slow Moving Millies cover of Please, Please, Please Let Me Get What I Want by The Smiths. The tagline was For gifts you cant wait to give.

This was the film that cemented the department stores reputation as the best Christmas advertiser so we think that has to put it at the top of the list.

2012 The Journey

The Journey tells the story of two snowmen in love
The Journey tells the story of two snowmen in love

Its often forgotten but John Lewiss tale of a snowman who travels over mountains and through horrible weather to bring his snow-girlfriend a scarf to keep her warm was very touching.

It was set to a Gabrielle Aplin cover of The Power of Love by Frankie Goes To Hollywood and had many people shedding tears at the time.

It was the first John Lewis ad track that reached No1 in the singles chart after Ellie Gouldings Your Song peaked at No2 in 2010.

It finished with the line Get a little more love this Christmas.

2013 The Bear And The Hare

The Bear And The Hare was a charming animated tale for the John Lewis Christmas ad
The Bear And The Hare was a charming animated tale for the John Lewis Christmas ad

This charming animated tale tells the story of a bear who has never seen Christmas so his animal friends buy him an alarm clock so he can wake up from hibernation just for the day.

Lily Allen sang a cover of Keanes Somewhere Only We Know and it became her third No1 UK single. Its closing line is Give someone a Christmas theyll never forget.

People went wild for the story at the time and a lot of people on Twitter call it the best John Lewis ad the department store has ever made.

2014 Monty The Penguin

Monty the Penguin is one of the John Lewis adverts that people love the best
Monty the Penguin is one of the John Lewis adverts that people love the best

This was the heartwrenching advert about a little boy and his friend Monty The Penguin who wants to find love at Christmas.

Hes revealed to be the boys stuffed toy and under the Christmas tree is a girl penguin toy for Monty to fall in love with.

It featured the tagline Give someone the Christmas theyve been dreaming of and was accompanied by Tom Odell singing John Lennons Real Love.

If people dont say The Bear And The Hare is their favourite, they often choose 2014s advert as the John Lewis ad they like the best.

2015 Man on the Moon

The Man On The Moon was the heartfelt tale of a lonely old man who is sent presents from a little girl on Earth
The Man On The Moon was the heartfelt tale of a lonely old man who is sent presents from a little girl on Earth

This advert with the line Show someone theyre loved this Christmas really tugged on peoples heartstrings.

It told the story of a little girl who spots a lonely old man living on the moon through her telescope.

She finds a way to float presents over to him on balloons so he can enjoy Christmas Day too as Auroras cover of Oasis Half The World Away plays in the background.

Its one of John Lewiss most sentimental and emotional Christmas adverts and definitely had people crying across the nation.

2016 Buster the Boxer

Buster The Boxer was 2016's John Lewis advert which was about a trampolining dog
Buster The Boxer was 2016s John Lewis advert which was about a trampolining dog

John Lewis decided to mix it up with Buster The Boxer in 2016 by having a funny advert rather than a gut-wrenching sentimental one.

It told the tale of a dog who was desperate to bounce on his familys trampoline.

He had to watch foxes, a badger and a hedgehog have fun while his family were asleep.

Then as the little girl runs towards her gift on Christmas Day, Buster gets to it first and starts bouncing. The funny ad ended with Gifts that everyone will love and Vaults provided the backing track with a cover of Randy Crawfords One Day Ill Fly Away.

Fans loved it, but some people were left a bit disappointed as they didnt feel like it packed as much of an emotional punch as in previous years.

2017 -Moz the Monster

Moz The Monster was the star of the 2017 John Lewis advert
Moz The Monster was the star of the 2017 John Lewis advert

The 2017 advert was about a cuddly blue monster called Moz who befriended a little boy called Joe.

They stayed up together all night every night until Moz realises Joe needs to sleep at night so leaves him a present of a night light under the Christmas tree.

People werent as fond of Moz as they were of Buster or Monty, but they still found the advert cute.

But John Lewis was accused of stealing the character from an existing childrens book.

And it was said to be the least successful campaign John Lewis ran in five years.

It featured the tagline For gifts that brighten their world and The Beatles song Golden Slumbers performed by Elbow, which reached No29 in the charts.

2018 The Boy And The Piano

Sir Elton John is seen at the start of the John Lewis advert playing on the piano
Sir Elton John is seen at the start of the John Lewis advert playing on the piano

In the 2018 John Lewis ad Elton John starred in its most showbiz-inspired advert yet.

Viewers were taken through key moments in his life, including stadium tours, travelling on a private jet, playing at his local pub and performing at a school.

But it had a mixed reaction on social media, with not everyone loving the festive ad.

It spanned the veteran singers life and showed how a gift of a piano from his grandmother helped make him the international superstar he is today.

And for once it didnt feature a cover-version of a song, but Elton himself singing his hit Your Song.

The tagline was Some gifts are more than just a gift.

2019 Excitable Edgar

The 2019 John Lewis ad - the first joint-effort with its sister retailer Waitrose - follows young girl Ava and her friendship with cute young dragon
The 2019 John Lewis ad the first joint-effort with its sister retailer Waitrose follows young girl Ava and her friendship with cute young dragon

The 2019 advert is a heart-warming tale of a dragon called Excitable Edgar set in a far-away mythical land.

The ad the first joint-effort with John Lewis sister retailer Waitrose follows young girl Ava and her friendship with a cute young dragon as his accidental fire-breathing nearly ruins Christmas.

Edgar loves Christmas but every time he gets excited he uncontrollably breathes fire into the medieval-style village causing comical catastrophes.

The two and a half minuteJohn Lewis Christmas advertfollows the pair as they join in with seasonal activities.

Its backing track is a cover by Bastilles Dan Smith of 80s classic Cant Fight This Feeling by REO Speedwagon.

The ad, known as Excitable Edgar, ends with the strapline Show them how much you care.

2020 Give A Little Love

For John Lewis' 2020 advert, different acts of kindness were featured through nine scenes
For John Lewis 2020 advert, different acts of kindness were featured through nine scenes

In a nod to the Covid pandemic which ground the country to a standstill, John Lewis 2020 Christmas advert was inspired by random acts of kindness during lockdown.

Similarly, Amazons Christmas advert from 2020 told the story of a wannabe ballet dancer whose performance is cancelled by coronavirus too.

But the John Lewis one features different acts of kindness through nine different live action and animation scenes.

Heart-warming shots include a little girl helping a boy get his football down from the tree using a heart umbrella, a group of pigeons taking a sad hedgehog on a ride in a plane, and a young couple delivering a bag of shopping to two pensioners.

The ad was put together mostly via Zoom because of the Covid lockdowns, and features an original song by British soul singer Celeste.

Eight artists helped create the different scenes, including Chris Hopewell, who has created music videos for Radiohead and Franz Ferdinand, and French animator Sylvian Chomet.

2021 The Unexpected Guest

The 2021 John Lewis advert featured an alien
The 2021 John Lewis advert featured an alien

John Lewis 2021 advert was released earlier than ever, on November 5, much to the delight of the stores fans, and John Lewis said it wanted to reflect how shoppers were buying Christmas items earlier than usual.

In its 2021 Christmas ad called The Unexpected Guest, a teenage boy called Nathan meets an alien named Skye who has crash landed on earth.

Through friendship Nathan shows Skye a series of festive family traditions.

They decorate a tree, eat mince pies, throw snowballs, and watch a Christmas movie.

But the advert has a bittersweet ending, as Skye has fixed her ship and must return home.

In a tear-jerking moment, Nathan gifts Skye his Christmas jumper the same one he was wearing the day they met.

The soundtrack is performed by Lola Young, a 20-year-old singer-songwriter from South London, with a version of Together in Electric Dreams.

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4 Comments

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