The John Lewis Christmas advert has become an annual tradition for the festive season. Since the department store began turning its yearly advertising campaign into tear-jerking commercials filled with heart, love, and a bucketload of Christmas spirit, festive fanatics have been (im)patiently waiting for it to be revealed every November. And on 9 Nov., its 2023 offering was revealed with a spin on Christmas tradition and a surprising Venus flytrap called Snapper as the central character.
The retailer spends millions of pounds every year in a bid to win us over with gorgeous mini-films. Not only are the beautifully shot commercials a highlight of our winter calendar, but the cover songs chosen have also become something of a phenomenom. Lily Allen [1], Ellie Goulding, and Tom Odell are just some of the stars who have had their vocals on an ad. For 2023, it has taken a different approach with an original rock opera song, performed by tenor Andrea Bocelli.
Since 2007, there's been Excitable Edgar, Man on the Moon, and Monty the Penguin, to name a few. The loveable characters, the spine-tingling music, the emotional storyline that tugs on the heartstrings, the message — there's such an expectation that it's quite some feat John Lewis manages to produce another memorable instalment year after year. Naturally, there is often a rousing debate on social media [2] about whether the newest advert is as good as its predecessors, with everyone having their own personal favourite.
While other retailers have jumped on the epic Christmas advert bandwagon [3], there remains a soft spot for the John Lewis Christmas advert year after year, but which one hits all the heartfelt notes for you? Take a festive walk down memory lane and watch all of them ahead.
John Lewis Christmas Advert 2023: Something's Coming
This year's John Lewis Christmas advert highlights changing Christmas traditions through a Venus flytrap plant called Snapper. When a little boy picks up what he thinks is a seed to plant a Christmas tree, it soon grows to be a Venus flytrap plant that he is extemely fond of. He wants to decorate it for the festive season, but it gets too big and has to be kept outside. The little boy runs to the garden to give it a Christmas presents, which the plant then eats, opens, and spits back out to reveal gifts for all the family. The sweet advert is set to the sound of Andrea Bocelli singing new song, "Festa".
John Lewis Christmas Advert 2022: The Beginner
Last year's John Lewis Christmas advert was, as expected, a tear-jerker. We follow a middle-aged man who seems to have taken up an unusual hobby: skateboarding. As he tries, and often fails, to learn the skill, we see him fall off multiple times as his bemused wife looks on. All becomes clear when they hear a knock at the front door, with a social worker and a young girl called Ellie, clutching a skateboard, standing outside. He has been learning to skateboard so that there is common ground with Ellie as she enters her new foster home. "Over 108,000 children in the UK are in the care system. We're making a long-term commitment to support the futures of young people from care", the advert reads. Blink 182's "All the Small Things", sung by US singer Mike Geier, just adds to the strong moral backbone. It gave us all the feels.
John Lewis Christmas Advert 2021: Unexpected Guest
This lengthy story is an adorable tale of friendship and making memories. When an alien crashes in the forest behind young Nathan's garden, he shows them what Christmas really means. The pair strike up a friendship full of humour and magic. With the accompanying track sung by Lola Young, it's an advert that warms your heart.
John Lewis Christmas Advert 2020: Give a Little Love
In the height of the pandemic, the message of 2020's John Lewis Christmas advert couldn't have been more necessary. Using multiple types of artistic animation, from plasticine models to pen drawings, the advert shows how important it is to "give a little love" to brighten someone's day. Celeste's soulful voice sings the accompanying song, the first non-cover song used, which makes for an emotional advert during the year we were unable to visit friends and family.
John Lewis Christmas Advert 2019: Excitable Edgar
Excitable Edgar the Dragon just wants to get involved with the village, but his fire-breathing antics end up destroying the Christmas activities. Instead, his best friend Ava helps him to learn how to use his powers by lighting up the Christmas pudding. With Bastille's Daniel Smith singing "Can't Fight This Feeling Anymore", the 2019 John Lewis Christmas advert was a sweet festive story that hit all the right notes.
John Lewis Christmas Advert 2018: The Boy and the Piano
2018 was the first year the retailer partnered with a celebrity as the 2018 John Lewis Christmas advert follows Elton John through his career, tracing his epic success back to a Christmas when he received his first piano. With the epic film, "Rocketman", released in early 2019, it was a clever way of drumming up excitement for the movie release. With John singing "Your Song", the tagline reads "Some gifts are more than just a gift". Ain't that the truth!
John Lewis Christmas Advert 2017: Moz the Monster
Bringing a whole new level to the monsters under the bed, Moz the Monster and Joe strike up a friendship for the 2017 John Lewis Christmas advert, which involves them staying up late playing. While they are having fun, it takes its toll on Joe who is falling asleep during the day at every opportunity. Moz gifts him a star night light to help him nod off, with the tagline "For gifts that brighten their world". Elbow takes the music for this one, singing a Beatles cover of "Golden Slumbers". So cute!
John Lewis Christmas Advert 2016: Buster the Boxer
For the 2016 John Lewis Christmas advert, friendly Buster the Boxer is the star. While Bridget is about to receive a trampoline for Christmas, her dog just wants to bounce, too. While waiting, Boxer is left watching the other animals, including foxes, badgers, and squirrels enjoy it first. When the back doors opened to the garden on Christmas morning, Bridget is beaten to the trampoline by Buster. Fittingly, the song is a cover of "One Day I'll Fly Away", sung by the Vaults.
John Lewis Christmas Advert 2015: Man on the Moon
Loneliness was the theme for the 2015 John Lewis Christmas advert, as the campaign was launched in partnership with Age UK. When six-year-old Lily spots an old man living on the moon through the family telescope, she does everything she can to reach him. Nothing seems to work, until Christmas Day when he receives a present delivered by balloons. The gift is a telescope so that he can finally see Lily back on earth. Oasis's "Half the World Away" is sung by Norwegian singer, Aurora. It's a real tear-jerker, so tissues at the ready.
John Lewis Christmas Advert 2014: Monty the Penguin
Monty the Penguin was the lead for the 2014 John Lewis Christmas advert. Sam and Monty, depicted as a real penguin, are best friends and do everything together, from hanging in the park to playing football. But Monty keeps getting distracted by love. When Sam notices, he gifts Monty with a special penguin friend, Mabel, on Christmas morning. The penguins are, in fact, toys that were brought to life in Sam's imagination. Tom Odell sings the cover of John Lennon's "Real Love" for this uplifting campaign.
John Lewis Christmas Advert 2013: The Bear and The Hare
The 2013 John Lewis Christmas advert was entirely animated and opens with text, reading "There once was an animal who had never seen Christmas". Due to the bear always going into hibernation for winter, the hare realised they had never experienced the magic of Christmas. As the woodland creatures dress the tree and prepare for the big day, the hare delivers a present to the sleeping bear which turns out to be an alarm clock so that they can wake up and enjoy Christmas for the first time. Keane's "Somwehere Only We Know" is sung by Lily Allen [4].
John Lewis Christmas Advert 2012: The Journey
Shot in New Zealand, the snowy 2012 John Lewis Christmas advert tugs on the heartstrings. A snowman and snowwoman are built by two children in their front garden, but one morning the snowman goes missing. We then follow him on his journey through forests, towns, and on motorways to a department store. The camera then cuts back to the couple back together in the front garden, but the snowwoman has been gifted a hat, scarf, and gloves. Gabrielle Alpin covers Frankie Goes to Hollywood's "Power of Love" for this sweet, wintery advert.
John Lewis Christmas Advert 2011: The Long Wait
The 2011 John Lewis Christmas advert was arguably the one that really put the retailer on the festive advert map, first creating a real storyline for the advert. A little boy is impatiently waiting for the big day, we assume to receive his presents. As he tries to wish away the hours, even dressing as a wizard to try to quicken the clock, nothing is working. On Christmas Eve, he rushes his dinner to get to bed. But when the morning arrives, he runs past all of his own presents to give his parents a gift. The tagline reads, "For gifts you can't wait to give". Slow Moving Millie covers The Smiths' song "Please, Please, Please, Let Me Get What I Want". Cue: tears.
John Lewis Christmas Advert 2010: A Tribute to Givers
Elton John's "Your Song" might have been used in the 2018 ad, but it was also covered by Ellie Goulding for the 2010 John Lewis Christmas advert. Showing a number of people preparing for Christmas by wrapping awkward-shaped presents (have you tried to wrap a teapot? Impossible!) or hiding toy gifts, this early advert lacks the narrative arc of others, but is an early shift into combining sweet visuals with soulful cover songs.
John Lewis Christmas Advert 2009: Sweet Child o' Mine
The messaging was clear for the 2009 John Lewis Christmas advert as the retailer tried to capture the childlike magic of the festive season. Showing a number of adorable children opening adult presents like coffee machines, laptops, and slippers, the tagline reads, "Remember how Christmas used to feel? Give someone that feeling." Swedish folk band Taken by Trees sing the Guns N' Roses classic, "Sweet Child o' Mine".
John Lewis Christmas Advert 2008: From Me to You
In the most product-heavy of all the ads, the 2008 John Lewis Christmas advert was shot in a studio. Showing a range of different people of all ages, as well as a dog, they stare into the camera with their perfect present shown directly after. Ranging from a sat nav for an elderly couple to an umbrella for a woman stuck in the rain, it's the most consumer-driven of the lot. It also marked the beginning of the retailer using cover songs. This one uses the Beatles "From Me to You", sung by John Lewis employees.
John Lewis Christmas Advert 2007: Shadows
The advert to mark the start of them all, the 2007 John Lewis Christmas advert took a clever angle. Using a number of products built up to create a shadow of a woman walking her dog, the tagline reads, "whoever you're looking for this Christmas". Sure, there's no emotional storyline, but it was a novel idea at the time that kicked off the annual tradition.