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.