2010: A Tribute to Givers
Ellie Goulding recorded a cover version of Elton John’s ‘Your Song’ for the 2010 advert, which showed the lengths people go to surprise their loved ones with even the trickiest of Christmas gifts.
Two parents sneak a rocking horse upstairs while their children watch television, a man struggles to wrap a pair of candlesticks and a young boy hangs a stocking on his dog’s kennel.
“For those who care about showing they care,” the advert says.
2009: Sweet Child O’ Mine
This was the first year that John Lewis worked with then start-up agency Adam & Eve, which has since been acquired by DDB.
The 2009 ad launched the tradition of using current artists to sing acoustic covers of iconic songs, with Taken By Trees’ version of Guns N’ Roses Sweet Child O’ Mine.
The advert shows children opening adults’ presents – large slippers, a coffee machine, an e-reader – and says, “Remember how Christmas used to feel? Give someone that feeling.”
2008: From Me To You
Set to a cover of The Beatles’ From Me To You, the 2008 advert showed that John Lewis could help you find the perfect gift for each person in your life. “If you know the person, you’ll find the present,” the tag line promised.
For the sleepy guy: a coffee machine. For the geeky teenager: a chemistry set. For the shaggy dog: a hair dryer.
In its first Christmas advert, John Lewis shows a group of employees placing products – a desktop lamp, a Mac computer, a leather satchel – in a carefully assembled pile.
All the items together end up creating a shadow that looks like a woman walking her dog through the snow.