Every John Lewis Christmas advert from the last 15 years - including Excitable Edgar, Moz the Monster and the Man on the Moon
There's no doubt that the annual John Lewis Christmas advert is a highly anticipated staple of the festive season. Stories of friendship, kindness and giving, paired with an emotive soundtrack and wrapped into a festive advertising campaign have been moving viewers to tears since 2007.
Other popular adverts include 2011's story of a little boy who can't wait for Christmas Day, but not because he wants to open his presents, and the tale of Buster the Boxer who can't wait to test out his family's new Christmas gift, released in 2016. The ad was created with long-term collaborators adam&eveDDB, with input from partner charities Action for Children and Who Cares? Scotland. It is almost entirely devoid of product placement except for two brief glimpses of the retailer’s Lewis Bear toy.
John Lewis said it had considered shelving the production of its highly-anticipated annual marketing campaign altogether in 2020 due to the pandemic - but said charity partners persuaded it to go ahead. The advert, the first in partnership with Waitrose, was set to a recording of REO Speedwagon’s Can’t Fight This Feeling by Dan Smith from the band Bastille and was filmed over two weeks in Budapest with a live extras cast of around 100 people.
Moz eventually realises that their late nights must end when he sees the toll they are taking on sleepy Joe. Joe wakes on Christmas morning to find a clumsily wrapped present of a night light under the tree.2016: Buster The Boxer In 2016, the John Lewis advert told the story of Buster, who makes a break for the new Christmas trampoline after having to suffer watching foxes, a badger, squirrels and a hedgehog trying it out first.
Norwegian artist Aurora provided the touching soundtrack with a cover of Half The World Away by Oasis. The hare thinks of the perfect Christmas present for the bear, an alarm clock to allow him to wake up and experience Christmas Day.
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