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10 Best John Lewis Ads That Changed Christmas Marketing Forever

John Lewis Christmas adverts have become a defining feature of the UK festive season, eagerly awaited by millions each year. Known for their emotional depth, compelling storytelling, and carefully curated music, these campaigns have transcended traditional advertising to become cultural events.

Their legacy offers invaluable lessons for marketers, demonstrating how brands can build emotional connections, craft unforgettable narratives, and inspire loyalty through creative advertising. This article takes a deep dive into some of the most iconic John Lewis Christmas ads, including their most recent releases, and explores practical insights for crafting successful marketing campaigns.

The Evolution of John Lewis Christmas Ads

The journey of John Lewis Christmas adverts began in 2007 with relatively simple campaigns centred on promoting products. However, the turning point came in 2011 with “The Long Wait,” which prioritised emotional storytelling over hard-sell advertising. This approach immediately resonated with audiences, marking the start of an era where the campaigns became annual highlights of the festive season.

Key phases in their evolution include:

  • 2007–2009: Early campaigns focused on showcasing products within festive themes, setting the groundwork for future storytelling.
  • 2010–2015: A shift to emotion-driven narratives and high-quality production, with ads like “The Long Wait” and “Monty the Penguin.”
  • 2016–2024: A blend of emotional, humorous, and socially conscious themes, such as “Buster the Boxer,” “The Beginner,” and “The Gifting Hour.”

John Lewis’s ability to adapt to societal changes while remaining true to its core values has ensured that its campaigns remain relevant and memorable.

Why John Lewis Ads Set the Standard

The John Lewis Christmas campaigns have consistently stood out due to their unique blend of creativity and emotional appeal. Several key factors contribute to their success:

  • Emotional Connection: Each ad tells a story that taps into universal human emotions such as love, kindness, and nostalgia, creating a deep bond with viewers.
  • High Production Quality: With cinematic visuals and attention to detail, John Lewis ensures its ads are not just commercials but artistic experiences.
  • Music That Resonates: Iconic covers of familiar songs add an emotional layer, often becoming hits in their own right and extending the campaign’s cultural impact.

These elements together have redefined how brands approach seasonal advertising, offering a blueprint for crafting campaigns that leave a lasting impression.

A Look Back: Top John Lewis Ads

The Long Wait (2011)

This heartwarming ad features a young boy waiting for Christmas to give his parents a special gift. It is a touching story of selfless love that sets a new standard for festive advertising.

Monty the Penguin (2014)

A heartwarming story about a boy and his penguin friend captured audiences through lifelike CGI animation and Tom Odell’s “Real Love” cover, emphasizing themes of companionship.

The Man on the Moon (2015)

This ad highlights the issue of loneliness during the festive season. It follows a young girl who connects with an elderly man living alone on the moon. The partnership with Age UK gives it a social dimension, while Aurora’s cover of “Half the World Away” adds a poignant touch.

Buster the Boxer (2016)

This ad, which departs from the norm with a light-hearted approach, features a dog joyfully bouncing on a trampoline meant for his owner. The humorous tone, combined with high-energy visuals, brought laughter and joy to audiences, and the ad became one of John Lewis’s most shared campaigns.

Excitable Edgar (2019)

This whimsical tale of a young dragon learning to embrace his unique talent delighted viewers. With its charming story of friendship and acceptance, the ad resonated during a year when themes of kindness were more important than ever.

The Beginner (2022)

A man learns to skateboard before welcoming a foster child who shares his hobby. This heartwarming story of inclusion and family connection is set to a Blink-182 cover of “All the Small Things.”

The Gifting Hour (2024)

The latest ad follows a woman through a magical Oxford Street store journey, reliving memories while choosing her sister’s gift. Set to Richard Ashcroft’s “Sonnet,” it celebrates meaningful gift-giving.

Lessons for Marketers from John Lewis Ads

Emotional Storytelling

John Lewis ads demonstrate the power of emotional storytelling to build deep, lasting connections with audiences. By focusing on relatable, universal themes—such as love, hope, or family—they ensure their campaigns resonate across demographics.

For marketers, the lesson is clear: invest time in crafting narratives that evoke emotion. Start with a character or situation your audience can relate to and build a story that engages them on a human level. Emotional connections are the foundation of brand loyalty and can significantly enhance the impact of your campaigns.

Consistent Branding

One of the strengths of John Lewis campaigns is their consistency. Every ad is unmistakably John Lewis, from the tone of the narrative to the quality of production. This consistency reinforces their brand identity and fosters recognition.

Marketers should ensure their campaigns reflect their brand’s core values and aesthetics. Consistency across visuals, messaging, and tone builds trust with your audience and strengthens your brand’s position in the market.

The Power of Music

Music is a critical element of John Lewis adverts, adding depth and emotional resonance. The use of covers gives familiar songs a fresh feel, allowing the audience to connect emotionally while introducing a sense of nostalgia.

Marketers can leverage music to enhance their campaigns. Consider how soundtracks can amplify your message, evoke specific emotions, or make your ad more memorable. A well-chosen song can elevate a campaign from good to iconic.

High Production Quality

From intricate sets to lifelike CGI, John Lewis ads showcase the importance of high production quality. Every detail is carefully considered to ensure the visuals align with the narrative and leave a lasting impression.

Marketers should focus on the visual aspects of their campaigns, ensuring they reflect professionalism and creativity. Investing in quality production demonstrates a commitment to excellence and increases the likelihood of your ad standing out.

Social Responsibility

Many John Lewis ads incorporate themes of social responsibility, such as addressing loneliness or promoting inclusion. These messages align the brand with positive societal values and make the campaigns more meaningful.

For marketers, embedding social responsibility into campaigns can enhance their relevance and impact. Consider supporting a cause or highlighting an issue that resonates with your audience. Authenticity is key—choose causes that align with your brand’s identity.

Build Anticipation

The excitement surrounding John Lewis ads is carefully crafted through teasers, social media buzz, and perfectly timed releases. This strategy not only captures the audience’s attention but also creates an air of exclusivity that heightens engagement.

Marketers can adopt these methods to generate buzz for their own campaigns. Sharing behind-the-scenes content, dropping subtle hints on social media, or partnering with influencers are effective ways to spark interest. By building anticipation ahead of a launch, you can amplify the campaign’s visibility and maximise its overall impact.

Tap into Universal Themes

The enduring success of John Lewis campaigns lies in their focus on universal emotions like kindness, love, and joy. These themes resonate across cultures and demographics, making their ads widely appealing and deeply relatable.

Marketers can adopt a similar approach by centring their campaigns on shared human experiences. Emphasising emotions that transcend cultural and societal barriers ensures that content connects with a diverse audience, fostering authenticity and emotional impact.

Stay Relevant

John Lewis adapts its storytelling to reflect societal trends and challenges. For example, “The Beginner” highlighted foster care, a topic that resonated deeply with audiences in 2022.

Marketers should stay attuned to current events and cultural conversations. Relevance ensures your campaigns feel timely and connected to your audience’s lived experiences, increasing their effectiveness.

Leverage Data and Insights

Data plays a critical role in shaping successful advertising campaigns, influencing everything from creative direction to content delivery. By analysing audience preferences and behaviours, brands can make informed decisions that ensure their campaigns resonate deeply with their target market.

Marketers should leverage data to personalise their messaging and optimise campaign performance. Audience insights can guide the selection of visuals, tone, and even music, aligning these elements with what the audience values most. By combining creativity with data-driven strategies, campaigns can achieve both emotional impact and measurable results.

Create a Multichannel Strategy

Rather than focusing on a single platform, John Lewis extends the reach of its ads through a combination of TV, social media, and in-store activations. This integrated approach ensures their message connects with a wide and varied audience.

Marketers should prioritise a multichannel strategy to maximise campaign impact. By understanding where their audience engages most, they can tailor content to suit each platform. This approach enhances visibility and engagement, ensuring the message resonates effectively across multiple touchpoints.

The Secret to Campaigns That Connect

John Lewis Christmas ads have redefined seasonal marketing, proving that emotional storytelling, creativity, and strategic execution can turn campaigns into cultural milestones. Their ability to connect with audiences on a personal level offers invaluable lessons for marketers looking to craft ads that inspire loyalty and drive results.

If you’re looking to elevate your advertising campaigns, Crimtan can help. With expertise in programmatic advertising and data-driven solutions, Crimtan ensures your campaigns resonate emotionally and deliver measurable impact. By leveraging advanced insights, dynamic creative optimisation (DCO), and personalised strategies, we help brands connect meaningfully with their audiences at every stage of the customer journey.

Learn more about how Crimtan’s solutions can bring your campaigns to life by contacting our team. Let us help you create advertising that stands out and drives success year-round.

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