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Looking back at John Lewis' previous Christmas ads


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It's that time of year again; temperatures are dropping, supermarkets are stocked with festive goods and The X-Factor is drawing to a close. There's only one more thing that could mean it is officially the festive season, and that is the highly anticipated John Lewis advert.

We decided to take a trip down memory lane and look at the retailer's previous ads. From Monty the Penguin to the Man on the Moon, John Lewis never fails to pull on our heart strings.

2007 - Shadows

This was the first advert created by the retailers, which is a lot different to the heart-warming stories we see in today's ads. It shows a group of John Lewis employees placing products in a room which forms a shadow of a woman walking her dog in the snow. 

2008 - From Me to You

The 2008 advertisement shows a man looking tired and then a coffee machine appears, an enthusiastic looking student followed by a chemistry set, a baby followed by a soft toy and many others. With the text, 'If you know the person, you know the present', the ad featured a cover of The Beatles' From Me to You and embraced the nature of gift-giving.

2009 - Sweet Child O' Mine

This ad was all about nostalgia, and is the first year the retailer employed the services of communications agency Adam and Eve. The advert shows children opening slippers, a camera and a necklace, among other gifts and the text 'Remember how Christmas used to feel?' 

2010 - A Tribute to Givers

Ellie Goulding covered Elton John's bittersweet melody 'Your Song' for this heart-warming ad, which sees a young boy hanging a gift filled stocking on his dog's kennel, a guy in an office struggling to wrap up candlesticks and some parents trying to sneak in gifts behind their children. 

2011 - The Long Wait 

This ad, which cemented John Lewis' reputation as ruler of festive adverts, shows a young boy counting down the days to Christmas just so he can give his parents a gift. It has been reported that the adorable seven-year-old, now twelve, will star alongside Johnny Depp in the new Pirates of the Caribbean movie!

2012 - The Journey

The 2012 Christmas advert tells the story a young girl's snowman braving the elements and trying to find the perfect pair of gloves for his snow-girlfriend. The ad features Gabrielle Aplin's emotional cover of 'The Power of Love' and encourages viewers to 'Give a little more this Christmas'. 

2013 - The Bear and the Hare

This was the first animated Christmas ad by the retailer and tells the tale of a bear's desire to hibernate in the winter, leaving his hare friend alone, until the hare gives him the perfect Christmas present - an alarm clock. The advertisement features Lily Allen's charming cover of Keane's 'Somewhere Only We Know.' 

2014 - Monty the Penguin

The 2014 Christmas advert, which included a Tom Odell cover of John Lennon's 'Real Love'sees a young boy giving his penguin pal something he's been dreaming of: someone to love. Under the tree at Christmas is a female penguin, both of which are just figments of the boy's imagination.

2015 - Man on the Moon

Last year's blockbuster has racked up an impressive 25 million views on YouTube and is said to be one of the most successful ads to date. The two minute advert, which is rumoured to have cost an estimated £7 million, was created in conjunction with Age UK and aimed to raise awareness of the elderly at Christmas. The ad sees a young girl who spots a man sitting on the moon through her telescope before sending up a gift attached to balloons.  

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