10 John Lewis Christmas Adverts

John Lewis‘s Christmas adverts have become a cherished part of the UK’s festive season, known for their emotional storytelling and memorable music. Since 2007, these annual campaigns have evolved into cultural events, often sparking widespread discussion and anticipation.

These adverts have not only boosted John Lewis’s brand image but have also become a significant part of British Christmas culture, often leading to increased sales and brand loyalty. They exemplify the power of storytelling in marketing, creating emotional connections that resonate with audiences year after year.

We collected the 10 latest John Lewis adverts to share with you love and care before the Christmas holidays.

John Lewis Christmas Ad 2014 – Monty the Penguin

The 2014 John Lewis Christmas advertisement, titled “Monty the Penguin,” tells the heartwarming story of a young boy named Sam and his beloved penguin companion, Monty.

John Lewis Christmas Ad 2015 – The Man on the Moon

In 2015 John Lewis told a much quieter story. A girl called Lily spots an elderly man living alone on the moon. She waves. He does not see her. So she spends weeks trying to reach him, and finally sends a telescope up by balloon. As a result, he can look back and see her waving. Aurora covered “Half the World Away” for the film. In addition, John Lewis ran the campaign with Age UK to talk about loneliness in older people.

The 2015 John Lewis Christmas ad, “The Man on the Moon,” tells the story of a young girl who bridges the emotional distance between Earth and a lonely old man on the moon by sending him a telescope as a Christmas gift.

John Lewis Christmas Ad 2016 – Buster the Boxer

In 2016 the brand went for comedy instead. A dad builds a trampoline for his daughter Bridget. Then, overnight, a fox, a badger, a squirrel and two hedgehogs take it for a test bounce. Buster the boxer watches all of it through the window. Of course, on Christmas morning he gets there first. Vaults recorded “One Day I’ll Fly Away” for the ad, and the retailer paired it with The Wildlife Trusts.

The 2016 John Lewis Christmas ad, “Buster the Boxer,” features a dog joyfully bouncing on a trampoline meant as a Christmas gift for a young girl, capturing the unexpected joys of the holiday season.

John Lewis Christmas Ad 2017 – Moz the Monster

The 2017 advert introduced Moz, a friendly monster who lives under seven-year-old Joe’s bed. The two play together every night. However, Joe is then too tired to enjoy the day. So Moz gives him a night light for Christmas, and the boy finally sleeps. Elbow covered “Golden Slumbers” for the soundtrack.

The 2017 John Lewis Christmas ad, “Moz the Monster,” tells the story of a young boy who befriends a friendly monster under his bed, teaching him the value of imagination, friendship, and the joy of giving.

John Lewis Christmas Ad 2018 – The Boy and the Piano

For 2018 John Lewis ran the story backwards. It opens with Elton John at a grand piano. Then it moves back through his career, from stadiums to small clubs to a school hall. Finally it lands on a Christmas morning in the 1950s, when a boy unwraps an upright piano. “Your Song” plays throughout. In short, the closing line does the selling: “Some gifts are more than just a gift”.

The 2018 John Lewis Christmas ad, “The Boy and the Piano,” follows Elton John’s journey from receiving his first piano as a child to his legendary career, celebrating the power of a thoughtful gift to change lives.

John Lewis Christmas Ad 2019 – Edgar the Dragon

Edgar is a young dragon, and he cannot control his fire. He melts the snowman. He scorches the pudding. In the end he hides indoors in shame. However, his friend Ava brings him a Christmas pudding to flambé in front of the village, and the problem becomes his moment. Bastille recorded “Can’t Fight This Feeling” with the London Contemporary Orchestra.

The 2019 John Lewis Christmas ad, “Edgar the Dragon,” tells the story of a young dragon whose fiery enthusiasm for Christmas causes chaos, but his friend helps him channel it into lighting up the festivities, showcasing the power of friendship and inclusion.

John Lewis Christmas Ad 2020 – Give a Little Love

The 2020 advert was made during the pandemic. As a result, it looks nothing like the ones before it. Nine animation and film styles are stitched into one chain of small kindnesses, passed from person to person. Celeste wrote “A Little Love” for it. In short, the campaign put giving ahead of buying.

The 2020 John Lewis Christmas ad, “Give a Little Love,” celebrates acts of kindness and generosity, illustrating how small gestures can create a ripple effect of love and compassion during challenging times.

John Lewis Christmas Ad 2021- Unexpected Guest

A spaceship crashes into a wood. Out climbs Skye, an alien girl who has never seen Christmas. Nathan, a local teenager, shows her mince pies, jumpers and a decorated tree. Then she has to leave. Lola Young covered “Together in Electric Dreams”, and the ad leans on a simple idea: you see your own traditions clearly when someone else sees them first.

The 2021 John Lewis Christmas ad, “Unexpected Guest,” tells the story of a young boy who befriends an alien experiencing their first Christmas on Earth, sharing festive traditions and the joy of the holiday season.

John Lewis Christmas Ad 2022 – The Beginner

The 2022 advert follows a middle-aged man falling off a skateboard. He falls in the garden, in the kitchen and in a car park. The reveal comes at the end. He is learning because Ellie, the foster child coming to live with him, carries a skateboard of her own. For this one, John Lewis worked with Action for Children and Who Cares? Scotland.

The 2022 John Lewis Christmas ad, “The Beginner,” tells the touching story of a man learning to skateboard to connect with a foster child joining his family, highlighting love, care, and the true spirit of Christmas.

John Lewis Christmas Ad 2023 – The Perfect Tree

The 2023 John Lewis Christmas ad, “The Perfect Tree,” tells the story of a young boy who grows a Venus flytrap from a seed, believing it to be a Christmas tree, and learns to embrace its uniqueness, highlighting the joy of unconventional traditions.

John Lewis Christmas Ad 2024 – The Gifting Hour

The 2024 John Lewis Christmas ad, “The Gifting Hour,” follows a woman’s heartfelt journey through cherished memories to find the perfect present for her sister, emphasizing the thoughtfulness behind meaningful gift-giving.

Every one of these John Lewis Christmas adverts works the same way. One simple story. One song. And a product that never gets pushed. That is the part worth copying. If you want your seasonal campaign remembered rather than skipped, our team plans social media promotion and paid campaigns for ecommerce brands, and we wrote separately about how to prepare your online marketing for Black Friday.