In the marketing space, over the last decade, it has raised the bar, on what a Christmas ad is. To do so, it sinks in excess of £1m into these productions. Behind the scenes, it revealed during its IPA effectiveness Grand Prix win for its previous campaigns, that these works, on average, produce £8 of profit for every £1 spent, and cause a 16% rise in sales. They pay off. But this year it may need more from its creative than ever before.
For years, the company has followed the same formula, with deeply emotional work serving as a sales anchor, but following a reportedly mixed response to 2015's 'Man on the Moon', John Lewis marketing head Rachel Swift hinted that the department store was to go in another direction.
Below are the last 11 flagship Christmas ads from the retailer, in it, you can see the growth and evolution of its creative.
2017: Moz the Monster - Adam&EveDDB
2016: Buster the Boxer - Adam&EveDDB
2015: Man On the Moon - Adam&EveDDB
2014: Monty The Penguin - Adam&EveDDB
2013: The Bear and the Hare - Adam&EveDDB
2012: The Journey - Adam&EveDDB
2011: The Long Wait - Adam&Eve
2010: A Tribute to Givers - Adam&Eve
2009: Sweet Child o’ Mine - Adam&Eve
2008: From Me To You - Lowe London
2007: Shadows - Lowe London
If you can't get enough of John Lewis, here's some Christmas ad pitches some top creatives offered to The Drum, unveiling what campaigns they would run if they were in the Adam&EveDDB creative director seat this year.