Ahead of 2020’s John Lewis Christmas ad launch, watch every film since 2006

Department store John Lewis is a leading light in UK Christmas advertising. Its high profile work over the last decade-and-a-bit have often captured both the headlines and the hearts of the British public. However, in a year like no other, the retailer is up against it to not only bring some festive cheer to a locked-down nation but to ensure it meets the sales it needs to drag it into 2021.

This year has doubtless presented a number of issues for brands looking to advertise their seasonal offerings. While some brands have opted for pure escapism in their ads, others have opted to acknowledge the pandemic and how it is likely to affect the Christmas period. So far, we’ve seen the return of Aldi’s whimsical Kevin the Carrot, a charity push from M&S food voiced by a star-studded cast, and a magical, spot from Argos.

John Lewis has already hinted that this year will be a “Christmas campaign like no other, for a year like no other“ and has signed on with two charities, FareShare and Home-Start, to provide food, comfort, emotional support and advice to vulnerable families this Christmas. How the brand will incorporate these ideas, however, remains to be seen.

And now, below are the last 14 Christmas ads from the retailer.

2019: Excitable Edgar - Adam&EveDDB

2018: The Boy and The Piano - Adam&EveDDB

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’s seat this year.