A John Lewis Christmas retrospective with CCO Richard Brim and CSO Martin Beverley of adam&eveDDB
A discussion about 10 years of iconic John Lewis Christmas ads and the simple brand platform and inspirations that shaped them. An unequaled body of work from one of the world's most effective and award-winning agencies, and two of the nicest people in the industry.
Below are all the spots going back to 2011. Each was built on the simple brand platform of John Lewis as “the home of thoughtful gifting.”
The journey started in 2011 with The Long Wait. It was built around the premise of how good it feels to give, as opposed to receive.
2012 brought us The Snowman.
2013 The Bear and the Hare
2014 gave us the brilliant Monty The Penguin. Built around the simple idea of friendship. Can you hear me weeping?
2015 brought us Man on the Moon. Built on the theme of loneliness in partnership with Age U.K., a charity supporting the elderly.
2016, the year of Trump’s election, Brexit and the growing stain of nationalism in societies around the world, gave us the uplifting and joyful Buster the Boxer, built around the joy of sharing.
2017 was Moz the Monster and again the theme of friendship played out in the relationship between a boy and his imaginary, friendly monster. Again, beautiful tracks supporting timeless stories.
2018’s The Boy and the Piano. The story of how a gift changes a little boys life. And the little boy just happens to be Elton John.
2019’s Edgar the Dragon tells a story of “acceptance,” and how all of us can play a unique role in our communities no matter how tough the odds may be. Acceptance could be interpreted as a recurring theme for John Lewis during this time of nationalist struggle brought on by Brexit.
2020 was the year of Covid, and the year of lockdown. It was a year the brand struggled with defining the role it should play. “Spreading Kindness” and love was the year’s theme.
2021 gave us “Unexpected guest” with its implicit theme of accepting those who are different. It was built around the joy of experiencing your first Christmas, and maybe your first love.
Here’s this year’s (2022) Xmas spot. Our interview was recorded in early 2022, so we didn’t discuss this one. But yet another wonderful spot with love and acceptance at its core.