John Lewis Christmas Adverts: Stories, Songs, Twists

Every November the UK waits for something that has little to do with the high street: the John Lewis Christmas advert. What started as a simple in-store promotion in 2007 has turned into a cultural ritual, with each new campaign sparking debates about music, emotion and the inevitable twist.

First aired: 2007 · Total adverts (2007–2024): 18 · Agency since 2009: Adam & Eve/DDB · Most viewed on YouTube: The Man on the Moon (25M+ views) · First cover song: 2008 (The Beatles’ “From Me to You”)

Eighteen campaigns, one clear pattern: emotional storytelling paired with a twist ending. Here are the key facts that define the series.

What’s the story behind the John Lewis Christmas advert?

How did the John Lewis Christmas advert start?

• The first proper John Lewis Christmas advert aired in 2007, titled “The Gifting Hour” (Wikipedia). It was a simple campaign – no twist, no cover song – but it set the precedent for an annual tradition.
• In 2008 the brand introduced a cover of The Beatles’ “From Me to You”, making it the first year a cover song was used (Metro).
• Since 2009 the campaign has been handled by Adam & Eve/DDB, which shifted the tone toward emotional narrative storytelling (Metro).

What was the first John Lewis Christmas advert?

• 2007’s “The Gifting Hour” was the first campaign to tell a story rather than a simple product-focused ad (Metro).

How has the John Lewis Christmas advert evolved?

• From a straightforward gift guide in 2007, the campaign evolved to include cover songs, twist endings, original music, joint branding with Waitrose, and celebrity appearances. The 2018 campaign starred Elton John (Wikipedia), and the 2020 advert was the first joint campaign with Waitrose & Partners (Campaign).
• The 2021 advert drew controversy when the alt-folk duo the Portraits accused John Lewis of copying their slowed-down version of “Together in Electric Dreams” (Wikipedia).

The implication: each year’s advert builds on the same formula, yet the brand manages to surprise audiences with fresh emotional hooks.

What is the most popular John Lewis Christmas advert?

Which advert is considered the fan favorite?

• Consistently cited as the most popular, “The Man on the Moon” (2015) featured a cover of “Half the World Away” by Aurora and told the story of a young girl trying to send a Christmas present to the moon. Its twist — the elderly man who lives alone on the moon — resonated deeply.

What is the most viewed John Lewis Christmas advert?

• “The Man on the Moon” also holds the record for most YouTube views, exceeding 25 million.

The pattern: the advert’s enduring popularity proves that a simple, heartfelt story can outlast bigger budgets and celebrity cameos.

Who is the singer in the John Lewis Christmas advert?

Which singers have performed in John Lewis adverts?

• The campaign has featured a rotating lineup of artists. In 2011 Slow Moving Millie covered “Please, Please, Please Let Me Get What I Want” (Metro). Elbow performed “Golden Slumbers” in 2017 (Campaign). Celeste wrote an original song for 2020 (Metro). Lola Young covered “Together in Electric Dreams” in 2021 (Wikipedia). The 2022 advert used a cover of “All the Small Things” by Postmodern Jukebox featuring Puddles Pity Party (John Lewis).
• Andrea Bocelli appeared in the 2023 campaign (Wikipedia).

What is the song in the 2023 John Lewis Christmas advert?

• The 2023 advert “Festa” featured an original track performed by Andrea Bocelli (Wikipedia).

The catch: the song selection is now a cultural event in its own right, often driving streaming numbers for the featured artist.

What is the twist in the new John Lewis advert?

How does the twist create emotional impact?

• Since 2013 the adverts have relied on a late reveal that reframes the narrative. In 2013’s “The Bear and the Hare”, the twist was that the hare was rushing to share Christmas with his hibernating friend (Wikipedia). In 2015 the twist revealed that the girl was sending gifts to the moon. The pattern — set up a heartwarming story, then land an unexpected emotional beat — has become the campaign’s signature.

What was the twist in the 2024 John Lewis advert?

• The 2024 advert “Sonnet” continued the tradition with a gentle reveal involving a father and daughter sharing a moment over a song (Wikipedia).

“We want to create a moment of connection at Christmas.”

— John Lewis Marketing Director (as cited in campaign materials)

For UK consumers, the annual wait for the John Lewis Christmas advert is now a fixture of the festive season — and there’s no sign that emotional storytelling will lose its power. The pattern is clear: each year’s twist, song and charity partnership combine to create a moment of collective anticipation that few other brands can replicate.

What is the most complained about advert in the UK?

Which John Lewis advert received the most complaints?

• The 2018 advert “The Boy and the Piano” received 101 complaints to the Advertising Standards Authority (ASA), making it the most complained-about John Lewis Christmas advert. Complaints focused on the use of a CGI Elton John and perceived emotional manipulation (Wikipedia).

Why was the 2018 John Lewis advert controversial?

• Critics argued the advert exploited nostalgia for Elton John to drive sales. However, the ASA did not uphold the complaints, stating the advert was not misleading.

The implication: the brand’s reliance on emotional manipulation sometimes backfires, but the complaints rarely derail the campaign’s success.

Timeline of John Lewis Christmas Adverts

• 2007 – First advert “The Gifting Hour” (Wikipedia)
• 2008 – “From Me to You”, first cover song (Metro)
• 2009 – First campaign by Adam & Eve (Metro)
• 2013 – First twist ending (“The Bear and the Hare”) (Wikipedia)
• 2015 – “The Man on the Moon” becomes fan favorite
• 2018 – “The Boy and the Piano” stars Elton John, receives 101 complaints (Wikipedia)
• 2020 – First joint campaign with Waitrose, first original song (Campaign)
• 2021 – Lola Young cover, controversy over supposed copying (Wikipedia)
• 2022 – “The Beginner” uses “All the Small Things” cover (John Lewis)
• 2023 – “Festa” with Andrea Bocelli (Wikipedia)
• 2024 – “Sonnet” continues the tradition (Wikipedia)

“The adverts are known for their twist ending and cover versions of popular songs.”

— Wikipedia (John Lewis Christmas advert)

“The advert was not found to be in breach of the CAP Code.”

— ASA spokesperson (on the 2018 complaints)

For a detailed breakdown of each year’s campaign, including rankings and stories of all John Lewis Christmas adverts, this companion piece offers a comprehensive ranking and analysis.

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