John Lewis Christmas ads over the years

For some, the eagerly anticipated John Lewis Christmas advert signals the start of the festive season, and since the launch of ‘Moz the Monster’ campaign there has been huge debates on whether the two-minute film, which reportedly cost 7 million pounds was up to the same standards as previous years.

The advert directed by Oscar-winning director Michel Gondry, of Eternal Sunshine of the Spotless Mind fame, sees a giant snoring monster, Moz, living under the bed of a very adorable little boy, however, many Tweeters felt that it didn’t pull on their heartstrings like previous adverts. This has led to many stating that Marks and Spencer and its #LoveTheBear advert featuring Paddington Bear and Debenhams Cinderella-themed campaign narrated by actor Ewan McGregor are clear winners in the Christmas 2017 ad battle.

‘Moz the Monster’ was always going to have it tough as it was following last year’s ‘Buster the Boxer’, which was found to be the most compelling Christmas campaign from the last six festive ads from the department store.

In 2007, John Lewis released its first Christmas television advert, working with agency Lowe London for two years before switching to its current campaign creators Adam and Eve DDB, however, it is widely believed that it was the 2011 ‘The Long Wait’ that cemented the department store’s Christmas adverts as eagerly anticipated events each year.

So, which John Lewis Christmas advert has been your favourite since 2011?

2017 - ‘Moz the Monster’

The two-minute TV advert tells the story of a little boy called Joe, who forms a friendship with an imaginary monster called Moz who he plays with every night. For Christmas, Joe receives the perfect gift of a night light which helps him finally get some peace and quiet from Moz, and a good night’s sleep. Set to a cover version of the Beatles song 'Golden Slumbers’, recorded by British band Elbow.

2016 - ‘Buster the Dog’

The advert tells the story of Buster the Boxer dog, a young girl called Bridget and her family at Christmas, featuring real and CGI animals, and centres on Bridget’s obsession with bouncing on beds, a space hopper and sofas. The advert is set to a cover of Randy Crawford’s song ‘One Day I’ll Fly Away’ recorded by the British band Vaults, and ends with the tagline, “Gifts that everyone will love”.

2015 - ‘Man on the Moon’

Widely considered one of the department store’s saddest Christmas adverts, ‘Man on the Moon’ tells the tale of a young girl who spots a lonely old man on the moon while looking through her telescope. Set to the soundtrack of Oasis’s ‘Half the World Away’ sung by Norwegian singer Aurora.

2014 - ‘Monty the Penguin’

Telling the story of seven-year-old Sam and his friend Monty the penguin, who he realises is longing for a penguin companion, so on Christmas morning the little boy surprises Monty with a new gift, a penguin friend named Mabel. The soundtrack was John Lennon’s ‘Real Love’ performed by Tom Odell.

2013 - ‘The Bear and The Hare’

Using traditional 2D hand-drawn animation, stop frame, and 3D model made sets, the advert is set in a beautiful forest and poor Bear is the only animal that never gets to celebrate Christmas because he has to hibernate every year. However, the Hare comes up with a brilliant idea for him to enjoy the festive season. The story is set to a cover of Keane's 'Somewhere Only We Know' performed by Lily Allen.

2012 - ‘The Journey’

The advert opens in a family's snow-covered garden, with children making a snowman. When the snowman has mysteriously disappeared the next morning, the audience is transported to a magical world, following the snowman on an epic journey across river, mountain, road and city. Set to a cover of Frankie Goes to Hollywood's 'Power of Love' sung by Gabrielle Aplin.

2011 - ‘The Long Wait’

The advert follows one little boy who is impatiently counting down to Christmas. He is seen tapping his fingers, gazing out of the window, even trying to cast a spell on a clock to make time go faster, but to no avail. Advert set to the Smiths track 'Please, Please, Please let me get what I want’ by emerging artist Slow Moving Millie.

Images: courtesy of John Lewis