John Lewis plays online video card every Christmas #TheBeginner

John Lewis kick starts Christmas countdown with latest video ad.

The release of the annual John Lewis Christmas Advert has become something of a national event, and this year is no different.

John Lewis has released its highly-anticipated Christmas advert for 2023, Snapper: The Perfect Tree.

The recently revealed John Lewis Christmas commercial for 2023 is captivating and sure to grab your attention. Titled "Snapper: The Perfect Tree," it narrates the tale of a young boy aspiring to cultivate the ideal Christmas tree, only to discover that it transforms into a voracious and somewhat intimidating Venus flytrap.

As the plant grows in size, it eventually outgrows the confines of the home. However, the unbreakable bond between the plant, the boy, and his family proves too powerful to overlook.

The John Lewis commercial showcases an exclusive song by Andrea Bocelli titled "Festa" (meaning party or celebration). This innovative soundtrack signifies a shift in the campaign, emphasizing the delight associated with both time-honored and contemporary festive traditions.


The growth of video marketing

Do you remember John Lewis’ previous Christmas adverts?

Now for some festive (video) entertainment. Below is every Christmas campaign that John Lewis has launched between 2010 and 2022:

2022: The Beginner

Titled The Beginner, the new 90-second Christmas ad follows a determined man trying to learn how to skateboard but struggling. It is only at the end of the advert that we learn what he’s been practising so tirelessly for.

A knock on the door shows a social worker standing with Ellie, a young teenager who is waiting anxiously to enter a new foster home, skateboard in hand.

This year’s John Lewis ad features a cover version of a well-known and much-loved song. Previous versions have included Lily Allen’s cover of Keane’s Somewhere Only We Know and Elbow’s cover of The Beatles’ track Golden Slumbers.

Adam&EveDDB created the ad with input from partner charities Action for Children and Who Cares? Scotland, also consulting specialist advisors throughout production.


2021: Unexpected Guest

This moving advert tells the story of a young boy called Nathan who witnesses a UFO crash in a nearby forest. There, he meets his new space traveller friend named Skye, an alien who’s pretty interested in learning about Christmas.

Nathan introduces her to his family's festive traditions and tells her all about the wonders of Christmas which she gets to enjoy for the very first time, before getting her very first Christmas present – a nice, fluffy jumper.

The John Lewis Christmas advert song is always a huge talking point, and this year is a cover of ‘Together in Electric Dreams’ by Lola Young.


2020: Give A Little Love

2020's advert was called Give A Little Love, sending a message that the world would be a better place if we all gave a little more love. 

John Lewis and Waitrose have chosen to 'celebrate kindness, whether large or small, showing how each and every act of love has a positive impact on the world around us, as we pass them on to others.' 

Meet a host of lovable characters, including Mr. Pidge and Spikes the Hedgehog as they discover the true spirit of Christmas.

They were hoping to raise £4m for their charities plus £1m for local charities. 

Read more about this here: https://www.johnlewis.com/content/give-a-little-love


2019: Excitable Edgar

2019's advert is called Excitable Edgar and was released on Thursday 14th November 2019...

Excitable Edgar tells the story of a magical friendship between dragon and a little girl and how one thoughtful gesture can make all the difference.

Edgar the Dragon can get a little bit excited over the Christmas season, which leads to fiery consequences, but his friend has a perfect present for him to be involved in the festivities, in his own way.

British band Bastille provide a cover of REO Speedwagon’s “Can’t Fight This Feeling”. Once again, advertising agency adam&eveDDB has created the 2019 John Lewis & Partners Christmas advert.


2018: The Boy and the Piano

Elton John stars in the 10th installment of John Lewis & Partners Christmas adverts, created by Adam & Eve/DBB.

‘The Boy and the Piano’ sees John playing his famous 1970 it ‘Your Song’ as you back through moments of his storied career all the way back to the first moment he received a piano for a Christmas present.


2017: #MozTheMonster

Moz The Monster features Joe, a young boy who is being kept awake at night by an oversized, imaginary monster named Moz, who sleeps under his bed. An unlikely friendship develops, and all manner of nocturnal mischief ensues.

The video, directed by Michel Gondry, the celebrated film director behind The Science of Sleep and Eternal Sunshine of the Spotless Mind, is brought to life by its soundtrack, a cover of The Beatles’ song Golden Slumbers by rock band Elbow.


2016: Buster the Boxer

Buster is the star of this advert, which also features a six-year old girl, a trampoline and a great pair of pyjamas. The song is Randy Crawford’s 1980 single, One Day I’ll Fly Away, performed by the Vaults.

Created by advertising agency adam&eveDDB, it has broken all previous John Lewis ad records. Within the first hour of its release, Buster the Boxer got 218,330 video shares on Facebook, Twitter and YouTube.


2015: The Man on the Moon

This video featured a girl trying to send a message to a man on the moon while looking through her telescope.

The soundtrack is the Oasis track, Half the World Away, and is performed by Norwegian artist Aurora. It has garnered over 26 million views on the John Lewis YouTube channel.


2014: Monty the Penguin

This is the first Christmas ad that John Lewis created its own hashtag for.

#montythepenguin was used in 49,562 tweets in the three hours after the ad’s online release.


2013: The Bear and the Hare

To date, more than 40 million people have viewed this animated tale on the John Lewis YouTube channel, while the ad was mentioned in 49,152 tweets in the first 24 hours of its release.


2012: The Journey

This is the year online video came of age. This video has received more than 6million views and was mentioned in 21,027 tweets in the first 24 hours after its online release.


2011: The Long Wait

John Lewis launched its 2011 festive ad on its own YouTube channel and Twitter. And in the week before it made its TV debut, during The X-Factor’s ad break, the video was shared 183,000 times and mentioned in 10,000 tweets.

It would have received more than 290,141 views, however, had the online version not replaced the cover version of The Smiths’ Please, Please, Please, Let Me Get What I Want with a track from unknown band, Being Buffalo.


2010: Rocking Horse

This video is best remembered for launching Ellie Goulding’s pop career thanks to her cover of Your Song by Elton John in the ad. But more significant is that John Lewis didn’t upload the campaign to YouTube, and this version has fewer viewings on the social media channel.

Regardless of what channel these are viewed on, the growing popularity of online videos cannot be ignored.

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