Here we are, then: the big one. The John Lewis ad is the origin for all the Christmas advert mania currently circulating on our TV screens.
They perfected the formula before it was even a formula: tear-jerking story, winsome musical cover, subtle branding. And this year, they’re back – deliberately late, presumably in the interests of making a grand entrance – to show the rest of the market how it’s done. No pressure then.
